Cross-border Network for the Promotion of Wine Products

WORK PACKAGE 2.1

Record of the Developmental Dimensions of Wine Tourism

January 2013

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CONTENTS TABLE

APPENDIX ΙΙΙ TABLES ......................................................................................... 5

1. INTRODUCTION ............................................................................................. 6

2. BASIC CONCEPTS ........................................................................................... 9

2.1 Conceptual Content of wine tourism ........................................................ 9

2.2 Wine Tourism Product ............................................................................ 13

2.3 The experience of wine tourism .............................................................. 13

2.4 Wine tourism Business............................................................................ 14

2.5 Wine Tourist ........................................................................................... 14

3. WINE TOURSM WITHIN THE FRAMEWORK OF BROADER DEVELOPMENTAL

STRATEGY ............................................................................................................ 16

3.1 Factors linked with the development of wine tourism ............................. 16

3.2 The notion of life cycle in the field of wine tourism .................................. 21

4. EXISTING SITUATION OF THE DEVELOPMENT OF WINE TOURISM:

INTERNATIONAL REVIEW ..................................................................................... 27

4.1 The development of wine Tourism in Europe ........................................... 27

4.1.1 Germany ................................................................................................. 27

4.1.2 Austria .................................................................................................... 28

4.1.3 France ..................................................................................................... 28

4.1.4 Italy ........................................................................................................ 29

4.1.5 Spain ....................................................................................................... 29

4.1.6 Portugal .................................................................................................. 30

4.1.7 The rest of Europe .................................................................................. 31

4.2 The Development of wine tourism in the New World Countries ............... 31

4.2.1 Australia and new Zealand .................................................................... 31

4.2.2 U.S.A ....................................................................................................... 32

4.2.3 Canada ................................................................................................... 33

4.2.4 Chile ........................................................................................................ 33

4.2.5 South Africa ............................................................................................ 34

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4.3 Differences in the development of wine tourism between Europe and the

New World ....................................................................................................... 35

5. CURRENT SITUATION OF THE DEVELOPMENT OF WINE TOURISM: THE GREEK

REALITY ............................................................................................................... 37

5.1 Historical Review of the Vineyard-Winery activity in Greece.................... 37

5.2 General Features of the current winery industry .................................... 38

5.3 The importance of tourism for the Greek Economy and the first attempts

towards the development of wine-tourism ....................................................... 41

5.4 The role of the Wine Producers Association of the Northern Greece

Vineyard .......................................................................................................... 42

5.5 Other wine tourism networks ................................................................. 45

5.6 General features of the development of wine tourism in Greece ............. 47

6. THE DEVELOPMENT OF SPECIAL AND ALTERNATIVE FORMS OF TOURISM (AND

MORE SPECIFICALLY WINE TOURISM) IN THE REGIONAL UNIT OF IOANNINA ........ 49

6.1 Description of the Prefecture of Epirus .................................................... 49

6.2 Description of the Regional Unit of Ioannina ........................................... 50

6.3 Record of tourism resources and infrastructures of the Regional Unit of

Ioannina .......................................................................................................... 52

6.3.1 The concept and categorization of tourism resources ........................... 52

6.3.2 Individual destinations and available tourist resources in the Regional

Unit of Ioannina ................................................................................................... 52

6.3.3 Available tourist infrastructures ............................................................ 63

6.4 Description of wineries in the Regional Unit of Ioannina – Existing

situation of the development of wine related tourism ....................................... 71

APPENDIX Ι: LEGAL FRAMEWORK FOR WINE AND ALTERNATIVE TOURISM ........ 1

Regulation Title .................................................................................................... 1

Directive 2007/45/EC ............................................................................................ 2

D.M.E. .................................................................................................................. 5

3023220/3726/D2925-01-2010 .............................................................................. 5

APPENDIX ΙΙΙ: Questionnaire for winemakers .................................................... 30

Note: The numbering of the pages of the Appendices is separate

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TABLE CONTENTS

Table 2.1 Definitions of Wine Tourism…………………………………………..……………………10

Table 3.1 Factors related to the development of wine tourism….…..…………………...18

Table 3.2 Life cycle of the wine tourism destination according to Tomljenović (2006)………………………………………………………………………………………………………………….23

Table 3.3 Suggested indicators and measures for the standardization of the development of wine tourism……...………….………………………………………………………….25

Table 5.1 LEADER II – Analysis of the Project “Wine Routes of Northern Greece”……………………….………………………………………………………………………………………44

Table 5.2 Greek Networks for the Development of wine tourism…………………………46

Table 5.3 Review of Greek wine tourism destinations………..………….………..………….47

Table 6.1 Permanent Population of the Prefecture of Epirus – Population/Housing Census 2011………………………………………………………………………………..………………………50

Table 6.2 Categorization of accommodations in the Regional Unit of Ioannina……………………………………………………………………………………………………..………65

Table 6.3 Room occupancy in hotel accommodation facilities……………..………..…..66

Table 6.4 Current Situation of the development of Special and Alternative Forms of Tourism in the Regional Unit of Ioannina…………………………………..……………..…………67

Table 6.5 Wines produced in the Prefecture of Epirus……….…………………………………69

Table 6.6 Wine varieties of vineyards in the winery area of Ioannina…………….……71

Table 6.7 Description of wineries in the prefecture of Ioanina…….………………………75

Table 6.8 Available infrastructures for the reception of tourists…………………….……78

Table 6.9 Services and Products offered………………..………………………………………….…79

Table 6.10 Traffic and Sales…………………………………………………………………………………81

Table 6.11 Methods used for the promotion and attraction of visitors……..………………………………………..……………………………………………………………….82

Table 6.12 Commitments of the free-visit wineries of the Wine Producers Association

of the Northern Greece Vineyard ……………………………………………………………………………83

Table 6.13 Wine tourism resources of the wine route of Epirus……………………………85

APPENDIX ΙΙ TABLES:

Table 1. Community Legislation regarding wine………...…………………………………………1

Table 2. National Legislation regarding wine ……………………………..……………….………..3

Table 3. Current National Legislation concerning Alcohol Beverages…………...….……5

Table 4. Choosable Activity Code Numbers…………………..……………………………..………10

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APPENDIX ΙΙΙ TABLES

Table 1 Number of wineries and their distribution per Prefecture…........................1

Table 2 Census of areas of vineyards per prefecture (2006-2009, in Ha)…………………2

Table 3 Geographical Distribution of the production of wine in Greece * (2001-

2007)…………………………………………………………………………………………………………………….2

Table 4 Wine production in the period 2011-2012……………………………………….….…….3

Table 5. Population-Housing Census. Legal Population (citizens) – Prefecture of

Epirus………………………………………..…………………………………………………………………………4

Table 6. Administrative Division of the Prefecture of Epirus according to the

Kallikratis Law (Ν3852/2010)…………………………………………………………..……………………5

Table 7 Arrivals and overnight stays in hotel-type accommodations and campsites

in the Prefecture of Epirus for the years 2009-2010………………………………………….……7

Table 8 Commercial Badges of the Wineries of the Regional Unit of Ioannina ………8

Table 9. Listing of Accommodations in the Regional Unit of Ioannina …………………11

Table 10. The products of “The Basket” of the Prefecture of Epirus…..…………………16

CONTENTS OF FIGURES

Figure 2.1 Characteristics of wine tourism…………….…………………………………….………12

Figure 3.1 Prerequisites for the development of a wine tourism destination…..…..19

Figure 3.2 The “system” of wine tourism………………………………………………..……………21

Figure 5.1 Geographical distribution of the Greek wineries………….……………………..39

Figure 6.1 Map of the Prefecture of Epirus……………………………………..……………………49

Figure 6.2Regional Units included in the Prefecture of Epirus…………………………………………………………………….……………………………………………51

Figure 6.3 Touristic destinations of the Regional Unit of Ioannina…..…………………..53

Figure 6.4 Percentages of Hotel Rooms per Category in relation to the overall number of rooms in the country…………………………………..……………………………………..64

Figure 6.5 Allocation of wineries in the Regional Unit of Ioannina………..………..…72

Figure 6.6 Main points in the wine route of Epirus………………………………………………84

Figure 6.7 Regional Unit of Ioannina- Geographical Distribution of wineries and

number of accommodations per touristic destination…………………………………………86

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1. INTRODUCTION

Since the 1980’s, the standard model of mass tourism was gradually put into question and

started to lose its dominance to “alternative” developmental standards, which focus on

living up to the challenges set by the formation of new trends in touristic demands (Tsartas

et. al., 2010:135). Moreover, within the contemporary situation formed by the globalized

market and the recent financial crisis, new notions such as the “locality” and “status” of

destinations have become of special importance. These destinations, in an effort to become

or remain antagonistic, seek ways in which their comparative advantages can be utilized

(Kokkosis & Valassa, 2012). These circumstances enhance the prospects for development of

the so-called “Special Interests Tourism”1, which is the provision of recreation experiences,

which fuels, and is fueled by, the special interest for group of tourism activities or

destinations (Trauer, 2006).

Taking the necessity of adapting to the above-mentioned condition into consideration, the

project under the name “Cross-border Network for the Promotion of Wine Products”, on

the one hand aims at undertaking common actions towards the promotion of the cultural

and natural heritage, while on the other at the touristic development of the cross-border

area between Greece and Italy, around wine and wineries. The business scheme of this

project, which is described by the abbreviation “WINE - NET”, consists of the five following

bodies: Development Company of Epirus S.A. (Coordinating Partner), the Region of Epirus,

the Municipality of Konitsa, the Municipality of Cellino San Marco (Brindisi in Αpulia) and the

Municipality of Cellino San Marco (Brindisi in Apulia). The present study is integrated in the

Work Package 2 (Preparation of the business plan for the development of wine tourism in

the cross border area) of the project and aims at the formation of a systemic framework for

the rational utilization of the wine tourism resources in the areas of

1 Special Interest Tourism, SIT (Alant & Bruwer, 2010). In Greece the term “Special and Alternative form of

tourism” has prevailed (Kokkosis et. al., 2011:70). According to the Ministry of Culture and Tourism, alternative

tourism includes the total of touristic services, which are characterized by the special needs, preferences and

motives of the tourists, they are addressed to a special audience, comply to the rules of sustainable

development and contribute to the mitigation of seasonality of the touristic demand (NSRF, 2013)

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interest. More specifically, the individual activities of the relevant Work Package are the

following:

2.1: Listing of the developmental dimensions of wine tourism

2.2: Strategic Design of the development of wine tourism

2.1: Integration of wine tourism in the developmental map of the area

Apart from this introduction, the study consists of five additional chapters. In the second

chapter, there is an attempt to clarify the concepts included in this study on wine tourism.

More precisely, the different trends on defining the notion of wine tourism are analyzed, as

well as the approach implemented for the purposes of this study. In addition, the notions of

the experience of wine tourism, the wine tourism product, the wine tourism business and

the wine tourist are demarcated.

In the third chapter there is a presentation of the contemporary academic bibliography on

the factors that shape the development of wine tourism. In addition, in this section there is

a presentation of the pattern of life cycle, with special emphasis on the suggested methods

that allow comparisons between different areas (benchmarking).

The fourth chapter attempts to depict the current situation of the development of wine

tourism in an international level, with emphasis on the differences between the countries of

Europe and the New World, that were observed. In the fifth chapter, the historical review of

the winery activity is included, along with the review of the wine tourism development in

Greece.

The object of the sixth chapter is the analysis of the current situation in regards with

tourism, the Special and Alternative Forms of Tourism and more precisely, wine tourism in

the Regional Unit of Ioannina. In this specific section, there is a listing of wine and tourism

resources and infrastructures of the area, as well as the evaluation of the degree of their

utilization. In parallel, there is the presentation of the results of the primary research on the

heads of the wineries in the Regional Unit of Ioannina, which aimed at determining the

extent to which businessmen from the sector of wine tourism, engage in touristic activities.

Following there is the citation of the bibliographic references and the APPENDIXs, which

contain the relevant legislation on the special forms of tourism, as well as winery, the

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questionnaire (for the heads of wineries) that was used for the purposes of the quantitative

research, and the Tables and Figures, which were not included in the main body of the study

in order to cover the spatial and aesthetical needs.

Special thanks are addressed to all Bodies that participated in the procedure of the

preparation of the study, providing information and details that contributed in the

improvement of the quality of the text.

Work Team

Ioanna Papaioannou, Head of the Project, Agricultural Economist APTh, MSc

Vasilis Tsekeridis, Project Head Substitute, Planning and Regional Developer, MBA/MiF

Maria Alempaki, Agricultural Economist APTh, MSc, PhD, expert evaluator

Sofia Pedaki, Economist, MSC (TQM)

Astrinidou Athina, Economist

Eleni Zitti, Economist MSC

Charalampos Topaloglou, Agronomist MSc, PhD, Geoinformatics Specialist

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2. BASIC CONCEPTS

2.1 Conceptual Content of wine tourism

Between the different Forms of Alternative Tourism, wine tourism emerged from the “co-

existence” (López-Guzmán et al., 2011) of winery and the field of tourism, and thus

combines some of their distinctive features. Taking into consideration that wine and tourism

are different on the basis of their geographical identity on one hand, and the contribution of

locality in the promotion and economic growth of an area on the other hand, it is clear that

the relationship between wine-making and the tourism industry as of high importance

(Bruwer & Johnson, 2010, Dawson et al., 2011).

From time to time, various definitions of wine tourism have been expressed (Table 2.1),

which are different from each other depending on the aspect from which the phenomenon

is approached. Without having a commonly accepted definition so far (Getz & Brown,

2006b, Marzo-Navarro & Pedraja-Iglesias, 2012), the most prevalent of all is the one by Hall

et al. (2000:3), according to which, wine tourism includes the visits to vineyards, wineries,

wine festivals or wine exhibitions, where wine tasting and the familiarization with the local

features of the area, are the primary motives for the visitor.

In the above-mentioned definition there is emphasis on the factors that motivate people to

participate in wine tourism activities, while at the same time the importance of wine tasting

is highlighted. Therefore, Hall et al. (2000: 4), at a later time, commenting on the absence of

any kind of reference on the duration of the tourists’ stay, point out that the notion of

“tourism”, in the case of wine tourism, entails recreation activities, one-day trips or longer

duration trips (see the definition of Geißler, 2007, Table 2.1).

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Table 2.1: Definition of wine tourism

Authors Definition

Hall (1996), Macionis (1996) in: Hall et al. (2000: 3)

“The visit to vineyards, wineries, wine festivals or wine exhibitions, where wine tasting and the familiarization with the main features of the area, are the primary motives for the visitor.”

Dowling (1998) “Experiential tourism which is developed in the vineyard areas and provides a unique experience, which integrates elements of wine, gastronomy, culture, and art in the training and the journey”.

Johnson (1998) “The visit to vineyards, wineries, wine festivals or wine exhibitions with the purpose of recreation”.

Geißler (2007: 29) “A wide range of experiences that take place during a visit to wineries, wine areas, wine festivals or exhibitions. It includes activities relevant to wine tasting, wine and gastronomy, the contact to the local area, the culture and the way of life, and includes daily or longer duration excursions”.

Western Australian Wine Tourism Strategy (2000)

“A trip with the purpose of becoming acquainted with the wineries and vineyard areas, as well as their connection with the (Australian) way of life. Wine tourism includes the provision of services and the marketing of the destination”.

Correia & Ascenao (2006)

“The development of an area based on its traditions, culture, activities and scenery combined with wine production”.

Getz & Brown (2006α)

“The development and marketing of wineries as cellar-door places, as well as the destinations that are based on the attractiveness of wine”.

RECEVIN (2005) “The design for the development of touristic activities and recreation that are related to the exploration and contact with cultural features of vineyards, wine and the place of its production”.

VINTUR (2006) “The integration – in the same topic- of the current and perspective touristic resources and services that are of interest in a vineyard area”.

AREV (2012, European Wine Tourism Charter)

“The design of tourism and recreation activities, concerning the exploration and pleasure deriving from vineyards, wine and vineyard areas, with emphasis on culture”.

Source: Marzo-Navarro & Pedraja-Iglesias (2009), adaptation.

The nature of the experience of wine tourism may be different depending on the

purpose of the participation in activities related to wine. This purpose could be related,

whether to a pure interest on “winery” or to the general features of a vineyard area

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(Hall et. al, 2000: 4). Thus, wine tourism could include cases that could range from a visit

to a specific winery on the way to a destination, up to extended, longer duration

experiences that focus on wine production (Dowling & Getz, 2001: 50). However, there

are authors (Mitchell, 2006, Mueller & Dreyer, 2010: 11) who attempt to make a

distinction between a visit to wineries and wine tourism within a broader context.

The specific form of tourism should not be defined only in relation to the wine tourist

(demand-side), a wine tourism could be integrated within the framework of a strategy

designed for the development of a destination (destination planning) or/and to be a

marketing and sales strategy for the wineries and the field of wine-making in general

(Getz et. al, 1999). In fact, the definitions given by Correia & Ascenção (2006), Getz &

Brown (2006α), RECEVIN (2005) and VINTUR (2006) (Table 2.1) are expressed under the

prism of the supply-side and examine wine tourism on the level of a business or

destination, as a means of attracting tourists and development, not only of the wineries,

but of the whole area of interest.

Within the same framework, the need for a multidimensional approach has been

highlighted, and more specifically from three different angles (Getz, 2000): a. from the

wine maker, b. from the tourism agencies (as a representative of the destinations) and c.

of the consumers. More precisely, in the same time, wine tourism is considered as:

1. A form of consumer behavior: the people who are characterized by an interest in

wine are oriented towards wine tourism destinations and

2. Strategy: Wine areas develop touristic activities that are connected to wine.

3. Marketing Opportunity: wine makers provide information to the consumers and at

the same time they take advantage of the opportunity for direct sales of their

product within the winery.

As a growing activity, wine tourism is considered as one of the areas that are developed

independently of the traditional metropolitan areas (Hall et. al, 2000: 199). More

specifically, its role in the regeneration of the traditional agricultural and financially

disadvantaged areas has been highlighted, through the creation of investments, new

opportunities for full-time and part-time employment and incomes (Marzo-Navarro &

12

Pedraia-Iglesias, 2009), as well as the provision of added value to agriculture (O’ Mahony et.

al, 2008).

Wine and its relationship with gastronomy create an image of a special culture for every

area, which acquires its own special identity (Bojnec et. al, 2006) and is integrated in the

tourism map (Howley & Van Westering, 2008). The development of wine tourism

infrastructures and activities offers a very distinct competitive advantage in areas with a

wine-making tradition, increasing its popularity and reputation as high-quality destinations

(Tomljenovic & Razović, 2009).

In general, the horizontal and vertical complicities that are developed around wine, utilize

the local production (Hall & Mitchell, 2000), provoke a scaled-up effect and generated

revenues that significantly contribute in the local development (O’ Neill & Charters, 2000:

13). Especially in cases where mainly low-scale wineries exist, tourism could be one of the

main determinants of the sustainable development of winery areas, thus contributing to the

preservation of their financial, social and environmental resources (Hall & Mitchell, 2000,

Poitras & Getz, 2006).

The features integrated in wine tourism are described in the following figure (Figure 2.1):

Figure 2.1 Characteristics of Wine Tourism. Source: Zhang & Qiu (2011)

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Taking the above-mentioned approaches into consideration, and taking the necessity for a

complete approach to the best possible extent, for the purposes of this study, wine tourism

is defined as follows:

A form of tourism of special interest, which is related to the visits to wineries, vineyards,

wine exhibitions, wine festivals and other related events, including wine tasting and wine

purchases or other vineyard products in the place of their production, as well as to the

design and provision of accommodation services and recreation activities, for the

educational or cultural purposes, having wine as the epicenter (Alelpaki, 2012).

2.2 Wine Tourism Product

The creation of a package of culture, gastronomical and various other kinds of tourism

products and services, having wine as their epicenter, could shape a complete tourism value

chain (Carlsen, 2004, Carmichael, 2005).

Therefore, the wine tourism product is not only limited to the winery, and apart from wine-

tasting, it could include the tour to the vineyards, the sales of wines and other products,

food services, accommodation and several other educational activities, wine festivals and

events, as well as other features related to the cultural heritage of a place (Charters & Ali-

Knight, 2002, Mitchell & Hall, 2006).

The above-mentioned features depict the image of every winery area and are linked to its

identity and general characteristics (winescape, Peters 1997, in: Hall et. al, 2000: 4), as they

are formed within the vineyards, wineries, wine production activities, human resources and

infrastructures (Johnson & Bruwer, 2007). In the same sense, the term “wine tourism

terroir” was introduced so as to describe the special combination of the natural, cultural and

human environment, which makes every area attractive in an extraordinary way (Hall &

Mitchell, 2002).

2.3 The experience of wine tourism

The experience of wine tourism extends much further that the plain consumption of wine

products (Mitchell & Hall 2004) and includes the total of experiences gained by the visitor as

he comes in contact with those elements that compose a wine tourism product (Hall et. al,

2000: 6). More specifically, it includes the contact with the environment shaped by the

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vineyards, the natural environment, as well as the way of life of the inhabitants of the wine

production areas. More precisely, the main aspects of a wine tourism experience include

events and festivals, getting in touch with the cultural heritage, food services,

accommodation, training, wine-tasting, sales within the business and a tour to the wineries

(Charters & Ali-Knight, 2002).

2.4 Wine tourism Business

Within the same framework, the definition of the wine tourism business will be expressed.

According to Presenza et. al (2010), who study the development of wine tourism in Italy, a

wine tourism business includes vineyards, produces wine and offers original experiences to

the visitors, through a wide range of services and products, which are managed and

organized by it. It could also provide accommodation and food services, tours and training,

cooking and wine-production lessons. It could, also, offer recreation activities such as

playgrounds, pic-nick areas, conference rooms and stores for the retail sales of various

products and traditional craftsmanship objects.

2.5 Wine Tourist

The review of the bibliography reveals the existence of debates between researchers

concerning the answer to the question “who is the wine tourist”. This variance between the

different opinions is partially attributed to the fact that so far, the wine tourism product (or

the experience) cannot be safely benchmarked. What needs to be clarified is the exploration

of various factors that altogether shape the demand and the experience of wine tourism

(Getz & Brown, 2006b).

Another element that creates an ambiguity in the concept is related to the realization that

wine tourism does not only address to people who travel with the intention of exclusively

experiencing wine experiences. It could involve travelers who only incorporate some wine

experiences during a visit to an area (Getz, 2000: 4). As highlighted by Alonso (2009), the

general definitions for the wine tourist are not appropriate as there should be a distinction

between the visitors to the wineries and wine tourists in a broader sense. The people

belonging to the second category may not visit a winery, or not be wine-lovers but only

participate in a tour in a wine area. Alant & Bruwer (2004) point out: ”not all wine tourists

are necessarily ‘tourists’”, while Charters & Ali-Knight (2002) highlight that in many cases,

15

there are visitors who probably do not considere themselves as belonging in the category of

wine tourists, although they are attributed this definition.

One of the first definitions for the participant in wine activities is as follows: “…a wine

tourist is considered to be a visitor to vineyards, wineries, wine festivals and wine

exhibitions, who has recreation as the main purpose” (Johnson, 1998). This definition

emphasizes the purpose of the participation in the above-mentioned activities (recreation),

while it eliminates the existence of motives related to work (Hall et. al, 2000: 5). However, it

is characterized by vagueness when it comes to the notion of time, as it does not include

any reference to time or/and the duration of the visit. In this question the answer comes

from O’ Neill & Palmer’s (2004) approach, who define the wine tourist as whoever

participates in activities related to the pleasures of wine during a stay in a wine tourism area

– independent of whether they do this as one-day trip or they spend the night there.

For the purposes of this study, a wine tourist, is considered to be anyone, who may be a

tourist or a one day-traveler, who during their stay in a wine area visits wineries or/and

participates in other activities related to wine, independent of the primary purpose of the

visit.

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3. WINE TOURSM WITHIN THE FRAMEWORK OF BROADER

DEVELOPMENTAL STRATEGY

3.1 Factors linked with the development of wine tourism

The offer of an attractive wine tourism product demands the undertaking of more general

actions within every area of interest (Bojnec κ.ά., 2006). What is of great importance is that

the participants in this procedure are the wine industry, the tourism organizations, an

several other state authorities. Moreover, among the factors that are crucial for the

successful promotion of wine tourism destinations and wineries, there is also the creation of

a local identity, which should be directly connected to wine and incorporates various

cultural and natural features of the area.

Within the framework of the national strategy for the development of wine tourism in

Western Australia, the most crucial factors described are the following: high-quality wine,

the creation of a special and attractive environment, local production and high-quality

gastronomy, the provision of a variety of activities related to lifestyle, the offer of different

kinds of accommodation and related prices, the offer of local craftsmanship products, the

organization of events in the wine areas, the creation of a considerable number of smaller

family wineries, new attempts in the wine and tourism industry and an increased support

from the state and the authorities in charge (Brown & Getz, 2005).

