Greek Deputy Tourism Minister Anna Karamanli (second from right) speaking during the conference. Photo source: Tourism Ministry
Greece’s rich wine traditions took center stage as a leading example of alternative tourism during the 9th Global Conference on Wine Tourism of the World Tourism Organization (UN Tourism) in Plovdiv, Bulgaria.
With a long legacy of winemaking, Greece has been named Europe’s fifth top wine destination by TUI Musement, in recognition of its tradition and growing appeal among wine enthusiasts and travelers.
Greek Deputy Tourism Minister Anna Karamanli presented this legacy and highlighted its vital role in Greece’s culture and gastronomy, as well as its contribution to the tourism industry.
“Wine tourism in Greece is not merely an alternative form of travel, but a strategic pillar for sustainable development,” she said.
According to Karamanli, the main advantages of wine tourism include diversifying the tourism product, extending the season, and increasing visitor numbers year-round.
It also supports the sustainability and resilience of local economies, attracts high-income travelers seeking quality experiences, boosts the international profile of Greek wine production, and preserves and promotes the country’s cultural and gastronomic heritage.
Building on these strengths, the Tourism Ministry has developed a dedicated strategy to promote wine tourism internationally. Key actions include the creation of the Visitable Winery label and the establishment of the National Wine Tourism Council.
Meanwhile, wine tourism is also promoted through the “Agritourism and Gastronomy” project, funded by the Recovery and Resilience Fund, which will operate as a national Destination Management Organization (DMO) to promote Greece’s agritourism and gastronomy both nationally and internationally.
UNESCO and UN Tourism are supporting these initiatives to enhance their global visibility and foster collaboration with other countries.
As part of this effort, the Greek Ministry of Culture will join the Iter Vitis Route of the Council of Europe, which connects 23 countries and highlights wine as an integral part of Europe’s cultural heritage.
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