The breathtaking, wild and hugely varied landscape of the mainland and Crete, that features a wealth of rivers, gorges, waterfalls, caves and pristine forests hosting unique ecosystems, natural habitats and some of the most diverse flora and fauna in Europe, have spurred the growth of alternative activities, such as ecotourism, geotourism, trekking, bird watching, and extreme and winter sports, in the last 25 years or so, but there is still a huge untapped potential. Most non-Greeks would probably be surprised to learn that Greece has some 15 winter skiing centers, none of which is on an island.
Traditional settlements, the rich folk heritage and the abundance of historical and religious sites also leave a largely untapped potential for cultural and religious tourism.
The untapped potential extends to agritourism, culinary tourism and wine tourism, for which the country’s mild climate offers a strong competitive advantage. Greece is no longer famous for its moussaka, souvlaki, retsina and ouzo alone. Dozens of sophisticated Greek wineries have sprung across the country in recent decades, offering guided tours of their installations and samples of the hugely varied Greek cuisine.