Greece launches TAG GREECE initiative to promote gastronomy and agritourism internationally
Greece's Ministry of Tourism has launched a new initiative, TAG GREECE – Tradition, Agritourism and Gastronomy, aimed at establishing a unified and internationally recognisable identity for Greek gastronomy and agritourism.
The initiative was presented by Tourism Minister Olga Kefalogianni at a special event, as part of the government's strategy to promote sustainable, high-quality and balanced tourism development across the country.
TAG GREECE seeks to bring together agricultural producers, local products, gastronomy businesses, accommodation providers and tourism stakeholders under a common national identity, while encouraging visitors to explore Greece beyond its traditional destinations and peak holiday season.
Kefalogianni said the initiative would strengthen the links between Greek agricultural production, gastronomy and hospitality, offering international visitors distinctive experiences throughout the year.
PROMOTING GREECE BEYOND THE SUMMER SEASON
The minister highlighted the importance of diversifying Greece's tourism offering and distributing tourism activity more evenly across different regions and seasons.
She noted that Greek tourism recorded three consecutive annual records in travel receipts and visitor arrivals between 2023 and 2025. According to Kefalogianni, growth in both revenue and arrivals continued in 2026, particularly during the winter and shoulder seasons.
She also emphasised that Greek gastronomy and agricultural production are integral parts of the country's cultural heritage, highlighting the diversity of local products, the international recognition of Greek wines and efforts by winemakers to promote indigenous grape varieties.
The contribution of Greek chefs was also highlighted, particularly their efforts to combine local ingredients and traditional culinary heritage with contemporary creative approaches.
NEW DIGITAL PLATFORM AND INTERNATIONAL PROMOTION
The initiative will be supported by a dedicated website featuring an interactive digital map of businesses, producers and gastronomic routes. The platform will be connected to the redesigned Visit Greece website.
A new promotional campaign, titled Come closer to Greece, will support the initiative through advertising in public spaces, on public transport and across social media platforms.
The campaign will also include television and radio advertisements targeting international, national and local audiences, online advertising, press coverage in Greece and abroad, participation in tourism exhibitions, regional information events and meetings with tourism stakeholders.
The project is being implemented through a dedicated programme of the Ministry of Tourism, with funding from the European Union's Recovery and Resilience Facility.
BUILDING ON AGRITOURISM AND WINE TOURISM FRAMEWORKS
Kefalogianni also outlined the institutional developments supporting alternative forms of tourism in Greece.
In 2014, agritourism and wine tourism were formally recognised as specialised tourism sectors, alongside the introduction of the Special Agritourism Seal and the Winery Visitor Seal.
Certification schemes were subsequently extended to visitor-friendly breweries, cheese-making facilities, olive mills and distilleries.
In 2023, the National Wine Tourism Council was established, while opportunities for accommodation and catering services within wineries were expanded.
The minister also referred to cooperation with the United Nations World Tourism Organization and UNESCO, particularly regarding the promotion of intangible cultural heritage through tourism.
MICHELIN GUIDE TO EXPAND TO THESSALONIKI AND SANTORINI
Kefalogianni announced further developments in Greece's international culinary promotion through the cooperation between the Greek National Tourism Organisation (GNTO) and the Michelin Guide.
The partnership, which is continuing for a third consecutive year, will expand beyond Athens for the first time in the 2027 edition, with restaurants in Thessaloniki (Selanik) and Santorini also set to be included.
The announcement comes as Athens marks two decades of coverage in the Michelin Guide.
SUPPORTING LOCAL COMMUNITIES AND REGIONAL DEVELOPMENT
According to Kefalogianni, TAG GREECE is intended not only to strengthen Greece's international tourism profile but also to support local communities, small businesses and the primary production sector.
The initiative aims to expand markets for Greek products and create new economic opportunities for people living in rural areas, particularly young people and families, encouraging them to remain and build their futures in their communities.
The launch event was attended by Deputy Tourism Minister Anna Karamanli, GNTO President Angeliki Varela, GNTO Secretary-General Andreas Fiorentinos and senior representatives of the tourism sector.
Diplomatic representatives from several countries, including Switzerland, Italy, Norway, Georgia, Slovenia, the Czech Republic, Albania, Brazil, Algeria, Vietnam, Kuwait and South Korea, also attended, alongside representatives of other diplomatic missions.
Kefalogianni concluded by inviting producers and tourism professionals to participate in the initiative, describing Come closer to Greece as an invitation for both domestic and international visitors to discover the country's destinations, traditions and local flavours.
