Why “Wine & Olive Oil Routes” are evolving into a global product. The examples of Italy, Portugal, but also Northern Greece and Messinia
Gastronomic and agritourism are now a strategic pillar for extending the tourist season and increasing average spending. However, for Greece to escape from simple “food tasting” and transform wine and olive oil routes into “must-do” experiences, a shift to experiential and holistic strategies is required, such as those implemented by successful competitors in Italy and Portugal.
The connection with the landscape and sport plays a decisive role: the offer of free hiking trails (trekking) through the vineyards and olive groves, as is the case in areas around Lake Garda, transforms the visit into a complete experience of well-being and contact with nature.
The experience does not function as a collection of individual visits, but thematic itineraries are created (e.g. “The PDO Olive Oil Route”) that connect the producer with taverns, accommodations and historical monuments, building a single narrative about the place. At the same time, culture comes to the forefront, as is the case with the “Olive Oil Route” of the Tr?s-os-Montes region in Portugal, which is integrated into the Natural Park and the wider local culture.
Tasting is the beginning, not the end, of the experience. To make a route even more attractive, a more complete, experiential approach is required. Offering cooking seminars using local olive oil and wine, or workshops on the proper use of olive oil, increases the length of stay and the visitor’s interaction with the place. At the same time, accommodations should integrate local products (oil, wine, herbs) into their breakfast and restaurants, creating a quality cycle that accompanies the visitor at every stage of their experience.
Digital Transformation
Technology enhances tradition, improves sustainability and makes the experience unforgettable. Through Virtual and Augmented Reality (VR/AR) applications, guests can, for example, scan wine or olive oil labels and watch 3D videos about the product’s origin or take 360° virtual tours of production sites that are difficult to visit.
At the same time, smart applications with GPS–enabled maps, such as in Napa Valley, utilize AI and big data so that travelers can create personalized itineraries, depending on their available time and taste profile.
Greek Opportunity
Greece, with its wealth of award-winning wines and olive oils (Nemea, Crete, Messinia), needs to adopt the philosophy of “phygital” in practice, i.e. the combination of physical and digital experience, and to consciously invest in the strategy of localization.
This need is also emphasized by the competent bodies. As has been pointed out, the routes of extra virgin olive oil “overcome the challenge of sustainability”, as they bring about a multidimensional balance between environmental, economic and socio-cultural sustainability.
To make this happen, local actors must work together to create a unified regional brand, just as has happened with the “Wine Routes of Northern Greece” – perhaps the most successful, organized agrotourism network in the country.
At the same time, Greece has a unique advantage: it can combine wine and olive oil with its archaeological sites and culture. In this context, the transition from a simple “product sample” to an “experiential route” is not just a trend, but a strategic imperative for upgrading the Greek tourism product and extending the season.
