The Greek National Tourism Organization (GNTO) and the Tourism Ministry of Greece have launched two major synchronized initiatives to promote domestic gastronomy.
The strategic campaigns aim to capture a larger share of the lucrative North American travel market. Tourism officials are actively linking traditional food production, Mediterranean health habits, and authentic regional heritages directly into the core visitor experience.
Tourism Minister Olga Kefalogianni formally presented the breakthrough frameworks during a special event hosted in Athens on Thursday October 29.
The state expects these unified marketing programs to enhance Greece’s global competitiveness while extending the traditional holiday season into a year-round economic driver.
Sponsoring “living longer with Loi” for American television
The GNTO has officially joined the communication program of the popular American television series “Living Longer with Loi.” The high-profile culinary show features world-renowned Greek chef Maria Loi as the primary host.
The state’s sponsorship contract covers all 13 individual episodes of the show’s upcoming fourth season. The specialized media partnership secures a continuous broadcast distribution horizon spanning three full years across the United States.
The initial promotional schedule runs from November 15 through December 25, 2026. The contract places the official GNTO logo as a prominent sponsor at the start of every episode. The television network will also distribute matching digital campaigns across its website, social media channels, and electronic newsletters.
Deploying fine dining diplomacy in New York City
The media partnership grants valuable promotional assets directly to the GNTO North American branch office.
Greek tourism directors receive five exclusive private dining vouchers for the famous Loi Estiatorio in New York City. Each promotional reservation accommodates four guests for an authentic Mediterranean fine dining experience.
Regional managers will utilize these corporate dinners to host influential travel journalists, major tour operators, and prominent digital content creators.
The agency intends to transform a widespread appreciation for Greek olive oil and fresh ingredients into actual airline bookings. The strategy leverages the broad health appeal of the Mediterranean diet to motivate affluent American consumers to plan physical vacations.
Establishing the new TAG Greece national framework
The Tourism Ministry unveiled its new flagship agricultural initiative under the official title TAG Greece where the acronym stands directly for Tourism, Agritourism, and Gastronomy. The innovative program aims to establish a formal state framework to recognize primary agricultural production as an essential part of national tourism.
The system creates specialized certification schemes for open-door wineries, craft breweries, historic olive mills, and traditional cheese-making facilities.
Visitors can participate in hands-on harvesting activities and learn ancient manufacturing methods directly from local producers. Kefalogianni stated that modern international travelers demand authentic, community-based learning experiences over simple beach holidays.
Supporting small businesses and securing economic growth
The new policy prioritizes small- and medium-sized family enterprises operating within rural agricultural sectors.
The initiative offers small village businesses direct market access to international consumers.
The ministry aims to support young families who wish to remain in their ancestral towns rather than migrating to crowded cities.
This domestic economic support comes as the national tourism industry reaches historic financial highs. In 2025, Greece welcomed a record 43.3 million international visitors, generating €23.6 billion (~$26.4 billion) in direct revenue. The booming sector currently accounts for a vital 13 percent of Greece’s total annual GDP.
Expanding cultural routes and the Michelin Guide
To safeguard this competitive edge, Kefalogianni recently met with top UNESCO officials in Paris to expand sustainable cultural routes. The state is also celebrating the historic expansion of the prestigious MICHELIN Guide beyond the borders of Athens.
The new 2027 culinary guide now evaluates elite restaurants in Thessaloniki and Santorini for the first time. The updated publication lists 62 top-tier Greek establishments, including 20 distinguished venues holding at least one MICHELIN star.
During the Athens launch event, international delegates sampled select regional delicacies including Cretan rusks, Peloponnesian olives, and Macedonian wines.
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