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Creating Cheese Tourism from Scratch: The Case of Diaseli Traditional Cheesery on Ios Island, Greece
Abstract
The Diaseli Traditional Cheesery was launched on the Greek island of Ios in 2020, constituting the country's first case of cheese tourism. What used to be a small, century-old traditional goat farm producing cheese by hand was reimagined as a modern food tourism experience aimed at attracting visitors. By introducing the Diaseli brand, the Haros family made the transition from the agricultural to the tertiary sector. A new section was added next to the cheese manufacture comprising a small museum and a cheese-tasting space, thus reinventing the farm as a visitor attraction. Despite the fact that this undertaking was made during the Covid pandemic, the launch of Diaseli proved to be highly successful by attracting a larger than expected number of visitors, generating new income streams for the family and making the farm far more profitable than before. The case study of Diaseli describes the steps taken, the success factors and the lessons learned during such a deeply transformational process.
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