Mazi Travel Showcases Its Vision for Sustainable Wine Tourism in Larisa
Highlights from the event “Talking About Wine Tourism Experiences: On the Paths of Wine and Flavors of Larisa”
Mazi Travel Showcases Its Vision for Sustainable Wine Tourism in Larisa
Highlights from the event “Talking About Wine Tourism Experiences: On the Paths of Wine and Flavors of Larisa”
Mazi Travel proudly took part in the two-day wine tourism forum “Speaking of Wine Tourism Experiences: On the Wine and Flavours Routes of Larissa Prefecture”, held on 12–13 June 2025 in Larissa and Tyrnavos. The event was organised under the Interterritorial Cooperation Scheme “Organisation and Promotion of Wine Tourism”, co-funded by Measure 19.3 of the Rural Development Programme (RDP) 2014–2020. Its core mission: to connect wine production with tourism and cultural activity, supporting local development through sustainability, innovation, and cross-sectoral cooperation.
Representing Mazi Travel at the event was our Sustainability Coordinator and New Product Development Executive, Mr Yanis Kalogiannidis, who delivered the keynote speech “Connecting Visitors with the Greek Vineyard”. He addressed audiences at both the Larissa Chamber of Commerce and the Museum of Vine & Wine in the Karassos Mansion, Tyrnavos.
Wine Tourism as a Pathway to Sustainable Regional Identity
In his address, Mr Kalogiannidis highlighted the transformative potential of wine tourism when designed with sustainability and cultural authenticity at its core. He presented wine tourism not as a niche offering, but as a dynamic platform for promoting local identity, environmental stewardship, and meaningful visitor experiences.
“Today’s travellers seek more than just a destination—they’re looking for connection, story, and substance,” he noted. “Wine tourism offers precisely that when developed in ways that respect the land, involve the community, and tell a region’s story with integrity.”
From Vineyards to Visitor Experiences
A central theme of Mr Kalogiannidis’s presentation was the repositioning of Larissa’s wineries as “hubs of experiential sustainability.” He urged local stakeholders to view viticulture not as a standalone sector, but as part of a wider value chain that includes gastronomy, heritage, hospitality, and community participation.
He outlined several best practices to guide this shift:
- Designing interactive winery tours that engage the senses and educate visitors.
- Offering seasonal activities like grape harvesting and winemaking workshops.
- Leveraging digital storytelling tools to share local narratives and family traditions.
- Tracking sustainability indicators to measure impact and promote transparency.
Aligning with European Standards, Growing Together
Another key message was the importance of aligning regional wine tourism initiatives with European sustainability benchmarks, such as those promoted by the Global Sustainable Tourism Council (GSTC). This, Mr Kalogiannidis explained, would not only elevate quality and accountability but also position Larissa more competitively on the international wine tourism map.
He concluded by calling for deeper collaboration between wineries, DMCs, local government, and tourism professionals:
“Sustainable wine tourism is not only feasible—it’s essential. It can become the backbone of rural regeneration, economic resilience, and cultural preservation in the region. But to succeed, it requires shared vision and cooperation at every level.”
A Step Forward for Mazi Travel—and for Wine Tourism in Greece
Our participation in this important forum reflects Mazi Travel’s ongoing commitment to advancing sustainability, authenticity, and innovation in Greek tourism. As a Travelife Certified company, we remain dedicated to creating responsible travel experiences that benefit local communities while inspiring travellers from around the world.
By contributing our insights and supporting initiatives like this, we hope to help shape the future of Greek wine tourism—one that is immersive, inclusive, and firmly rooted in place.
