Exploring Olive Tourism in Greece: Unveiling the Profiles, Motives, and Expectations of Domestic Visitors

Although Greece is a leading olive oil producer, research on olive tourism (OT) remains limited, restricting the development of evidence-based policies and strategies. This study utilises primary data from 55 qualitative interviews conducted with OT visitors across Greece in 2023 to examine the sociodemographic characteristics, visiting behaviours, motivations, and expectations of domestic OT participants. These visitors are primarily mature, highly educated individuals with medium to high income levels. Their main motivations include acquiring specialised knowledge, cultivating a personal interest in olive-related culture, and seeking connections with local and familial heritage. They prefer experiences that highlight the sociocultural and culinary aspects of olives and olive oil, especially those that facilitate the practical application of new knowledge. Interactivity, experimentation, social engagement, and outdoor activities are highly valued. Comparative analysis with OT studies from Spain, Portugal, and Italy reveals similarities in visitor demographics but also identifies notable differences in motivations and expectations. By addressing a significant research gap, these findings offer policymakers, tourism operators, and producers strategic guidance for OT development in Greece, as well as transferable insights useful to other olive-producing countries. The study also demonstrates the potential for well-designed OT initiatives to promote sustainable rural development, preserve cultural and environmental heritage, extend the tourism season, and strengthen local economies.