More precisely, Getz et. al (1999) believe that the factors related to the development of

wine tourism are the following:

Natural resources

Wineries and other tourism facilities

Production, consumption and exports of wine

Cultural and historical factors

Location that is relevant to the markets – Accessibility

A considerable number of wineries in an area

Quality and reputation of the area, as well as of the winery as high-quality producers

Seasonality

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Marketing and organization

Satisfaction of the visitors’ motives

Legal framework

The issues related to the legal framework are mainly the land planning distribution of land

use2 and the tax system. Also, the relevant legislation could include other issues such as:

driving and alcohol consumption, the time schedule for the visits to the wineries and

restaurants, age limits for alcohol consumption, infrastructure and parking facilities, hygiene

regulations, accessibility from major road networks and shipping products to the consumers

within or beyond the country’s borders.

In Table 3.1 there is a summative review of the major research attempts, which focused on

tracing the factors that would contribute to the further development of wine tourism.

2 It refers to banning or obtaining permission for the creation of wineries in agricultural areas as well as the

creation of restaurants and direct sales spot within the facilities of the winery.

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Table 3.1:Factors related to the development of wine tourism

Source: Own Process

Researchers Factors

Getz et. al(1999), West. Australia/ Washington

Quality of the produced wine, attractiveness of the area, attractiveness of the winery, development and marketing

Martin & Williams (2003), Canada Quality of wine, attractions in the area, accommodation in the winery, protection of the environment, support from authorities, modernization of procedures Correia et. al (2004), Portugal The acquisition of the wine route management by an specialized authority, improvement of badges, keeping of a visitors database

Richardson (2004), Un. Kingdom Existence of capital, involvement of large businesses, adoption of channels of communication (internet) for the provision of information to perspective visitors, investments, national strategy, training of the involved people for the welcoming of visitors.

Clark et. al (2005), Australia Scientific research, legal framework, distance from the tourism markets, establishment of the area as a wine destination in the mentality of tourists, common actions in the wine and tourism industry

Tomljenovic et. al (2006), Croatia Projection of the area as a wine tourism destination and of the wineries, provision of financial motives, wine festivals, and tourism attractions close to the wineries

Bojnec et. al (2006), Slovenia-Croatia Creation of a brand name for the product and the area as producers of high-quality products

Wargenau & Che (2006), U.S.A. Horizontal and vertical actions, overall projection of the area and not only of the wineries, production issues (larger wineries should provide help to smaller ones)

Getz & Brown (2006a), Canada An Increase in the number of individual visitors, wine festivals and events, projection of the wine products but also the whole are as a wine tourism destination

Sparks & Malady (2006), Australia Creation of clusters, development of business skills and management, dedication of wine makers to a larger extent, existence of local authorities oriented towards the growth of businesses

Stewart et. al (2008), Canada Specialized scientific research, international partnership aiming at a common projection and marketing, establishment of the areas as a gastronomical destination, improvement of the services provided-training of employees in this field, co-operation and networking, badges and information.

Tomljenoviζ & Razović (2009), Croatia Projection of the wineries of the area as wine tourism destinations, wine festivals and events

Jurincic & Bojnec (2009), Slovenia Projection of the winery products, of the are as a wine tourism destination, provision of financial motives

Alonso (2009), Spain Enrichment of the wine tourism product through a variety of activities, wine makers training, common actions

Alonso & O'Neill (2009), Spain Promotion from national and local authorities, investments in infrastructure, promotion of local wine and gastronomy

Alonso & Liu (2010), West. Australia Mutual collaboration and support from authorities, combination of the visit to wineries along with other activities, the preservation of the locality element, quality of the wine produced, networking

Velissariou et. al (2009), Greece Development of tourism infrastructures and services in the wineries, improvement and control of the quality of wines, mapping of the wine routes and wine tourism attractions, networking and collaboration between networks, personnel training, cultural activities

Stavrinoudis et. al (2011), Greece Need for organization, and support from local authorities

Most of the findings presented in Table 3.1 are similar as to the fact that the development

of wine tourism, apart from the production of high-quality wine products, is a combination

of various factors and requires a strategic approach.

Assero & Patti (2009), point out that the number of wine routes in Italy is increasing as the

produced wines3 are improving as well as the size of the vineyards becomes larger, while

oddly enough, the increase of the number of wineries has a smaller effect. In another study

in Italy, Presenza et. al (2010) depict the prerequisites that have to be covered in order to

achieve a successful development of a wine tourism destination, as shown in the following

figure (Figure 3.1):

Figure 3.1 Prerequisites for the development of a wine tourism destination

On the basis of this depiction, it can be concluded that beyond the quality of the wine and

the creation of infrastructures for welcoming visitors, the creation of common actions is also

of crucial importance, both in a local but also national level. Indeed, a number of

3 The quality can be measured through the products of the Controlled Designation of Origin (Appellation d’ Origine Contrôlée – AOC), Guaranteed Controlled Designation of Origin (Guaranté de l’ Appellation d’ Origine Contrôlée – AOC), and Typical Geographical Indication (Indication Géographique Typique- IGT).

20

researchers4 point out that the collaboration between different private businesses and

public authorities, through the creation of specific official or unofficial coalitions, is of high

importance.

Aiming at acquiring a better understanding of the nature of wine tourism, Mitchell et. al

(2006: 6), propose a scheme where they attempt to integrate both the Offer but also the

Demand of the experience of wine tourism. According to the scheme (Figure 3.2), the Offer

of wine tourism is shaped according to the following parameters:

1. Wine-making resources, which include wineries, vineyards, wine festivals, wine

exhibitions and other activities.

2. Resources of the tourism industry, which include wine routes, accommodation and

other kinds of businesses related to the field of accommodation, restaurants and

recreation facilities in the wine area.

3. Human Resources. This term refers to the wine makers and other employees in the

wine field. As well as tour operators.

4. General environment, which refers to the infrastructure, natural environment,

scenery, local cuisine, as well as social and cultural elements of the wine area.

5. Institutional Framework, which incorporates all levels of management, the relevant

legislation, other regulations and the design framework.

The demand for wine tourism includes the motives, the perceptions

4 (Alonso, 2011, Bruwer, 2003, Bruwer & Alant, 2009, Correia et. al, 2004, Gómez & Molina, 2011, Hashimoto

& Telfer, 2003, Tomljenovic & Getz, 2009).

and the previous experiences of wine tourists. The motives and perceptions – which interact

with each other – determine the expectations of the tourists, as well as the image5 of the

area and its attractions.

.

Figure 3.2 The “system” of wine tourism. Source: Mitchell et. al (2000: 7)

3.2 The notion of life cycle in the field of wine tourism

Another part of the bibliography focuses on theoretical discussions regarding the validity of

the implementation of life cycle models in the field of wine tourism. According to Dodd &

Beverland (2001), the discussion in relation to the development of wine tourism should take

place within the framework of broader strategies applied by the wineries, which could

change through the course of time. However, it should be noted that, the more the

development of wine tourism is setting in, the greater the demands for collaboration

between wine and tourism businesses are becoming, as well as the need for strategic

planning (McRae-Williams, 2005: 48). Tomljenović (2006) and Tomljenović & Getz (2009)

5 The image is defined as the total of beliefs, ideas or impressions that a person has for a destination

(Crompton, 1979). The term was translated into Greek by Kokkalis et. al (2008).

22

suggest a model in order to describe the life cycle of a wine tourism destination, which

includes the four stages as presented in Table 3.2.

23

Table 3.2 Life cycle of the wine tourism destination according to Tomljenović (2006)

4 Stages and Characteristics

1: Incipient Wine Tourism 2: Developing 3: Maturity 4: Declining

Scale of Wine Tourism

Wineries were mostly established without

regard for tourism; very few wine tourists

Growth in the wine tourist volume;

new wineries designed for tourism;

"Landmark" wineries are established

High levels of wine tourism

development and competition Decline in the volume of visitors;

some wineries might become

unprofitable and disappear

Types of Tourism

None, or the established visitor

segments are not interested in wine

Growth in the dedicated wine

tourists; some mass tourism at

landmark wineries

A broad mix of visitor segments;

tensions between niche segments

and mass tourism

Loss of dedicated wine tourists;

lower yield per visitor

Importance of wine tourism to wineries

Tourism is strictly a sideline to most;

many are not involved

A mix of tourist-oriented and

export-oriented wineries

Almost all wineries are involved;

some are heavily dependent on

cellar door sales

Declining cellar-door and other

retail sales; higher dependence on

other distribution modes

Importance of wine tourism to the region

Perceived to be minor; some

visionaries see the potential

Recognition of potential, based on

visible trends; general desire to

grow wine tourism

Employment and economic impact

of wine tourism is recognized and

might be the dominant activity

Declining economic importance

of wine tourism might be seen as a

regional crisis

Strategies Encourage and aid entrepreneurship;

attract investment; set a vision

Branding of the wine tourism

destination; focus on high-yield wine

tourists; integrate wine and other

policy domains

Focus on sustainability;

possibly demarketing to

reduce mass tourism

Repositioning is needed; create new

selling proposition (uniqueness

stressed); quality of wines stressed

Political Issues Complacency might impede or

kill wine tourism development

Policy is required, and resolution of

conflicting interests will be a

challenge

Growing costs of tourism present

ongoing political challenges

Can the causes be

rectified? At what

cost?

Source: Tomljenović (2006) and Tomljenović & Getz (2009)

24

The above model, except for the characteristics of the development and the importance of

wine tourism on the level of tourism, incorporates the impact of this development for the

businesses (positive and negative), as well as other political issues. However, the main issue

that arises in this kind of analyses is related to the difficulty of making comparisons between

different regions. In the framework of the attempt to counter the large numbers of

methodological approaches in the field of the supply of wine tourism, Getz & Brown (2006a)

suggest a series of measures and indicators with the purpose of implementing an overall

methodology which would allow comparisons between the different regions

(benchmarking) (Table 3.3).

The above-mentioned approach was applied by Alempaki (2012) in Greece, Lopez-Guzman

et. al (2009, 2011) in Spain, Tomljenović (2006), as well as Tomljenović et. al (2006) and

Tomljenović & Getz (2009). The last research attempt concludes with the conduction of

comparisons between Croatia and Canada. Jurincić & Bojneć (2009) believe that the ability

or lack of ability on the part of the winery to employ one person, exclusively for the

reception of visitors, is an indication of the level of the involvement of a business with wine

tourism. The same authors adopt similar indicators in order to evaluate the development of

wine tourism in the area of Goriska Brda in the same country.

25

Table 3.3 Suggested indicators and measures for the standardization of the development of wine tourism

Content Environment (climate, scenery, level of agricultural orientation)

Supply Historical review of wine and tourism industry

Observed tendencies regarding the volume of tourists and the markets (wine tourists with “high efficiency” and tourists from other categories)

Political and legal issues and regulations that influence the field of wine tourism and tourism

General infrastructures and accessibility (especially in regard with the accessibility in highly-populated regions)

Destination Marketing Organizations

Branding

Common attempts for the marketing and the creation of wine tourism packages

Local population (work-force resources, support to the field of tourism, urban expansion seen as a threat)

Wine-making

Wine

Wineries

Structure of wineries

Wine events

Accomodation services

Quality of services

Travel facilities

Additional attractions and activities, available shops for purchases

Information

Demand The number of visits to the wineries

Profile and categorization of wine tourists

Expenditure during the visit

Perceived attractiveness of the destination and visitors satisfaction

Participation in other activities and visit to other tourist attractions

Comparable image of the destination

Level of knowledge of the destination in certain target groups

Source: Getz & Brown (2006a)

It is highlighted that during the comparative analysis of the development of wine

tourism, it is necessary to take into consideration such factors, as the location, the

accessibility, the market potential and the structure of the winery. Thus, on the level of

the destination, the introduction of measures and indicators for the evaluation and

26

comparison of actions related to the design, organization and marketing (branding, legal

factors, marketing campaigns) is necessary.

As far as the supply is concerned, the measures and indicators suggested are related to

the nature and structure of the wine industry, wineries, and accommodation services for

the visitors and the existing facilities for the development of tourism.

The current institutional framework applied in the field of wine tourism, and tourism

generally, is also of great importance. In Appendix I the following are presented: a. The

current Community and National Legislature in relation to wine (Tables 1 and 2

respectively), b. the current National Legislature about Alcohol Beverages (Table 3), c.

The specifications that must be covered from the wineries in order to issue certificates

of suitability, d. The obligations of the cellar-door wineries, as defined by the Wine

Producers Association of the Northern Greece Vineyard and e. The current institutional

framework for the Special and Alternative forms of Tourism.

The measures and indicators concerning the demand include the volume and influx of

tourists, the preferences, needs and attitude of the wine tourists and the other visitors

in the area, and more specifically, the expenses made from the wine tourists.

27

4. EXISTING SITUATION OF THE DEVELOPMENT OF WINE TOURISM:

INTERNATIONAL REVIEW

4.1 The development of wine Tourism in Europe

The visits to vineyards compose a part of organized trips at least since the time of the

Grand Tour6 and possibly since the ancient Greek and Roman years (Hall et. al, 2000: 2).

Despite the long-standing relationship between wine and tourism, the organized

collaboration between the wine and tourism industry with the purpose of gaining mutual

benefits is a quite recent phenomenon. Only at the beginning of the twentieth century

are attempts for the organization of wine tourism, mainly through the creation of wine

routes, recorded (Cambourne et. al, 2000: 48).

After 1992, similar initiatives started to take place in most of the European wine areas,

through the utilization of projects such as “Dionysus” and the LEADER initiative - 'Liaison

Entre Actions de Développement de l'Économie Rurale', WITRANET), as well as the

support from the European Council on the Wine Routes (Europaische Weinstrassen)

(Hall et. al, 2000: 202-206). This is based in Bordeaux and is a part of the Assembly of

European Wine Regions, AREV7.

4.1.1 Germany

From the decade of the 1920’s, wine routes were already an integrated part of the

development of tourism in Germany along with the creation of the first wine trail

6 For example it has been recorded that the English philosopher John Locke in 1677, as well as

the American diplomat Thomas Jefferson in 1787, realized visits to Bordeaux in order to take

tours in the vineyards of the region (Charters & Menival, 2011, Lichine, 1967, http://www.bordeaux-

map.com/tjefferson.htm).

7 In 1988 the European Wine Regions Conference, CERV is established in the region of Bourg-sur-Gironde

(Aquitaine) in France, which composed a new statute and was renamed into (Assembly of European Wine Regions, AREV. Nowadays, AREV includes 75 prefectures and is involved in all issues concerning wine (AREV, 2012)

28

(Weinlehrpfad) in Schweigen of the area Rhineland-Palatinate (Cambourne et. al, 2000:

48). In that period, the wine districts along the Rhine (and after a while of Alsace)

attracted visitors who were motivated primarily by their desire to enjoy the view of the

vineyards and dine in the reastaurants of the area (Velissariou et. al, 2009). The wine

routes contribute to the acquaintance with the German wines, and consequently to the

increase in sales and – up to the end of the 1970’s – all eleven wine-producing areas in

Germany were a part of a developed network of Wine Routes (Weinstrassen) (Johnson,

1986: 58 in Hall et. al, 2000: 2).

In the last years, wine tourism has been one of the most fast-developing fields, where

revenues are ten times higher than thethose coming from the wine sales (Reule, 2010).

The percentage of cellar-door wineries in the country is over 60% (Official Chamber of

Commerce and Industry of Valladolid, 2005, in: Marzo-Navvaro & Pedraja-Iglesias, 2010).

4.1.2 Austria

The wine industry of Austria, despite the bad reputation it suffered due to the «anti-

freeze»8 scandal in 1985, has fully recovered nowadays, and the wines produced by the

area are internationally recognizable (EDOAO, 2008). Wine tourism in this country has

similar characteristics to Germany, with the difference that the majority of wineries is

close to Vienna. There are wine routes in three regions of the country (Styria, Lower

Austria, Burgenland). The Wine Route in south Styria (Sűdsteirische Weinstraße) is the

one which was created first (1955) and also the most organized one (Meyer-Czech, 2003:

150).

4.1.3 France

In the 1980’s, given the hardships in the agricultural economy in France, - (crise viticole’)-

, wine tourism started to become more popular as an opportunity to extend and

differentiate the wine-makers revenues, through the direct distribution and sales of the

products to the visitors (Cambourne et. al, 2000: 66). Successful examples of wine

tourism development are the wine routes in the regions of Beaujolais, Bordeaux, 8 It refers to the fact that a small number of wine-makers was arrested with the charge of adding

diethylene glycol to the produced wines so that they can have a bigger “volume”.

29

Burgundy, Champagne, Côtes-du-Rhône and Provence, while Corsica, Jura, Pyrennées

και Savoie were recently added to the list. Gradually, the above-mentioned attempts

were framed up by some form of support from the state, through the Ministry of

Agricultural Development (Dubrule, 2007), while in 2008, the National Council of Wine

Tourism was established (Charters & Menival, 2011). In 2004, wine tourism attracted 7,5

millions of visitors in France, out of which 2,5 were foreign tourists (Official Chamber of

Commerce and Industry of Valladolid, 2005, in: Marzo-Navvaro & Pedraja-Iglesias, 2010).

4.1.4 Italy

In italy, the initiative “Movement for the Wine Tourism” (‘Movimento Turismo del Vino’),

which was established in 1993, as well as the “Association of the Cities of Wine”

(‘Associazione delle Città del Vino’), triggered the design of wine routes in the regions of

Abruzzo, Basilicata, Calabria, Campania, Emilia-Romagna, Friuli Venezia Giulia, Marche,

Tuscany and Umbria, which were legally recognized in 1999 (27/07/1999, Ν. 269)

(Agriturismo in Italia, 2012, Movimento Turismo del Vino, 2012, Presenza et. al., 2010).

Based on the statistics provided by the official website of the “Movement for the Wine

Tourism” (Movimento Turismo del Vino, 2012), this particular form of tourism existing in

Italy generates 2,5 billion euros annually, while there are perspectives for further

development. Wine is placed in the third place as an attraction for foreign tourists in

Italy, which is reflected by the number of visitors in wineries, which are estimated to be

nearly 3,5 millions every year. One million of them are only attracted by the event “Open

Doors” (Cantine Aperte).

4.1.5 Spain

In the 1970’s, the first organized wine route was designed in Rioja, and since then other

wine districts in Spain have become a part of tourism with a larger or limited success

(López-Guzmán et. al, 2009). The establishment of the “Spanish Association for the Cities

of Wine” (Asociación Española de Ciudades del Vino - ACEVIN), in 1994 boosted the

development of wine tourism in Spain, throufh the provision of training of the involved

parties and the development of the appropriate methodology for the creation of the

wine routes (López-Guzmán et. al, 2011).

30

The second most important step towards the same direction took place throgh the

initiative for the creation of a certification system for the wine routes, within the

framework of the Comprehensive Spanish Tourism Quality Plan 2000-2006 from the

respective Ministry. One of the results was the undertaking of a final decision for the

creation of the network “Official Wine Routes” (López-Guzmán et. al, 2009, 2011). These

routes are 22 overall. Thirteen of them have been certified, while the rest of them are in

the middle of the procedure of certification9 (López-Guzmán et. al, 2011). These routes

include 400 wineries in total and are situated in 100 different locations (Instituto Espanol

de Comercio Exterior, 2004, in: Marzo-Navarro & Pedraja-Iglesias, 2009).

In 2009, the wine routes started to be supported by the state project for the

development of gastronomical tourism titled “Spain Savor” (Saborear España) (Marzo-

Navarro & Pedraia-Iglesias, 2009, 2010). Therefore, less than 10% of the total of the

spanish wineries can be visited (Official Chamber of Commerce and Industry of

Valladolid, 2005), while in 2008 the number of visitors in the Spanish wineries was

around one million ACEVIN, 2012), during a period when the country welcomes more

than 50 million tourists (UNWTO, 2011).

4.1.6 Portugal

Portugal has been for several years, a popular gastronomical destination. However, with

the exception of Porto, only in the last decades is a clear improvement in the quality of

the produced wines observed, trigerring the development of wine tourism at the same

time (Correia et. al, 2004). This development was also significantly aided by the

participation of the country in the Cross-National Collaboration Project “Dionysus” in

1993, as well as by the creation of a legal framework (669/94), which allowed the

creation of wine routes and provided financial motives for the improvement of the

infrastructures. However, despite the important steps that have been recorded since

1994, wine tourism is still in a primary stage of development (Correia et. al, 2004).

9 A certified route is defined as the one which complies with the quality and specifications ACEVIN, while

the State Secretariat of Tourism has established the tourism product guide in relation to the wine routes of Spain (ACEVIN, 2012).

31

4.1.7 The rest of Europe

Similar experiences are offered by other wine tourism destinations in Eastern Europe

(Bulgaria, Romania, Hungary), where the wine routes are created within the framework

of the attempt to attract wine tourists from the countries of Western Europe (O’ Neill &

Palmer, 2004). In hungary, for instance, the first wine route (Villány - Siklós Wine Route)

was established in 1994 in the region of Baranya (Csapó et. al, 2008). The creation of

other Wine Routes followed (Szekszárdi, Tolnai, Mohács-Bólyi, Pécs-Mecsek, Tokaj) each

one of which has a different level of development (Hargitai & Jankó, 2009).

4.2 The Development of wine tourism in the New World Countries

4.2.1 Australia and new Zealand

From the middle of the 1990’2, the development of wine tourism spread in several other

areas of the New World. It should be mentioned that between the countries, Australia

hold a leading position, setting the exploitation of it wine districts for the purpose of

tourism, as a national priority. Thus, in 1998, one of the first local strategies for wine

tourism was established, which was presented in a relevant conference in Melbourne in

the same year (Brown, & Getz, 2005).

The last decade is signified by a remarkable progress of the field of wine tourism in

Australia. In 2009, the total number of visitors to the 1.647 cellar-door wineries in

Australia was around five millions (Pratt, 2011), while in the same year, the expenses

made from the tourists were around 7,1 billion dollars (AUD$) (Quadri-Felitti & Fiore,

2012). At the same time, the rapid development of certain wine districts, such as

Margaret River and Swan Valley, triggered the interest for scientific research (Alonso &

Liu, 2010).

In New Zealand, the regions of Auckland, Hawke’s Bay, Marlborough and Wellington

receive the larger volume of tourists. In 2008, the number of visits in the 585 wineries of

the country was 475.200 (Tourism Strategy Group Research, 2009).

32

4.2.2 U.S.A

Among the United States of America, California is the one holding a prominent position

in an international level, not only for its production (fourth position) and the

consumption of wine (fourth position), but also for the development of wine tourism

(Simeon & Sayeed, 2011). According to recent findings, the number of visitors in the

wineries of the specific state is over 20 millions (Quadri-Felitti & Fiore, 2012), most of

which are gathered in the Valleys of Napa and Sonoma. Thach & Olsen (2006, in: Carlsen,

2011) mention that the value of the direct sales represents 64% of the total sales of

wines in California.

The famous Napa Valley, which is situated in the west coast of the United States, 50

miles away from San Fransisco, is placed between the “cathedrals of wine” (Getz &

Brown, 2006a). Even though the promotion of wine tourism started from the wineries of

the area from the end of the 1940’s, from 1970 and afterwards, wine started to be an

integrated part of the lifestyle, resulting in an increased interest for tourism (Skinner,

2000: 293).

Nowadays, Napa is probably the most developed wine tourism destination in the world

(Poitras & Getz, 2006), including almost 400 wineries (TripAdvisor, 2008). It should be

mentioned that up until 1988, in an area of 100.000 residents, the annual number of

tourists is almost 4 millions (Skinner, 2000: 293), while, according to recent data, today’s

number of visitors are almost the same (Marzo-Navarro & Pedraja-Iglesias, 2010)10.

What is more, it has even be claimed that tourism in this specific region is so successful

that wine-production has become a peripheral activity (Skinner, 2000: 284). Skinner

(2000: 294-5) points out the importance of of preserving the sustainability of the Valley,

while Carlsen and Ali-Knight (2004) suggest certain strategies for the restriction of

unorganized development and the creation of a luxury wine tourism product.

Other areas of the U.S.A that are developed as wine tourism destinations – to a smaller

or greater extent – are: Washington (O’ Neill & Palmer, 2004), Texas (Kolyesnikova et. al,

2007, Rasch & Gretzel, 2008), Virginia (Geide et. al, 2009), New York, Missouri, Ohaio

(Foltz et. al, 2007), North Carolina (Βrown & Smith, 2010, Evans et. al, 2008), Idaho (Foltz 10

According to Rombauer (2003, in : O’ Neill & Palmer, 2004), and Aoki & Takizawa (2002, in: Lagos et. al, 2008), the number of wine tourists who visit the Napa Valley every year is estimated to be 5 millions.

