An enchanting Aegean island sculpted by volcanic forces, Santorini has earned its place as a popular destination among Chinese tourists. With its idyllic whitewashed villages and iconic blue-domed churches, the island's breathtaking sunsets, crystal clear waters and romantic atmosphere have long captivated the hearts of Chinese travelers.

"The uniqueness of Santorini lies in its landscape and views, which greatly fascinates Chinese guests drawn to its romantic atmosphere," Theodoros Sotiridis, general manager of Blue Travel in Greece, said. "The iconic blue-domed structures make it an ideal destination for honeymooners and those passionate about photography."

On the evolving Chinese market, Sotiridis said his agency has witnessed remarkable growth in the market over the past 15 years, with an astounding annual rise of 100 percent before the pandemic. Moreover, there is a significant shift in demand for group tours of the Free Independent Travel, or FIT.

"In the initial stages around 2007, the biggest volume from the Chinese market was group tours. However, by 2015-16, a transformation occurred, with groups and FITs sharing a near equal distribution of around 50 percent each," Sotiridis said. "Furthermore, the behavior of Chinese travelers has evolved. Once newcomers to Europe, they have since become seasoned explorers, displaying a deeper familiarity with destinations and elevated expectations."

Based on official records from Athens International Airport, a notable surge in Chinese tourist numbers was recorded in 2019. Following the launch of the first direct flight connecting Beijing and Athens that year, more than 217,600 Chinese tourists visited Greece, marking a remarkable upswing of over 200 percent compared to Chinese tourist arrivals in 2011.

Before, many Chinese tourists combined their holidays in Greece with other countries like Italy and Switzerland. But Sotiridis explained this trend has also changed. "Starting around 2015, Greece itself became a unique and singular destination of choice. Travelers now devote their attention solely to Greece, spending one week or up to 10 days to immerse themselves in the country's diverse attractions," he said.

Sotiridis also said Chinese tourists are known to be significant spenders. The average expenditure for a Chinese tourist during their stay in Greece is approximately 1,200 euros ($1,287). In comparison, the United States holds the position of the second-largest spending group, with an average expenditure of around 850 euros per trip to Greece.

Gan Mingyu, a tour guide who has been offering customized travel services to Chinese visitors since the 2004 Athens Olympics, said he believes Greece's wealth of tourism resources, extensive coastline and historical sites meet the needs of Chinese travelers.

Distinct experiences

"Chinese tourists favor distinct experiences, particularly those uncommon in China, such as historical architecture, cultural sites and natural wonders," he said.

A popular attraction for Chinese tourists in Santorini is the volcano cruise. "The opportunity to cruise around an active volcano excites Chinese visitors. The experience not only allows them to witness the volcanic wonder with their own eyes but also offers them a chance to appreciate the pristine, clear waters that surround the volcanic marvel," Gan said.

Santorini is also a sought-after location for photo shoots. "Sunset views in Oia village are a must for almost every single Chinese visitor. For some, to have a snapshot of the iconic sunset against the backdrop of the island's captivating scenery has become a driving force in their decision to embark on a journey to Greece," he said.

Greece's rich history, culture and local customs have made their visits all the more unforgettable. "Sharing memories on social media is common practice," Gan said. "That itself reflects Chinese tourists' eagerness to showcase beautiful photos and videos."