TRENDS AND WINE TOURIST PROFILES IN THE REGION OF EASTERN MACEDONIA AND THRACE IN GREECE

Abstract

Wine tourism constitutes a dynamic form of alternative tourism that integrates viticulture and winemaking with cultural, gastronomic, and tourism activities, contributing to sustainable regional development and the promotion of local identity. This paper examines the development and current state of wine tourism in the Region of Eastern Macedonia and Thrace, Greece, an area with significant viticultural tradition but uneven tourism development. The study aims to analyze the characteristics of wineries and winemakers, the profile and motivations of wine tourists, the infrastructure and services offered, as well as the factors that facilitate or inhibit the growth of wine tourism in the region. A mixed-methods research design was adopted, combining quantitative and qualitative approaches. Quantitative data was collected through a census survey of all 39 wineries operating in the region, with a response rate of 71% (28 wineries), while qualitative insights were obtained through semi-structured interviews with 12 winery managers conducted in two phases (2020 and 2025). Data analysis focused on winery infrastructure, services, promotion practices, visitor trends, and development constraints.

The findings reveal a generally upward trend in wine tourism, particularly in the regional units of Drama and Kavala, where proximity to major tourist destinations, cruise tourism, and coordinated local initiatives significantly enhance visitor flows. Wineries are predominantly small, first-generation enterprises with adequate basic infrastructure for visits and tastings, but limited provision of accommodation, restaurants, and specialized experiential services. Promotion relies heavily on digital media, wine events, and exhibitions, while collaboration with travel agencies proves crucial for attracting organized tourist groups. Key inhibiting factors include insufficient infrastructure, limited financial resources, weak interregional cooperation, and uneven local wine culture awareness. Overall, the study concludes that Eastern Macedonia and Thrace possess strong natural, cultural, and gastronomic assets to support a sustainable wine tourism model. Strategic coordination among wineries, local authorities, and tourism stakeholders, alongside targeted investments in infrastructure, promotion, and experiential offerings, is essential for consolidating wine tourism as a key driver of regional economic and tourism development.