Attica Advances Wine Tourism Strategy with “Greater Athens Wine Routes”
Athens, April 30 – The Region of Attica is intensifying its efforts to develop wine tourism, with regional authorities and industry stakeholders launching new initiatives to position the destination in the international market. This strategic move was highlighted during the “Taste Athens” event in the Greek capital, where cooperation across the tourism, hospitality, and gastronomy sectors emerged as a key driver of the region’s strategy.
New Metropolitan Attica S.A., the Athens-Attica & Argosaronic Hoteliers Association, the Attica Vineyard Wine Producers Association, and the Attica Restaurateurs Association are actively working alongside the Region of Attica’s DMMO Greater Athens Region to promote Attica as a premium wine tourism destination.
Wine Tourism: A Strategic Priority for Attica
Evdokimos Fregoglou, Coordinator of DMMO Attica, emphasized the significance of this initiative. “Wine tourism is a strategic priority for Attica and has been part of our core planning since the launch of the DMMO,” Fregoglou stated. To support this effort, the organization is implementing targeted actions, including stakeholder workshops and video content under the “Athens Wine Routes” project.
Greater Athens Wine Routes Take Shape
At the core of this endeavor is the “Greater Athens Wine Routes” initiative, currently under consultation. This project aims to seamlessly connect Attica’s rich cultural heritage with its deeply rooted winemaking tradition. The primary objective is to position Attica as a competitive and sustainable city-break destination, offering a unique blend of culture, gastronomy, and wine tourism.
Data presented during the event underscored the region’s significant vineyard landscape. Eastern Attica boasts 4,953 hectares of vineyards, accounting for 82 percent of the total, while the remaining 1,019 hectares are distributed across other areas. Savvatiano is the predominant grape variety, covering 88 percent of Attica’s vineyards and representing 50.5 percent of its cultivation nationwide. The vineyards are notably mature, with an average age exceeding 40 years, and total production reaches an impressive 161,355 hectoliters.
The “Greater Athens Wine Routes” initiative is being developed through close collaboration with various stakeholders, organizations, and tourism professionals, ensuring a comprehensive and inclusive approach.
Hospitality and Gastronomy Support the Strategy
During the event, professionals unanimously agreed that hospitality and gastronomy are increasingly central to the overall tourist experience. Evgenios Vassilikos, President of the Athens-Attica & Argosaronic Hoteliers Association, highlighted that hotels are focusing on enhancing quality and strengthening ties with local culture to align with Athens’ growing appeal as a city-break destination.
“Wine tourism, and especially the Attic Vineyard, can serve as a strong comparative advantage,” Vassilikos remarked. He further added that connecting hotels with local production and gastronomy can significantly diversify the tourism offering and bolster efforts to position Athens as a year-round destination.
Promoting Local Wines
Concurrently, wine producers and Food & Beverage professionals underscored the critical need to enhance the presence of Attic wine labels across hospitality venues. Stamatis Mylonas, President of the Attica Vineyard Wine Producers Association, asserted, “In a dynamic market like Athens, Attica wine must be present not just as an option, but as a distinct offering.” Ioannis Daveronis, President of the Attica Restaurateurs Association, also emphasized the importance of closer cooperation between the tourism and gastronomy sectors to support this crucial effort.
This concerted strategy aims to elevate Attica’s profile as a premier destination for wine enthusiasts and cultural travelers, offering an authentic and enriching experience that celebrates the region’s unique heritage and culinary excellence.
