Greece launches TAG GREECE initiative to promote gastronomy and agritourism

The Greek Ministry of Tourism has introduced “TAG GREECE – Tradition, Agritourism and Gastronomy,” a new initiative designed to create a unified international identity for the nation’s culinary and agricultural sectors. Minister of Tourism Olga Kefalogianni stated the program aims to showcase Greek production, hospitality, and local identity to encourage year-round travel and distribute tourism more evenly across different regions.

As part of this broader strategy, targeted promotional efforts are being directed at specific markets, such as France. A recent campaign led by the Greek National Tourism Organisation’s French Office highlighted the island of Patmos, focusing on its UNESCO heritage, religious history, and luxury hospitality to appeal to travelers seeking cultural experiences beyond traditional beach holidays.

While Greece has seen record-breaking tourism receipts and arrivals between 2023 and 2025, recent data from the Bank of Greece shows mixed results for specific markets. For instance, while total international arrivals to Greece rose 10% year-on-year in the first eight months of 2026, arrivals and spending from France saw declines of 5.4% and 8.1%, respectively.