33

et. al, 2007), Michigan (Wargenau & Che, 2006) and Pennsylvania (Var κ.ά., 2006). A

characteristic of the above is that in 2004 wine tourism contributed in the economy of

Michigan with 75 million dollars (Wargenau & Che, 2006), in 2005 it attracted 800.000

visitors in North Carolina (Evans et. al, 2008) and is linked with 40% of the total revenues

of the hotels in the area Walla Walla in Washington in 2007 (Storchmann, 2008).

4.2.3 Canada

In Canada, the establishment of a badge for the Protected Designations of Origin in 1988

(Vintner’s Quality Alliance, VQA) is a vital factor for the development of the wine

businesses, improvement of the quality of the produced wines and the increase of their

direct sales (Carmichael, 2005). Furthermore, the reform of the legislation concerning

wine and alcohol beverages, which took place at the beginning 0f the 1990’s, gave the

opportunity to wine-makers to develop catering services in the business realm, and

boosted the creation of a gastronomical tourism product (Stewart et. al, 2008).

In Ontario, the main bulk of the wine tourism development is found in the areas of the

Niagara Peninsula (TNP), Lake Erie North Shore, Pelee Island and Prince Edward County

(PEC) (Wade et. al, 2010). Many wineries are linked through a wine route which was

created under the initiative of the Wine Council of Ontario) in 1988 (Carmichael, 2005).

In the British columbia, all the wineries have the legal obligation to provide the

opportunity for wine-tasting and direct distribution of their products, however the

catering services and facilities for the organization of events encounter certain

difficulties (Getz & Brown, 2006b).

4.2.4 Chile

Six of the fourteen official wine-producing regions of Chile (Wines of Chile, 2011) have

developed wine routes (Aconcagua, Casablanca, Cachapoal, Colchagua, Maule and

Curico) (Sernatur, 2006), with the largest number of wine tourists in Maipo Valley11

(Kunc, 2008). However, Kunc (2008, 2009) points out that in contrast to the wine

11

116.000 visitors in 2005, which accounts for 49% of the total, followed by Casablanca with 21% and Colchagua with 14% (Kunc, 2008).

34

exports, the wine tourism development of the country is not actually successful. The

same researcher reaches the conclusion that the existing infrastructures are adequate

for servicing more wine tourists than the wine areas actually welcome.

Besides, as Hojman & Hunter-Jones (2012) point out, thenumber of visitors in only one

of the wineries in Napa California (Mondavi) in 2006 (600.000), was twice as bigger than

the number of people who visited the total of the Chilean wineries in the same year. As

fas as the perspective for further development is concerned, Brown & Getz (2005) reach

the conclusion that Chile as a wine tourism destination has average dynamics, which is

limited by the distance between wineries and the lack of differentiation between them.

4.2.5 South Africa

The field of wine-making in South Africa is one of those with the greater “longetivity”

among the countries of the New World, with the beginning of the wine-producing

activity dating back in the middle of the 17th century (Bruwer, 2003). One of the most

defining elements for the development of the wine industry is the arrival of French

Huguenot refugees in 1688 (Alonso & Northcote, 2009). The first Wine Route was

created in Stellenbosch in 197112 and its success triggers the creation of other wine

routes (Preston-Whyte, 2000: 103). Nowadays, the center of wine tourism development

is found in 100-200 kilometres radius, around Cape town City (Bruwer, 2003). The region

Cape Winelands includes the smaller wine regions of Stellenbosch, Franschhoek, Paarl

and Loubser, where a total of 200 cellar-door wineries exist. The development of

recreation activities around wine-making, gradually elevates Cape into the fourth

position as a tourism attraction in the country(Demhardt, 2003: 114).

Therefore, in contrast to Bruwer (2003), who claims that wine tourism infrastructures in

South Africa are adequately developed and that there is a variety concerning the tourism

product supply and a high number of visits, Tassiopoulos et. al (2004) point out that wine

tourism in South Africa is still in the first stages of its development.

12

Nowadays, the Wine Route of Stellenbosch includes five sub-routes and 146 member wineries (Chen, 2010),

35

Several studies also indicate the existence of other wine-making regions throughout the

world, which either have the dynamics to develop tourism infrastructures with wine

having a central role, or already enjoy the benefits of wine tourism (Babu, 2006, Sevil &

Yüncü, 2009, Shor & Mansfeld, 2009, Zhang & Qiu, 2011).

4.3 Differences in the development of wine tourism between Europe and the New

World

Despite the fact that, as a general trend, wine making in Europe has a much bigger

tradition, the countries of the New World emphasized the creation of strategies for the

development of wine tourism. In contrast, in the european countries, the development

of wine tourism is a much more recent trend, which in some countries, such as France,

arised as a response to the necessity for an increase in sales (Kűhne, 2010: 32, Müller &

Dreyer, 2010).

Carters (2009) supports that the differences in the ways of organization of wine tourism

between Europe and the New World, are reflected through three of its dimensions,

pointing out the possibility of the existence of exceptions:

a. In events: in Europe, the organization of local festivals which incorporate

elements of the religious traditions is quite common, as well as events organized

as a result of group actions. In the countries of the New Worls, wine festivals are

more common, which however do not emphasize cultural or historical elements

as much.

b. Educational activities: in Europe, there is greter emphasis on history and

gastronomy, while in the New World on wine-making and wine production.

c. In the way cellar door wineries operate: in Europe, smaller wine makers mostly,

but also collaboration wineries, focus on wine-tasting and do not offer

supplementary activities, whether they have an educational orientation, or are

related to the sales of other products, apart from wine. In the countries of the

New World, even smaller wine-makers seek to provide additional experiences

36

apart from wine-tasting, even if these are only the provision of space for a pick-

nick.

In addition, in other areas of the old World, the dynamics of wine tourism has not yet

been recognized, and there is a clear deficiency in scientific research while wine-makers

appear as particularly hesitant in engaging in this kind of business activities (Müller &

Dreyer, 2010). In most cases, the development of wine tourism in Europe is not a

product of some kind of official planning, while less and less people related to the

industry of wine making are involved compared to the New World (Charters, 2009,

Charters & Menival, 2011).

On the contrary, wine industries in the countries of the New World are more recent,

while wine tourism holds a large portion of their overall activities. Quite often, the

financial survival of wine-makers in these countries is directly dependent on the direct

sales of wine to tourists (Kűhne, 2010: 32, Müller & Dreyer, 2010). Another element that

highlights these deviations is that the number of wine tourists who visit Napa Valley in

the U.S.A on an annual basis, exceeds the total annual number of wine tourists in the

whole of Italy (Marzo-Navvaro & Pedraja-Iglesias, 2010).

Finally, Charters (2009) attributes the considerable deficiencies in the development of

wine tourism in the european countries to a number of factors, related to the content of

the production and the structures about land ownership, the designation of origin

systems, the wine-makers atittude towards enterpreunership ownership and

collaboration, the atittude of the smaller producers towards tourism, the changes in the

standards of consumption, the nature of the produced wine tourism product and the

motives for the development of wine tourism.

37

5. CURRENT SITUATION OF THE DEVELOPMENT OF WINE TOURISM:

THE GREEK REALITY

5.1 Historical Review of the Vineyard-Winery activity in Greece

Through the course of time, wine has proven to have a close relationship with the

financial, social and cultural background of the Greek people (Soufleros, 2000,

Velissariou et. al, 2009). In the ancient times, it was a component of symposiums, it was

a prevailing element in agricultural festivities and religious ceremonies (Paliogianni,

2007: 19), while in the trips of Pafsanias, the different vineyards from place to place

were places of rest (Vagionis, 2002). Even though during the Roman years wine making

gradually declined, from the 5th century A.D. and on it had a new kind of growth,

especially in the area of Macedonia (Sapountzis, 2007: 9).

In the Byzantine era, despite the social disruptions and the ban of the festivities of

Dionysus (Pasalidou, 2003), the festivities of the vine harvest had many common

elements with the agricultural festivities in ancient Greece and were a pole of attraction

for tourists. The role of the monasteries in the Holy Mountain is also crucial, as they

were the owners of large expanses of vineyards, many of which can were visited by

officials from the Byzantine Empire (Karagiannopoulos, 1978, in: Iakovidou et. al, 2007).

During the period of the Ottoman occupation, even though wine-making activities were

still taking place, especially in monasteries, a clear degradation of the quality is observed

(Hall & Mitchell 2000), as a consequence of the peculiar tax system and the destruction

caused by the Ottoman military (Vakalopoulos, 1987, Boutaris, 2008). However in the

first years, of the independence of the greek state (in the middle of the 19th century), the

first large-scale wine-making businesses are established, which belonged partially or

totally to Europeans (Brand Name Greek Wine, 2012).

Since the end of the 19th century Greece is placed among the areas with phylloxéra

vastatrix in Europe (Georgiou and Melifronidou-Pantelidou, 2009). After an almost total

destruction, the vineyards were replanted on the basis of various principles that allow

the cultivation with mechanical aids (ENOAVE, 2004). In 1969, within the framework of

an attempt to join the European Union, the reform of the legislation concerning winery

38

took place, whch signified the beginning of a new reality for Greek wines (Hall &

Mitchell, 2000).

The 1980’s was characterized by the establishment of new businesses and the renewal

of the existing ones, the employment of oenologists, the training of wine journalists and

specialized publications on winery. Since 1988, which is the year when the Regulation

that approves the usage of the term “Local Wine”13 was established, the wine-making

field in Greece took on a stable rise,which was accompanied by the imporovement of the

quality of the produced wines. Gradually, the reputation of the Greek wines was

recognized through awards in international contests (ICAP, 2010). Inthis direction, the

contribution of the scientific field was also substantial, as well as the technical

personnel, the conduction of conferences around wine (Boutaris, 2008).

5.2 General Features of the current winery industry

The contemporary field of Greek wine-making is composed of a large number of

businesses mainly related to the production (ICAP, 2010), which are characterized by

dissimilarities related to both their size, but also the products (Vlachvei & Notta, 2009).

Despite the fact that the field contains mostly small-scale businesses, an important part

of the production is covered by a limited number of large wine industries who are long-

standing within the field (ICAP, 2010).

The last sector study by ICAP (2010) published findings from ESYE since 2005, according

to which there are 484 wine-making businesses in Greece. As far as the number of

wineries is concerned, the most recent data come from the personal record-taking by

Makris (see table 1 Appendix II). Based on this data, the map that depicts the

geographical distribution of wineries throughout the country14 was created (Figure 5.1).

14

It is noted that the approach of winery division was applied, according to the Ministry of rural development and Food.

39

Figure 5.1 Geographical distribution of the Greek wineries

The combination of elements presented in the map above and in Table 1 of Appendix II

leads to the following conclusions:

The total number of wineries in Greece is 682.

The largest number of them is found in Peloponissos (182 wineries or 26,7% out

of the total), with Macedonia following (143 or 21,0%) and Sterea Ellada (139 or

20,4%) following in the listing.

40

The prefectures of Epirus (10 or 1,5%) and Thraki (13 or 1,9%) have the smaller

number of businesses.

Almost 8,0% of the total of wineries is found in Kriti (54 wineries), while in the

Aegean Sea, the existence of at least one winery is obseved in every island, a fact

that the researcher believes is related to the satisfaction of the tourists’ need for

wine products.

In the counties of Arta, Evritania and Preveza winery facilities are absent. Also,

specific regions in the country (Zagorohoria, Pilio, west side of Trikala), even

though they are familiar with the development of agrotourism, they do not have

any wineries.

Concerning the geographical distribution of the wine production activity, according to

the data presented in table 2 (Appendix II), which refer to the period 2008-09,

Peloponissos (17,41%) gathers the largest percentage of vineyard areas, followed by the

Prefectures of the Western (13,53%) and Sterea Ellada (11,21%). The main area of wine

production in the country is found in the Prefecture of Peloponisson-Western-Sterea

Ellada15, which covers 34,52% of the total amount of the produced wine (3,9 cm HL).

Following, there is Attiki and the islands (29,8%), while in the third place there is Kriti

(15,9%). The percentages of the Prefectures of Northern greece are significantly lower

(table 3, Appendix II).

In the period 2011-12, the amount of higher quality wines16 was 10,5% in relation to the

total amount of the produced wines (Table 4, Appendic II). The domestic consumption is

mainly based on greek wine products, while it should be noted that the bottled wines

cover only 40% of the amount of wines consumed, while the rest 60% concerns the

consumption of non-bottled products (ICAP, 2010).

Even though it is difficult to predict the way in which the recent financial crisis will affect

wine in Greece, the wine-makers are quite ambitious about the future, at least in

15

Based on the data collected for the wine priod 2006-07. 16

VQPRD- Vin de Qualité Produit Dans Une Région Déterminée or designated origin Product

41

relation to the domestic consumption. Apart from the existing fears about the decline in

sales17, there is also a significant amount of uncertainty about the turnout of the

businesses. The hesitant atittude on the part of the bank system to provide loans and

the small number of investments provoke a significant shrinking of the financial

resources available, negatively affecting any kind of development strategy (Euromonitor,

2011).

5.3 The importance of tourism for the Greek Economy and the first attempts

towards the development of wine-tourism

In the last thirty years, tourism has been one of the fundamental pylons of the Greek

economy, significantly contributing to the Gross National Product, in employment, the

trade balance and the socio-economic and the regional and local development.

According to data provided by SETE (2012), in 2011 tourism contributed in the GNP by

16,5% and created 758.300 work positions (18,4% out of the total of the working force).

In the same year, Greece was placed in the 17th position on a global scale in relation to

international arrivals, in the 19th position in relation to the revenues from tourism and in

the 29th in relation to competitiveness. Moreover, recent statistical data from the Worlf

Economy Forum

(SETE, 2012)18 indicate that tourism is one of the few fields in Greece, which remain

competitive despite the financial crisis.

However, the Greek tourism product was primarily established on the basis of the supply

of organized holiday packages (kokkosis et. al, 2011: 69). The development of special and

alternative forms of tourism, and thus the promotion of the greek wine districts, was

realized quite late compared to the international standards. This delay is attributed,

17

Reduced by 3,48% in 2009 compared to the previous year (ICAP, 2010). 18

Greece is placed in the 29th

position within a total of 139 countries, in relation to the Indicator of Travel and Tourism Competitiveness, and only in the 83

rd position in relation to the General Competitiveness

Indicator.

42

among others, to the special geomorphological features of the country (Hall & Mitchell,

2000). Indeed, contrary to other destinations, where most businesses are situated in a

specific area, greek wineries have geographical dispersion.

Before 1990, separate examples of wineries were recorded (Achaia, Ilia, Samos), which

attracted a large number of visitors due to their distinct architecture or their history

(Velissariou et. al, 2009). Also, there are cases of visits to wineries in various touristically

developed or island areas (Rodos, Santorini, Kriti) which are a part of organized packages

and complete the tourism product which is mainly composed of the three Ss (Sea, Sun,

Sand) and determine the development of the mass sea tourism (Alebaki & Iakovidou,

2010).

Since the beginning of the 1990’s, a new increase in the number of wineries was

observed. At the same time, new varieties were imported from oenologists who had a

radical atittude, while a sense of “fair-play” was prevalent among the businessmen in

the field. The following years, significant investments take place, with the purpose of

improving the infrastructures, which are accompanied by the first organized attempts

for the development of wine tourism (Pitoska, 2008).

5.4 The role of the Wine Producers Association of the Northern Greece Vineyard

Actually, the development of wine tourism, as it is today, started in northern Greece and

is a result of the initiatives of certain “leaders” (‘champions’, see Hall, 2003, Presenza et.

al, 2010), which encouraged collective actions. More precisely, in 1993, two wine-makers

of the area initiated the procedure for the design of the first Wine Route. In November,

in the same year, thirteen wine-makers created the the “Wine Producers Association of

the Macedonian Vineyard”19 (“ENOAM”), an urban, non-profit organization under the

distinct title “Wine Routes of Macedonia” (ENOAVE, 2013).

During the first two years of the operation of the company, the record of the available

human and material resources took place, in order to define the specifications and

19

A “Macedonian Vineyard”, on the basis of the history of wine-making, is considered to be the broader geographical area of Northern Greece, including apart from the Prefecture carrying the same name, the wine district of rapsani in the south, and the areas covered by the counties of Ksanthi and Rodopi, in the east.

43

establish the ability of conducting vitis to them (see Section 6.4.4, Table 6.12). The

record was a responsibility of some members of the network, who had relevant

experience. At the same time, a series of events, with the purose of providing

information on the goals of the association, took place (Georgiadis, 2008).

The five years between 1996-2001 was a period of financing. More specifically, the

business could take financial advantage of two projects:

1. The special project “Wine Routes - Gastronomy”, through the Organization of the

Cultural Capital of Europe (Thessaloniki) 1997, with a total budget of 528.247€

(Karafolas, 2006). ENOAM utilized the largest part of this budget so as to cover

the expenses from its operation, as well as the expenses on the promotion of the

project “Thessaloniki Cultural Capital 1997”. More specifically, eight wine routes

are designed in the area of the northern greece vineyard and lead to the

wineries, as well as to ather points of historical, archaeological and cultural

interest (ENOAVE, 2013).

2. The project ”Projection and Promotion of the Greek Wine” out of the community

initiative Liaisons Entre Actions pour la Developpement des Economies Rurales

(LEADER)20 2, which was approben in 1996 by the Ministry of Agriculture, with a

final budget of 3.587.702€. This specific action concerned the financing of

activities of mild agricultural and tourism development of the wine districts

(Karafolas, 2006, ENOAVE, 2013). In the framework of the LEADER II initiative, as

well as the financing from the same resources, ENOAM took over actions with a

total cost that was over six million euros (Georgiadis, 2008) and included the

following measures (table 5.1):

20

The L.E.A.D.E.R. initiative is based on the active participation of the local population, of the businesses, the associations and the authorities in mountain and deficient areas. Its goal, was the local development through the creation of a Local Action Group (LAG).

44

Table 5.1 LEADER II – Analysis of the Project “Wine Routes of Northern Greece”

Measures Actions Measure 1. Technical Support Operation of the network, information activities and population

awareness

Measure 2. Professional training Wine-producers, people involved in the operation of the Wine routes and partnership members

Measure 3. Reinforcement of agrotourism

Development of facilities for the reception of visitors in wineries, gathering of photographical archives and creation of a database, projection and promotion activities in the mass media and other kinds of exhibitions

Measure 4. Utilization of the agricultural production

Support to organic farming of vineyards and the creation of distillery units for the utilization of the wine products and other acricultural products (mainly organic)

Measure 5. Preservation of cultural heritage

-Network signaling and the promotion of sights, monuments and trails

-Promotion of the cultural heritage of the areas crossed by the Wine Routes through a variety of events

-Organization of international symposiums (OINOFOROS 1999 AND 2000) and the International Wine Contest

Source: Northern Greece Wines, 2012

In 2001, the internal regulation of operation is approved by the plenary session of the

Association, which describes the obligations of the wine producers and the

presuppositions under which ine can become a member of the network (Georgiadis,

2008). In August 2003, after an expansion of the activities of the network in Epirus and

Thraki, its renaming is decided, into “Wine Producers Association of the Northern Greece

Vineyard” (ENOAVE) under the distinct title “Wine routes of Northern Greece” (Northern

Greece Wines, 2013).

In 1997 the first partner enters the network, while from 1998 and on, the entrance of a

small number of collaborative members continues. These are mostly businesses related

to the field of tourism and gastronomy, - catering facilities, accommodation, provision of

alternative activities and local product workshops (ENOAVE, personal contact).

It should be noted that according to Georgiadis (2008), the period 2002-2008 is

characterized as a period of self-funding. In his words: “many people expected that as

soon as the funding from the projects stops, the association will start declining as there

will be no foreign money… On the contrary, the expenditure for its operation were

covered by the participation of the members, through a regular budget”.

In 2008 a broadening of the network was officially realized, through the project “Wine

Routes of Northern greece”, which took place within the framework of the Community

45

Initiative LEADER+ composed of sixteen developmental companies from Northern greece

and ENOAVE. The total amount of the budget was 800.000 eyros, with a self-

participation of 20% and 80% funding (Georgiadis, 2008).

In 2010,in the association there are 37 wine-makers participating and 128 collaborative

members (ENOAVE, 2013)21. In the same year, in an attempt to renew its image, the

company operates under the title “Northern Greece Wines” and is directed by a board of

two-year service (Northern Greece Wines, 2013). What is remarkable is the fact that at

present, while the number of member-wineries participating in “Northern Greece

Wines” remains stable, the number of businesses – collaborative members who

renewed their participation is limited. The decrease in participation, according to the

views of the executives of the company, is attributed to the end in funding through the

project LEADER+ on the one hand, and on the other hand, to the beginning of the

financial crisis that the country suffers from and caused problems in the operation or

even the shutting down of some of the businesses that collaborated au to that point.

5.5 Other wine tourism networks

Despite the current financial difficulties, the initiative of wine-makers of Northern greece

was the one that signified the beginning of the development of wine tourism in Greece,

and the incorporation of many wine-production areas in the map of the alternative

forms of tourism. Gradually, the wine-producers of peloponissos followed, of Attiki, Kriti,

the Islands of the Aegean Sea and Central Greece, who in turn created similar networks.

Table 5.2 includes a summative presentation of the information in relation to the

establishment and dynamics of these networks.

21

Out of these, 50 are restaurants, 55 businesses in the field of accomodation, 19 of them produce local products and four provide outdoor activities (ENOAVE, 2013).

46

Table 5.2 Greek Networks for the Development of wine tourism

Source: Processing of data from qualitative research with the directors of the networks

The history of the “Wine Routes of Peloponissos” started in 1996 from the conduction of

a study within the framework of the project RETEX. In 1998, a non-profit urban company

under the name “Wine Producers Association of Peloponissos Vineyards” (ENOAP) is

established by 25 founding members. Based in Tripoli, at present ENOAP includes 40

wineries from 14 different wine districts (ENOAP, 2013).

The Wine Producers Association of Attiki Vineyards was established in 1999 and includes

22 member-wineries, many of which have facilities for the organization of numerous

social events. In its official website (ENOAA, 2013) there is a suggested wine trail,

without having the official title “Wine Route” though.

In April 2008, the Wine Producers Association of Central Greece Vineyards (ENOAKE,

2013)22 was established by 24 wine producers, while from the newly-found Wine

Network Year of Creation Number of Founding Members

Number of Members

(2012)

Routes

1. Wine Producers Association of the Northern Greece Vineyard (ENOAVE.)

1993 13 38 wine-makers 12

collaborative members

8 (Olympus Gods, Epirus, Naousa,Pella-Goumenissa, Limnon, Thessaloniki,Dionysus, Chalkidiki)

2. Wine Producers Association of Peloponissos (ENOAP)

1998 25 40 9 (Gerania, Korinthia, Argolida, Arkadia, Achaia, Kefallonia, Ilia, Messinia, Lakonia)

3. Wine Producers Association of the Vineyard of Attiki (ENOAA.)

1999 15 22 Not yet established

4. Wines of Crete

2006: Network of wine-makers of Iraklio (DONI)

2008: Network of wine-makers of the counties of

Chania and Rethimno (DONCHR)

DONI:24 DONCHR:11

DONI:20 DONCHR:10

DONI: A Route linking all wineries of the area and consists of 5 sub-routes (Dafnes, Peza, Plouti, Kasteliana, Dafnes-Peza) DONCHR: A Route starting from Rethimno and ending in the west side of Chania

5. Wine Producers Association of the Central Greece Vineyard (ENOAKE)

2008 24 38 14 (Meteoron, South Olympos, Magnisia, Othri-Domokos, Parnassos, Kallidromo, Atalanti Valley, Martino, Elikona, Kitherona, Ritsona, Ksirou Orous and Telethriou-Northern Evia, Dirdis, Parnitha)

6. Wine Producers Association of the Aegean Islands (Aegean Wineries)

2009 21 25 Currently planned, to be realized in the near future

47

Producers Association of the Aegean Islands (ENOANA, 2013), Santorini is the one that

seems to have better organization (Makris, 2013).

In Kriti there are two networks, which collaborate up to the present and have a total of

30 members, covering over 90% of the bottled production of the island. In 2007, within

the limits of the European initiative LEADER+, a united pilot route crossing 23 wineries

was created. Since 2009, the exhibition OINOTIKA is conducted, which lasts for two days

while it attracts more and more visitors. In 2011, more than 1.400 people participated in

the event, a number which increased by 30% compared to the previous year (Wines of

Crete, 2013).

