Pieria, a coastal region in northern Greece, is increasing efforts to attract visitors from Scandinavia as part of a broader strategy to expand its international tourism footprint. The region's tourism promotion organisation participated in TravelXpo 2026, held in Oslo from 20 to 22 March, one of the key tourism trade events in the Nordic market.
The initiative is part of a campaign to position Pieria as a year-round destination for northern European travellers, with a particular focus on alternative and experience-led tourism, according to a related announcement. The region is showcasing its diverse offerings, from the iconic Mount Olympus and the Pierian Mountains to its extensive coastline, highlighting opportunities for outdoor activities, cultural exploration, and seasonal travel beyond the traditional summer peak.
Pieria's presence in Oslo was led by Elina Diamantopoulou, Deputy Mayor for Tourism and Culture of Katerini. During the exhibition, she held meetings with key institutional figures, including Efthychia Aivalioti, head of the Greek National Tourism Organisation office for Scandinavia, and Greece's ambassador to Norway, Efthymios Charlaftis. Discussions focused on strengthening cooperation and recent promotional initiatives. The exhibition presence follows a press trip taken by Danish journalists to Mount Olympus.
The organisation also extended its outreach in Sweden, participating in a B2B tourism event in Malmö on 19 March in collaboration with the Region of Central Macedonia. Aris Nikas, president of the Olympus Marathon, conducted targeted meetings with Swedish tourism professionals to foster new partnerships.
