Beer Tourism in Greece Shows Big Potential

Experts and industry insiders say beer tourism could become a significant new avenue for Greece, provided the country embraces beer not just as a summer drink but as part of contemporary Greek culture. The remarks came during a special event hosted by the Department of Management, Marketing, and Tourism at the International Hellenic University (DIH), held as part of the 40th Philoxenia tourism exhibition in Thessaloniki. The event, titled Beer Tourism! Beer Tourism in Greece and Abroad, explored opportunities for the sector both domestically and internationally.

Despite Greece’s love for beer, the concept of beer tourism remains in its infancy. Small craft breweries in Northern Greece and other regions have begun experimenting with visitor-friendly tours, yet establishing a fully organized beer tourism industry faces major challenges. Outdated legislation and complex bureaucracy continue to slow down even the most ambitious initiatives by local brewers.

“Beer is far more than a summer refreshment,” said Giorgos Skoufas, professor at DIH’s Department of Management, Marketing, and Tourism, in an interview with the Athens-Macedonian News Agency. “Behind beer lies an entire culture and a global trend reshaping tourism.” Skoufas noted that Greece first saw canned beer around 35 years ago, and since then the sector has grown significantly. Today, the country is home to 71 microbreweries, with over 20 operating in Northern Greece alone, continuously releasing new labels and participating in international festivals.

Greek craft beers are increasingly traveling abroad, winning awards and recognition. “People come to Thessaloniki specifically to taste certain beers. The audience exists; we just need to promote it,” Skoufas said, stressing that beer should no longer be viewed as a low-status drink. He highlighted specialty beers, including smoked and winter varieties with alcohol levels up to 12–14%, which pair well with rich meals like pork knuckle or fine dining dishes.

Brewers Call for Support to Unlock Tourism Potential

Speakers at the event stressed that demand is strong, but regulations hinder growth. George Alexakis, owner of Hoppy Pub and 3 Brothers and founder of Thessaloniki’s Beerfest, explained that brewers often wish to welcome visitors, which can create tourism and added value, but bureaucratic requirements – such as separate entrances, additional toilets, and duplicate business permits – often block these efforts. “Even with the resources and willingness, nothing moves without official approvals,” he said.

Despite these hurdles, the outlook for beer tourism is promising. Angelos Kaniatsakis, owner of SKNIPA microbrewery, noted that travel agencies are interested in beer-tasting packages, but legislation prevents these tours from taking place. Similarly, Vangelis Fakas, founder of Marmita Brewery, described growing from a small garage operation into a wider network, emphasizing the importance of promoting Greek beer culture and supporting other local brewers.

Events and Festivals Drive Awareness

Beerfest in Thessaloniki, launched in 2017, has become a major event attracting tens of thousands of visitors from Greece and the Balkans, demonstrating the sector’s potential despite bureaucratic and weather challenges. Attendees at the DIH event also highlighted initiatives such as beer-tasting festivals, brewery marathons, and local craft collaborations, which could further develop the sector if regulatory barriers were removed.

Government and academic representatives underscored beer’s economic potential. Dimitris Kouvelas, MP for Thessaloniki, praised students as the “soul of the university” and highlighted DIH’s marketing and tourism initiatives, including AI tools, while regional official Ioannis Koufidis emphasized authentic experiences as the basis of modern tourism. Professor Fotis Kilipiris described beer tourism as an innovative economic opportunity, and student Akis Papastergiou encouraged peers to engage in new initiatives integrating AI and social media.

To conclude the event, attendees received a limited-edition commemorative beer, EDEN Zytho xenia, crafted by four local brewers, with only 2,000 bottles produced – a symbolic taste of Greece’s growing craft beer scene.

Tags:
beer festivals, Beer Tourism, Beerfest, Beverage Industry, Craft Beer, craft brewing, DIH International Hellenic University, gastronomic tourism, Greece, Greek culture, local economy, microbreweries, thessaloniki, Tourism Development, tourism innovation