5.6 General features of the development of wine tourism in Greece

Kokkosis and Valassa (2012) study the way of the development of wine tourism in four

regions of the country (Kriti, Nemea, Naousa and Santorini), each of which has different

characteristics. The main results from this study are presented in Table 5.3.

Table 5.3 Review of Greek wine tourism destinations

Region Characteristics of the development of wine tourism

Kriti «An organized wine tourism product linked to agrotourism and ecotourism activities»

Incorporation of local food products (‘taste of place –dining in Crete’) Establishment of certification badges Important contribution of the two wine tourism networks of the island and

the company ‘Cretan Quality Agreement’

Nemea “An organized individual package” Association of Wine-makers and Producers of Nemea School of Vineyard, Wine-making and Wine Tourism

Naousa Very organized Important contribution of the networking: The Company “Northern Greece

Wines” Emphasis on the projection of natural and cultural resources, as well as sports

activities

Santorini An organized wine-tourism product which also includes luxury activities Smaller need for networking

Source: Kokkosis and Valassa (2012)

22

The broader area of Central Greece, according to the statute of ENOAKE, covers the Counties of Attiki, Viotia, Evia, Fthiotida, Fokida, Etoloakarnania, Evritania, Arta, Karditsa, Trikala, Larisa, Magnisia (including Sporades) and the island of Lefkada (ENOAKE, 2013).

48

The above researchers support that the wine tourism product with the best planning is

the one in the region of Crete, which is designed around the relationship between wine

and gastronomy and the local food products, combining, at the same time, a variety of

activities. They evaluate the contribution of the wine tourism networks of Kriti and the

company ‘Cretan Quality Agreement’ as of vital importance for the reclaim of the wine

districts of the island. Finally, they point out that the development of wine tourism in

Kriti takes place individually, on a local scale, receiving considerable helm from the

collaborations between win makers and others involved.

Recently, however, certain attempts to coordinate the activities on a national level have

been recorded. The event “Open Doors” is one such example. While it was organized for

the first time in 2004 by ENOAVE as an initiative from the European Network of the

Cities of Wine (Alebaki & Iakovidou, 20011), in the last years it takes place throughout

the whole country at the same time.

Its growing success is proven by the growing numbers of visitors23. Another such event,

which is extremely popular and incorporated within the Greek culture is the institution

of “rakokazana” which signifies the end of the vine harvest season (Soufleros et. al,

2005).

Finally, it is worth making a reference to the first National Conference of Wine Tourism

which took place in June 2008 in Limnos under the initiative of the National

Interprofessional Organization of Vine and Wine (EDOAO). The conference included the

participation of officials from the local authorities, the mass media, the Ministry of Rural

Development and Food, as well as the Ministry of Tourism, academia, wine producers

and other bodies (Boutaris, 2008). This specific initiative is indicative of the incorporation

of wine tourism within the framework of a national strategy (Kokkosis and Valassa,

2012).

23

Visitors in the wineries of ENOAVE: 3.000 in 2006, 5.700 in 2009, 7.000 in 2010, 8.500 in 2011, more than 8.000 in 2012. In 2010, five wineries in Western Crete which participated in the Open Doors, welcomed 1.000 visitors (ENOAVE, 2012, personal contact with the directors of the networks).

49

6. THE DEVELOPMENT OF SPECIAL AND ALTERNATIVE FORMS OF

TOURISM (AND MORE SPECIFICALLY WINE TOURISM) IN THE

REGIONAL UNIT OF IOANNINA

6.1 Description of the Prefecture of Epirus

Between the thirteen Prefectures of Kallikratis24, the prefecture of Epirus (Figure 6.1) is

situated on the northwest past of the country25. Despite its relatively isolated location,

the area has the advantage of being a gate for the influx and efflux from the Balkans and

Western Europe (Prefecture of Epirus, 2011).

Figure 6.1 Map of the Prefecture of Epirus

Administratively, the Prefecture of Epirus is divided into four separate areas, the

Regional Unit of Ioannina (which is the basis of the Prefecture), Arta (with Arta as its

capital), Thesprotia (with Igoumenitsa as its capital), and Preveza (with Preveza as its

capital) (Prefecture of Epirus, 2013).

24

With the law of Kallikratis (Ν3852/2010) the four Prefecture Authorities of the Counties of Epirus were administratively united and the Prefecture of Epirus was found as a Public Entity, whicc is a second degree OTA. 25

Total expanse: 9.450 square km, 6,7% of the total expanse of the country

50

Concerning the economic growth, the Prefecture of Epirus produces 2,3% of the Gross

Domestic Product of the country. In this direction, the presence of the primary sector is

of high importance. The livestock (and especially the goat and sheep livestock, is well as

bird livestock) is the main productive activity26, which stokes the secondary sector (food

sector). The greatest percentage (33,83%) of the agricultural exploitations is found in the

valley of Arta, while the Regional Unit of Ioannina gathers the greatest percentage of

grasslands and forests. In 2008, GDP per capita of the Prefecture of Epirus was about

75% of the corresponding average amount on a national level, placing it in the 9th

position among the 13 Prefectures of Greece (Prefecture of Epirus, 2011).

6.2 Description of the Regional Unit of Ioannina

Based on the last population census (ELSTAT, 2011, see Table 5, Appendix II), the

Regional Unit (County) of Ioannina gathers 45,71% of the total of the population of the

Prefecture of Epirus. Following, there are the Counties of Arta, Preveza and Thesprotia,

with the percentages 23,06%, 17,58% and 13,65% respectively.

In the following Table 6.1 the details of the permanent population of the Regional Unit

of Ioannina are presented in comparison with the corresponding numbers of the rest of

the Regional Units and of the total of the population in the Prefecture, based on the

most recent census (ELSTAT, 2011).

Table 6.1 Permanent Population of the Prefecture of Epirus – Population/Housing Census 2011

Description Expanse in km2 (1)

Permanent Population

Density of the Permanent Population/ km2

Regional Unit of Ioannina

4.990 167.901 33,64

Regional Unit of Arta 1.662 67.877 40,84

Regional Unit of Thesprotia

1.515 43.587 28,78

Regional Unit of Preveza

1.036 57.491 55,50

Prefecture of Epirus 9.203 336.856 36,60

Total of the Country 131.957 10.815.197 81,96

26

The livestock production contributes to the total gross value of the production of the primary sector by 65%, while the national percentage is 39%.

51

According to the law of Kallikratis (Ν3852/2010)27, the Regional Unit of Ioannina

currently includes the following municipalities (see Figure 3, Table 6, Appendix II):

Figure 6.2 Regional Units included in the Prefecture of Epirus

1. Municipality of Ioanniton, based in Ioannina

2. Municipality of Zagori, based in Aspraggeloi

3. Municipality of Konitsa, based in Konitsa

4. Municipality of Pagonio, based in Kalpaki and due to history in Delvinaki

5. Municipality of N. Tzoumerkon, based in Pramanta

6. Municipality of Metsovo, based in Metsovo

7. Municipality of Dodoni, based in Ag. Kiriaki

8. Municipality of Zitsa, based in Eleousa

A percentage of 1,4% of the country’s GDP (Chamber of Ioannina, 2013) and 60,9% of

the Prefecture of Epirus (Regional Unit of Epirus, 2011) is produced in the Regional Unit

of Ioannina. The main sectors of economic activity are focused on the production of

dairy and cheese products, meat processing, and the development of units for the

production of trout, mining and processing of marble, wine production, as well as

27

http://www.apdhp-dm.gov.gr/portal/images/stories/nomothesia/kallikratis_3852_fek_85.pdf

52

tourism (Chamber of Ioannina, 2013). The city of Ioannina is the largest financial and

commercial center of the Regional Unit, as well as the mst important of the urban

centers of the whle Prefecture of Epirus (Municiplity of Konitsa, 2013).

6.3 Record of tourism resources and infrastructures of the Regional Unit of

Ioannina

6.3.1 The concept and categorization of tourism resources

The definition of tourism resources, includes all those elements that could attract

tourists (Iakovidou, 2006). More precisely, between the main comparative

advantages, which create the preconditions for the development of special forms of

tourism are the following:

a. The Natural Resources, which include the natural environment and the distinct

geomorphology, such as that found in mountainous areas, the large amounts of

water resources and areas with special ecological interest that have a special

beauty and a tourism orientation, protected areas etc.

b. The Human-based Tourism Resources, which incorporate the cultural and

architectural heritage, as well as the housing tradition of the area

6.3.2 Individual destinations and available tourist resources in the Regional Unit of

Ioannina

The existing distinctiveness in the geological features and the climate conditions of the

individual areas in Epirus Region have contributed to the emergence of various tourist

models. For instance, the beaches located in the coast of Epirus and Ionian sea (Regional

Units of Preveza and Thesprotia- Parga, Syvota, Preveza etc.), which were occasionally

awarded with “blue flags”, created the conditions to develop the coastal massive

tourism on a seasonal basis. On the contrary, in the Regional Unit of Ioannina special and

alternative forms of tourism have been developed (http://www.epirus.org/, Region of

Epirus, 2011).

53

The map of Image 6.3 presents the most important tourist destinations of the Regional

Unit of Ioannina. Furthermore, there is a detailed presentation of the natural and

manmade resources of each of the tourist destinations. It is noted that the order in

which the destinations are presented is a result of their geographical location in the

Regional Unit (from North to South). The description of the tourist establishments is

presented in the next paragraph (6.2.3).

Figure 6.3 Tourist destinations in the Regional Unit of Epirus

54

1.Mastorochoria- Konitsa- Villages of Aos’s Lakka

In the north east end of the Regional Unit some mountainous villages are settled with

special architecture28, widely known as Mastorochoria, named after the traditional

occupation of the people, which was building with stone. The area is defined by the

mountains of Grammos and Arrenon on the north, of Smolikas and Gyftissa on the east

and of Kamenik and Goliou on the west. The particular destination provides plenty of

natural tourist resources, which are presented in the next paragraphs (S.E. of Ioannina-

Epirus S.A., 2008).

The National Forest of Vikos- Aos extends to the mountainous cluster of Tymfi, in the

northwest side of the mountain range of Pindos and has as east end the famous canyon

of Vikos29. The highest of the Forest’s peaks is Gamila peak (2.497 m.). The river Aos on

the north crosses the homonymous gorge shaped between the mounts of Tymfi and

Trapezitsa, forming an exceptional landscape of natural beauty. On the foothills of

mount Trapezitsa, in the entrance of the gorge, the city of Konitsa is built, head town of

the homonymous Municipality. From there, six hiking destinations that cross the wider

area and promote the visitor’s interaction with the natural environmen start and are

recommended (Municipality of Konitsa, 2013).

Regarding the manmade tourist attractions of the destination, there are the Konitsiotika

old bridges (Voidomati, Topolitsas, Aos, Galinas, Zermas, Malnitsa, Mesarias, Mitsaion

etc.), as well as the three watermills (Agion Taxiarchon, Ai Thanasi and Plikatiou), which

are characterized by a particular architecture and for this purpose they were

restructured and preserved by the Local Authority. There are also several traditional

stone manors, such as the Residence of Hussein Sisko Bey, the house of Chamko and the

Mosque that was built by Sultan Suleiman (Municipality of Konitsa, 2013).

Also, in the Municipality of Konitsa one may visit plenty of religious monuments, such as

the Church of Agion Apostolon, the Abbey of Taxiarchon Gouras in Aidonochori, the

monastery of Panagia Kladormi at an altitude of 1450m in Fourka, the Monastery

Stomiou in Konitsa etc. Since 1999, a photography exhibition operates showing the

28

Among them, the village Gannadio has been characterized as traditional settlement since 1979. 29

The national forest of Vikos-Aos, out of the eight destinations of Ioannina Region, besides the fisrt one (mastorochoria- Konitsa- Villages of Lakka of Aos) covers also the areas of Zagorochoria (3) and Metsovo (7), and , consequently, is a joint touristic resource.

55

historical development of the area, which is housed in a reconstructed traditional

building in the archaeological area of Konitsa, near the old stone bridge of Aos (next to

Suleiman Mosque). Other places of historic and cultural interest are the castle of

Konitsa, the ancient village of Liatovouni, the Environmental Park- Museum of Natural

History in Bourazani, as well as the Folklore Museum in Konitsa (S.E. of Ioannina-

Development Plan for Epirus, 2010).

2. Pogoni

The Municipality of Pogoni30 has Kalpaki as its head town. However, Delvinaki, which was

established in 1081, is acknowledged as the historical head town of the Municipality.

Within the natural touristic resources of the destination are also included (Municipality

of Pogoni, 2013): the area of Oraiokastro, the lake of Delvinaki (Zaravina), the forest of

Meropi- Palaiopirgou, the forest of “Bounas” in Pontikates, the valley of Gormou, the

mount Nemertsika and the canyon of Kouvara near the preserved traditional village

Dolos. An important plant life and wildlife is also found by the river Drinos and the

Rogozi falls (Municipality of Pogoni, 2013). The east side of Pogoni is characterized as

“an area of natural beauty” and is protected by the network Natura 2000. Moreover, the

mount Nemertsika (2.209 m.) is suitable for climbing and hiking. However there are not

yet any signed paths (Administrative Region of Ioannina, 2013).

Around the area there are several old manors built of stone, as well as monasteries

(Monastery of Sosinou in Ano Parakalamo, Monastery of Prodromos Frastanon in Kato

Meropi, and the monastery of Vellas in Kalpaki). Among the sights of cultural interest

there are also the Spiritual Center and the National Gallery of Delvinaki, the Folklore

Museums in Stratinista, in Zavrocho and in Pogoniani, as well as the Museum of Natural

History in Kastani. Other sightseeing of the destination is the following: the ”pournari

(bush) of Agios Kosmas: and the archaeological area of Opaya in Doliana, the cave

Katsimitrou, and the 1940’s War Museum in Kalpaki.

30

Established in 2011 by the unification of the pre-existing Municipalities of Ano Kalama, Ano Pogoni, Delvinaki, Kalpaki and the villages of Pogoniani, Lavdani

56

3.Zagorochoria

Zagorochoria consist of 46 villages in total, which extend northern to the valley of

Ioannina, in the north-west side of Pindos31. Some of them are located within the area of

the National Forest of Vikos- Aos (Monodendri, Vikos, Megalo and Mikro Papigo) and

some are peripheral (Aristi, Agios Minas, Vitsa, Kapesovo, Vradeto and Vrisochori). Other

villages with agrarian touristic development are Pedina, Koukouli, Kipoi, Dilofo,

Tsepelovo, Negades, Fragades and Doliani.

Among the natural touristic resources of this particular destination the canyon of Vikos is

also included32 , which has the springs of river Voidomatis at its west exit. In an altitude

of 2.050m., between the peaks of Lapatos and Ploskos, there is the lake Drakolimni of

Gamila, which is an attractive sight for climbers, as tritus alpestris – a kind rare and

protected species - live in its water. Also, another sight of natural beauty is the Lake with

water lilies in East Zagori. Moreover, at a small distance from Mikro Papigo one may see

the exquisite Baptismal basins, which are basins created in the limestones by the

movement of waters of the stream Rogovo and have formed natural pools.

The main distinctive feature of Zagorochoria is the extraordinary architecture: old

manors made by stone and wood, operating as guest houses, impressive dry stone

monuments – cobbled pavements (skala of Vradetou, Vitsa, Koukouli), dry stone

constructions, old bridges built in the 18th- 19th century (Kaber Aga, Noutsou or Kokkori,

Plakida or Kalogeriko, Kontodimou or Lazaridi, Mylou), water mills, grains, terraces,

churches and monasteries (Monasteries of Panagia Speliotissa in Aristi, Agia Paraskevi in

Monodendri, Rogovou in Tsepelovo, Votsas in Greveniti, Evaggelistria in Ano Pedina,

Panagia Visokou in Kalota). For this reason, most of Zagorochoria have been

characterized as traditional villages (Ministry of Environment, Energy and Climate

Change, 2013).

The historical and cultural heritage of the area is also of great importance. In the Kipoi of

Zagori there is the Folklore Museum of Agapios Tolis, which operates since the 1970’s

and includes exhibits which are over 300 years old. In Papigo an Information Centre for

31

The Municipality of Zagori according to Kallikratis plan includes the former municipalities of East Zagori, Central Zagori and Tymfi (Gamila), as well as the villages of Vovousi and Papigo. 32

Viko’s length exceeds the 10 kilometers, while its width is about 100 m. to 1 kilometer.

57

the nature and culture in Zagori operates, which was established within the framework

of the WWF Hellas program for North Pindos.

Also, it would be worth mentioning the Museum of Traditional Old Crafts, the

Information Center for the National Park of North Pindos in Aspraggeloi, the

Sarakatsaniki Stani in the location of Gyftokampos Skamneliou, the Botanical Museum –

Spiritual Center “Kostas Lazaridis”, Koukouli, as well as the Rizario Exhibition Center in

Monodendri. Finally, in Zagorochoria, there are several archaeological areas, such as the

Ancient Village of Molossoi in Vitsa and the Vrachoskepi Boila (S.E. of Ioannina-

Development Plan for Epirus, 2010).

4. Zitsa

On the west side of Ioannina Region extends the plateau of Zitsa, characterized by its

long grapevine tradition, which goes up to the 15th century. The PDO zone of Zitsa was

legislated in 1972 and includes parts of the areas of Zitsa (Zitsa, Karitsa, Protopappas),

Ekali (Gavrisioi, Ligopsa) and Evrimenon (Klimatia) (G.G. 40/A/17.3.1972). The main

village in the area is Zitsa, which is built on the slopes of Mount Prophet Elias, 24 km

northwest of Ioannina city. The majority of houses retain the traditional continental

architecture, while the narrow paved streets form a human environment of high

aesthetics.

Besides the architectural heritage, the area has remarkable natural and manmade

resources such as the Kalama River valley, which is near the village Stone, the bridge of

Vrosina, the old bridges Zaloggogefyro in Kato Zaloggo and Theogefyro in Lithino, and

the watermills of Achilles and of Despotiko. Additionally, this particular destination has

plenty touristic resources related to the historic (Ancient Passarona, Mega Gardiki,

Castle of Berenice, Palaiokastro-Despotiko, Temple of Zeus-Aryan Rodotopi) and cultural

(Folklore Museum and Municipal Gallery of Engraving in Zitsa, Folklore Museums in

Lyggos and Rodotopi) heritage of most of the existing villages.

Finally, among the tourist attractions of this destination various places of religious

interest are included (Holy Trinity Church in Mega Gardiki) and monasteries, such as the

one of Prophet Elias with murals in Zitsa, the Monasteries of Panagia Raidiotissa, of

58

Dichouni, of Fathers, of Agia (Saint) Paraskevi Ntrazanitissa, and the Monastery of

Paliouri (Municipality of Zitsa, 2013).

5. The City if Ioannina

In the centre of the valley the capital of the Regional Unit of Ioannina is located, whose

the main advantage is that it is near two natural areas of high aesthetic beauty: the lake

Pamvotida, which is the second oldest one in Europe after lake Ochrida and is integrated

in the “NATURA 2000”33 network and the Suburban Forest (Sygounas, 2012)34. The latter

occupies the west part of the city and extends along the mountain range called Psili

Goritsa – Meydani –Jem –Prophet Elias. This area was re-forested; it covers

approximately 921 acres and has a maximum altitude of 637 m. It is used as a

recreational area. In 1976, the Suburban Forest in most of its area was declared as one

of the 19 Aesthetic Forests nationally (G.G. 306/A76, Sygounas, 2012).

An important pole of attraction is the Isle of Ioannina, located in Pamvotida Lake and

contains various monuments and attractions, such as the final residence of Ali Pasha, the

Monastery of Panteleimon and a Museum of the Pre-Revolutionary period, the Charity

Abbey, the Stratigopoulou Abbey (Dillon). The Cave of Perama, with length

approximately 830 meters and a total area of 14,400 square meters, is located at the

highest point of the centre of the homonymous village. Also, in the historic Castle of

Ioannina are included various historical and cultural sites such as the Soufari Serai, the

Cook Houses, the Tower of Voimoundos, the Byzantine Museum, the Municipal Folklore

Museum (Aslan Pasha Mosque), the Folk Museum of Epirus Studies Society, the Museum

of Fotis Rapakousis and the Municipal Art Gallery.

In the city centre, in the park Litharistsa, one may visit the Archaeological Museum,

while, 14 km south of the urban area is the Museum of Greek History of Paul Vrellis, also

known as the Wax Museum. The latter is housed in a building of special architecture and

33

It is worth noting that the network NATURA 2000 includes in total 5 areas located in the wider area of Ioannina: 1. Special Zone for Preservation (SZP) – Special Protection Zone (SPZ)- Lake of Ioannina in whole, 2. SPZ: Wider area around Ioannina city, 3. SZP: Part of Mitsikeli Mount 4. SPZ: Central Zagori and eastern part of mount Mitsikeli, 5.SPZ: wider area of Athamanika mounts (very small part of it) (Goga, 2012). 34

The Municipality of Ioannina, according to Kallikratis division, extends in the perimeter of Lake Pamvotida (Goga, 2012).

59

includes 150 wax figures in natural size, reflecting the modern Greek history. Finally, in

the historical city centre there are several preserved manors and neoclassical buildings.

6. Dodoni

22km southwest of Ioannina city, in the foothills of Mount Tomaros, there is the

archaeological site of Dodoni, where one can visit the ancient theatre, the famous

Oracle, various monuments and ancient buildings and museums (Folklore Museum in

Melligos, Museum of post-Byzantine Art and Folklore Museum in Sklivani). It is also

worth mentioning the Balkan Wars Museum, which is housed in the Emin Aga Inn,

located about one kilometre from the National Highway. The building was constructed in

the 19th century and was used as headquarters of the Greek Army during the First Balkan

War.

The mountain of Olytsika offers mountaineering routes with natural springs crossing the

local districts of Dodoni, Mandeio (Oracle), Melligoi and Agia Anastasia. Also, the green

valley of Polygyros (Municipality of Dodoni, 2013) is a place of outstanding natural

beauty. Scattered in the landscape formed by the mountains and water resources are

the chapels and churches of the local areas (Byzantine Church of Archangels in

Kostaniani). Furthermore, in the wider area various villages are located (Mandeio,

Meliggoi, Pesta, Derviziana), which combine the traditional architecture of Epirus and

the natural environment.

7. Metsovo

Built on the slopes of the mountain range of Pindos, at an altitude of 110-1300 m.,

Metsovo has a very intense mountainous character. Apart from the National Park of

Pindos (Valia Calda) (GR 1310003), the natural resources of this destination include two

more areas that have become part of the NATURA 2000 network: the Metsovo Region (

Anilio- Katara) (GR 2130006) and the Mount Lakmos or Peristeri ( GR213007). Also, in

the wider area there are five major hydrological basins of Greece, those of Arachthos,

Acheloos, Peneus, Aliakmon and Aos. In recent years, the artificial lake of Aos was added

in the existing hydrological resources, which is located among Greveniti, Chrisovitsa and

Metsovo ( Municipality of Metsovo, 2013, Boutetsio, 2010).

60

The natural beauty of Metsovo is combined with a rich architectural heritage, which

contributed in proclaiming it – in 1978- a traditional village (D-594 a/13.11.1978). In

recent years, Metsovo is a popular tourist destination, especially during the winter

months.

The wider area of Metsovo (Anilio, Anthochori) has significant manmade resources,

which render it into a tourist attraction. Within the features of historic and Folk interest

are included the Museum of Folklore Art, housed in the renovated since 1955, the

Tositsa Manor and the Gallery of Evaggelos Averoff, where are displayed art works of the

19th and 20th centuries. There are also several religious monuments, such as the

monasteries of Theotokos (Virgin Mary) and Zoodochos Pigi, the church of Agia Paraskevi

built in 1511, the church of Agios Charalambos, the Abbeys of Panagia and Saint Nicholas

of Metsovo.

The Gina Watermill, the traditional fountains, the quaint gobbled pavements, the houses

of stone and wood and the traditional manors highlight the architectural tradition of the

area. Also, there are resources of eco-tourist interest such as the Averoff Garden, which

is a park of 10 acres (1 hectare), which has all the kinds of trees of Pindos area and

Information Centres for the National Park of North Pindos in Metsovo and Milia, which

operate under the supervision of the Management of National Parks of Vikos-Aos and

Pindos.

The traditional occupations of local people attribute Metsovo with a characteristic tint in

its tourist identity. Besides tourism, wood processing (manufacturing barrels and

beehives for honey processing) constitutes one of the basic income sources. Many

traditional professions are preserved until now (crafters, makers of clay and wooden

utensils, domestic and agricultural tools, tinners, textile makers and manufacturers of

folk art objects).

