The specialized webinar “Athens Wine Routes” was completed successfully, showcasing Attica’s potential as a wine tourism destination, emphasizing sustainable tourism development and the role of the DMMO.

On Thursday, May 29th, the Destination Management and Marketing Organization (DMMO) of the Region of Attica successfully hosted a specialized webinar titled “Athens Wine Routes – Wine Tourism in Attica through the Lens of Sustainable Tourism Development.” The online event attracted strong interest from tourism professionals, winemakers, local government representatives and relevant stakeholders, highlighting Attica’s dynamic potential as a wine tourism destination.

The webinar aimed to spotlight the development prospects of wine tourism in Attica, present best practices and encourage and stimulate dialogue on shaping a comprehensive wine tourism product.

The event was opened by Mr. Dimitris Fragkakis, President of the Development Organization “New Metropolitan Attica SA,” who underscored the importance of the DMMO in tourism governance and in promoting the Attican Vineyard:

“The experience of the Attican Vineyard is unique. It forms an integral part of the overall tourist experience and is a strong asset in enriching the contribution of tourism to the wider Athens area. During this webinar, we had the opportunity to address the ongoing challenges, align our initiatives with the Region, winemakers, hoteliers, and local communities. Our goal is outward focus and strengthening our international presence in the upcoming period.”

The webinar included a discussion on the wine tourism narrative in Attica (Athens Wine Routes), with a special reference to embedding sustainable tourism development principles—both in content and governance—by Mr. Ioannis Pappas, Regional Director of the Global Sustainable Tourism Council (GSTC). European good practices and local initiatives were showcased, followed by an open discussion with all participating stakeholders.

Mr. Pappas emphasized the need for targeted, sustainable management in wine tourism development, focusing on authentic visitor experiences, the utilization of each area’s characteristic lansdcape and the adoption of modern wine tourism models based on innovation, sustainability and the green transition. He noted that the DMMO plays a vital role in developing infrastructure and shaping a comprehensive “green experience” that embodies sustainability principles and enhances the region’s identity, both locally and internationally.

Mr. Yiannis Karakasis MW, founder of Great Greek Wines, presented international opportunities for the Attican Vineyard through targeted outreach initiatives. He highlighted two key masterclasses held in Paris and London focused on varieties such as Savvatiano and Retsina, showcasing the authentic character of Attica’s wines.

Presentations were also delivered by:

• Ms. Dimitra Angelaki, Deputy Regional Governor for Agricultural Development, Region of Attica
• Mr. Thodoris Koutsoyiannopoulos, Regional Tourism Advisor
• Mr. Evdokimos Fregoglou, DMMO Project Coordinator, who reviewed the organization’s progress since its inception
• Mr. Iossif Parsalis, DMMO Head of Strategic Planning & Networking, who emphasized wine tourism as a strategic thematic pillar for Attica’s tourism development.

Distinguished speakers from the fields of wine tourism, viticulture, and tourism development shared their insights and experience. Topics discussed included:

• The significance of highlighting the Attican Vineyard and its unique grape varieties
• Ways to integrate winemaking with local gastronomy and culture
• Challenges and opportunities in creating sustainable wine tourism routes
• The use of digital tools and new technologies to promote wineries and wine tourism experiences
• The contribution of wine tourism to the local economy and the extension of the tourism season

A constructive discussion followed with market representatives, including Mr. Stamatis Mylonas (ENOAA), Mr. Stavros Voidonikolas (President, Agri-food Partnership), wineries such as Georgas Winery and Pyrgos Petreza, as well as Mr. Evgenios Vassilikos (President, Athens & Argosaronic Hotels Association) and Mr. Efstathios Grigoriadis (Ministry of Tourism), both members of the DMMO’s Special Tourism Committee.

The webinar concluded successfully, with a shared commitment to further collaborations and initiatives. The DMMO is now moving forward with its next steps, in close cooperation with the market, aiming to create an authentic, sustainable, and competitive wine tourism product for the Region of Attica.