Greece's national tourism organization is trying to reposition Santorini from an iconic sunset destination into a richer experience built on food, wine, culture, nature and wellness, bringing foreign office heads and about 30 European journalists to the island this week.
The Santorini forum, running Oct. 5 to 8 and moving to Mykonos from Oct. 8 to 11, is part of a wider push by the organization, known as GNTO, to promote both islands abroad.
Andreas Fiorentinos, the organization's secretary general, said Santorini and Mykonos are lasting pillars of tourism and the economy, and the goal is to show high service quality in relation to cost.
Mr. Fiorentinos said the Michelin Guide, which is partnering with GNTO, is adding Santorini to its map.
The guide announced last December it would evaluate Santorini and Thessaloniki for the first time in its 2026 selection, and the inspectors' choices are due soon.
Georgia Nomikou, head of Santorini's municipal council, said the island offers authentic experiences from cooking and ceramics classes to local production.
A new digital campaign of 32 short videos on "moments" is in production.
Eleni Skarveli, who heads GNTO's British office, said British visitors seek luxury, food, island hopping, off-season travel and family stays, and a new Leeds route is planned for 2027.
Emmy Anagnostopoulou, head of the French office, said France is a top-three market, with a Paris metro campaign across 150 stations reaching high spenders, and Transavia extending flights to November.
Stavroula Skaltza, who covers Austria and Germany, said Austria is up about 7%, with visitors seeking wine and wellness, and Germans want new sides of the destination.
Eftychia Aivalioti, head of the Scandinavian office, said Nordic travelers favor hiking, nature and food and suit the shoulder months.