8. Tzoumerka

The Athamanika mounts or Tzoumerka constitute a part of Pindos mountain range and

occupy areas of the Regional Units of Ioannina, Trikala (the northern part of the

mountain range known as Kakarditsa) and Arta (its southern part or Main Tzoumerka).

61

As for tourist destinations, Tzoumerka are traditional villages (almost entirely)

characterized by a remarkable natural environment with mountains and water resources

(rivers of Arachthos and Kalarrytikos).

In order to highlight and protect the natural resources of the area, in 2009 a presidential

decree (G.G.49D/12.02-2009) was enacted in order to establish the National Park of

Tzoumerka- Peristeri- Charadra of Arachthos. The particular area covers approximately

900sq.km. and, besides the Region of Ioannina, also includes the mountainous areas of

Arta and Trikala.

In the southeast part of the Regional Unit of Ioannina, the Cave of Anemotrypa

constitutes a significant tourist attraction, which is located near the village Pramada, at

an altitude of 900m. It consists of three levels and nowadays an area of 270m. out of

totally 350m of its length may be visited. It contains stalactites and stalagmites,

waterfalls and underground rivers.

Moreover, in Tzoumerka one can visit old bridges (of Plaka, Gogou, Papastathi, Politsa),

churches and monasteries (Monasteries of Vyliza, Kipina, Tsoukas, Bychoustiou, Agia

Paraskevi), which are characterized by a unique architecture. The area has several points

of folk and cultural interest, such as the Folklore Art Collection of Kostas Avdikos and the

Museum of Kostas Krystallis in Syrrako, the Folk Greek Museum in Kastanochoria, the

Folk and Craft Museum in Kypseli, the Museum of Modern Art “Theodor Papayiannis” in

Elliniko, the Museum of Vylisa in Matsouki.

Finally, the wider area is ideal for outdoor activities throughout the year (Hiking from

Kalarrytes to Syrraki, from Tsoukas Monastery to Lysia, to Skala Stamati – from the

Waterfall to Agnanta), Rafting in the gorge Arachthos, from Tsimbovo to Skoupa, to the

canyon Arachthos, to Kato Arachthos, from Plaka to Skoupa, 4x4 driving from Peristeri

to Tzoumerka, Mountain biking, Archery at the Plaka Bridge, Canoe- Kayak in Pournari

lake etc.

62

Local products and cultural events in the Regional Unit of Ioannina

Significant boost to the emergence of an area’s distinctiveness (particularly for the least

advantaged areas) may be given by highlighting the local products, which may become

an important variable for the area’s tourist development (Lamprianides, 2003). The

region of Epirus has a rich gastronomic tradition and exquisite local products. The most

popular among them are dairy products and pies made with several techniques

differentiated in each area. For instance, the pies in Pogoni are different from the pies in

Zagori both in the techniques used for their preparation and also in flavour.

Another feature of Epirus cuisine are the appetizers (mezes), which are part of the local

culture and hospitality: fried meat (tigania), hunted animals, fish (trout) and seafood

(crayfish), pickles and other appetizers are offered to accompany wine and tsipouro. Also

the local marmalade and cake desserts, jams and honey are of excellent quality.

Tsipouro is the main ingredient for making various liqueurs (krana, cherry, blackberry).

Within the framework of a wider attempt to develop and promote local products of

Epirus, by initiative of the Minisrty of Agriculture, the Region of Ioannina regulated in

2012 a Business Plan called “The Cart of Agricultural Products”. The latter includes

products which may “spark off the development and promotion of Epirus Region”. The

agricultural products included in the Epirus Cart are analyzed in Table 10 of APPENDIX II.

Among them, particular significance is given to wine production, which, apart from the

existing tourist resources, is a necessary prerequisite for the development of wine

tourism within a region (see Section3, Figure 3.1).

Indeed, viticulture and wine and tsipouro production have given to the wider area a

distinctive identity, which contributed in its tourist development. It is worth mentioning

the wine festival taking place every year in late August, at the hill of Prophet Elias in

Zitsa, which attracts many visitors. In order to allure tourists, in the most of the

individual destinations of the Regional Unit of Ioannina, also contributes, among others,

the conducting of cultural events throughout the year. Religious local fares and events of

63

promoting local products (wine and tsipouro festivals) or events of historical interest,

painting and photography exhibitions, theatrical plays, festivals, sport games, dance and

music events (traditional folklore dances from Zagori and Pogoni, polyphonic music

versions) etc.

6.3.3 Available tourist infrastructures

Within the framework of tourist infrastructures provided by public bodies and private

organizations, besides the transportation network, which enables easy access to the

area, all other businesses are included, unions and organizations, consisting the broader

touristic sector (residences, agencies, caterings, alternative tourism, conference centres

etc) (Kokkosis & Tsartas, 2001).

As regards to the general infrastuctures ensuring accessibility in the broader area,

constructions such as the Egnatia Highway, the Igoumenitsa port, the undersea

connection of Aktio- Prevesa, the constant improvement of the road network, as well as

the expected construction of the Western Highway are some of the many advantages of

the broader area in the Region of Epirus (Epirus Region, 2011).

It would be worth mentioning that the urban centre of Ioannina has two hospitals, a

university with 17 departments, whilst it also accommodates departments of the

Technological Educational Institution of Epirus. In the municipality of Ioannina there is

also the “King Pyrros Public Airport of Ioannina”, which is the only airport within the

Region of Epirus ( Goga, 2012).

Moreover, Epirus is ranked as the fourth area in Greece regarding the number of hotel

rooms per category, concentrating the 1,9% of the total (SETE 2012, ESYE 2012). Figure

6.4 shows the percentages of the Hotel rooms per category to the Total of the country

according to the sources of SETE for 2011.

64

Figure 6.4 Percentage of Hotel rooms per Category to the Total of the Country

Figure 6.4 Percentage of Hotel rooms per Category to the Total of the Country.

Source : SETE 2012, Processing resources of the Hellenic Chamber of Hotels

Analytically, arrivals in residences such as hotels and camping facilities are presented in

Table 7 of APPENDIX II (ESYE, resources 2010). In the same Table it is presented that in

2010 the number of sleepovers in the total of the residences of the Region came up to

985,103, indicating a fall of 3% in relation to the previous year.

It is particularly satisfactory the level of hospitality infrastructures specifically in the

Region of Ioannina. According to the resources of the Hellenic Chamber of Hotels (2013),

204 out of 385 residences in the region of Epirus (53%) are located in Ioannina. Most of

them are located in the area of Zagorochoria (44,6% 91 residences); the city of Ioannina

concentrated the 25,5% of the total sum of the available hospitality infrastructures (52

65

residences) in the Region, a percentage of 8,3% is in Metsovo (17) , while the 4,9% of the

total sum of the residences in Ioannina Region is in Konitsa (10).

Table 6.2 Categorization of Residences in the Regional Unit of Ioannina

I/N Destination Name

Number of Residences

Luxury 5***** 4**** 3*** 2** 1*

1 Mastorochoria-

Konitsa –Villages

of Aos’s Lakka

17 - - 3 9 5 -

2 Pogoni 3 - - 1 1 1

3 Zagorochoria 91 - - 23 41 27 -

4 Zitsa 3 - - - 2 1 -

5 Ioannina City 52 1 3 7 19 15 7

6 Dodoni 3 2 1

7 Metsovo 20 - - 3 4 12 1

8 Tzoumerka 15 - 2 2 9 2 -

Total 204 1 5 39 87 64 8

Source: Hellenic Chamber of Hotels (2013) –Same process

As it concerns the quality prerequisites of the hotel businesses, it was found that their

majority (Table 6.2) are 3 (87/204, 42,6%) or 2 (64/204, 31,4%) star hotels. The city of

Ioannina concentrates the highest number of luxury hotels or 5 star hotels, while the

area of Zagorochoria concentrates the 23 of the 39 (69,0%) residences of 4 stars. The list

with the total number of businesses is included in Table 9 of APPENDIX II.

During the three years 2008-2010 the fullness of hotel residences in the Region of

Ioannina presented a decrease, a fact which may be connected with the general

economic crisis, which also affected the tourist sector. As may be concluded by the data

in Table 6.3, the same decrease in hotel fullness also occured at a national level.

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Table6.3 Room booking in hotels and similar residences

Territory Room booking

2008 2009 2010

Region of Ioannina 37,0% 36,5% 32,5%

Total of the Country 56,7% 51,1% 48,1%

Source: SETE, processing data of the Greek Statistic Authority

Apart from residences, the Regional Unit of Ioannina has a satisfactory number of tourist

infrastructures (catering and entertainment, shops selling local products, touristic and

various kinds of Folk art, travel agencies for organized travelling and excursions etc

(*Ioannina Chamber, 2013). Furthermore, two ski resorts operate in the area, one at the

location of Metsovo, Prophet Elias, with two ski slopes “Politsies”, “Karakoli” and one at

the location of Anelio, “Zygos”- Anelio. They also operate several mountain shelters

(Mavrovouni, Astrakas, Palioseli, Pramada, Aetomilitsa etc).

In most of the abovementioned areas one can enjoy outdoor activities ( rafting- kayak,

climbing, horse riding, mountain biking, canyon crossing, trekking in national signed

paths, skiing etc), which indulge the visitor to connect with nature, throughout the year

(Municipality of Konitsa, 2013) The main companies providing such services are the

following (http://epirushotels.gr/):

Robinson Exhibitions

Active Nature

Alpine Zone

No Limits

Trekking Hellas

Rafting Sport Center

White Pegasus

The variety of the tourist resources of the area has led to the development of several

kinds of Special and Alternative Tourism in the Region of Ioannina. Table 6.4 briefly

presents the existing situation of structure development of specific special forms of

tourism, according to a completed study on behalf of SETE (Tsartas etc, 2010).

67

Table 6.4 Existing situation of the development of Special and Alternative Kinds of tourism in the Region of Ioannina

Special forms of tourism Infrastructure

Sport Tourism Air sport Unions Climbing Clubs

Social Tourism - 39 hotels are included in the program “Tourism for Everyone”

35

-31 hotels are included in the program “Tourism for the elderly” -1 organised camping

Mountain- Winter Tourism -3 ski resorts -6 mountain shelters

Nature Tourism - 0 preserved nature monuments -15 NATURA areas -6 significant bird habitats -0 water lands of international significance -2 National Forests ( Vikos-Aos) (Pindos, Valia Calda) - 2 National Parks ( Pindos – Tzoumerka)

Medicinal Tourism 2 medicinal spa

Conference Tourism at least 5 conference centres

Religious Tourism Significant number of byzantine- post byzantine monuments, monasteries, churches around the eight destinations

Agricultural Tourism - at least 5 crofts - farms - 10 labs- agricultural associations- traditional product shops

Source: Tsartas etc, 2010 (adjusted)

6.3 Wine description of Epirus Region

In the wine map of Greece, the Epirus vineyard with a percentage of 0,993% is ranked in

the last position among the nine Regions, based on the cultivated vineyard areas ( Table

2, APPENDIX), and on the annual production of wine (just 1,36% of the total production,

Table 3, APPENDIX). However, the wine making activity is inseparable with the

traditional activities of the Epirus inhabitants, since the special climate of the area in

combination with the soil characteristics favour vineyard cultivation.

Historically, there is evidence proving that the vine activity in the area of Epirus and

particularly in Zitsa has a long tradition since at least 600 AD, The cultivation of vine

varieties for wine production in the Region of Ioannina starts in the 16th century. In the

19th century, travellers make references to the vineyard of Zitsa and particularly to the

35

Period of report: 2009-2010

68

sparkling wines produced by the local variety Debina36 ( Ministry of Agriculture and Rural

Development, 2013).

However, the invasions during the Second World War and after that the appearance of

fylloxira around the area (mid 20th century) caused a huge disaster on the Epirus

vineyard. Significant obstacle in the rebirth of wine production in the area was the aging

of the local population, resulted by the massive immigration of the younger people

abroad (Vakalis, 2003). The cases of locals who attempted to start over the wine

production were very limited, due to the fact that this activity requires hard labour work.

In 1954, there was a first attempt to re-grow the vineyard of Epirus, by establishing the

Wine making Association of Zitsa, which, during the first years of its operation, had

limited facilities (Ministry of Agriculture and Rural Development, 2013). Meanwhile, by

the end of the 1950’s decade, Evaggelos Averoff contributed determinatively in the re-

growing of the vineyard in Metsovo, by planting the first vines of the French variety

Cabernet Sauvignon and successfully bottling the first wine called “Katogi Averoff” in his

place of residence. Over the next years, stumps of indigenous varieties are traced, which

become the research object by the Averoff Institution (http://www.katogi-

strofilia.gr/history.html).

The first organized winery in the area was established in 1973 in Zitsa, by initiative of the

Union of Agriculture Associations in Ioannina. A year earlier, under the threat of a total

disappearance of Debina variety, the Vinyard Zone of Zitsa is officially recognised as a

Brand Name of Origin of High Quality [OPAP (PDO of High Quality), VQPRD, BD 183, G.G.

40/Α/17.03.1972 and 228173, GG 287/b/27.04.72]. The particular area consists of the

vineyards of six villages in the homonymous Municipality (Zitsa, Karistsa, Ligopsa, Gavrisi,

Protopappas, Klimatia)37. The same period, within the framework of a joint attempt by

public and union authorities for restructuring and modernization, re-cultivation of vines

is carried out, using anti-fylloxira substances and introducing linear shapes of cultivation

(Ministry of Agriculture and Rural Development, 2013).

36

According to other reports, Debina is cultivated in the area of Epirus since the 7th

century D.C. (Ministry of Agriculture and Rural Development, 2013). 37

The wider part of the Zone is located in the plateau of Zitsa (average altitude: 650m.), and the rest being –either higher on the slopes of the surrounding mountains (up to 800m.), or lower on the slopes extending to the banks of river Kalama (up to 550m.) (Makris, 2007).

69

Table 6.5 Produced Wines in the Region of Epirus

Category Level Wine G.G. (Government

Gazette, official

journal) of publication/ amendment

Wines PDO (previously PDO of High Quality)

Territorial PDO

Zitsa

40/A/17.3.1972 287/B/27.4.1972 617/B/12.10.1992 747/B/30.08.1995

Wines PGI

(Locals)

Regional PGI Epirus

(Local Epirus Wine)

657/Β/23.5.2000

Wines PGI (Locals)

Regional Unit PGI Ioannina

(Local Ioannina Wine)

126/Β/26.2.1997 262/Β/7.4.1997 190/Β/20.2.2002

Territorial PGI Metsovo

(Local Metsovo Wine)

140/Β/3.3.1997

1125/Β/23.7.2010

Source: Ministry of Agriculture and Rural Development, 2013

It can be concluded, taking into account the information given in Table 6.5, in fact the

wine making activity of the Epirus Region is actually found in the Regional Unit of

Ioannina, where approximately 6.000 acres of vineyards are nowadays cultivated . The

largest number of vineyard areas is found in Zitsa (approximately 1500 acres, in Epirus

Region, personal communication)38. There are also vineyards in Metsovo, in

Grammenochoria, in the basin of rivers Kalama – (area of Pogoni) and Aos (areas of

Konitsa and Mastorochoria), as well as in the valley of Ioannina (Epirus Region, personal

communication).

Based on the No 247771/04-03-2010 decision of the Ministry of Agriculture, the varieties

of vines suitable for wine making within the vine territory of Epirus are those presented

in Table 6.6. Among them, the main local vine varieties of Epirus are the following:

38

Historically, besides Zitsa, as vineyard areas are mentioned Grammeno (municipality of Passarona), Ambelochori (Municipality of pramada), Metsovo and Votonosi (Municipality of Metsovo), Kalpaki (unicipality of Pogoni, Aristi (Municipality of zagori), and the area of Konitsa (Vakalis, 2003, Makris, 2007).

70

Debina: A variety usually met in the vineyard zone of Zitsa and is suitable for the

production of dry white wine, as well as for the production of sparkling and semi-

sparkling wines. The 95% of the totally cultivated area is found in the Regional

Unit of Ioannina (Makris, 2013). Particularly from Debina variety are produced

the white dry wine of Protected Designation of Origin “Zitsa”, as well the local

wine of Ioannina, which derives from the mixture of Debina variety with the local

varieties “Vlachiko” and “Bekiari” (Ministry of Agriculture and Rural

Development, 2013). It would be worth pointing out that wines such as the white

sparkling PDO or the semi-sparkling reddish wine produced by Debina are special

and they cover just 1% of the totally produced wine in Greece ( Makris, 2013).

Vlachiko: Red variety cultivated mainly in the Regional Unity of Ioannina and –

less – in other areas of Epirus. It is used for the production of red dry wines (Local

Wines of Ioannina and Metsovo), which usually grow in a barrel (Spinthiropoulou,

2000, Ministry of Agriculture and Rural Development, 2013).

Bekari or Bekiari: Red variety used for the production of light red and reddish

wine (Local Wine of Ioannina), cultivated in small areas, mostly in the Regional

Unit of Ioannina (Stavrakas, 2010, Ministry of Agriculture and Rural Development,

2013).

71

Table 6.6 Winemaking varieties of vine in the vineyard area of Epirus

Area Variety

Recommended Authorized

Vineyard area Epirus Malagousia B, Rhodetes Rs (Alepou)

-

Regional Unit Ioannina Debina B, Cabernet Franc N, Cabernet Sauvignon N, Chardonnay B, Gewürztraminer Rs

(1)39 , Merlot N, Riesling B

Vlachiko N, Bekari N, Xinomavro N (Xinogaltso, Popolka), Sauvignon Blanc B Syrah N Temporarily Authorized: Agiogrgitiko Ν (2007) Pinot Noir N (2007)

Arta - Agiorgitiko Ν, Asproudes Β(3)40

Mavroudia Ν

(3), Debina Β,

Cabernet, Sauvignon N, Chardonnay B

Thesprotia - Asproudes Β(3)

, Kontokladi Β, Mavroudia Ν

(3), Debina Β

Preveza Debina Β Asproudes Β(3)

, Vertzami Ν,

Korithi Ν, Mavroudia Ν(3)

Source: Ministry of Agriculture and Rural Development (247771/04-03-2010)

6.4 Description of wineries in the Regional Unit of Ioannina – Existing situation of

the development of wine related tourism

6.4.1 Census of wineries in the Regional Unit of Ioannina

By using as reference framework Table 1 of APPENDIX II, for the purpose of the present

study, the research group proceeded in censing the active wineries in the Region of

Epirus, from which was concluded that nowadays their total number comes to seven.

From those, five are located in the Regional Unit of Ioannina, while the other two are

located in the Regional Unit of Thesprotia. The Districts of Arta and Preveza constitute

two of the three Regional Units within the country41, which completely lack winery

39

The exponent number 1 means that the variety is recommended in areas with altitude from 350m and over. In lower altitudes is authorized. The exponent number 2 refers to varieties which are of special use and may be used by two different ways. The exponent number 3 indicates groups of varieties of white or colored grapes, which are being examined and identified, i.e. in Mavroudia there are included varieties called Mavraki (Lakonia), Mavrostyfo ( Argolida) etc. 41

The third Regional Unit is Evrytania (see Image 1)

72

establishments42. Figure 6.5 indicates a territorial division of the wineries in the Regional

Unit of Ioannina.

Figure 6.5 Allocation of wineries in the Regional Unit of Ioannina

42

In the two Regional Units there are registered only two factories producing alcohol drinks: the factory Gatsios in Arta since 1880 and the factory Roubou in Preveza since 1955 (Makris, 2007).

73

6.4.2 Methodology of primary research

The data presented within the next sections derive mostly from primary census research

with use of a structured questionnaire, which was sent to the total number of the

wineries in the research area. The subjects in the self-conducted questionnaire43 are

mostly based on the existing bibliography and especially on the approach of Mrs

Alembaki (2012) for the study of wine-tourism development in Northern Greece. In its

final form, the questionnaire was used for receiving primary data from the wineries and

consists of five sections and 18 questions ( 4 of bisector type, 2 of closed and 12 of open

type) and is presented in APPENDIX III.

In the first section there are seven questions of open type (General information of the

company). The first questions concern the company’s trade name, legal form and

operation years (Bonjec etc., 2006, Christensen etc., 2004). Additionally, in order to

enrich the profile of the wineries in the Regional Unit of Ioannina, it is asked to those

questioned to present recent data relating to the annual wine production (measured in

litres and bottles) and to the total size of the proprietary vine growing area (also as

percentage of the total). This section concludes with questions regarding the total

number of working staff.

The second section (Wine- tourism activities) is the shortest of all (one closed question)

and aims to determine the degree that wineries are involved with tourism. Particularly,

the authorized person is called to answer whether they have developed wine-tourism

activities. In case of involvement, the questioned continues by replying to the questions

in the remaining sections of the questionnaire. In any other case, only sections A and B

are completed.

The third section (Infrastructures and offered products) aims to receive data on the

available facilities and services for the visitors’ welcoming in the wineries (Bonjec etc,

2006, Getz & Brown, 2006a, Tomljenovic etc, 2006). Particularly, it attempts to receive

data regarding the years of involvement with wine-tourism, the available facilities, the

products and services provided to the wineries’ visitors. Some questions follow regarding

43

In business researches is broadly used a self-conducted questionnaire, which should include questions that are easy to answer ( Bryman & Bell, 2003: 241).

74

the number of staff being occupied in wine-touristic activities. The section closes with a

bisect question (Yes- No) to indicate the intention of future expansion of the wine-

touristic activities, as well as an open question aiming to record any activities in relation

to the intention for expansion.

The fourth section (Visits and sales) attempts to accumulate data relating to visits and

sales of products within the winery (Getz & Brown, 2006α, Bojnec etc., 2006,

Tomljenovic etc., 2006). More analytically, it includes subjects relating to the maximum

number of visitors who can be visit the winery, the degree of visiting the winery, the

working hours and the seasons with the largest and the smallest number of visitors. At

the end of this section, the questioned is called to report the percentage of the total

sales ( in euro) taking place in the winery, due to direct sale to visitors.

The fifth and last section of the questionnaire (Methods of promoting and attracting

visitors) includes one general bisected type question (Yes- No), aiming to record the

methods used by the wineries for promoting and attracting visitors (Bojnec etc., 2006,

Getz & Brown, 2006α).

6.4.3 Description of wineries and produced wines in the Regional Unit of Ioannina

In Table 6.7 the general characteristics of the five wineries acting in the Regional Unit of

Ioannina are briefly presented, as resulted by the processing of the primary research

data.

75

Table 6.7 Description of wineries in the Regional Unit of Ioannina

Winery’s Trade Name

Year of first operation

Annual wine production

(2010)

Total number of employees

Total area of proprietary vineyards

Katogi Averoff 1989 450.000 litres 23 100 acres

Ktima Glinavos S.A.

1978 300.000 litres 13 160 acres

Zenos (Winery Association of

Epirus S.A)

1954 700.000 litres 23 1666, 6 acres

(association areas)

Prassos Winery Ltd

1998 160.000 litres 1 20 acres

Papathanasiou Winery

1998 25.000 litres 1 8,5 acres

Sources: Data of primary research, same processing

Over the next paragraphs there is a general description of each winery.

1. Katogi Averoff

In 1989, a small winery at the eastern slopes of Metsovo (area of Yiniets) is established

by Evaggelos Averoff, which has the legal form of a Limited Company and the brand

name “Katogi”. The construction of the winery begins in 1973, as a result of the activity

going on by the end of 1950’s in the Katogi of Averoff’s house and significantly

contributes in the economic and cultural development of the area, with the production

of wine “Katogi Averoff” (see Section 6.3). The particular product is the result of

guidance by Greek and French scientists, it becomes famous nationwide, while it also

receives awards from abroad. In fact, the wine “Katogi Averoff marks the enlargement of

the wine production potentials, through combination of Greek and foreign varieties

(http://www.katogi-strofilia.gr/history.html).

In 1990, after the death of Evagelos Averoff, the growth of the company Katogi Averoff

S.A. continues rapidly, following the philosophy of its founder. With Sotiris Ioannou as

manager, new vineyards and varieties are planted in the area of Metsovo and new

products are produced. Meanwhile, the establishments of “Katogi Averoff” are

modernized, the produced quantity of wine is increased and exports begin. In 2001,

76

Katogi Averoff S.A. merges with Strofilia S.A., resulting in founding a new company with

trade name Katogi & Strofilia S.A.

Nowadays, after eight expansions and renovations, the winery produces 13 in total

trademarks, as well as tsipouro (grape distillate Cabernet Sauvignon), vinegar, jams and

marmalade sweets. Finally, it should be noted that in the wider area of the business

there is the hotel Katogi Averoff, which has an architecture and design related to wine.

