- Strategic Focus on Thessaloniki: The city is positioned as a year-round destination due to new infrastructure like the Metro and airport upgrades.
- Extension of Tourism Season: A major push to increase revenue and visitor numbers during off-peak months.
- TAG GREECE Initiative: A new national framework linking Tradition, Agritourism, and Gastronomy to support primary production and hospitality.
- Diversification of Products: Significant investments completed in mountain, marine, diving, and accessible tourism using Recovery Fund resources.
- Digital and Data-Driven Approach: Launch of the new VisitGreece.gr platform with AI capabilities and establishment of Destination Management Organizations.
The 41st International Tourism Exhibition Philoxenia (November 13-15) and the Food & Drinks by Detrop exhibition opened in Thessaloniki with high-level government presence. Minister of Tourism Olga Kefalogianni and Minister of Rural Development and Food Margaritis Schoinas led the inauguration. The focus was clear. Thessaloniki is no longer just a summer stopover. It is being marketed as a complete European destination.
Kefalogianni highlighted the tangible changes in the city. The modern airport, the new Metro system, and upgraded accommodation facilities are changing the narrative. These assets allow the city to compete with other major European hubs. The Ministry is backing this shift by promoting the local culture and identity. A key part of this strategy involves the new partnership between the Greek National Tourism Organization (GNTO) and the Michelin Guide. This move aims to put Greek gastronomy on the global map.
Connectivity remains a priority. The Ministry is working closely with airlines and tour operators to ensure flights are available throughout the year. The goal is to make Thessaloniki an autonomous choice for travelers regardless of the season.
“Greek tourism continues to progress as a result of the joint effort of the State, businesses, agencies and, of course, employees.”
Developing Mountain Tourism to Attract More Travelers
The speech moved beyond traditional beach tourism. There is a deliberate strategy to develop mountain tourism as a viable year-round option. Resources from the Tourism Development Account (TAA) funded the first special promotional program for these areas. Additionally, upgrade projects were completed at four ski centers. This diversification helps spread economic benefits to rural communities.
A major announcement was the launch of TAG GREECE. This initiative stands for Tradition, Agritourism and Gastronomy. It creates a unified national framework that connects primary agricultural production with food services and hospitality. Special campaigns in Greece and abroad will highlight the country’s culinary and agricultural wealth. This supports wine tourism, farm stays, and food experiences.
Investments from the Recovery Fund have also targeted niche markets. Twenty-one projects in tourist ports across eight regions were completed. Fifteen diving tourism projects finished in eight regions. Furthermore, eighty-three accessibility infrastructure projects were implemented at over 200 beaches. This ensures that tourism experiences are open to everyone.
Digital Tools and Sustainable Governance
The digital face of Greek tourism has changed. The VisitGreece.gr website was fully redesigned and launched last July. It now uses Artificial Intelligence to showcase more destinations and tailor travel experiences. This technological upgrade aims to provide better information to potential visitors.
On the governance side, nineteen Destination Management and Promotion Organizations were established in various regions and municipalities. Thessaloniki is among them. These bodies help localize marketing efforts. At the same time, the National Observatory of Sustainable Tourism Development and thirteen Regional Observatories were created. These entities use reliable data to shape policies based on real needs rather than assumptions.
The Special Spatial Framework for Tourism was also discussed. It sets clear rules for development. By considering the specific capacities of each location, it offers greater security for investors. This leads to more balanced growth across the country.
Kefalogianni concluded by praising the Greek contributions to the first European Strategy for Sustainable Tourism. She congratulated Commissioner Apostolos Tzitzikostas for his role in elevating tourism within EU policy. Her final message focused on the human element. Real development is seen in the prospects of small businesses, the opportunities for workers, and the ability of local societies to prosper while keeping their character intact.