Dimitris Fragakis, Secretary General of GNTO, in an all about wine tourism interview, discusses the value of this type of food tourism.
Interview curation: Katerina Karsioti
Wine tourism in Greece is on a continuous upward trend! What are your estimates so far and what is the day ahead?
Dimitris Fragakis: Wine tourism is one of the most important pillars of enrichment of the Greek tourist product. It works additively to our quality characteristics, gives an additional incentive to travelers from abroad to choose our country as a destination and gives special momentum to the next day of tourism. It also sets up the framework of new job vacancies specifically in the Region and introduces a surplus value in local communities.
In fact, in recent years, remarkable efforts have been made by Greek winemakers, setting our country on a high ranking on a global scale. I firmly believe that our upward trajectory will continue in the coming years with extremely favorable prospects.
What are the means, which you will use in order to further strengthen country’s wine tourism and will contribute to its greater promotion as well as extroversion?
The Ministry of Tourism institutionally shields the role of wine tourism by institutionalizing, among other things, the special mark of a winery to be visited, as well as other interventions at all levels it is responsible for.
On the other hand, at GNTO we have a distinct strategy to promote wine throughout the country that includes a wide range of actions such as the specialized conferences held in 2022 in 4 regions of our country, the organization of familiarization trips for foreign journalists and opinion leaders, the activation of GNTO offices abroad with presentations and other outreach actions for Greek wine and of course with a special campaign for gastronomy and wine which started in 2021 abroad and is still being protruded at present…
The activation of GNTO offices abroad with presentations and other outreach actions for Greek wine are ‘key elements’
Dimitris Fragakis, Secretary General at GNTO
Is the connection of the wine tourism product with the culinary experience something that is on your agenda?
Dimitris Fragakis: We treat gastronomy and wine as a single entity in terms of our tourist product. This does not mean that we overlook the special characteristics of each. They are both, however, key components of the Greek tourist experience in which we are now investing with promotion actions abroad. Both branches go hand in hand and combined give a unique combination that constitutes the authenticity and special identity of our destinations. Obviously, are not just on our agenda, but at the center of our advertising program abroad.
There are also lesser-known wine-growing zones in less touristic areas… Are in your immediate plans their prompt saliency?
Dimitris Fragakis: For us the promotion of lesser known destinations is our main pursuit. Greece in our strategy is not only the island country but also the mainland country, does not solely focuses on summer months but also all year round, does not only comprise mainstream destinations but also those that offer unique experiences. If we wish to build a solid competitive product of 365 days we need wine tourism, gastronomy and other activities that give added value to the destinations.
Our priority is not just theoretical but also has a practical application with our campaign for the Greek winter, the Greek weekend (Greekend), our thematic campaigns. We have invested over 20 million euros in the last 3 years in digital campaigns abroad which include the lesser known beauties of our country.
A unique condition is the cooperation of the GNTO with the Michelin Guide, which was officially presented a short time ago, and more specifically on World Tourism Day. What does this agreement include, how will it be utilized by GNTO and what can we expect to see in the culinary and by extension the tourist scene of Athens?
Dimitris Fragakis: Gastronomy is a valuable aspect of the tourism product, I am very happy that World Tourism Day coincided this year with the official presentation of the Michelin Guide for Athens. This is an emblematic collaboration of GNTO with the most recognizable international Gastronomy Guide which creates the conditions for Greece to change gears in this sector.
Athens gains another strong advantage in international competition as a tourist destination! With this cooperation, Greece is strengthened as our country has all the conditions to play a leading role in the international culinary scene as well. I am very proud that we are taking a decisive step in this direction.
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