The Greek National Tourism Organisation (GNTO) has concluded the Santorini-Mykonos GNTO Tourism Forum 2026, held from 5 to 11 October, with a focus on strengthening the islands’ international profile by showcasing their authenticity, cultural heritage and diverse visitor experiences.
The GNTO organised the forum in cooperation with the municipalities of Thira (Santorini) and Mykonos, supporting the wider tourism objectives of the Ministry of Tourism and Tourism Minister Olga Kefalogianni.
GNTO Secretary-General Andreas Fiorentinos thanked Thira Mayor Nikos Zorzos, Mykonos Mayor Christos Veronis, local organisations, tourism professionals and GNTO staff who contributed to the event. He outlined three priorities for the future of both destinations: time, space and value.
These priorities aim to attract visitors across more months of the year, showcase a wider range of locations and experiences on each island, and increase the benefits tourism generates for local economies.
“Our responsibility is to ensure that this success reaches every island, every area and every season of the year,” Fiorentinos said.
Santorini demonstrates tourism resilience
Fiorentinos discussed the challenges Santorini faced in 2025 while presenting figures that highlighted the destination’s resilience. Despite a decline in arrivals that year, hotel overnight stays increased by 2.5%.
International air arrivals reached 505,767 between January and August 2026, marking a modest 0.3% increase compared with the same period in 2025.
During the first half of 2026, accommodation businesses increased their turnover by 7.3%, compared with a nationwide rise of 5.7%. Restaurant and food-service businesses recorded a 1.6% increase, bucking the downward trend at national level.
Cultural tourism also showed strong growth. Between January and May 2026, visitor numbers at the Akrotiri archaeological site rose by 27.2%, while attendance at the Museum of Prehistoric Thera increased by 21.5%.
“Visitors come to Santorini not only for the views, but also for what lies behind them: a history spanning three and a half thousand years,” Fiorentinos said.
He stressed the need to give travellers more reasons to visit during spring and autumn. In 2025, July and August accounted for almost half of Santorini’s international air arrivals.
Fiorentinos also highlighted the island’s inland areas, wineries, gastronomy and industrial heritage as attractions that could encourage visitors to explore beyond the best-known locations and spread tourism benefits more widely.
Mykonos targets a longer tourism season
Fiorentinos took a personal approach when discussing Mykonos, where he grew up and gained experience through his family’s hotel business.
“When I speak about Mykonos, I speak about my home and the people I have known all my life,” he said.
International air arrivals in Mykonos reached 475,510 between January and August 2026, an increase of 9.1% compared with 2025 and 12.2% compared with 2024.
The year-on-year growth rate was almost double the national increase of 4.9% over the corresponding period.
Fiorentinos also highlighted the quality of the island’s hotel infrastructure. Four- and five-star establishments account for 77.7% of Mykonos’ hotel beds.
The food-service sector also recorded growth, with turnover increasing by 4% in 2025 and by 1% during the first half of 2026.
However, seasonality remains a challenge. July and August accounted for 55.6% of Mykonos’ international air arrivals in 2025.
Fiorentinos identified May, June, September and October as months with further potential to attract visitors. He also called for greater prominence for the nearby island of Delos, Ano Mera village, the Mykonian countryside, local produce and traditional cuisine.
He said tourism quality should extend across the entire island and throughout more of the year, supporting families, small businesses and young people who choose to build their futures there.
GNTO unveils digital tools to promote destinations
Fiorentinos also presented the new VisitGreece.gr website and its app, which feature artificial intelligence assistants and personalised recommendations.
He highlighted two additional digital initiatives: the Digital Tourism Map and the Digital Interactive Tourism Museum.
These tools aim to help travellers discover more destinations and experiences across different regions and seasons.
The GNTO’s overseas offices also play an important role in promoting Greece internationally. They work with tourism organisations, airlines and media outlets in international markets.
Presentations by the directors of these offices, together with open discussions during the forum, encouraged the exchange of knowledge about travel trends and opportunities to promote Santorini and Mykonos.
The programme also included visits and experiences showcasing the culture, history and gastronomy of both islands.
Addressing representatives of the international press, Fiorentinos urged them to highlight the distinctive character of each destination.
“Tell the stories of the two islands in their own colours,” he said.
The forum brought together directors of GNTO overseas offices, local government representatives, tourism industry professionals and journalists and editors from international travel media.
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