BERLIN – June 2025 — Greece took center stage in Berlin this week as it presented its rich wine heritage and burgeoning wine tourism sector to the German travel industry. Hosted on June 12, 2025, at the Embassy of Greece in Berlin, the event titled “Wine Routes in Greece: Exploring Wine through Culture and Travel” attracted leading German tour operators, wine professionals, and media representatives, offering them a curated taste of Greece’s diverse wine regions.
Organized by the Greek National Tourism Organization (GNTO) Germany Office, in collaboration with the Embassy of Greece in Berlin and the National Interprofessional Organization of Vine and Wine (EDOAO), the initiative marked another key step in Greece’s long-term strategy to boost wine-related tourism, a niche yet rapidly growing travel segment with strong cultural ties and sustainable potential.
A Gathering of Experts and Travel Professionals
Approximately 50 select guests attended the event, including representatives from major Berlin-based travel agencies and members of the German Travel Association (DRV). Attendees were welcomed with a selection of premium Greek wines, introduced to regional varietals, and treated to immersive presentations outlining Greece’s evolving wine tourism offerings.
The event began with opening remarks by:
- Ms. Panagiota Konstantinopoulou, Ambassador of Greece to Germany
- Ms. Nicoletta Lekanidi, Head of the GNTO Germany Office
- Mr. Pascal Zahn, CEO of Olimar Reisen and DRV Board Member
- Ms. Mary Triantaphyllopoulou, President of the National Wine Tourism Committee (EDOAO)
Each speaker emphasized the unique value of wine tourism as an authentic, year-round travel experience that connects visitors to local communities, nature, history, and the gastronomic traditions of Greece.
Wine Tourism as a Bridge Between Travel and Culture
A key highlight was the detailed presentation by wine tourism expert Mr. Nikos Miliarakis, who offered an in-depth look into the structure, scope, and richness of Greece’s wine tourism product. His presentation covered:
- The historical legacy of Greek viticulture, which spans over 4,000 years.
- The importance of indigenous grape varieties like Assyrtiko, Xinomavro, Moschofilero, and Vidiano, each tied to specific regions.
- The emergence of modern wineries that blend traditional methods with innovative, sustainable tourism practices.
- The growth and formalization of wine routes in regions like Crete, Peloponnese, Central Macedonia, and Thessaly, which integrate vineyards with cultural and archaeological landmarks.
Miliarakis also emphasized the eco-conscious model of wine tourism that Greece is embracing — one that balances tourism development with respect for the environment and local identity.
A Taste of Greece in the Heart of Berlin
The wine tasting session showcased an impressive lineup of wines from across Greece, selected to reflect the diversity of terroir and technique that defines Greek winemaking. Attendees experienced the mineral complexity of Santorini’s Assyrtiko, the earthy depth of Xinomavro from Northern Greece, and the floral tones of Malagousia, among others.
Travel professionals and wine specialists alike expressed enthusiasm about the opportunity to incorporate wine tourism into Greek travel itineraries, citing strong interest from German clients in experiential, gastronomy-driven travel.
Many were particularly impressed by the integration of wine tourism with other cultural experiences — such as visits to archaeological sites, Byzantine monasteries, and UNESCO-listed heritage areas, creating a multi-sensory journey through Greek history and hospitality.
Strengthening Bilateral Tourism Ties
This promotional event reinforces Greece’s commitment to expanding its tourism appeal beyond traditional sun-and-sea travel. Germany is one of Greece’s top inbound markets, with over 4 million German tourists visiting annually. By diversifying its tourism offerings, particularly toward premium niche markets like oenotourism, Greece aims to extend tourist stays, reduce seasonality, and boost regional economies.
Speaking at the event, Ambassador Panagiota Konstantinopoulou noted,
“Wine is not just a product of Greece — it is part of our heritage, our philosophy, and our way of life. We invite German travelers to experience this first-hand by walking through our vineyards, tasting our history in a glass, and discovering the beauty of Greece beyond its beaches.”
Looking Ahead: Wine Tourism as a Growth Engine
The positive response in Berlin signals strong potential for Greece to expand its footprint in the German marketthrough wine tourism. The GNTO, EDOAO, and regional tourism bodies are expected to scale up similar promotional efforts in other German cities and key European markets.
As part of Greece’s Tourism Strategy 2030, wine tourism is positioned as a core pillar under the themes of agritourism, sustainability, and cultural immersion. The Wine Routes of Greece, developed by EDOAO, continue to receive government support, encouraging local producers to open their doors to international travelers.
Travel to Greece: A Journey Through Vines and Culture
With the momentum of events like the Berlin presentation, Greece is steadily building awareness of its world-class wine regions as destinations of discovery and authenticity. For German travelers — known for their appreciation of culture, nature, and quality experiences — Greece’s vineyards offer the perfect intersection of taste, tradition, and travel.
Whether exploring Crete’s sun-soaked wineries, hiking among Nemea’s ancient vines, or sipping wine in a Santorini caldera sunset, visitors will find that Greece’s wine is more than a drink — it’s a story, a history, and a journey.
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