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Even though Greece has had an agriculture-oriented economy for decades, recently it has relied heavily on tourism, which now constitutes 30% of the national GDP. Successful developmental synergies of tertiary and primary sectors are still in question. Sustainability practices are still in their infant stage in both sectors of the economy, preventing development. This paper aims to study the relationship between tourism and sustainability in wine-related enterprises in Greece. This is achieved through an examination of the successful business practices of Greek wineries from the leading wine-producing region of the Peloponnese and the impact of sustainability toward their operational practices. Many studies have related sustainability to the wine industry and have recognized that for most wine-related practitioners, the first priority is leaving the land in a better shape for the next generation. The study focuses on illustrative successful Greek wineries that participate in the “Peloponnesian wine routes” cluster. Data were gathered from multiple sources, including secondary data, company records, internet information, face-to-face interviews and on-site observations. The analysis of data revealed a number of aspects between the sustainable wine tourism business practices explored and the way that innovation has evolved. Further studies on common denominators and distinguishing criteria between sustainable business practices would be valuable to researchers and practitioners, destination management organizations and regional development policy makers.

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