The Santorini Hoteliers Association has expressed its strong indignation, unequivocally condemning a recent promotional video posted by the international platform Trivago on its official social media accounts. As the Association alleges, the material in question attempts to promote an alternative tourist destination by deliberately degrading, distorting, and misrepresenting the image of Santorini.
The relevant announcement notes that, according to available information, the visual material used does not correspond to reality and appears to have been generated using artificial intelligence (AI).
The Santorini Hoteliers Association emphasizes that a global company’s decision to use Santorini as a negative point of reference constitutes an unacceptable marketing practice. This tactic not only undermines Trivago’s own credibility but also causes significant damage to the reputation of one of the world’s leading and most recognizable tourist destinations.
“Tourism promotion must be based on truth, authenticity, and respect,” states the official letter of protest sent to the company. “Demeaning one destination in order to promote another is not responsible marketing. On the contrary, it creates misleading impressions, distorts travelers’ perceptions, and undermines trust in the tourism industry as a whole.”
Santorini has long been an iconic destination for Greek tourism and a fundamental pillar of the national economy. The Santorini Hoteliers Association makes it clear that the island does not need “fabricated narratives” to prove its worth, as the long-standing trust of millions of visitors is the strongest response to any attempt at misrepresentation.
In this context, the Santorini Hoteliers Association demands that Trivago immediately:
- The immediate removal of the video in question from all of its digital platforms.
- Publicly restore Santorini’s image with accurate and responsible content.
- Clear disclosure to the public regarding the use of artificial intelligence-generated material, where applicable.
- A public apology to the island of Santorini, its residents, local businesses, and visitors.
The Association calls on the company to take corrective action without delay. Otherwise, President Antonis Pagonis and the Board of Directors will convene an extraordinary General Assembly of members, in order to decide on all necessary measures to protect the destination, including the exercise of every legal right before the competent national and international authorities.
“Santorini is not a subject for exploitative publicity. Protecting its image is a matter of institutional responsibility and professional ethics,” the statement concludes.