ATHENS – [Photos by Ministry of Tourism]
“Greece always has another story to tell. A story that can be discovered through its flavors, its people and its traditions,” Tourism Minister Olga Kefalogianni said during the presentation of the Ministry of Tourism’s new initiative, “TAG GREECE – Tradition, Agritourism and Gastronomy,” at a special event in London held on the sidelines of the World Travel Market (WTM) London 2026.
According to an announcement by the Ministry of Tourism, the event also featured the unveiling of TAG GREECE’s international campaign, whose visual identity draws inspiration from Greece’s natural beauty, rural landscapes, local products and renowned hospitality, highlighting the wealth of experiences offered by the Greek countryside.
The initiative aims to give Greek gastronomy and agritourism a stronger, more cohesive and internationally recognizable identity by connecting agricultural production, culinary traditions, rural Greece and hospitality. As Kefalogianni stressed, TAG GREECE represents far more than a new tourism brand.
“There are many ways to discover a country. Through its monuments, landscapes and history. But there is also another way: to taste it. Because sometimes, a single flavor can reveal more about a place than a thousand words,” she remarked, inviting international audiences to experience a different side of Greece beyond the familiar images of its monuments and beaches.
A central theme of her address was the unique connection between Greek gastronomy, nature, history and everyday life. Food in Greece, she noted, is far more than nourishment; it is memory, culture, identity and a way of bringing people together.
She also highlighted the new generation of Greek winemakers who are showcasing indigenous grape varieties by combining tradition with modern techniques, as well as Greek chefs who draw inspiration from local products and traditional recipes to create a contemporary Greek cuisine that continues to gain international recognition.
“TAG GREECE is an invitation to discover Greece on a deeper level. To meet the people behind the products, the landscapes behind the flavors and the traditions behind the recipes. To visit a vineyard, meet the winemaker, walk through an olive grove and share a meal with the people of a village”, Kefalogianni said.
This philosophy is also reflected in the campaign message, “Come Closer to Greece,” which invites travelers to connect more closely with the Greek land and its people, discover local production and enjoy authentic experiences.
For British travelers, Greece remains a beloved destination with a long history of ties, as many visitors return year after year, developing a special connection with specific regions and destinations.
“In Greece, every region has its own flavor, every product its own story and every table has a place for one more guest. This is what we want to share with the world through TAG GREECE: not simply the flavors of Greece, but the stories, the people and the culture behind them,” she said in closing.
Also participating in the event were Deputy Minister of Tourism Anna Karamanli, Hellenic Tourism Organization Secretary General Andreas Fiorentinos, and Greece’s Ambassador to the United Kingdom, Ioannis Tsaousis.