2. Ktima Glinavos

In the eastern side of Zitsa, in altitude of 700m., Ktima Glinavos is located, which was

founded in 1978 by Lefteris Glinavos. Gradually, an expansion of the establishments and

facilities takes place. The contribution of Lefteris Glinavos’s son, Tomas, as manager, is

significant for the business’s development. Nowadays, in the vineyard are cultivated

local and foreign varieties, and the annual wine production reaches the 300,000 litres

(Table 6.7). Among the produced wines, the most distinguished are Prive Rose, which

has accumulated international awards ( gold prize in the contest Citadelles du Vin 2004)

and the naturally sparkling wine Poeme, which is produced with the classic method of

Kampania (fermentation in the bottle) (http://www.glinavos.gr).

It is noted that in the premises of this business operates a distillery, in which, in order to

ensure the best product quality, the cauldron’s heating is made by boiler steam and not

by flamethrower. (Makres, 2007).

3. Zenos

As mentioned in Section 6.3, the founding – by initiative of the Ioannina Union of

Agricultural Associations – of the first organized winery in Zitsa, in 1973, was a

landmark- intervention either for the Greek vineyard and also for the area’s economy

(http://www.zitsawine.gr/). In 2005, the business is taken by the Ioannina Union of

Agricultural Associations, which was a result, on one hand of the need to meet the

modern market demands and, on the other hand of the rapid growth. Since 2006, the

winery has the legal form of Societas Anonymous and the trade name “Zenos” S.A.

Annually, the company produces 700,000 liters, the largest amount of which is packed in

utricles (Table 6.7). Regarding bottled wines, there are in circulation totally eight

77

trademarks (five white wines, two red wines and one rose wine). It is noted that, in

March of 2012, the wine PDO “Zitsa semi-sparkling 2011” was selected to be included

among the products- premiers of the New Wines of Greece in the international market.

This procedure concerned the selection of wine products-representatives of Greece

abroad and collected 250 nominations in 10 categories totally. In the category “wines

from local varieties”, the selection of “Zitsa semi- sparkling Wine” was based on the

evaluations of a judging team and on a decision of the so called management Body of

National Wine Unity.

Since 2002, in the facilities of the company also operates a distillery with two traditional

cauldrons, from which two labels are produced: “Debina’s Soul”, a tsipouro without

aniseed, produced by double distillation and “Aged Epirus Tsipouro”, a tsipouro aging in

oak barrels for at least one year (Makres, 2007).

4. Prassos Winery

In 1998, the brothers Anastasios and Theodor Prassos founded a winery in Zitsa, near

the main square of the village. In 2003, the expansion of the winery’s premises starts,

which is relocated in 2005 approximately one kilometer further, on the northeast side of

Zitsa (Makris, 2007).

Annually there are produced 160,000 litres, three white wines (Zitsa Mountainous

Vineyards, Selected Zitsa, Local) and one red wine (Mantzato) ( Table 6.7). Additionally,

in the winery’s facilities is also included a washing machine for returned bottles, used for

the production of retsina wine (Barbayianni) by the varieties of Debina and Attica

Savatiano (Makris, 2007).

5. Papathanasiou Winery

Since 1998 the winery of the agriculturist- wine expert Ioannis Papathanasiou is

established in Theriakisi of Municipality of Dodoni. In 2005, when the license of bottling

was acquired, his facilities were expanding so as to include a second building (Makris,

2007). Although the area covered by the proprietary vineyards is just 8,5 acres, annually

there are produced 25,000 litres of wine and this is due to the purchase of raw material

quantities from other producers.

78

Two table wines are in circulation: The first of them (red) bears the trademark Pyroinos

and derives from combination of the vines Cabernet Sauvignon and Agiorgitiko. The

second (Geoinos) is white and is produced by the varieties of Rhodetis and Debina.

Analytically the trademarks of each winery are presented in Table 8 of APPENDIX II, from

which it is indicated that the wineries operating within the Regional Unit of Ioannina

produce in their total 42 labels. Besides the local Debina, wineries within the Regional

Unit of Ioannina use other Greek ( Vlachiko, Malagouzia, Xinomavro, Rhodetes, etc) or

foreign ( Cabernet Sauvignon, Merlot, Tramminer, Chardonnay, etc) varieties. Moreover,

apart from the organized wineries in the area, it is worth noting the presence of small

local producers, who make combination of mostly red wines for self consumption.

Besides the wine making activity, in the local Community of Molyvdoskepasti in the

Municipality of Konitsa, there is the Agricultural Winemaking Association of

Molyvdoskepasti, focusing on the traditional production of tsipouro. In the village there

is also an exhibition – shop of local products (Makris, 2013, Local Community of

Molyvdoskepasti, 2013.

6.4.4 Development of wine-tourist activities in the Regional Unit of Ioannina

As it concerns the involvement of businessmen with tourism, it is noted that three out of

five wineries in the Regional Unit of Ioannina are suitable for visits. These are the

wineries of Katogi Averoff, Ktima Glinavos and Zenos S.A. By processing data of the

primary research, it is shown that the existing facilities for visitors in the wineries’

establishments are satisfactory ( Table 6.8).

Table 6.8 Available facilities for visitors

Facilities Katogi Averoff

Ktima Glinavos

Zenos

Room for Wine tasting √ √ √

Catering service within the winery - - -

Restaurants within the surrounding area of the winery √ √ -

Retail sale point √ √ √

Accommodation Facilities (Residence) √ - -

Exterior Establishments (garden, etc) √ √ √

Source: Data of primary research (same process)

79

In further analysis, the total of the wineries which are suitable for visit in the Regional

Unit of Ioannina provides a room for wine tasting, as well as a retail sales point, which

usually has products produced in the winery. As it is shown in Table 6.9, only Katogi

Averoff sells other products besides wine.

Furthermore, the total of businessmen has properly fixed the outside area of the winery

by creating gardens, in order to form a high aesthetic environment for the visitors. Two

of the businesses also provide eating places, although none of them provides this kind of

facilities within the winery. Only Katogi Averoff provides residence, a fact that confirms

previous findings in Northern Greece, based on which the wine makers in Northern

Greece do not provide accommodation facilities ( Alembaki, 2012).

The offered wine-tourist services (Table 6.9) includes an organized tour in the winery,

wine tasting and selling of products produced by the winey, it provides printed material

and organizes various wine related demonstrations within the winery’s facilities(2/3 of

wineries). It would be worth mentioning that only Katogi Averoff provides audiovisual

presentation for the visitor’s briefing, while none of the wineries is available for social

events.

Table 6.9 Provided services/products

Services/ Products Katogi Averoff

Ktima Glinavos

Zenos

Organized tour in winery’s premises √ √ √

Organized tour in vineyards - √ -

Audiovisual Presentation √ - -

Selling products produced in the winery √ √ √

Selling other products (local alimentation products, folk art products, wine accessories etc)

√ - -

Wine tasting √ √ √

Provision of printed material (brochures, books, information material etc)

√ √ √

Organizing social events (weddings, christenings etc) - - -

Organizing events in the winery √ - √

Other services (lessons for wine tasting, cooking etc) - - -

Source: Data of primary research (same process)

80

Katogi Averoff has developed facilities that can accommodate more than 100 people.

The representatives of the other two wineries stated that the wineries’ establishments

may be accessed by 50 visitors, estimating that this is the number of visitors travelling in

a coach. Moreover, from the data of Table 6.10 it is presented that all three wineries of

the Regional Unit of Ioannina accept visitors during the week, not only in working hours,

but also separately, by appointment.

Regarding seasonal tourism, the season in which wineries have the largest number of

visitors is the summer (2/3). On the contrary, wine tourism does not seem to be

preferred by tourists in the Regional Unit of Ioannina during the autumn- winter season.

By the data concerning the percentages of cellar door sales, it was noted that in 2012,

wine businesses, by selling products to visitors have received an income not exceeding

the 10% of the total income deriving from the total sales of the products. Therefore, it is

shown that the direct benefits from this activity are extremely low, compared to the

situation in West Australia (King & Morris, 1997), Canada (Carmichael, 2005, Getz &

Brown,2006a) and South Africa (Bruwer 2003). Only in Croatia and Slovenia, direct sales

within the winery rarely exceed the 20% of the business’s total income (Tomljenovic etc.,

2006, Jurincic & Bojnec, 2009, Tomljenović & Razović, 2009).

The relatively limited until now wine tourism as a field of economic activity is also

indicated by the limited number of employees who work in welcoming and touring

visitors (2-3). However, it is particularly optimistic the fact that two out of three

representatives of the visited wineries expressed an intention for expansion of the wine

tourist activities in the future. Besides, as abovementioned in Section 2.1, the

involvement of winemakers with tourism aims more to indirect and long-term benefits,

rather than to direct sales.

81

Table 6.10 Visits and sales

Description Katogi Averoff Ktima Glinavos

Zenos

Number of people dealing with visitor reception

2 2 3

Number of people that can be simultaneously visit the winery

>100 50 50

Total number of visitors (2010) 10,000 500 500

Intention of expanding wine-tourist activities

No Yes44 Yes

Visiting Hours During working hours and any other

time by appointment

-II- -II-

Season with the largest number of visitors Summer Holidays Summer

Season with the smallest number of visitors

Autumn Winter Winter

Percentage of the total sales (in euro) within the winery (direct cellar door sales) (2012)

10% <10% <10%

Source: Data of primary research (same process)

In order to record the main methods used by wineries in order to promote and attract

visitors, the participants were called to select from a list of promotion methods, those

used by their representing winery. In Table 6.11 are presented the results of the

processed answers.

44

Specifically, the activities in which the business intends to expand are the following: traditional gourmet food tasting, better organization of areas advertising the products, organization of a wine museum and events.

82

Table 6.11 Methods used for the promotion and attraction of visitors

Method Katogi Averoff Ktima Glinavos

Zenos

Advertising in tourist guides - √ √

Advertising in special wine relating editions

√ √ √

Advertising in other printed material √ √ √

Issuing brochures promoting the winery

- √ √

Through the winery’s website √ √ √

Advertising on the internet in other ways

√ √ √

Cooperation with tourist agencies √ - -

Signs on the road network √ - √

Sign outside the winery √ √ √

Participation to events √ √ √

Participation to networks √ √ √

Source: Data of primary research (same process)

It is observed that the wineries which are suitable for visit in the Regional Unit of Ionnina

combine various methods of promotion, such as averment in special wine related

editions or in other forms (3/3). Also, the research data present that the total of the

wineries have a website or are promoted on the internet. All three wineries have a sign

outside the winery area, but not all of them have specific signs on the road network to

guide to the winery’s premises.

Furthermore, while only Katogi Averoff cooperates with tourist agencies, the total of the

visited wineries within the Regional Unit of Ioannina have entered the Union of

Winemakers of the Northern Greece Vineyard. Particularly, in 2002 Katogi Averoff and

Zenos S.A. were integrated in the network, while three years later (2005) Ktima Glinavos

also was integrated (ENOABE Union, personal communication). Integration in this Union

implies the compliance to some prerequisites, which are inspected by the Union). The

obligations of the tourist member- wineries are analytically described in table 6.12.

83

Table 6.12 Obligations of tourist wineries according to the Union

I. Prerequites

1. Ensuring safe access to the winery

2. A sign at the winery’s entrance informing about the trademark of Wine Roads, the

visiting hours and the cost of wine tasting, if applicable

3. Open in predetermined hours and days for visit (for Saturday –Sunday by appointment)

4. Diligence for guiding signs towards the winery, as well as for every sign of Wine Roads,

repairing or informing the company for maintenance

5. Parking Space

6. Visitor Reception Hall, W.C.

7. A predetermined route to the cellars, adjusted to each winery

8. A properly heated room for a comfortable wine tasting

9. A sale point, with cashier register

10. Comment book for visitors

11. Information brochure for the winery, the produced wines, the price list of wine and

other services

12. Information for the members of Wine Roads

II. Optional, although useful services

1. Sales of special wines and gift wraps

2. Offering of local delicatessen

3. Local Products’ sale

4. Exhibition of traditional wine related objects

5. Sale of wine books and accessories

6. Postal delivery of wines

III. Obligations of tourist wineries towards the Union

1. Welcoming the company’s representatives and providing them with any related

information on the visited winery

2. Report to the company every four months for the number of visitors, time of visits, wine

purchase, visitors’ nationality

3. Report to the company about any change in visiting hours and about any other change in

the winery’s registered data included in the brochures of Wine Roads.

4. Annual Payment according to the operating budget approved every November of the

previous year.

Source: ENOABE (Union), 2013

The “Epirus Route” is an excursion proposal for the modern tourist and actually it

includes visiting the Regional Unit of Ioannina and especially the vineyards of Zitsa and

Metsovo.

84

Figure 6.6 Most important points of the Wine route of Epirus. Source: ENOABE (Union),2013

Wine Producers

Co-Operating Members

As one can see in the map of Figure 6.6, apart from the wineries, in the wine tourist

network, also participate catering and accommodation businesses. The co-operating

members of the Union, which act in the route of Epirus are the following:

Accommodation

Aristi Mountain Resort Aristi Regional Unit of Ioannina

Hotel Mari Metsovo »

Galaxias Metsovo »

Katogi Averoff Metsovo »

Restaurants

85

Galaxias Metsovo Municipality of Ioannina

Kanela & Garyfallo (Cinnamon & Carnation)

Vitsa Municipality of Ioannina

Based on the above, Table 6.13 summarizes the recommended sights a tourist should

visit when following this particular wine route, as presented in the website of ENOABE

(Table 6.13)

Table 6.13 Wine- tourist sites of the Epirus wine route Wine touristic places Description

Wineries Zitsa: Zenos S.A. and Ktima Glinavos Metsovo: Katogi Averoff

Natural Environment- Landscape Mountainous areas: Peristeri, Grammos, Smolikas, Gamila Rivers: Kalamas, Metsovitikos, Kalaritikos, Sarantaporos, Aos, Voydomates, National Forest of Vikos- Aos (Vikos Gorge, natural pools in Papigo, Drakolimni in Gamila) Artificial lake of Aos springs, Aos Canyon, “Theogefyro” in Kalama

Sightseeing Art gallery “E. Averoff” (Metsovo), National Forest of Valia Calda, Ioannina City, Castle of Ioannina, Island of Pamvotida, Monasteries and hermitages: Monastery of Prophet Elias, Church of Fathers, Church of Paliouri in Zitsa

Ski resorts “Karakoli”, “Prophet Elias”, “Anelio”

Local Production Dairy products of high quality

Outdoor activities Trekking, rafting, kayak, slope parachuting, winter skiing

Source, ENOABE, 2013 (adjusted)

The present section concludes with the Map of Figure 6.7, which presents the allocation

of the wineries, as well as the available number of residences in each of the eight

destinations in the Regional Unit of Ioannina.

86

Figure 6.7: Regional Unit of Ioannina- Geographical distribution of wineries and number of residences per touristic destination

87

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98

APPENDICES

1

APPENDIX Ι: LEGAL FRAMEWORK FOR WINE AND ALTERNATIVE TOURISM

Table 1. European Legislation for wine

Α. COMMUNITY LEGISLATION

1. SPECIFIC (VERTICAL) LEGISLATION

Regulation Number Regulation Title Publication in Government Gazette

1 1234/2007 Establishing a common organisation of agricultural markets and on specific provisions for certain agricultural products (Single CMO Regulation)

EU L 299 of 16/11/2007

2 479/2008 For the common organization of the market in wine EU L 148 of 6/6/2008

5 555/2008 For laying down detailed rules for implementing Council Regulation (EC) No 479/2008, on the common organisation of the market in wine as regards support programmes, trade with third countries, production potential and on controls in the wine sector

EU L 170 of 30/06/2008

6 1601/1991 For laying down general rules on the definition, description and presentation of aromatized wines, aromatized wine-based drinks and aromatized wine- product cocktails.

EU L 149 of 14/06/1991

9 415/2009 Amending Directive 2007/68/EC amending APPENDIX IIIa to Directive 2000/13/EC of the European Parliament and of the Council as regards certain food ingredients.

EU L 125 of 21/05/2009

10 436/2009 Laying down detailed rules for the application of Council Regulation (EC) No 479/2008 as regards the vineyard register, compulsory declaration and the gathering of information to monitor the wine market, the documents

EU L 128 of 27/05/2009

2

accompanying consignments of wine products and the wine sector registers to be kept.

Table 1 (Continue)

1. SPECIFIC (VERTICAL) LEGISLATION

11 606/2009 For laying down certain detailed rules for implementing Council Regulation (EC) No 479/2008 as regards the categories of grapevine products, oenological practices and the applicable restrictions.

EU L 193 of 24/07/2009

12 607/2009 Laying down certain detailed rules for the implementation of Council Regulation (EC) No 479/2008 as regards protected designations of origin and geographical indications, traditional terms, labeling and presentation of certain wine sector products.

EU L 193 of 24/07/2009

2. GENERAL (HORIZONTAL) LEGISLATION

1 852/2004

Για την υγιεινή των τροφίμων

2 Directive 2007/45/EC Laying down rules on nominal quantities for prepacked products, repealing Council Directives 75/106/EEC and 80/232/EEC, and amending Council Directive 76/211/EEC.

EU L 247 of 5/09/2007

3

Table 2. National Legislation regarding wine

B. NATIONAL LEGISLATION

SPECIFIC (VERTICAL LEGISLATION)

1 Law 396/1976 For oenological process and wine trade G.G. 198/Α/31-07-1976

2 Legislative Decree (L.D.) 243/1969 For improving and protecting the wine production G.G. 144/Α/25-07-1969

3 Law 427/1976 For amending, filling and repealing provisions of law 243/1969 “for improving and protecting the wine production”

G.G. 230/Α/31-08-1976

4 L.D. 523/1977 For determining the prosecution procedure for violating the provisions of law 243/1969 as amended under law 427/1976

G.G. 170/Α/18-06-1977

5 Law 2960/2001 National Customs Code G.G. 265/Α/22-11-2001

6 Decree 641/1970 For establishment and operation of oenological labs G.G. 217/Α/15-10-1970

7 Decision of High Chemistry Council (H.C.C.D) 1849/1960

For the terms of the bottled wines and the terms of their bottling. G.G. 58/Β/21-02-1961

8 Decision of H.C.C. 1554/1966 For the terms of the bottled wines and the terms of their bottling. G.G. 645/Β/7-11-1966

9 Common Ministerial Decision (C.M.D.) 3018871/2417/92

Fine determination for violations of the provisions for oenological process and trade.

G.G. 11/Β/20-01-1993

10 C.M.D. 26650 For the terms and obligations under which is allowed the preparation and disposal of natural and mixed (gaseous) sparkling wine

G.G. 157/Β/1957

11 C.M.D. 3005479/403/0098 Labelling wines G.G. 534/Β/30-06-1997

12

C.M.D. 3020196/2015/0098

Codes of bottled wines G.G. 56/Β/28-01-1994

13 C.M.D. 3013428/1114/0098 Codes of bottled wines G.G. 549/Β/09-07-1996

14 C.M.D. 392169 General rules of the term “Local wine” as description for table wines. G.G. 1985/Β/08-11-1999

Table 2 (Continue)

4

SPECIFIC (VERTICAL) LEGISLATION

15 C.M.D. 321813 Amendment of the common ministerial decision No 392169/1-10-1999 on general rules of use of the term “Local wine” as description of table wine.

G.G. 1723/Β/29-08-2007

16 P.D. 514/1979 For production, control and protection of resin wines. G.G. 157/Β/12-07-1979

17 C.M.D. 336927 Determination of terms of use of the label “name of wine exploitation or team of wine exploitation” on the labels of Greek wines.

G.G. 420/Β/20-04-1999

18 C.M.D. 352347/6670 For the general terms of use of the label “Kava” as description of table wines. G.G. 512/Β/22-09-1987

19 C.M.D. 326182/6268 For the general terms of use of the description «RESERVE» (selected) και «GRAND RESERVE» (specially selected) as description of wine with name of origin.

G.G. 584/Β/23-08-1988

20 C.M.D. 280580 Amendment of C.M.D. No 326182/6268/1988 for the general terms of use of the label RESERVE» (selected) and «GRAND RESERVE» (specially selected) as description of wines

with name of origin, as well as the C.M.D. No 352347/6670/1987 for general terms of use of the label “Kava” as description of table wines.

G.G. 875/Β/28-06-2005

21 Ministerial Decision (M.D.) 9872/1242

For the terms, wording, and restrictions, under which is allowed the production and disposal of the concentrated must of the tender raisin in the free market or of the tender

grapes.

G.G. 219/Β/15-04-1966

22 C.M.D. 3012821/6813 Production of re-refined concentrated raisin must with the use of ion exchange resin G.G. 767/Β/09-10-1989

GENERAL (HORIZONTAL) LEGISLATION

1 Code for Food and Drinks

Table 3. Applicable National Legislation of Alcohol Drinks

Ι. SPECIFIC (VERTICAL) LEGISLATION

1 Law 2969/2001 Ethyl alcohol and alcohol products G.G. 281/Α/18-12-2001

5

2 Decision of Minister of Finance and Economy (D.M.F.E.) 30/077/2131/ 23-8-2011

Production and disposal of alcohol drinks G.G. 1946/Β/31-8-2011

3 D.M.F.E. 3023634/2911/0029/6-12-2004

Specifications of liqueur (julep) “Mastiha Chiou” G.G. 1868/Β/16-12-2004

4 D.M.F.E. 3009419/1118/0029/10-8-2004

Designation of the geographical origin “Plomari” as additional to the brand name in ouzo sales G.G. 1283/Β/23-8-2004

5 D.M.F.E. 3006716/772/0029/10-8-2004

Designation of the geographical origin “Mytilini” as additional to the brand name in ouzo sales G.G. 1283/Β/23-8-2004

& 1680/Β/12-11-2004

6 D.M.F.E. 3020385/3220/0029/15-9-2009

Designation of the geographical origin “Kavala” as additional to the brand name used in sales “ouzo”

G.G. 2065/Β/24-9-2009

7 D.M.E. 3023220/3726/D2925-01-2010

Specifications for the designation of the geographical origin “Liqueur Milo (apple) Naousas” or “Liqueur Milo Naousis”.

G.G. 95/Β/3-2-2010

8 D.M.E. 3001712/237/D29/25-01-2010

Terms and specifications for the use of the designation “rakomelo’ as additional to the brand used in sales of A) “liqueur (julep)” or B)“ alcohol drink”

G.G. 95/Β/3-2-2010

9 D.M.E. 3001712/237/D29/25-01-2010

Specifications for the designation of thegeographical origin “Liqueur Rodakino (peach) Naousas or Liqueur Rodakino Naousis”

G.G. 95/Β/3-2-2010

10 D.M.E. 3023221/3727/D29/25-01-2010

Specifications for the designation of origin “Liqueur Krano (cranberries) Naousas or Liquer Krano Naousis”

G.G. 95/Β/3-2-2010

11 D.M.E. 3023012/3696/D29/25-01-2010

Specifications for the designation of origin “Liqueur Kerasi(cherry) Naousas or Liquer Kerasi Naousis”

G.G. 95/Β/3-2-2010

Table 3 (Continue)

12 D.M.E. 3001794/261/D29/25-01-2010

Designation of the geographical origin “GREEK ANIS” as additional to the brand name “liqueur” G.G. 95/Β/3-2-2010

13 D.M.E. 3025368/3991/0029/14-12-2010

Terms of use for the designation of geographical origin “ouzo Thrakis”. G.G. 2024/Β/27-12-2010

6

14 D.M.E. 3025366/3989/0029/14-12-2010

Designation of the geographical origin “Volos”or “Voliotiko” as additional to the brand name “ouzo”.

G.G. 2024/Β/27-12-2010

15 D.M.E. 3025367/3990/0029/14-12-2010

Designation of the geographical origin “Naousas or Naousis” as additional to the brand name “ouzo”.

G.G. 2024/Β/27-12-2010

16 D.M.E. 3001098/129/12-1-2011 Terms of use of the geographical origin “ouzo Kalamatas”. G.G. 76/Β/28-1-2011

17 D.M.E. 3001100/130/12-1-2011 Designation of the geographical origin “Tyrnavou” as additional to the brand name “ouzo”. G.G. 76/Β/28-1-2011

18 D.M.E. 3001358/150/0029/18-1-2011

Designation of the geographical origin “Lemnio”or “Limnou” as additional to the brand name “ouzo”.

G.G. 145/Β/10-2-2011

19 D.M.E. 3001356/149/0029/18-1-2011

Designation of the geographical origin “ Tsipouro Naousas or Naousis” . G.G. 145/Β/10-2-2011.

