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Tourism is a socio-economic phenomenon with important effects on human life and national economies of the states. The journey, i.e. the movement of man from the place of permanent residence in another place, is the key element of tourism. Alongside main ingredient is the incentive for vacations and recreation, a fundamental right of all people.

As with other Greek destinations with a heavy reliance on a basic sun, sea and sand tourism model, Thessaly region is busy trying to diversify its tourism product. Cultural tourism is seen as one important means of achieving diversification.

Nowadays, new cultural tourism is focused on the integration of production and consumption, and it creates linkages between suppliers and consumers. Instead of passive consumption, cultural tourists demonstrate a proactive approach to meeting their needs, wanting to actively participate in experiences while …