The Santorini Hoteliers Association expresses its strong indignation, unequivocally condemning a recent promotional video published 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 through the deliberate downgrading, distortion, and falsification of Santorini’s image.
The relevant announcement notes that according to available information, the visual material used does not correspond to reality and appears to have been produced with the use of artificial intelligence (AI).
The Santorini Hoteliers Association underlines that the choice of a globally-reaching company to use Santorini as a negative point of reference constitutes an unacceptable communication 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,” it is noted in the official letter of protest sent to the company. “The downgrading of one destination for the purpose of promoting another does not constitute responsible marketing. On the contrary, it creates misleading impressions, distorts travelers’ perception, and harms trust in the tourism sector as a whole.”
Santorini has long been an iconic destination of Greek tourism and a fundamental pillar of the national economy. The Santorini Hoteliers Association makes it clear that the island has no need for “artificial narratives” to prove its value, as the long-standing trust of millions of visitors is the strongest response to any attempt at falsification.
In this context, the Santorini Hoteliers Association immediately demands from Trivago:
- The immediate withdrawal of the disputed video from all its digital platforms.
- The public restoration of Santorini’s image with valid and responsible content.
- Clear public information regarding the use of artificial intelligence material, if this is the case.
- A public apology to the island of Santorini, its residents, local businesses, and its visitors.
The Association calls on the company to proceed without delay with corrective actions. Otherwise, President Mr. Antonis Pagonis and the Board of Directors will convene an extraordinary General Assembly of the members, in order to decide on the adoption of all necessary measures for the protection of the destination, including the exercise of every legal right before the competent national and international authorities.
“Santorini is not an object of communication exploitation. Protecting its image is a matter of institutional responsibility and professional ethics,” the announcement concludes.