Santorini, one of Greece’s most iconic tourist destinations, has recently attracted international attention—not for its breathtaking beauty, but due to recent seismic activity in the region. Markets in the U.S., Canada, and Australia have shown increased interest in these developments, as reflected in Google Trends search data.
Surge in searches for earthquakes in Santorini
According to Google Trends data, there was a sharp increase in searches related to the term “earthquake” combined with “Santorini” on February 3, 2025. This shift indicates a redirection of international attention from tourism to geological developments, which could potentially impact travel demand to the island.
No cancellations – Sales continue
Despite rising concerns, representatives of the tourism industry report that no booking cancellations have occurred, and travel package sales continue as usual. Experts describe the seismic activity as “disruptive but not dangerous” and believe that the international reaction has been disproportionate to the actual situation.
The Ministry of Climate Crisis and Civil Protection recently confirmed in a meeting that seismic activity within the caldera remains at low levels, with no need for emergency measures. Local authorities and scientists continue to monitor the situation closely, while precautionary guidelines have been issued for both residents and visitors.
International travel trends for Europe
Concerns over seismic activity in Santorini coincide with new data on global travel trends. According to a study by the European Travel Commission (ETC), the intention to travel from long-haul markets to Europe is expected to decline in 2025, with the exception of China. Travelers from markets such as Australia, Brazil, Canada, Japan, South Korea, and the U.S. appear hesitant, mainly due to costs and shifting preferences.
Key findings from the study:
- 63% of respondents plan a long-haul trip in 2025, with 44% favoring Europe.
- The percentage of travelers choosing Europe dropped from 49% in 2024 to 44% in 2025.
- China stands out, with 61% of Chinese travelers planning a trip to Europe within the next 12 months.
- The primary barrier to travel is financial cost, especially among the 18-34 and 35-49 age groups.
Europe as a travel destination: Challenges and opportunities
To maintain Europe’s appeal to travelers, strategic destination branding is essential. According to the ETC, key factors contributing to a destination’s perceived safety include:
- Low crime rates
- Well-maintained infrastructure
- Visible security measures
- Political stability
- Friendly interactions with locals
Additionally, the trend of multi-country trips remains strong. In 2025, 94% of travelers visiting Europe plan to explore an average of 3.4 countries, with South Koreans visiting up to 5.2 countries per trip.
Economic outlook and consumer trends
The financial aspect of travel is also evolving:
- 42% of travelers plan daily expenses of €100-200.
- Spending on food and beverages is a priority for 67% of travelers, while shopping is favored by 67% of Chinese tourists.
- American travelers prioritize accommodation, with 55% spending above the average.
Santorini’s tourism and global perception
Santorini remains at the forefront of the global tourism landscape, with recent developments causing temporary concerns in international markets. Despite seismic activity, cancellations have not increased, and tourism professionals remain optimistic about the island’s continued success.
The challenge for Greek tourism and the European market as a whole is to effectively manage their image, adapting strategies to new conditions to sustain demand and ensure sustainable growth. Changing travel habits and priorities must be taken into account, while maintaining strong branding for “Greece” and “Santorini” will be crucial in preserving the destination’s attractiveness.
Ακολουθήστε μας στο Google News και μάθετε πρώτοι όλες τις ειδήσεις!
