With the aim of the organized, scientifically documented and sustainable promotion of one of the most popular destinations in the world and the flagship of Greek tourism, Santorini, the five-year Program Agreement between the Municipality of Thira and the Development Organization of Thira-Sikinos-Anafi-Folegandros-Ios “THIRA-SAFI SA” was approved, for the operation of the Destination Management and Promotion Organization (DMMO) “Santorini”. The budget of the agreement for the first twelve months amounts to 70,000 euros from municipal resources.
The DMMO, the commitment for the establishment and operation of which is undertaken by the municipality of Thira, is included in the memorandum of cooperation signed between the Ministry of Tourism and the municipality for the implementation of the Agreement – Framework of the Action SUB1: Destination Management of the Recovery & Resilience Fund.
Through the creation of the Organization, Santorini hopes to respond to the request of professionals and visitors of the international tourism market for the provision and dissemination of comprehensive information about the destination, as well as the domestic market, for the creation of a comprehensive tourism policy and promotion strategy through the cooperation of the bodies.
Santorini welcomes over 3 million visitors annually. According to data from 2023, the Cyclades record 2.5 million cruise arrivals annually, of which 1.3 million concern Santorini, while the total number of domestic passengers transported on the island amounts to 1.7 million.
“It is obvious that the complex process of managing the tourism product must be based on coordinated actions through a Management Organization,” the municipality points out, “where a key role will be played by the participation of all stakeholders in the development of the region, who, within the framework of democratic development planning, will ensure the strengthening and continuous development of tourism activity, thus feeding the other sectors of the local economy, with the aim of creating a local model of sustainable development”.
Specifically, the objectives of the DMMO “Santorini” focus on:
The extension of the tourist season and the mitigation of seasonality and periodicity of demand.
The increase in the average length of stay of visitors and the average occupancy of hotels and accommodations.
To achieve a balance between tourism and sustainable urban and environmental development.
To enhance the international recognition of the destination and its local products.
Among the first actions being launched are the registration of the municipality’s tourism product, the preparation of a three-year Integrated Destination Management Plan, the co-advertising cooperation with specialized tourism organizations, tour operators, and airlines, and the establishment of a local Sustainable Tourism Development Observatory.
The medium-term targeting of the new Organization includes the diversification of the tourism product, the upgrading of infrastructure, and the support of innovation and tourism entrepreneurship. The DMMO is expected to function as a “hub” of knowledge and interconnection, promoting cooperation between the public and private sectors and adopting good practices of sustainability, digital transformation and competitiveness.
The work of the ODPP will be based on the principles of viability and sustainability, in line with international best practices, and the Organization will promote digital transformation, entrepreneurship, and innovation, with the aim of strengthening the competitiveness of the tourism sector at the local – but secondarily also national – level.
