Beyond Sun and Sea: Greece Bets on Its Kitchens to Win Tourists Year-Round
Greece is betting that its farms, wineries and chefs can draw higher-spending visitors all year, as the country tries to move beyond the sun-and-sea model behind three straight record years for tourism. The Tourism Ministry launched TAG Greece, short for Tradition, Agritourism and Gastronomy, on Oct. 29. Funded by the European Union's recovery fund, it promotes Greek food under a single brand and connects visitors with wineries, olive mills, cheese dairies and breweries that are open to the public. "Our goal is to show international audiences a side of Greece that offers distinctive experi