Agritourism is emerging as one of the most dynamic pillars of Greek tourism and can play a decisive role in transforming the country into a year-round destination, according to Angela Varela, President of the Greek National Tourism Organisation.
Speaking at the 1st Agritourism Conference organised by Agroxenia during the Money Show Thessaloniki, Varela described agritourism as a strategic tool for sustainable, balanced and authentic development that invests in people, land and experiential travel.
She emphasised that agritourism is not merely an alternative form of tourism but a model that combines hospitality with active participation in rural life, generating direct benefits for local communities and increasing farmers’ income. Visitors engage with agricultural production and nature, experiencing daily rural activities rather than simply staying in accommodation.
Varela highlighted the sector’s contribution to extending the tourist season, as agritourism activities follow agricultural production cycles that operate throughout the year. She stressed that genuine agricultural activity remains a fundamental prerequisite for agritourism development, noting that without a working farm the concept cannot exist.
She also underlined the importance of sustainability through modern cultivation methods, alternative energy sources and technological tools that support production and improve the welfare of rural families.
A central point of her intervention focused on the need to establish an organised national network of agritourism units that can connect with European counterparts. She noted that the absence of a coordinated framework currently limits the international visibility of Greek agritourism and stressed that sector growth requires cooperation and self-organisation among entrepreneurs rather than reliance solely on state support.
Varela pointed to the sector’s role in revitalising rural and border regions by creating employment opportunities and new income streams, helping prevent land abandonment. She referred to successful examples from Crete and Pelion, noting that northern Greece has historically played a pioneering role in agritourism development.
She also referenced available financial tools and new funding programmes expected to launch in 2026, stressing that their effectiveness depends on producers’ readiness. Varela rejected the term “overtourism” for Greece, stating that challenges relate mainly to visitor concentration in specific destinations and time periods rather than the tourism product as a whole.
Agritourism as lifestyle and development driver
Nikos Gallios, President of Agroxenia, emphasised authenticity and sustainability as core characteristics of agritourism. He described the sector as an established development model capable of shaping the future of Greek tourism.
Gallios stressed that agritourism represents a holistic life experience connected to tradition, culture and everyday rural life. He noted that Agroxenia operates as a community of individuals who choose to remain in their local areas and invest in them despite challenges such as regulatory complexity and infrastructure gaps.
He highlighted that sustainability has long characterised the Greek countryside rather than being a modern trend, adding that Greece already holds a competitive advantage through the authenticity sought by modern travellers. He stressed the need for synergies, strategic planning and outward orientation to ensure sector growth and strengthen regional economies, offering young people incentives to remain in rural areas.
Lack of networks limits international visibility
Theodoros Makris, CEO of Travel and Defense Group and board member of the HATTA, emphasised the crucial role of travel agencies and tour operators in promoting agritourism internationally.
Makris explained that even high-quality agritourism products remain largely invisible abroad without organised promotion and packaging into marketable tourism experiences. He stressed the importance of connecting producers with professionals who have access to international markets, noting that travel agencies remain key drivers of extroversion despite the expansion of digital platforms.
Opportunity with barriers for younger producers
Stavros Papadopoulos from Nea Georghia Nea Genia highlighted strong interest among producers in entering agritourism but pointed to major obstacles.
He noted that many producers wish to open their farms to visitors but face a complex regulatory environment involving certification, taxation and operating requirements. He described the system as discouraging and called for improved coordination among ministries and the creation of a unified framework to treat agritourism as an integrated sector.
Papadopoulos stressed that clear rules and simplified procedures are necessary to transform producers’ interest into viable business activity.
Structural challenges affect sector maturity
Aikaterini Melfou from the University of Western Macedonia noted structural challenges within the agricultural economy that limit producers’ readiness to develop agritourism activities.
She explained that training levels, demographic characteristics of producers and small farm sizes act as barriers. Melfou stressed that agritourism is a complex model connecting production, gastronomy and culture rather than simply rural leisure activities. Despite positive examples, she noted that the sector remains fragmented due to the absence of a unified strategy.
Resilient yet uneven development across regions
Eleni Zafeiriou from the Democritus University of Thrace highlighted agritourism’s recovery following the pandemic, noting strong resilience and promising prospects.
She emphasised the importance of links between agritourism and agri-food production, which strengthen the outward orientation of the Greek economy. However, she pointed to significant geographical variation, as different regions develop distinct models.
Zafeiriou stressed the role of partnerships, innovation and digital transformation, noting that governance structures and networks influence development more strongly than natural resources alone.
Authentic experience defines success
Napoleon Zagklis, owner of the Akanthos Guesthouse and Cafe, emphasised that authenticity rather than scale determines agritourism success.
He stated that small-scale activities and direct interaction with visitors create meaningful experiences. Zagklis stressed that agritourism requires time, personal care and active engagement, elements difficult to combine with large-scale production units.
Participants also highlighted the importance of financing and international outreach for the sector’s further development.
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