Speaking about Olive Tourism in ERT News

I was delighted to be invited to ERT News’ “4 Seasons Greece” (4 Εποχές Ελλάδα), where I spoke with journalist and presenter Sofia Konstantinidou about the growing world of olive tourism and the opportunities it creates for Greece, its local communities and Greek olive oil.

During our conversation, we explored what olive tourism really means and how the olive tree and olive oil can become the foundation for authentic cultural, gastronomic and educational experiences. We discussed how olive tourism can support rural economies, create additional income for producers, extend the tourism season and connect visitors with the land, the people and the traditions behind Greek olive oil.

I also presented Mykonos Olive Oil Tasting as an example of how olive oil experiences can successfully become part of the tourism identity of a destination — even when olive oil is not produced locally.

Mykonos demonstrates that olive tourism does not necessarily have to be limited to olive-growing regions. A destination can use its tourism infrastructure, hospitality, gastronomy and international audience to become a powerful platform for introducing visitors to exceptional Greek olive oils from different regions of the country.

This creates an important opportunity for Greece: every tourism destination can become an ambassador for Greek olive oil. From the islands and major cities to luxury resorts, hotels, restaurants and other hospitality venues, thoughtfully designed olive oil experiences can introduce millions of international visitors to the quality, diversity and cultural significance of Greek extra virgin olive oil.

We also talked about olive oil tasting — how professionals evaluate an extra virgin olive oil, the aromas and flavors that indicate quality, and why consumer education is essential if we want people to understand, appreciate and ultimately choose better olive oil.

For a country where the olive tree has shaped our landscape, gastronomy and culture for thousands of years, olive tourism is much more than a tourism trend. It is an opportunity to strengthen local communities, enrich the visitor experience and use tourism as a global showcase for Greek olive oil.

You can watch my full interview with Sofia Konstantinidou on ERT News’ “4 Seasons Greece” here.