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The tourism industry is the main pillar of the development of several economies, including Greece. However, tourism benefits not only the economy of a country but also the social development of its citizens and their standard of living. In recent years, the phenomenon of uncontrolled tourism development and the accumulation of tourist traffic in specific areas has been very pronounced. This results in the erosion of the ecological environment, the image and the identity of some tourist destinations. In the case of Greece, this is also due to the adherence to the triptych "Sun-Sand-Sea" which is consistent with the seasonality of the tourist phenomenon. It is therefore clear that policy makers need to move towards promoting sustainable tourism development to protect the ecological environment and the identity of tourist destinations. In this way tourism development will be controlled and carried out with the aim of protecting and respecting the environment. In order to achieve this, it is considered useful to promote alternative tourism so that a redistribution of tourism can occur and other tourist areas of Greece emerge, to control tourism development and to limit the seasonality of Greek tourism. In the context of writing this study, we are exploring the case that alternative tourism can be an emerging area of ​​tourism development. To examine this proposal, the researcher focused on a tourist-developed area, Arachova, which is an international and national attraction for a large number of visitors. The completion of the primary research has shown that Arachova has the potential to develop alternative forms of tourism that, if properly exploited, will enable sustainable tourism development in the area without altering its natural landscape and identity