Published on
October 7, 2025
The Global Conference on Wine Tourism, held in Plovdiv, Bulgaria, and organized by the UN Tourism, showcased the ancient winemaking traditions of Greece. Greece, which has a major role in global wine tourism, was honored for its historical regulatory frameworks in the cultivation of grapes, providing a unique and sustainable experience for the tourists. Greece has consistently been endorsed by the Conference as a ‘rising star’ in the wine tourism industry, which focuses alternative tourism as a key factor in the sustainable development of the country.
The announcement by TUI and Musement that Greece ranked as Europe’s fifth leading wine tourism destination takes into account the rich history of winemaking in Greece which has been appreciated for the last 4,000 years. This achievement has considerably increased the country’s status in wine tourism, and for that, culture and gastronomy catered in Greece improved and developed for the visitors.
Greece’s Role in the Global Wine Tourism Landscape
Wine tourism in Greece is an essential component of the country’s broader tourism strategy. Greek Deputy Tourism Minister, Anna Karamanli, took the stage to showcase the country’s legacy in winemaking and its growing popularity as a wine tourism destination. Karamanli emphasized that wine tourism is not just a niche form of travel but a strategic pillar for sustainable development.
“Wine tourism in Greece is not merely an alternative form of travel but a strategic pillar for sustainable development,” said Karamanli. This highlights the broader impact of wine tourism, contributing to local economies, cultural preservation, and sustainability. Wine tourism helps diversify Greece’s tourism offering by extending the tourist season, increasing the flow of visitors year-round, and attracting high-income travelers seeking quality, immersive experiences.
The Economic and Cultural Benefits of Wine Tourism
Wine tourism in Greece is seen as a way to support both economic and cultural growth. Karamanli pointed out that the advantages of wine tourism extend far beyond economic gains. Wine tourism allows the country to showcase its unique wine regions, promotes local gastronomy, and preserves Greece’s rich cultural heritage. The demand for high-quality experiences by wine enthusiasts from around the globe is also a driving force behind Greece’s tourism growth.
The wine tourism sector is vital in strengthening the resilience of local economies, particularly in rural and remote areas. It encourages visitors to explore smaller towns and villages, providing opportunities for local businesses to thrive, especially those involved in wine production, food services, and hospitality. This helps create a more diversified and sustainable tourism model that is less dependent on traditional peak seasons and mass tourism.
In addition to its cultural and economic benefits, wine tourism helps elevate the international profile of Greek wines. Greece is home to many indigenous grape varieties that are unique to the region, providing an authentic experience for wine lovers. With a growing number of visitors seeking to discover these wines, Greek wine tourism is attracting increasing attention from international markets.
Strategic Actions to Promote Greek Wine Tourism
The Greek government has recognized the importance of wine tourism and has developed a comprehensive strategy to promote it internationally. One of the key initiatives is the creation of the “Visitable Winery” label, which certifies wineries that are open to the public and offer a high-quality experience for visitors. This initiative ensures that visitors can enjoy a reliable and enriching experience while exploring Greece’s wine regions.
Moreover, the establishment of the National Wine Tourism Council further strengthens the country’s wine tourism sector by coordinating efforts across regions and promoting Greek wines on the global stage. These actions aim to enhance the visibility of Greece as a wine tourism destination and attract more international travelers looking for authentic wine-related experiences.
Supporting Wine Tourism through Agritourism and Gastronomy
Building on the country’s rich agricultural and gastronomic heritage, the Greek Ministry of Tourism is also focusing on agritourism as a way to enhance the overall wine tourism experience. The “Agritourism and Gastronomy” project, funded by the Recovery and Resilience Fund, aims to create a national Destination Management Organization (DMO) that will promote Greece’s agritourism and gastronomy offerings. The project will work to market the country’s wine-related experiences, from vineyard tours to culinary festivals, on both a national and international level.
This initiative is supported by UNESCO and the World Tourism Organization, which will help amplify its global visibility. The combination of wine tourism with agritourism and culinary tourism is a powerful strategy to position Greece as a leading destination for travelers who are eager to immerse themselves in authentic, sustainable experiences.
Joining the Iter Vitis Route: Strengthening European Wine Tourism Connections
To further promote wine tourism, the Greek Ministry of Culture is joining the Iter Vitis Route of the Council of Europe. This network connects 23 countries and highlights the integral role of wine in Europe’s cultural heritage. The collaboration allows Greece to participate in a broader European initiative that fosters cross-border wine tourism, encouraging travelers to explore multiple wine regions across Europe.
By joining the Iter Vitis Route, Greece strengthens its ties with other key wine-producing countries, positioning itself as an essential stop on the European wine tourism map. This membership helps increase Greece’s visibility as a top wine tourism destination, attracting more international visitors and facilitating cultural exchange.
Wine Tourism: A Sustainable Approach to Tourism Growth
As Greece continues to enhance its wine tourism offerings, sustainability remains at the forefront of its strategy. Wine tourism, when managed responsibly, offers a way to develop the tourism sector without compromising the environment or local communities. Greece’s efforts to integrate sustainability into its tourism initiatives reflect a growing global trend toward more responsible and ethical travel.
By focusing on sustainable tourism practices, Greece ensures that its natural resources, cultural heritage, and wine production remain protected for future generations. Wine tourism not only supports local economies but also encourages visitors to engage with Greece’s rich cultural and gastronomic traditions in a way that is respectful and meaningful.
Greece’s Wine Tourism Future
Greece is likely to grow its wine tourism niche while the country’s international wine tourism profile expands. With a focus on the country’s wine regions, Greece will soon issue the Visitable Winery label which will likely be a game changer for the country. With her new agritourism, gastronomy, and wine region tourism projects, Greece is just a few steps away from becoming a powerful player on the world stage concerning wine tourism. Offering rich authentic experiences to wine patrons, Greece is becoming a country wine lovers will want to visit while offering exciting new cultural and culinary tourism to potential new patrons to the country.
Greece wine tourism will grow and shift the country’s tourism industry focus to a new niche because of the country’s environmentally sustained wine tourism initiatives and increased wine tourism promotional initiatives.
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