Tradition, Nature and Cuisine: New Marketing Move to Promote Tourism in Greece

The Greek Ministry of Tourism is launching a new initiative called TAG Greece. An abbreviation for "Tradition, Agritourism and Gastronomy", meaning the focus of tourism on tradition, agricultural tourism and gastronomy.

The new move is intended to create a unified national tourism identity to promote Greek gastronomy, agricultural tourism and local tradition. The project was presented by Tourism Minister Olga Kefalogianni, as part of a special event in Athens held at the end of last week.

The initiative seeks to unite local producers, agricultural products, wineries, restaurants, hospitality businesses and rural tourism sites under one brand. The goal is to show tourists another side of Greece, beyond the familiar beaches and islands, through culinary experiences, meetings with farmers and producers, winery tours and an introduction to local culture and life.

Launch of "TAG Greece". Photo: Greek Ministry of Tourism

The project has created a dedicated website with an interactive digital map of businesses, producers and culinary itineraries across the country. The website is linked to the official tourism portal Visit Greece and is funded by the European Union's Recovery and Resilience Fund.

Alongside the brand launch, a new international campaign will launch under the slogan "Come Closer to Greece," including advertising on public transportation, in public spaces, on social media, on television, radio, and in the press.

Michelin Restaurants Also in the Picture

Among the other moves announced by the minister is the expansion of cooperation with the Michelin restaurant guide. In the 2027 edition, alongside Athens restaurants, restaurants from Thessaloniki and Santorini will also be included for the first time.

Santorini, Greece. Photo: Shutterstock

According to Kefalogianni, Greek tourism recorded three consecutive record years in revenue and number of visitors between 2023 and 2025, and the positive trend continues in 2026, including in the winter months and transitional seasons.

The new initiative is designed to strengthen small businesses, support rural communities, and spread tourism beyond the busy, well-known hotspots.