Figure 5. The logo of the ‘Olive Mill Open to the Public’ Label SOURCE: Ministry of Tourism of Greece VI. CONCLUSION Tourism is a complicated and imaginative activity through gastronomy tourism. A huge industry has been developed around food and drink with the participation of different tourist and non-tourist businesses. Over the last years, tourist destinations have been designing a mix of products, services and activities specifically for tourists in order to highlight the typical agricultural products and foodstuffs, the local cuisine, the creativity of the food producers, the uniqueness and the tradition of each region. The aim is to offer visitors a full and exclusive travel and gastronomic experience. The Greek cuisine has valuable comparative advantages to be enjoyed by visitors such as the healthy Mediterranean Diet, acknowledged as part of the intangible cultural heritage (ICH-UNESCO, 2013), the wide variety of ingredients and tastes combined with the unique natural and cultural environment. Lately, significant efforts have been made to promote the Greek cuisine as an integrated tourist product (e.g. Greek Cuisine Quality Label, the Greek Breakfast action, the inclusion of creative cities of gastronomy in the UNESCO network). However, there are some weak points related to quality problems, non-effective promotion of the gastronomic wealth of the country and individual places-destinations (with the exception of Crete, Santorini and Thessaloniki), non-utilization of the advantages of Greek gastronomy as a tourist product and lack of targeted tourism policy. Efforts are being made to overcome these problems through the latest actions of the Ministry of Tourism. 505 THE INTEGRATION OF THE GREEK GASTRONOMIC IDENTITY AND PHILOSOPHY
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