Wine tourism is a type of special-interest tourism which has recorded a remarkable growth over the past few years, creating challenges and opportunities for wineries and wine regions to diversify and gain a competitive advantage. Many wine regions around the world – including several island destinations such as Tenerife, Sicily, Santorini, Corsica, Sardinia – have recognised the economic benefits of wine tourism, although much effort is needed to transform a wine region into a wine tourism destination. Within this framework, this paper aims to explore the level of wine tourism development in the Greek island of Crete. To achieve this objective, a survey was conducted in the wineries which participate in ‘Wines of Crete’, a network of 32 wineries operating in the island. Results indicate that most wineries in Crete have engaged in wine tourism, providing multiple experiences to their visitors, as their owners recognise significant benefits to their wineries and the island. However, they have not managed yet to exploit the full potential of wine tourism, proposing specific measures for its further development. Findings and discussions of this study are useful both to wine industry practitioners and to academic researchers interested in wine tourism.

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.