A vineyard in Greece. Photo source: Wines of Greece.
Greek Tourism Minister Olga Kefalogianni reaffirmed the strategic value of wine tourism in strengthening the qualitative development of Greek tourism during a recent Wine Tourism Council meeting.
She emphasized that Greek wine enjoys growing international recognition and that wine tourism plays a vital role in advancing the country’s goals for sustainability, resilience, and competitiveness.
“Winemaking in Greece is not only a centuries-old tradition but also a modern, dynamic sector of our economy,” Kefalogianni noted. “Wine tourism brings together primary production, cultural heritage, hospitality, and gastronomy, offering visitors a rich and authentic experience.”
Tourism Ministry’s Secretary General Vassia Koutsoukou, Minister of Tourism, Olga Kefalogianni, Wine Tourism Council President Mary Triantafyllopoulou and GNTO Vice President Konstantinos Zikos. Photo source: Tourism Ministry
Among the key initiatives underway are efforts to allow tourist accommodations within wineries, the introduction of the “Visitable Winery” label, and EU-funded programs that support agrotourism and gastronomy under the Recovery and Resilience Fund. A recent nationwide market study has mapped wine tourism businesses, services, and regional products, setting the groundwork for targeted development.
Plans also include the creation of a national thematic Destination Management Organization (DMO) to link producers and tourism enterprises under a unified strategy, as well as the launch of a digital platform to promote Greece’s agrotourism and gastronomic offerings.
Kefalogianni praised the Wine Tourism Council for its institutional role, calling it a valuable tool in advancing the sector. “Greek wine is a strong competitive advantage that must be further leveraged,” she said. “We are committed to promoting all elements connected to wine tourism in a modern and appealing way. With coordination and the right tools, Greece can become a leading wine tourism destination globally.”
Looking more broadly at the sector, the minister also referenced Greek tourism’s record-breaking performance in 2024 in terms of arrivals and revenue, while stressing the importance of staying focused amid rising global competition. “We are continuing our strategy for sustainable, resilient tourism that creates value across the country and supports local development,” she concluded.
The meeting was attended by senior officials including Greek National Tourism Organization (GNTO) Vice President Konstantinos Zikos, Secretary General for Tourism Policy Vassia Koutsoukou, Attica Deputy Governor Christina Kefalogianni, and Wine Tourism Council President Mary Triantafyllopoulou.
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