The dialogue on the future of Greek tourism is increasingly focused on the need for the country to escape the narrow “sun and sea” dipole and to develop a more balanced, sustainable and four-season model. Brigitta Papastavrou, who served as President and CEO of Agrotourism S.A. of the Ministry of Tourism, states in Tornos News that “Rural Tourism, that is, Agrotourism, is the only way to 12-month tourism” and emphasizes that Greece has all the elements to support such a strategic transition.
Europe has already moved dynamically towards rural tourism, attracting travelers seeking authentic experiences, local culture, nature and human contact. Greece has one of the richest portfolios of natural environment, traditional architecture and cultural heritage, while its rural areas can offer exactly the kind of experience that the modern visitor is looking for.
Ms. Papastavrou emphasizes that “the modern tourist seeks a comprehensive package of services and infrastructure in areas with special elements of natural beauty, traditional dwellings, culture and history” and points out that the country has all the comparative advantages to claim a leading role in this sector.
Rural tourism, in addition to enriching the traveler’s experience, functions as a lever for economic and social development. It extends the tourist season, creates additional income for the farmer, strengthens the local economy and contributes to the preservation of traditional production. Ms. Papastavrou explains that “where rural tourism has developed, the countryside has developed, the region has been revitalized”, describing a model that does not depend on seasonality but is based on a steady flow of visitors.
The prospect, however, requires strong institutional support. Ms. Papastavrou underlines the need for “a single planning center that will cover institutional gaps, leverage European resources and ensure better coordination for an integrated rural agritourism approach”. The existence of a coherent framework is considered crucial for rural tourism businesses to operate with stable standards and organize activities that upgrade the traveler’s experience.
Agritourism appears as a strategic opportunity for a Greece that wants to strengthen the region, diversify its tourism product and create an industry based on authenticity, tradition and natural landscape. Ms. Papastavrou concludes that “Agritourism can indeed bring development to the Region”, describing a path that can be the foundation for the next step of Greek tourism.
