It is a great pleasure to contribute to this special edition of GRtraveller, published on the occasion of World Travel Market London 2026, one of the most important international meeting points for the global tourism industry.

Greece’s appeal as a destination rests not only on its extraordinary landscape, history and culture, but also on something deeply rooted in our way of life: the connection between the land, its people and the food they produce.

Greek gastronomy begins in the field. Our olive oil, wine, fruit, vegetables, cheeses, honey and countless local products carry with them the identity of their place of origin, the knowledge of generations and the work of thousands of farmers and producers across the country. They are an integral part of the experience that Greece offers to its visitors.

This is why the relationship between tourism and the primary sector is so important. By bringing visitors closer to local products, producers and rural communities, gastronomy and agritourism can offer travellers authentic and memorable experiences, while creating greater added value for agricultural production and local economies.

Our priority is a Greek primary sector that invests in quality, innovation and the distinct identity of our products. At the same time, we want the benefits of Greece’s strong tourism performance to reach more regions and communities throughout the country.

The opportunity before us is to make Greek agricultural production more competitive, resilient, sustainable and outward-looking, and to bring it even closer to hospitality and tourism, strengthening both sectors while preserving the character and traditions that make every part of Greece unique.

I warmly congratulate GRtraveller on this special WTM London 2026 edition and wish the Greek tourism community every success in presenting to the international market a Greece that is authentic, innovative, sustainable and, above all, worth experiencing.