Even if you have never set foot on the Greek island of Santorini, you likely know exactly what it looks like. The white buildings with blue roofs clinging to the sides of cliffs overlooking the Aegean Sea have become legendary Instagram fodder. There's a reason for that as tourists flock to the islands in droves, with a reported 3.4 million visitors looking for the standard Instagram photo last year. That has led to a different kind of notoriety that Santorini was not looking for.
The island has become the poster child for social media fueled overtourism. Somewhat ironically, Santorini became Instagram famous thanks to those sought after photos but the overwhelming crowds of people looking for those same shots made the island Instagram infamous. This last tourist season produced seemingly endless images of unmanageable crowds cramming the streets and walkways, making the region unlivable for locals and travelers alike.
Unfortunately, where you have overtourism, you inevitably end up with tourists behaving badly and Santorini is no exception to that. Disrespectful visitors are an issue on the Greek island just as they are anywhere else. Add into that the recent bout of earthquakes and the potential for a volcanic eruption, and you have a lot of concerned potential travelers rethinking their plans.
As Santorini struggles with how to deal with an overtourism problem that is going to get worse before it gets better as well as a volcano they cannot control, the island is pushing a new direction. Eschewing the usual images of the picturesque white buildings with blue roofs, a new marketing campaign will highlight the authentic aspects of Santorini. That includes the history, the culture, the food, and the natural wonders of the island, including the wonderous Volcanic Park.