THESSALONIKI, THE CITY OF RETSINA

The goal is to create an enriched and specialized wine tourism experience that will highlight the history, culture and enjoyment of retsina, the most iconic of Greek wines, which has been linked like no other to the city of Thessaloniki and its people.The new tourism product aims to combine the culture of the city with the consumption culture of retsina and its culinary history, thus providing a special experience of high added value.The main parameters of the scientific research which will determine the identity of the final product are:

The authenticity:

Authentic is the experience in which the visitor feels as if he is in his own place, experiencing a tourist destination through the eyes of the locals.

The experiential approach:

The visitor of Thessaloniki will have the opportunity to learn about the history of retsina, how it is connected to the city, how resin is extracted from pine trees, winemaking and its production in real conditions, combining at the same time culinary experiences in the city and in the wider area.

Edu-tainment:

Special actions that will combine education with entertainment (edu-tainment) will contribute to the enhancement of the tourist experience and thus the program will be able to address a wider audience.

The flexibility:

Aiming to educate and entertain the consumers, the program will be adapted to the requirements and interests of the visitor according to his profile, offering a personalized experience.

Collaborations:

Collaboration among all those involved in the catering and tourism sector is crucial to creating a rich experience.For the new product to meet all the above principles, the research focuses on three (3) main axes:

1. HISTORICAL RESEARCH
This is a secondary research and review of historical sources from antiquity to the present in order to gather historical data related to the production and consumption of retsina in Greece and in the region of Central Macedonia, focused on Thessaloniki.
2. FOLKLORIC RESEARCH
Through a course of millennia, retsina is a wine that connects countless small stories. Moments and experiences of people who produce it, sell it, enjoy it, share it. These stories are the fabric that weaves the history of wine. Regarding the city of Thessaloniki in particular, the unique nature of this wine is the link that unites different cultures but also social layers. This human geography of the city, as it is expressed throughout time and through the many and different faces which compose it, can be the canvas for the creation of an original and authentic narrative for a new wine tourism product. From “rebetes” and “koutoukia” to modern chefs, haute cuisine and bartenders, retsina is the connecting link of the different sides of a city that is constantly evolving. Telling the story of this wine goes beyond the story of a simple product. It is the narration of the history of an entire city and its people, which the visitor of Thessaloniki can discover through a network of parallel thematic routes.
3. MARKET RESEARCH
Qualitative and quantitative market research will help to capture the place and perception that retsina holds today in the market in order to better understand the needs of the consumer and to more effectively place a product capable of attracting both Greek and foreign visitors to Thessaloniki.An important element of the market research is to capture the habits about retsina consumption in the city of Thessaloniki so that the resulting product is completely authentic and reflects as much as possible the true face of retsina today. Market research will also help to outline the profiles of potential visitors-consumers so that the product is flexible and adaptable to every possible requirement or need.

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The page will be gradually enriched based on the progress of the research

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