NEWS | Santorini, Greece Unveils Bold New Tourism Campaign Showcasing Its Authentic Charm

Santorini is stepping into 2025 with a fresh tourism campaign that invites travelers to discover a lesser-known, more genuine side of the island—far beyond its famous sunsets and whitewashed buildings.

Santorini’s newly launched tourism campaign also shines a spotlight on the island’s rich historical legacy and distinctive culinary traditions. One of the island’s most remarkable archaeological treasures is the ancient city of Akrotiri—often referred to as the “Pompeii of the Aegean.”

Beyond its archaeological marvels, Santorini is also renowned for its exceptional wine heritage. The island’s volcanic soil has nurtured vineyards for thousands of years, producing some of Greece’s most distinctive and celebrated wines.

The same volcanic environment that gives Santorini wines their character also enriches a wide range of native agricultural products. From the intensely flavored cherry-sized tomatoes and buttery fava beans to the distinctive round zucchini known locally as “katsouni,” capers bursting with flavor, and the island’s signature white and green eggplants—each ingredient owes its depth and intensity to the island’s fertile, mineral-rich earth.

Equally noteworthy is the Santorini tomato, also granted PDO status, revered for its robust flavor and used in various forms including traditional sun-dried versions. Adding to the island’s culinary charm is “hlorotyri,” a fresh local cheese made from goat’s milk, and a variety of seasonal treats such as the golden-hued Easter pastries “halakia” and “koutsounes,” which gain their distinctive color and aroma from wild thyme that grows abundantly in Karteriat.

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