The natural and touristic attractions of Central Macedonia were presented in Scandinavia and Belgium recently, as regional government representatives took part in a series of tourism exhibitions to showcase northern Greece's tourism potential. Authorities introduced the area's tourism offerings to industry professionals, journalists, and visitors.
In Oslo, local authorities from Central Macedonia participated in the TravelXpo 2026 international tourism exhibition, which reportedly attracted over 71,000 visitors, a 9% increase from 2025. The programme included B2B meetings with travel agents and journalists, while the wider public was introduced to the region's diverse destinations. These included Thessaloniki as a city-break destination, the coastal regions of Halkidiki and Pieria, and the inland attractions of natural and cultural heritage.
Points of interest included Lake Kerkini, the Skra waterfalls, the archaeological site of Vergina, thermal baths, and local products such as Olympus mountain tea and akanes. Norwegian travellers have traditionally shown a strong interest in Greece, with "one in five" Norwegians having already visited the country, according to Greek authorities.
Additional outreach took place in Malmö, Sweden, during the Tourism Open Days, during which B2B meetings were held with tourism professionals from southern Sweden. The presentation emphasised the region's "multi-thematic character", combining sea and mountain landscapes in Pieria, the Olympic Riviera, agricultural areas such as peach and cherry orchards, gastronomy, and the cultural assets of Thessaloniki and the wider region.
In Belgium, Central Macedonia took part in the Greek Tourism Workshop in Ghent, attended by 70 tourism professionals. The region described Belgium as a "rising market", citing a 12.8% increase in arrivals from Belgium at Thessaloniki's Macedonia Airport in 2025. Interest from Belgian professionals was reported to focus on both leisure tourism and the MICE sector, where Thessaloniki "has consistently demonstrated strong performance in recent years", maintaining a position among the top 30 destinations in Europe, according to the regional statement.
The missions were coordinated by the regional administration of Central Macedonia, in collaboration with the Thessaloniki Tourism Organisation, the Halkidiki Tourism Organisation and the Pieria Tourism Development and Promotion Organisation.
Vice Governor for Tourism, Vicky Hadjivassiliou, stated, "we participated in targeted actions addressed to high-demand travellers," describing a segment that "makes significant tourism expenditure, chooses quality experiences and seeks to explore a destination in depth through day trips and multiple, experiential activities."