20 D.M.E. 30/077/908/2011/14-4-2011

Designation of the geographical origin “Mouzaki” as additional to the brand name “tsipouro”. G.G. 1150/Β/7-6-2011

21 D.M.E. 30/077/1193/18-5-2011 Terms of use of the designation of the geographical origin “ouzo Macedonias”. G.G. 935/Β/23-5-2011

Sources: http://www.greekwineland.gr/content/view/389/122/, http://www.teiath.gr/stetrod/oenology/articles.php?id=1842&lang=el

7

PREREQUISITES FOR WINERIES IN ORDER TO ISSUE SUITABILITY CERTIFICATES

[according to the provisions of the European Directive 852/2004 and the national legislation]

1. Hygiene Requirements for the winery’s premises:

The winery’s premises must be kept clean and in good condition.

The layout, construction and size of the winery must:

a) Allow efficient preservation and cleaning,

b) Allow proper hygiene practices for the grapevine products, including protection of infections, and

c) Provide the appropriate conditions for management and storage under controlled temperature

and with adequate capacity for the preservation of grapevine products in the appropriate

temperature and humidity with a mechanism to register the temperature in the places where

necessary (i.e. cooling deposits, rooms of wine maturing and aging).

The wall surfaces and the doors should be kept in good condition and should be cleaned easily.

This demands the use of dry, non- absorbent and non-toxic material (i.e. tiles, epoxy resins, panel

etc.) that can be washed, unless the managers of the winery may prove that some other used

material is appropriate, and the surfaces must be smooth up to the necessary height for work.

The floors ( and especially the floor of the room where the grapes are received as well as the

room where the pressure machines are) must be suitable for being thoroughly cleaned and

properly dried.

The roofs (or if there are no roofs, the internal surface of the roof) and anything attached to them

must be designed and constructed in a way so as to narrow contain the growing of undesired

mould and the falling of particles.

The windows which should open towards the countryside must have protective net in order to

prevent bugs. When the opening of the windows may inflict any kind of infection, the windows

must be remained shut and sealed during production.

There must be suitable facilities for cleaning, disinfecting and storing the utensils and the working

equipment. These facilities should be made of water resistant material, to be easily cleaned and

to have enough hot and cold water supplies.

It is recommended to use a steam producing appliance for the efficient cleaning of various

surfaces.

There must be an efficient number of toilettes with flushes, connected with a proper swage

system. The lavatories should not open directly in the rooms where grapes, must, and wine are

processed.

There must be an efficient number of washbasins put in convenient places especially for washing

hands. The taps should provide warm and cold running water and things for hand cleaning and

their hygiene drying.

There must be appropriate and sufficient means of natural ventilation. The ventilation systems

must be designed such as not to block access to equipment that needs cleaning or replacement.

The hygiene facilities must have the proper natural or mechanical ventilation.

The rooms of the winery must have adequate natural or/ and technical light.

The sewage systems must be designed and manufactured in a way that eliminate the danger of

infection in the rooms where the grape, must and wine processing is made.

There must be appropriate changing rooms for the employees.

The cleaning products must be registered in the registry of the General Chemistry of the State and

should not be stored in rooms where the processing of grapes, must and wine is made.

8

2. Equipment Prerequisites:

A) The wineries must provide at least the following:

Deposits for wine making, stabilization and probably storage. Any coatings of the deposits should

be according to article 10 of Law 396/1976.

A pump and percolators (filters).

Bottles- containers. Any coatings of the containers should be according to the provisions of article

10 of Law 396/1976.

A wine lab, according to the provisions of para. 6(d) of Article 9 of P.D. 243/1969, as amended by

article 7 of Law 427/1976, or assigning the relevant analysis to a private wine lab.

Vine substances, which must be in accordance with the existing EU legislation [Reg. (EU)

606/2009].

B) Every object, device or equipment, which is touched by grapes, must and wines must:

Be thoroughly cleaned and when necessary disinfected. The cleaning and disinfection should be

made often so as to eliminate any danger of infection.

Be manufactured in an appropriate way, by appropriate material and be kept in good condition in

order to eliminate any danger of infection.

Be installed in a way that allows thorough cleaning of the rest of equipment and surrounding

area.

Be manufactured in a way that in no case could cause infection to the grapevine products with

chemical contaminants (i.e. from the cooling material of the containers, the grease of the

machinery, the coatings of their surfaces etc).

Additionally:

The machinery and especially the deposits are recommended to be manufactured by stainless

steel.

The plastic pipes and the plastic containers, if there are any, should be appropriate for food and

should exclude any kind of transfer of substances out of those and into the grapevine products.

There must be a suitability certificate for these plastic materials to be suitable for grapevine

products, which should include all the credentials of the factory producing them.

3. Prerequisites for water supply:

There must be sufficient water supply for drinking, washing the deposits, the wine containers,

the bottles, the machinery etc.

In cases where non drinkable water is used (i.e. fire extinguisher) there must be a separate indicated

network. Non drinkable water should not be connected with networks of drinkable water and should

not come into the networks of drinkable water.

4. Prerequisites for personal hygiene (indicative):

There should be a high level of personal hygiene for every person working in the winery’s

premises.

It should be forbidden to process grapes or/and grapevine products and to enter the winery’s

premises any person who suffers from a disease or is carrier of a transmitted disease through

food, or any person who has infected wounds or suffers from a dermatologic infection, ulcer or

diarrhea, if there is risk of direct or indirect infection. Every person working in a winery, who is

infected by any of the abovementioned diseases and may approach grapes or/ and grapevine

9

products, should immediately report the disease or the symptoms, and if possible its cause to the

winery’s manager.

5. Prerequisites for litter and sub-products:

Litter should be collected in specific containers and be removed as soon as possible from places

where there are grapevine products so as to avoid their piling.

The sub-products of wining (wine mad, solid residues of winemaking), should be removed

according to the provisions of articles 21-23 of the Regulation (EU) 555/2008 (which was notified

to the Χ.Υ. with our document No 3016391/1942/0029/31-07-2008).

6. Prerequisites according to the provisions of article 19 of Law 396/1976:

The wineries should be established in independent and self-sufficient buildings and should be at

some distance from establishments producing alcohol products of category B, of factories

producing vinegar, juice by fruits other than grapes, yeast of bakery products, raisins, glucose

(dextrose), marmalade by raisin and any other establishment in which is used sugar, sugar and

alcoholic substances. However, in some cases, they are enforced the provisions of article 7,

paragraph C3 of Law 2969/2001 (Co-existence of wineries and distilleries which process wine and

sub-products of wine).

Existing Legal Framework governing the Special and Alternative kinds of Tourism

According to the Guide of the Ministry of Culture and Tourism, the Act “ Alternative Tourism” concerns

the making of investments in the sector of tourism by existing businesses that act or intend to act for

the development of alternative kinds of tourism and operate within the Greek state, while they do not

fall under the exemptions of the Regulation (EU) 1998/2006.

The right to participate in the Act have the existing businesses that belong to the sectors (C.N.A)

presented in Table 4 and operate or intent to expand their activity by starting with a new C.N.A. in the

provision of services of alternative tourism. In the third column is presented – not exclusively- the

main legal framework of operation of these businesses, while in the last column, it is attempted,

indicative, the matching of the selected C.N.A. with the special/ alternative kinds analyzed in the

Ministry’s guide (ESPA, 2013).

10

Table 4. Eligible Code Numbers of Activity

C.N.A. Description Main required Legal Framework of

Operation

Main special/ alternative

kind (indicative)

Activity Number: 50 (the following sub-categories for selection)

Navigable transport

50.10.12.01 Services of maritime and coastal transport of passengers with yachts- tourist ships under the Greek flag.

Ν. 2743/1999 (GG Α’ 211/1999), Υ.Α.

531353/129/1977 (GG Β’ 637/1977),

P.D.339/1996 (GG Α’ 225/1996)

Maritime

50.10.12.03 Services of cruises

50.10.12.04 Tourist excursion boat service and sea tours

Maritime

50.10.20.01 Rental services of professional tourist boat with crew

Maritime

50.10.20.03 Boat hire service for entertainment (cutter, yacht, motorboat, etc.) with crew

Maritime

50.30.12 Passenger services for cruises in inland waterways

Maritime, Countryside

50.30.13.01 Services of vessels for excursions and tours in inland waterways

Maritime, Countryside

Table 4 (continue)

C.N.A. Description Main required legal Framework of

operation

Basic special/ alternative kind

(indicative)

Activity Number: 55 (sub-categories fro selection)

Residences

55.10 (all sub-categories)

Hotels and similar residences

Law 2160/1993 (GG Α’ 118/1993), p.d. 43/2002. p.d. 33/1979 (GG Α’ 10/1979), p.d.339/1996(GG Α’ 225/1996)

All kinds

55.20 (all sub-categories except 55.20.19)

Residences for vacation and other residences for short stay

Law 2160/1993 (GG Α’ 118/1993), p.d. 337/2000 (Α΄281/2000), p.d.339/1996(GG Α’ 225/1996)

All kinds

55.30.11

Camping services

Law 2160/1993 (GG Α’ 118/1993), Law

All kinds

11

3498/2006 (GG Α’ 230/2006), p.d.339/1996(GG Α’ 225/1996)

55.90.19.01 (replacing the 55.20.11.02 POL 1086/22.06.2009)

Renting services of furnished apartments for long stay, with care services to customers

Law 2160/1993 (GG Α’ 118/1993), p.d. 337/2000 (Α΄281/2000), p.d.339/1996(GG Α’ 225/1996)

All kinds

Activity Number: 56 (sub-categories for selection)

Activities of catering services

56.10.11.02 Restaurant services in hotels for night stay Law 3463/2006 (GG Α’ 114/2006), P.D 552/1989, D.M. ΑΙb/8577/1983 (GG Β’ 526/1983)

56.10.11.03 Meal services by a restaurant, tavern, fish tavern, diner, live music by at least a three member orchestra (falling under the Decision of the Minister of finance and Economy No 1059176/625/POL.1087/25.6.2003 (G.G. Β’ 932) as applicable each time).

56.10.11.04 Meal services by a restaurant, tavern, fish tavern, diner, live music by at least a three member orchestra ( not falling under the Decision of the Minister of finance and Economy No 1059176/625/POL.1087/25.6.2003 (GG Β’ 932) served by a waiter

56.10.11.06 Meal services by a diner- tavern

56.10.11.07 Meal services by a wine-restaurant or wine-diner (family business, without staff)

56.10.11.10 Meal and drink services by ouzeri tavern, meze tavern, tsipouradiko tavern, brewing tavern, served by a waiter

56.30.10.13 Hotel Bar services

56.30.10.14 Services provided by a traditional coffee shop

Activity Number: 77 (Sub-categories for selection)

Renting and Hiring activities

77.21.10.01 Renting services of air balloons, sailplanes, gliders and helmsman

Law 1127/1972 (GG Α’ 48/1972), M.D. D2/D/15184/5191 (GG Β΄ 548/2002), Regulation of Department of Aviation on Ultra light Flying Air sport planes (GG Β’ 1068/2006), Regulation of Department of Aviation No D/D2/7259/2071/01.03.2006 (GG Β’ 309/2006

Sport, Countryside

77.21.10.02

Renting services for riding horses Law 2725/1999 (GG Α’ 121/1999), P.D. 219/2006 (GG Α’ 221)

Sport, Maritime

77.21.10.04 Renting services for water sports equipment P.D. 219/2006 (GG Sport,

12

(surfboards, skis, boats) Α’ 221), M.D. 3131/1.03.1999 (GG Β’ 444/1999)

Countryside

77.21.10.05

Renting services for ski sports equipment P.D. 219/2006 (GG Α’ 221), M.D. 16274/02.05.2008 (GG Β’ 896/2008)

Sport, Countryside

77.21.10.07

Renting services of entertainment boats (yachts, motorboats)

Law 2743/1999 (GG Α’ 211/1999), M.D. 531353/129/1977 (GG Β’ 637/1977)

Maritime, Sport

Maritime, Sport

Bike renting services ASTD1023/2/34α/1994 (GG Β’ 178/1994), Error Correction GG Β’ 334/1994)

Sport, Countryside

77.21.10.09

Renting services for sports equipment

P.D. 219/2006 (GG Α’ 221)

Sport, Maritime, Countryside

77.34.10.02

Renting services for non crew tourist vessels

Law 2743/1999 (GG Α’ 211/1999), M.D. 531353/129/1977 (G.G. Β’ 637/1977)

Maritime

Table 4 (continue)

C.N.A. Description Main required legal Framework of

operation

Basic special/ alternative kind

(indicative)

Activity Number: 79 (sub-categories for selection)

Activities offered by travel agencies, offices for organized excursions and booking services, and similar activities

79.1 (all sub-categories)

Activities offered by travel agencies and offices for organized excursions

Law 393/1976 (GG Α’ 199/1976), Law 2160/1993 (GG Α’ 118/1993), P.D.339/1996 (GG Α’225/1996)

All kinds

79.90.39

Booking services for tickets, entertaining and recreation services and other booking services

Law 393/1976 (GG Α’ 199/1976), Law 2160/1993 (Α’ 118/1993 P.D.339/1996 (GG Α’225/1996)

All kinds

Activity Number: 82 (sub-categories for selection)

Conference and commercial Exhibition planning

82.30.11.02

Services for organizing scientific or cultural events

All kinds

Activity Number: 85 (Sub-categories for selection)

Training

85.51.10.02

Training services for water sports Law 2725/1999 (GG Α’ 121/1999), P.D. 219/2006 (GG Α’

Sport, Maritime

13

221), M.D.3131/1.03.1999 (GG Β’ 444/1999)

85.51.10.03

Training services for diving Law 3409/2005 (GG Α’ 273/2005), M.D. 2123/02/2006 (GG Β’ 449/13.04.2006)

Sport, Maritime

85.51.10.08

Training services for horse riding

Law 2725/1999 (GG Α’ 121/1999), P.D.219/2006 (GG Α’ 221)

Sport, Countryside

Activity Number: 93 (Sub-categories for selection)

Other activities for fun and entertainment

93.21.10.01

Water-park services

Law 3463/2006 (GG Α’ 114/2006)

Sport

93.29.11.04

Use of water games (water bike, canoe and similar kinds of entertainment)

M.D.3131/01.03.1999 (GG Β’ 444/1999)

Sport, Maritime

93.29.11.06

Entertainment park services Law 3463/2006 (GG Α’ 114/2006)

Sport, Maritime,

Countryside

Activity Number: 96(Sub-categories for selection)

Other activities for personal services

96.09.19.04

Wine tasting services Las 3463/2006 (GG Α’ 114/2006), P.D.552/1989, M.D. ΑΙb/8577/1983 (GG Β’ 526/1983), M.D..385951/25.09.2000 (GG Β’ 1180/2000)

Gastronomic

Source: ESPA, 2013

14

APPENDIX II. TABLES

Table 1. Number of wineries in Greece and their allocation per Region

Source: Makris (Personal communication)

WINERIES IN GREECE: 682+12 under construction

THRACE: 13+1 under construction

Evros: 4 in the mountainous area & 1 in Samothrace

Rhodopi: 4 Xanthi: 4 +1 under construction

MACEDONIA: 143+3 under construction

Kavala: 15 +1 under construction

Thasos: 1

Drama: 8

Serres: 13

Pella: 7

Kilkis: 7

Thessaloniki: 31

Pieria: 5

Emathia: 22

Chalkidiki: 9 + 2 in Mount Athos

Kozani: 11

Kastoria: 2

Florina: 11

Grevena: 1

THESSALIA: 54

Larissa: 33 Magnesia: 7 Karditsa: 11 Trikala: 3

EPIRUS: 10+1 under construction

Ioannina: 7 +1 under

construction Thesprotia: 3

IONIAN SEA: 31

Corfu: 7 Lefkada: 6 Kefalonia: 10 Zakynthos: 8

STEREA ELLADA: 139+2 under construction

Aitoloakarnania: 12

Voiotia: 23

Fokida: 1

Fthiotida: 18

Evoia: 26 + 2 under construction

Attica: 59

(without Kythira)

PELOPONISOS: 182+1 under construction

Korinthia: 71

Arkadia: 18

Messenia: 20

Argolida: 14

Achaia: 28

Ileia: 14 + 1 under

construction

Lakonia: 14 + 3

In Kythira

AEGEAN SEA: 56+4 under construction

North: 18

Dodekanisa: 13 + 3 under construction

Cyclades: 25 + 1 under construction

Limnos: 8

Lesvos: 3

Chios: 2

Ikaria: 4

Samos: 1

Patmos: 1 under construction

Leipsoi:1 under construction

Leros: 2

Kos: 3

Rhodes: 8 + 1 under construction

Andros: 1

Syros: 1

Naxos: 1

Anafi: 1

Sikinos: 1

Tinos: 1

Mykonos:1

Paros: 3

Serifos:1

Santorini: 14 + 1

under construction

CRETE: 54

Lasithi: 4

Heraklion: 32 Rethymno: 3 Chania: 15

15

Table 2 Inventory of vineyard area per region (2006-2009, in Ha)

Region 2006-2007 2007-2008 2008-2009 2010-2011

East Macedonia-Thrace

2.456,53 2.502,51 2.176,76 1.976

Central Macedonia

4.567,81 5.009,43 4.945,20 4.789

West Macedonia 2.557,14 2.639,59 2.653,09 2.653 Thessalia 3.320,44 4.308,05 4.396,50 4.371

Epirus 748,25 666,62 696,09 697 Ionian Islands 3.039,93 2.935,15 2.933,40 2.646 West Greece 11.093,27 9.503,09 9.380,11 9.110

Sterea Greece 8.161,45 8.441,28 8.104,40 7.550 Peloponnese 12.152,02 12.161,79 12.012,20 11.722

Attica 6.216,00 7.257,67 7.207,80 6.970 North Aegean 3.140,80 3.135,74 3.155,95 3.042 South Aegean 4.330,34 4.406,44 4.397,50 4.031

Crete 8.123,50 8.042,78 8.030,45 7.772 Total 69.907,48 71.010,14 70.089,45 67.329

Note: Areas in hectares Source: Ministry of Agriculture and Rural Development in : ICAP (2010), Grammatikos, 2013

Table 3 Geographical allocation of wine production in Greece * (2001-2007)

Geographical Territory

2002-2003

2003-2004

2004-2005

2005-2006

2006-2007

Quantity % Quantity % Quantity % Quantity % Quantity % East Macedonia-

Thrace 241.650 7,8 256.800 6,65 255.500 5,95 175.373 4,29 198.849 5,1

West & Central Macedonia

201.820 6,52 245.150 6,34 273.160 6,36 355.360 8,68 274.593 7,04

Epirus 33.100 1,07 60.460 1,56 53.350 1,24 51.950 1,27 53.200 1,36

Thessaly 155.800 5,03 358.900 9,29 367.250 8,55 328.310 8,02 241.513 6,19 Peloponnese- West Sterea

985.000 31,8 1.469.500 38,03 1.721.500 40,08 1.457.700 35,62 1.346.200 34,52

Attica & Islands 687.296 22,19 934.930 24,19 889.870 20,72 1.117.765 27,31 1.162.145 29,8

Crete 793.100 25,6 538.600 13,94 734.370 17,1 606.100 14,81 623.500 15,99

Total 3.097.766 100 3.864.340 100 4.295.000 100 4.092.558 100 3.900.000 100

*: Quantity in HL Source: Ministry of Agriculture and Rural Development, in: ICAP (2010)

16

Table 4 Wine production in the grapevine period 2011-2012

Product Category Total amount of

wine (HL)

Red and

Reddish

Wine (HL)

White Wine

(HL)

1. WINE 2.660.050 911.850 1.748.200

PDO 280.000 110.000 170.000

PGI 470.000 230.000 240.000

Without PDO/PGI 1.716.000 571.750 1.144.200

Traditionally named 194.050 50 194.000

a) With PGI 14.000 14.000

b) Without PGI 180.050 50 180.000

MUST 90.000 8.000 82.000

Total Sum 2.750.050 919.850 1.830.200

Source: Ministry of Agriculture and Rural Development, 2013

17

Table 5. Population- Residence Census 2011. Legal Population (registered citizens) –

Epirus Region

Population- Residence Census 2011. Legal Population (registered citizens)

Description Legal Population (registered citizens) 2011

TOTAL IN COUNTRY 9.903.268

REGIONAL UNIT OF IOANNINA 171.315

MUNICIPALITY OF IOANNITON 83.904

MUNICIPAL SECTION OF IOANNITON 57.908

MUNICIPAL SECTION OF ANATOLI 7.078

MUNICIPAL SECTION OF BIZANI 3.714

MUNICIPAL SECTION OF IOANNINA ISLE 387

MUNICIPAL SECTION OF PAMVOTIDA 9.900

MUNICIPAL SECTION OF PERAMA 4.917

MUNICIPAL SECTION OF TZOYMERKA 11.064

MUNICIPAL SECTION OF PRAMANTA 2.913

MUNICIPAL SECTION OF VATHYPEDO 336

MUNICIPAL SECTION OF KALARITES (KALARRYTES)

453

MUNICIPAL SECTION OF KASTANOCHORIA 3.089

MUNICIPAL SECTION OF MATSOUKI 542

MUNICIPAL SECTION OF SIRAKOS (SYRRAKOS)

936

MUNICIPAL SECTION OF TZOUMERKA 2.795

MUNICIPALITY OF DODONI 16.726

MUNICIPAL SECTION OF AGIOS DIMITRIOS 6.560

MUNICIPAL SECTION OF DODONI 4.646

MUNICIPAL SECTION OF LAKKA SOULIOU 3.088

MUNICIPAL SECTION OF SELLES 2.432

MUNICIPALITY OF ZAGORI 7.647

MUNICIPAL SECTION OF CENTRAL ZAGORI 2.577

MUNICIPAL SECTION OF EAST ZAGORI 2.746

MUNICIPAL SECTION OF VOVOUSA 322

MUNICIPAL SECTION OF PAPIGO 311

MUNICIPAL SECTION OF TYMFI 1.691

MUNICIPALITY OF ZITSA 18.645

MUNICIPAL SECTION OF PASARONOS (PASSARONOS)

7.987

MUNICIPAL SECTION OF EKALI 1.797

MUNICIPAL SECTION OF EVRYMENON 1.431

MUNICIPAL SECTION OF ZITSA 4.467

MUNICIPAL SECTION OF MOLOSSON 2.963

MUNICIPALITY OF KONITSA 10.514

MUNICIPAL SECTION OF KONITSA 7.982

18

MUNICIPAL SECTION OF AETOMILITSA 306

Table 5 (continue)

Description Legal Population (registered citizens) 2011

MUNICIPAL SECTION OF DISTRATO 484

MUNICIPAL SECTION OF MASTOROCHORIA 1.587

MUNICIPAL SECTION OF FOURKA 155

MUNICIPALITY OF METSOVO 9.865

MUNICIPAL SECTION OF METSOVO 5.924

MUNICIPAL SECTION OF EGNATIA 3.404

MUNICIPAL SECTION OF MILEA 537

MUNICIPALITY OF POGONI 12.950

MUNICIPAL SECTION OF KALPAKI 2.864

MUNICIPAL SECTION OF ANO KALAMA 3.415

MUNICIPAL SECTION OF ANO POGONI 2.388

MUNICIPAL SECTION OF DELVINAKI 3.644

MUNICIPAL SECTION OF LAVDANI 211

MUNICIPAL SECTION OF POGONIANI 428

REGIONAL UNIT OF ARTA 86.417

REGIONAL UNIT OF THESPROTIA 51.156

REGIONAL UNIT OF PREVEZA 65.867

Source: Greek Statistic Authority (ELSTAT), 2012

Table 6. Administrative division of the Region of Epirus according to Kallikratis Law

(Ν3852/2010)

District Unit (County)

Municipality Consists of the Municipalities/Townships, which are

abolished:

Ioannina 1.Ioanniton, with head-town Ioannina

Ioanniton, Anatoli, Perama, Pamvotida, Bizanio, and the township of Ioannina Island

Ioannina 2. Zagori, with head-town Aspraggeloi (characterized as mountainous)

East Zagori, Central Zagori, Tymfi and the townships Vovousi and Papigo

Ioannina 3. Municipality of Konitsa, with head-town Konitsa (mountainous)

Konitsa, Mastorochoria and the townships of Distrato, Aetomilitsa and Fourka

Ioannina 4. Municipality of Pogoni, with head-town Kalpaki and historical head-town Delvinaki (mountainous)

Kalpaki, Delvinaki, Ano Pogoni, Ano Kalama and the townships Pogoniani and Lavdani

19

Ioannina 5. Municipality of North Tzoumerka, with head-town Pramada (mountainous)

Tzoumerka, Pramada, Katsanochoria and the townships of Sirako, Kalarrytes, Matsouki and Vathypedo

Table 6 (continue)

District Unit (County) Municipality Consists of:

Ioannina 6.Municipality of Metsovo, with head-town Metsovo (mountainous)

