Olive oil tourism: a key driver for destination development

Olive oil, is a product that finds its place in every family meal. Deeply linked to tradition, the history of the land and its commercial aspect, which has recently become the so-called 'green gold'.

Globally, but recently also in our country, the concept of olive tourism has come to the fore. Like another "wine tourism", it exploits Greece's precious product for broader commercial purposes related to tourism. It includes activities such as visiting olive oil mills, olive oil tasting, participation in olive harvesting and education on the production and history of olive oil.

Tastings and tours have long been on the list of activities of interest to Mediterranean tourists, including in our country. The various destinations are of course experiencing a particular boom in this area, which combines local gastronomy and agritourism in a harmonious and powerful way. Thus, olive tourism is addressed to an even larger audience, whether it loves tasting and local flavours and products, or the "agricultural" side of it, which has more to do with the tour of the rich olive groves and the production of olive oil.

With a history dating back as far as 3500 BC, Greece could easily be on top of the list of countries in terms of the development of olive tourism. But in the end, so far - although it still ranks high - it comes third in the ranking, since above it we find the Mediterranean countries of Spain and Italy.

THE CHAMPIONS OF OLIVE OIL TOURISM

In particular, Spain holds the first place for olive oil production with 5,965,080 metric tons, while Italy maintains the also strong second place of 2,194,110. Greece is next, with 1,228,130 metric tons. Turkey comes fourth, with 1,525,000 metric tons, while well below in terms of quantity but right behind in the list is Albania, with a production of 98,313 metric tons.

It is indicative of the fact that in Spain, olive oil tourism has become a key experience for visitors, a "must-visit attraction". On the other hand, Italy produces, in addition to quantity, a significant variety of olive types, as each region produces olive oil with unique flavours influenced by local conditions. A diversity that creates fertile ground, literally and figuratively, for visits and exploration by tourist flows.

It is also worth noting a new player in the ranking, which is gaining a significant share and position in the ranking, and that is Australian oil, which is winning mainly due to its innovation and promotion. In particular, Australia is ranked 10th, but it has the fourth most olive oil tastings and olive groves covering 1,000,000 hectares.

THE PROSPECTS FOR GREECE AND A VALUABLE PRODUCT THAT IS NOT BEING EXPLOITED AS IT SHOULD BE

Olive trees in Greece cover an area of around 7.5 million hectares, of which 600.000 are organic.

The vast history of olive cultivation, the quality of the oil and its strength on the market could be exploited to make it even more of a hotspot for olive tourism.

More steps should be taken to use this precious product and all the 'wealth' behind it, from the olive trees to the production process, as a lever for development to promote it throughout the world and to boost tourism, which has a different perspective. But tourism that is genuinely interested in the Greek history and culture, the one that wants to listen, learn, discover and explore. So should we not turn more towards other forms of tourism? Even if this means to organize olive oil tastings that can be held in places such as restaurants, in order to highlight areas that do not produce olive oil but include it in their local cuisine. There are so many solutions provided, that we realise the potential of our product and our tradition. However, there is a need for cooperation between private initiatives, but also coordination between public bodies to activate relevant actions, awareness-raising and initiatives by research institutes and tourism entrepreneurs.