From Santorini to the world: a case for purposeful travel.

For Kathrin Vogel, tourism isn’t just a job. It’s a lifelong calling. As the founder of SantoriniExperts, she has spent the past 11 years building a business that’s as personal as it is professional, delivering heartfelt, locally guided experiences to thousands of travelers from around the world.

With hundreds of five-star reviews and a 2024 Arival Inclusive Operator Award under her belt, Kathrin’s reputation for hospitality, care, and deep knowledge of Santorini has turned her tour company into one of Greece’s standout experiences.

“I was a waitress at 12 years old in my parents’ restaurant,” she says. “So serving people has always been a part of me.”

A Career Built on Connection

Kathrin studied tourism, hotel management, and business before starting her career with a German tour operator. What was supposed to be a short-term job in Santorini in 1999 turned into a permanent move, a family, and eventually, the launch of her own company in 2014.

“I had ideas in my head that I needed to do for myself,” she says. “I knew it was time to create something that aligned with my values.”

Today, she leads a tight-knit team that operates more like a family.

“I don’t even think of myself as a leader,” she says. “We’re a team. We face challenges together, solve problems together. I’m just proud I found them, and that we found each other.”

Innovation Born from Challenge

Running a tour business on one of the world’s most visited islands hasn’t been easy. Early on, the challenge was visibility, finding customers and building partnerships. As the business grew, so did the responsibility of ensuring sustainability.

Santorini, Kathrin explains, has long struggled with overtourism and pollution, particularly from single-use plastics. Keeping the island beautiful and clean became part of the mission.

Then came COVID. “Everything went online,” she recalls. “School, sports, why not travel?”

Kathrin pivoted quickly, offering live virtual tours for almost two years, walking the island with a camera and bringing Santorini into people’s homes.

And just as things returned to normal, another test arrived: earthquakes. “I thought we were heading for another season like 2020,” she says. “But things calmed down, and cruise ships are already coming back. We’re hopeful for the rest of the year.”

Human-Centered Experiences

For Kathrin, the real fulfillment lies in the personal moments: the hugs at the end of a tour, the unexpected friendships, the emails years later from guests whose children still remember her.

“I’ve had people say, ‘I’m hugging people,’ and I say, ‘I’m hugging too!’” she laughs. “It’s the connection that makes it all worth it.”

That connection also drives her motivation. As a mother of three, Kathrin balances work with providing for her family. But it’s more than obligation. It’s passion. “When people react to what we show them, when they see the beauty of the island, when they really understand, those moments are incredibly motivating.”

Where Ideas Take Flight

Staying current means staying curious. Kathrin credits her innovation streak to conversations, whether with peers, industry communities, or even AI.

“I talk to my ChatGPT a lot,” she jokes. “He’s the only guy in the company! But honestly, it’s about staying open to new ideas, to the changing world.”

From real-time translation earbuds to industry webinars, Kathrin constantly finds ways to improve her offerings and adapt to what travelers need today. “The world is smaller now,” she says. “Technology has changed everything, but connection remains the heart of it.”

Vision for the Future

This year, her focus is on keeping the business steady after a turbulent start. But next year? Big plans are brewing.

Kathrin envisions expanding SantoriniExperts into a broader brand, GreeceExperts, with tours in other regions.

“I’ve talked about it with my kids,” she says. “Two of them are already studying and interested in joining the company. Maybe the next generation will take it across the country.”

Her long-term vision is rooted in sustainability, family, and community. “We didn’t rush to grow,” she explains. “We took it slowly, built relationships, got to know our suppliers, stayed connected to other tour operators. That’s how we’ve lasted 11 years.”

Thinking of Visiting Santorini?
If you’re planning a trip to Santorini, or dreaming about Greece, reach out to Kathrin and her team at SantoriniExperts. You’ll experience the island through the eyes of someone who lives and loves it, and you just might leave with a few more friends (and hugs) than you expected.