A special tourism promotion plan for Santorini was finalized on Friday during a meeting held at the Greek Tourism Ministry in Athens.
The meeting was chaired by Tourism Minister Olga Kefalogianni and attended by South Aegean Regional Governor George Hatzimarkos, Secretary General of Tourism Policy and Development Vasia Koutsoukou, Greek National Tourism Organization (GNTO) Secretary General Andreas Fiorentinos, and Santorini Hoteliers Association President Antonis Pagonis.
All parties confirmed that Santorini has returned to normal conditions, with seismic activity now in recession.
Photo source: Greek Tourism Ministry
“With careful planning, safety, reliability, and strategic coordination, Santorini continues to be a global reference point for Greek tourism,” said Minister Kefalogianni.
During the meeting, stakeholders highlighted their commitment to working together ahead of the upcoming tourism season.
Following the meeting, Santorini Hoteliers Association President Antonis Pagonis said that all parties agreed on a dedicated promotion plan tailored specifically for the island.
Santorini Hoteliers Association President Antonis Pagonis, Greek Tourism Minister Olga Kefalogianni, South Aegean Regional Governor George Hatzimarkos and GNTO Secretary General Andreas Fiorentinos. Photo source: Greek Tourism Ministry
“We agreed on the tourism promotion of Santorini, with a special plan that was designed quickly and specifically for our island, which currently needs specialized and targeted support,” he noted.
He added that the plan leverages modern tools with a focus on digital channels. “With sufficient funding and, above all, with the love we owe it, we joined forces so Santorini will continue to shine as the ‘diamond’ of Greek tourism,” he said.
South Aegean Governor: Current data offers optimism
The island’s tourism outlook was also discussed during the general assembly of the Hellenic Hoteliers Federation held on Friday before the meeting at the Tourism Ministry.
During his speech, South Aegean Governor George Hatzimarkos acknowledged the island’s recent challenges, describing them as uniquely tied to Santorini’s volcanic origins.
South Aegean Regional Governor George Hatzimarkos. Photo © Greek Travel Pages (GTP)
“Santorini went through a difficult period,” he said, “but the very forces that shaped its history are what make it one of a kind.”
More into his speech, he underlined that current data offers optimism: “We’re working together — the South Aegean Region and the Tourism Ministry – and with this united front, I believe we’ll achieve positive results by the end of the season, just as we have in other areas facing similar difficulties.”
SETE: Coordinated response is key
Agapi Sbokou, Vice President of the Greek Tourism Confederation (SETE), also addressed broader challenges facing the industry, including geopolitical uncertainty and economic instability.
“The travel ecosystem remains under pressure due to a complex and unpredictable international environment,” she said, adding that the climate crisis and its consequences now appear to be a constant factor.
She stressed the importance of adaptability: “Our ability – as a state, as a private sector, and as a society – to respond to and manage such crises will largely define the future of our tourism sector.”
SETE Vice President Agapi Sbokou. Photo © Greek Travel Pages (GTP)
Using Santorini as an example of how the industry must adapt to unforeseen challenges, Sbokou highlighted the power of coordinated response.
“We’ve shown we can successfully manage major crises,” she said. “Genuine cooperation, meaningful dialogue, and mutual understanding between the public sector, private stakeholders, employees, and local communities are essential to overcome this one as well.”
Municipality of Thira initiative
Building on that spirit of collaboration and renewal, the Municipality of Thira has announced the launch of the initiative “Santorini 2025: Year of Promoting and Supporting Authenticity”, aimed at preserving and showcasing the island’s unique cultural and natural heritage.
The initiative will officially begin on April 1 with an opening event at the Acropolis Museum in Athens.
The event will feature a panel of distinguished speakers, including Mayor of Thira Nikos Zorzos, painter and hagiographer Christoforos Asimis, Head of the Ephorate of Antiquities of the Cyclades Dimitris Athanasoulis, and volcanologist Giorgis Vougioukalakis.
The event will conclude with the presentation of Santorini’s new tourism promotion campaign by Georgia Nomikou, President of the Municipal Council and the Tourist Committee of the Municipality of Thira. The presentation will include short videos celebrating the island’s authenticity and natural beauty.
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