Metsovo, Egnatia and the township of Milea

Ioannina 7. Municipality of Dodoni,with head-town Agia Kyriaki

Dodoni, Lakka of Souli, Agios Dimitrios and Selles

Ioannina 8. Municipality of Zitsa, with head-town Eleousa

Zitsa, Passarona, Molossoi, Ekali and Evrymenoi

Arta 1. Municipality of Arta, with head-town Arta

Arta, Amvrakikos, Vlachernas, Filothei and Xerovouni

Arta 2. Municipality of Nikolaou Skoufa, with head-town Peta and historical head-town Kommeno

Peta, Arachthos, Koboti and the township of Kommenos

Arta 3. Municipality of Georgiou Karaiskaki, with head-town Ano Kalentini and historical head-town the Tetrafylia springs (mountainous)

Herakleia, Georgiou Karaiskaki and Tetrafylia

Arta 4. Municipality of Central Tzoumerka, with head-town Voulgareli ( mountainous)

Athamania, Agnanta and the townships Theodorianoi and Melissourgoi

Thesprotia 1. Municipality of Igoumenitsa, with head-town Igoumenitsa

Igoumenistsa, Syvata, Margariti, Parapotamos and the township of Perdika

Thesprotia 2. Municipality of Filiates, with head-town Filiates (mountainous)

Filiata and Sayiada

Thesprotia 3. Municipality of Souli, with head-town Paramythia and historical head-town Samonida of Souli

Paramythis, Acherontas and the township of Souli

Preveza 1. Municipality of Preveza, with head-town Preveza

Zallogo, Louros and Preveza

Preveza 2. Municipality of Parga, with head-town Kanalaki and historical head-town Parga

Parga and Fanari

Preveza 3. Municipality of Ziros, with head-town Filippiada

Anogeio, Thesprotiko, Filippiada and the township Kraneas

Source: http://www.apdhp-dm.gov.gr/portal/images/stories/nomothesia/kallikratis_3852_fek_85.pdf

20

Table 7 Arrivals and sleepovers in residences, such as hotels and camping in the Region of Epirus in 2009-2010

2009 2010

Arrivals Total Hotels Camping % of the total

Total Hotels Camping % of the total

% variation of the total

arrivals Total 16.304.677 15.894.490 410.187 100,0 16.241.3

95 15.840.595 400.800 100,0 -0,4

Epirus 441.706 419.309 22.397 2,7 435.080 414.895 20.185 2,7 -1,5 Overnights Total Hotels Camping % of the

total Total Hotels Camping % of the

total % variation of the total

of sleepovers

Total 66.022.270 64.292.443 1.729.827 100 66.800.371

65.059.095 1.741.276 100 1,2

Epirus 1.015.199 932.473 82.726 1,5 985.103 911.117 73.986 1,5 -3,0

Source: ESYE, 2012

21

Table 8 Trademarks of the wineries in the District Unit of Ioannina

I/N Trademark Category Variety

Katogi Averoff

1 Katogi Averoff White (White) Table wine Rhoditis- Chardonnay

2 Katogi Averoff Red (Red) Table wine Cabernet Sauvignon

3 Averoff (Reddish) PGI Macedonia Xinomavro

4 Tramminer (White) PGI Ioannina Tramminer

5 Ktima Averoff (White) PGI Metsovo Cabernet Sauvignon (90%)

6 Floara Di Munte (White) Table wine Debina

7 Rossiu Di Munte Vlachiko (Red) Table wine Vlachiko

8 Rossiu Di Munte Pinot Noir (Red) PGI Metsovo Pinot Noir

9 Rossiu Di Munte Syrah – Tramminer (Red) Table wine Syrah - Tramminer

10 Rossiu Di Munte Yiniets (Red) PGI Metsovo Cabernet Sauvignon

11 Flogero (Red) PGI Metsovo Merlot - Cabernet Sauvignon

12 Katogi Metsovou Epeteiako (Red) PGI Metsovo Cabernet Sauvignon

13 Xinomavro (Red) PDO Naousa Xinomavro

Table 8 (Continue)

22

I/N Trademark Category Variety

Ktima Glinavos S.A.

1 Primus (White) Debina

2 Chardonnay (White) Chardonnay, 2-3 months in barrel

3 Chardonnay (White) Chardonnay, no barrel

4 Balthazar (White) Debina

5 Debina (White) Debina prorogos

6 Ambelones (White) Debina

7 Poeme (White) Naturally sparkling Demi sec & Brut Debina

8 Prive Rose (Reddish) Cabernet Sauvignon – Vlachiko- Bekari

9 Kyra-Frosini (Reddish traditional) Naturally sparkling semi-dry Debina- vlachiko- Bekari

10 Kokkino Veloudo (Red Velvet) (Red) Agiorgitiko- Vlachiko- Bekari

11 Dryades (Red) Vlachiko- Bekari- Cabernet Sauvignon -Agiorgitiko

12 Cabernet Sauvignon (Red) Cabernet Sauvignon

13 Apeiros Chora (Red) Cabernet Sauvignon - Merlot-Agiorgitiko

14 Agiorgitiko (Red) Agiorgitiko

Table 8 (Continue)

23

I/N Trademark Category Variety

Zenos (Wine Association of Epirus S.A.)

1 Epiloges (White) PDO Debina

2 Klema Epirotiko (White) Local Debina (60%) -other

3 Zitsa semi-sparkling PDO Debina

4 Zitsa Classico (White) PDO Debina

5 Oreines Epiloges (White) Table wine Malagousia- Sauvignon Blanc

6 Arktouros (Red) Local Cabernet Sauvignon 60% - Vlachiko- Bekari

7 Oinodos(Red) Table wine Agiorgitiko(60%) -Bekari

8 Seirios (Reddish) Table wine Xinomavro (60%) – Bekari- Vlachiko

Prassos Winery Ltd

1 Zitsa of Mountainous Vinyards (White) PDO Debina

2 Dialechtos (Selected) Zitsa (White) PDO Debina

3 Eggenis (White) Local Epirotikos Debina

4 Mantzato (Red) Table wine Cabernet Sauvignon, Vlachiko, Bekari

5 Retsina Barbayianni Table wine Debina

Papathanasiou Winery

1 Pyroinos (Red) Table wine Cabernet Sauvignon- Agiorgitiko

2 Geoinos (White) Table wine Rhoditis- Debina

24

Table 9. List of residences in the District Unit of Ioannina

I/N Hotel Category Location Destination

1 KASTANIANI 2** KASTANEA 1. Mastorochoria- Konitsa- Villages

of Aos’s Lakka

2 SPYRIDOULA 2** KLEIDONIA 1

3 FARAGGI 2** KLEIDONIA 1

4 AOS 2** KONITSA 1

5 ARCHONTIKO (MANSION) OF KONITSA

4**** KONITSA 1

6 TO SPITI (HOUSE) OF ALEXANDER 4**** KONITSA 1

7 TO ARCHONTIKO (MANSION) OF THE SHERIFF

4**** MOLISTA OF KONITSA

1

8 TO CHANI 3*** KLEIDONIA 1

9 GEFYRI 3*** KONITSA 1

10 GRAND HOTEL DENDRO (TREE) 3*** KONITSA 1

11 HOTEL ON KONITSA’S MOUNTAIN 3*** KONITSA 1

12 PANORAMA 3*** KONITSA 1

13 TO BOURAZANI 3*** KONITSA 1

14 PERISTERO 3*** POURNIA 1

15 LITHOKTISTO 3*** KONITSA 1

16 CHAMKO 3*** KONITSA 1

17 FASOULIS 2** KEFALOCHORI 1

1 PAIONIA 4**** DELVINAKI 2. Pogoni

2 YIONOS HOUSE 3*** ANO RAVENIA 2

3 ARETI 2** VESSANI 2

1 MOUNTAIN RESORT 4**** ARISTI 3. Zagorochoria

2 DOVRA 4**** ASPRAGGELOI 3

3 ATHENA 4**** ELATI OF ZAGORI 3

4 BAYIA 4**** KIPOI OF ZAGORI 3

5 AMARYLLIS 4**** ANO PEDINA 3

6 MONOPATIA (PATHS) 4**** ANO PEDINA 3

7 PORFYRON 4**** ANO PEDINA 3

8 PRIMOULA 4**** ANO PEDINA 3

9 TROADA 4**** VITSA 3

10 TECHNI DIAKOSMISIS (ART OF DECORATION)

4**** DIKORFO 3

11 ARCHONTIKO (MANSION) OF DILOFOS

4**** DILOFO 3

12 GAIA 4**** DILOFO 3

13 THOUKYDIDIS 4**** KAPESOVO 3

14 KIPOI (GARDENS) OF ANGELS 4**** KIPOI OF ZAGORI 3

15 O XENONAS TOU NIKOLA 4**** KOUKOULI OF 3

25

(NIKOLA’S GUEST HOUSE) ZAGORI

Table 9 (continue)

I/N Hotel Category Location Destination

16 MICRO PAPIGO- 1700 4**** MICRO PAPIGO 3

17 KIPOI (GARDENS) SUITES 4**** KIPOI (GARDENS) ZAGORIOU

3

18 ADRASTEIA 4**** NEGADES 3

19 ARCHONTIKO GEKI 1876 4**** PAPIGO 3

20 ARCHONTIKON (MANSION) 4**** PAPIGO 3

21 AVRAGONIO 4**** PAPIGO 3

22 DIAS 4**** PAPIGO 3

23 TO SPITI MAS (OUR HOUSE) 4**** PAPIGO 3

24 AMELIKO 3*** ANO PEDINA 3

25 PYRREION 3*** ANO PEDINA 3

26 VRACHOI (ROCKS)GAMILAS 3*** ARISTI 3

27 TAXIARCHES 3*** ARISTI 3

28 AGGELON KATAFYGIO (ANGELS’ RESORT)

3*** ASPRAGGELOI 3

29 ARCHONTIKO (MANSION) KRANA 3*** ASPRAGGELOI 3

30 STIS GIAGIAS (AT GRANDMOTHER) EUGENIAS

3*** VITSA 3

31 BALCONY ZAGORIOU 3*** VRADETO 3

32 DRYOFYLLO 3*** ELATI ZAGORIOU 3

33 O MAHALAS 3*** KIPOI (GARDENS) ZAGORIOU

3

34 ANTALKI 3*** MICRO PAPIGO 3

35 ZAGORIOU FILOXENIA 3*** MONODENDRI 3

36 MONODENDRI 3*** MONODENDRI 3

37 DRYADES 3*** NEGADES 3

38 ARKEYTHOS 3*** PAPIGO 3

39 MICRO PAPIGO 1700 <ΙΙ> 3*** PAPIGO 3

40 PANTHEON 3*** PAPIGO 3

41 TO ZAGORI 3*** SKAMNELLI 3

42 DRAKOLIMNI 3*** TSEPELOVO 3

43 PAPIGIOTIS 3*** TSEPELOVO 3

44 PETROTECHNO 3*** TSEPELOVO 3

45 STIS KAMARES 3*** TSEPELOVO 3

46 TO ARCHONTIKO (MANSION) TIS ARISTI

3*** ARISTI 3

47 TO CHANI 3*** ARISTI 3

48 VIRGINIA 3*** ASPRAGGELOI 3

49 ELEFTHERIA 3*** ASPRAGGELOI 3

50 GEORGIA 3*** VITSA 3

51 SELINI (MOON) 3*** VITSA 3

26

52 KATO MAHALAS 3*** DIKORFO 3

53 RODOVANI 3*** ELATI ZAGORIOU 3

54 ARCHONTIKO (MANSION)TZOUFI 3*** KAPESSOVO 3

55 MOUSAFIR ODAS 3*** KAPESSOVO 3

Table 9 (continue)

I/N Hotel Category Location Destination

56 TERPSICHORI 3*** KAPESSOVO 3

57 ARCHONTIKO TON KIPON (MANSION OF GARDENS)

3*** KIPOI (GARDENS) ZAGORIOU

3

58 ROZA KANINA 3*** MICRO PAPIGO 3

59 ARCHONTISSA 3*** MONODENDRI 3

60 VIKOS 3*** MONODENDRI 3

61 ASTRAKA 3*** PAPIGO 3

62 MORFEAS 3*** PAPIGO 3

63 TA SPITIA TOU SAXONI (SAXONI’S HOUSES)

3*** PAPIGO 3

64 FANIS 3*** TSEPELOVO 3

65 ZISIS 2** ARISTI 3

66 ELIAS 2** ARISTI 3

67 MELITEION 2** ASPRAGGELOI 3

68 EN CHORA VEZITSA 2** VITSA 3

69 BELOY 2** VITSA 3

70 FYLIRA 2** VITSA 3

71 VOVOUSA 2** VOVOUSA 3

72 ELATI 2** ELATI ZAGORIOU 3

73 MELINA 2** KIPOI (GARDENS) ZAGORIOU

3

74 ROBOLO 2** LAISTA 3

75 KONSTANTINOS & ELENI 2** MONODENDRI 3

76 MATZATO 2** MONODENDRI 3

77 HOTEL LADIA 2** MONODENDRI 3

78 TO KALNTERIMI 2** MONODENDRI 3

79 KAITI 2** PAPIGO 3

80 PAPAEVAGGELOU 2** PAPIGO 3

81 TO PAPIGO 2** PAPIGO 3

82 TO RODI 2** PAPIGO 3

83 PINDOS 2** SKAMNELLI 3

84 TO RADIO 2** SKAMNELLI 3

85 PANORAMA 2** TSEPELOVO 3

86 TO KADI 2** TSEPELOVO 3

87 TO FARAGGI 2** TSEPELOVO 3

88 TSOUKA ROSA 2** TSEPELOVO 3

89 TYMFI 2** TSEPELOVO 3

27

90 HAYATI 2** TSEPELOVO 3

91 PETROTO 2** FRAGADES 3

1 DIAMANTI 3*** DESPOTIKO 4. Zitsa

2 AGNANTI 3*** ZITSA OF DODONI 4

3 KALLITHEA 2** ZITSA OF DODONI 4

1 GRAND SERAI XENIA 5***** IOANNINA 5. Ioannina

Table 9 (continue)

I/N Hotel Category Location Destination

2 EPIRUS PALACE 5***** IOANNINA 5

3 DO LAK 5***** IOANNINA 5

4 METROPOLIS LUXURY IOANNINA 5

5 OLYMPIC 4**** IOANNINA 5

6 GIOTIS 4**** NEOKAISAREIA 5

7 KAISAREIA 4**** NEOKAISAREIA 5

8 ARXONTARIKI 4**** IOANNINA 5

9 KENTRIKON (CENTRAL) 4**** IOANNINA 5

10 LOFOS (HILL) FRONTZOU 4**** IOANNINA 5

11 POLITEIA 4**** IOANNINA 5

12 AMFITHEA 3*** AMFITHEA 5

13 ANEMOLIA RESORT 3*** AMFITHEA 5

14 AGNANTIO 3*** LYGIADES 5

15 MIR 3*** LYGIADES 5

16 ORIZON 3*** LYGIADES 5

17 GALAXIAS 3*** IOANNINA 5

18 PALLADION 3*** IOANNINA 5

19 FILOXENIA 3*** BIZANI 5

20 EXOCHI (COUNTRYSIDE) 3*** PERAMA 5

21 ARCHONTIKO 3*** IOANNINA 5

22 DAFNI 3*** IOANNINA 5

23 KAMARES 3*** IOANNINA 5

24 KASTRO 3*** IOANNINA 5

25 LIMNOPOULA 3*** IOANNINA 5

26 MATSA 3*** IOANNINA 5

27 PATRIKO 3*** IOANNINA 5

28 PLATANOS STO KASTRO 3*** IOANNINA 5

29 SIARAVA 3*** IOANNINA 5

30 HAYATI 3*** IOANNINA 5

31 ALEXIOS 2** IOANNINA 5

32 ASTORIA 2** IOANNINA 5

33 VASILIAS (KING) PYRROS 2** IOANNINA 5

34 BRITANIA 2** IOANNINA 5

35 BYZANTIO 2** IOANNINA 5

28

36 GIANNENA HOUSE 2** IOANNINA 5

37 DIONI 2** IOANNINA 5

38 EGNATIA 2** IOANNINA 5

39 EL GRCO 2** IOANNINA 5

40 KRIKONIS 2** IOANNINA 5

41 TOURIST 2** IOANNINA 5

Πίνακας 9 (συνέχεια)

I/N Hotel Category Location Destination

42 FILYRA 2** IOANNINA 5

43 AGAPI 1* IOANNINA 5

44 ELPIS 1* IOANNINA 5

45 HERMIS 1* IOANNINA 5

46 PARADISE 1* IOANNINA 5

47 PARIS 1* IOANNINA 5

48 KE.KOP. 1* LIMNOPOULA 5

49 AKROLIMNION 2** PERAMA 5

50 LAKKAS 2** PERAMA 5

51 DOVITEL 2** PERAMA 5

52 PERSA 1* PERAMA 5

1 MYRTALI EIKASTIKO HOTEL 3*** DODONI 6. Dodoni

2 ARCHONTIKO (MANSION) TEROVOU

3*** TEROVO 6

3 POLYDORO 2** DODONI 6

1 TO VOUNO 4**** ANELIO 7

2 DIASELO 4**** METSOVO 7

3 KATOGI 4**** METSOVO 7

4 ARCHONTIKO (MANSION) METSOVOU

3*** METSOVO 7

5 AROMA DRYOS DESIGN 3*** METSOVO 7

6 VICTORIA 3*** METSOVO 7

7 EGNATIA 3*** METSOVO 7

8 ADONIS 2** METSOVO 7

9 ANAX 2** METSOVO 7

10 APOLLON 2** METSOVO 7

11 APOSTOLOS 2** METSOVO 7

12 ASTERI METSOVOU 2** METSOVO 7

13 GALAXIAS 2** METSOVO 7

14 KASSAROS 2** METSOVO 7

15 MARIA 2** METSOVO 7

16 BITOUNIS 2** METSOVO 7

17 OLYMPIC 2** METSOVO 7

18 FLOKA 2** METSOVO 7

29

19 KOSTANA 2** MILEA 7

20 ACROPOLIS 1* METSOVO 7

1 PRINCESS LANASSA 5***** KOSTITSI 8. Tzoumerka

2 ORIZONTES TZOUMERKON 5***** TSOPELA 8

3 RODAMI 4**** KALENTZI 8

4 STAVRAETOS 4**** SIRAKO 8

5 ARCHONTIKO (MANSION) VOYAROU

3*** KALARITES 8

6 GEFYRI (BRIDGE) PLAKAS 3*** MONOLITHI 8

Table 9 (continue)

I/N Hotel Category Location Destination

7 PALIO TELONEIO (OLD CUSTOMS OFFICE) OF PLAKA

3*** MONOLITHI 8

8 ANAVASI MOUNTAIN RESORT 3*** TSOPELA 8

9 PETRADI 1873 3*** KALARRYTES 8

10 TZOUMERKA 3*** PRAMADA 8

11 ANOKATOGO 3*** PETROVOUNI 8

12 GOURA 3*** SIRAKO 8

13 SYRRAKO 3*** SIRAKO 8

14 PANORAMA 2** MONOLITHI 8

15 OLGA 2** PRAMADA 8

Source: Hellenic Chamber of Hotels, 2013

Table 10. The “cart” products of Region Epirus

Products of National Importance for

exports

Traditional Products Products adequate for internal market

Products of High Gastronomy

(Delicatessen)

Wines of Zitsa PDO, Oranges, Mandarins, Kiwi of Epirus, Feta cheese PDO, Bream, Bass, Trout, Mussels

Galotiri cheese PDO, Metsovone cheese PDO, Metsovela cheese, Parmesan, Ourda cheese, Goat cheese, Mizithra cheese, Cream cheese, Gruyere, Trout of Epirus, Shrimp, Sprat, Mullet and Eels of Amvrakikos, Tsipouro of Epirus, Jams, Epirus Traditional pies, handmade pasta

Konservolia of Arta PGI, PGI wines, Chickens and eggs of Epirus, Lamb-Goat, Pig of Epirus, Free range veal, cow milk- yogurt, Horticultural of Preveza (Preveza tomatoes to be adequate ), Potato of Chrystovitsa, mullets, Epirusl honey, fodder plants, Scented plants.

Caviar of Arta, roes of Amvrakikos, Smoked trout, Smoked eel, cheese with herbs and spices, Deer and boar sausages, Aged vinegar, alcohol-free elixirs and liqueurs, special sweets and jams

Source: Business plan “Cart of Agricultural Products of Region Epirus”

30

APPENDIX ΙΙΙ: Questionnaire for winemakers

RESEARCH DIRECTOR

Dr. Maria Alembaki, PhD in Agrarian Economy, Ε-mail: mariale@agro.auth.gr

Α/Α

QUESTIONNAIRE FOR WINEMAKERS

Dear/ or Mr /Mrs ,

The present research is conducted within the framework of a business study and concerns the inquiry of

factors connected to the development of wine tourism in the Regional Unit of Ioannina. Towards this direction,

your participation, by completing this questionnaire is extremely important. We assure you that the data given

is completely confidential and shall be used only for scientific purposes. Thank you in advance for your

assistance.

Date of filling the questionnaire ....../....../......

Manager:……………………………….......................................................................................................

31

Section Α: General Information on the business

Α1. Trade name of the business

Α2. Legal form of the business

Α3. Year of business’s first operation

Α4. Annual wine production (data of the previous year)

Α5. Total number of people working in the winery

Α6. Total area of proprietary vineyards

Section Β: Involvement with wine tourism

Wine tourism is a kind of tourism of special interest, which includes visiting wineries,

vineyards, wine events or exhibitions. Based on this definition, have you developed wine

tourism activities?

Yes 1 No, but planning to 2 No 3

If your answer was “Yes” please proceed in Section D. I your answer was “No”, proceed

only in Section C and in the last Section .

In litres: In bottles:

Number of acres/hectares: % of the total cultivated area:

32

Section C: Facilities- Offered grapevine products

C1. For how long have you developed wine tourism activities?

C2. Which of the following facilities are included in the business?

Facilities YES NO

C2.1. Wine tasting room 1 2

C2.2. Dining room within the winery 1 2

C2.3. Dining facilities in the surrounding area of the

winey 1 2

C2.4. Retail sales point 1 2

C2.5. Accommodation facilities (residence) 1 2

C2.6. Outside facilities (garden, etc.) 1 2

C3. What products and services are provided by the business?

Products/ Services YES NO

C3.1. Organized tour in the winery’s areas 1 2

C3.2. Organized tour in vineyards 1 2

C3.3. Audiovisual presentation 1 2

C3.4. Sale of products produced in the winery (wine, tsipouro, etc.) 1 2

C3.5. Sale of other products (local alimentary products, folk art,

wine accessories etc.) 1 2

C3.6. Wine tasting 1 2

C3.7. Availability of Written material (brochures, books,

information leaflets etc.) 1 2

C3.8. Organizing social events (weddings, christenings etc) 1 2

C3.9. Organizing winery events 1 2

C3.10. Other services (wine tasting lessons, cooking lessons etc.) 1 2

33

C4. How many people from the staff are occupied for welcoming and touring the

visitors?

C5. Do you intend to expand your wine tourism activities?

Yes 1

No 2

C6. If yes, what wine tourism activities are you willing to expand? …………………………………………………………………………………………………

…………………………………………………………………………………

Section D: Visits and Sales

D1. How many people may simultaneously visit your winery?

D2. Please fill in one or more spaces below regarding visiting hours

In working hours

Regardless

working hours

by appointment

No visitors

are allowed

D2.1. Whole week 1 2 3

D2.2. Monday to Friday 1 2 3

D2.3. Weekends 1 2 3

D3. Which season of the years you have…

The highest number of visitors? ……………………...……………………..1

The lowest number of visitors? …………………………………………....2

D4. What percentage of the total of the sales (in euro) takes place in the winery? (direct

sale to visitors)?

In 2010 ……………………...…………………….1 In 2009 …………………………………………....2

In 2008 …………………………………………….3

34

Section E: Methods of promotion and visitor attraction

Ε1. Which of the following methods you use in order to promote your business and

attract visitors?

Methods YES NO

Ε1.1. Advertisement in tourist guides 1 2

Ε1.2. Advertisement in special publications about wine 1 2

Ε1.3. Advertisement in other documents (newspapers,

magazines) 1 2

Ε1.4. Brochures projecting the business 1 2

Ε1.5. Business’s website 1 2

Ε1.6. Advertisement by other ways on the internet (in sites,

search engines, website of the Wine Roads etc.) 1 2

Ε1.7. Co-operation with tourist agencies 1 2

Ε1.8. Labels- signs on the road network 1 2

Ε1.9. Sign- label outside the winery’s premises 1 2

Ε1.10. Participation in events (feasts, competitions, wine

festivals etc.) 1 2

Ε1.11. Participation in networks 1 2

Thank you deeply for your co-operation!