Thessaloniki is setting its sights on a broader international audience in 2026, as the city's municipality rolls out an outward-looking tourism strategy to both consolidate established markets and open new ones with high growth potential. The plan, approved by the City Council and due to be submitted to the Greek National Tourism Organisation, positions Greece's second-largest city as a "multi-thematic and dynamic urban destination" capable of attracting visitors year-round.
Traditional pillars remain in Germany, the United Kingdom, Italy, Turkey, Georgia, Poland, Belgium, Austria and the Balkan countries. However, the municipality now wants to increase overall visitor numbers, draw older travellers during low-demand periods and strengthen Thessaloniki's profile as a city-break destination.
Scandinavia (Denmark, Norway and Finland) is identified as a particularly promising region, while Israel is also described as a key market. Spain and Portugal are also showing growing interest in south-eastern Europe, with Thessaloniki's culinary identity seen as a competitive advantage. The Middle East, notably the United Arab Emirates, Qatar and Saudi Arabia, is regarded as a strategic priority because of high per capita spending and strong interest in shopping, gastronomy and wellbeing.
In Eastern Europe, the Czech Republic, Hungary and Romania are recording rising demand for short trips. Further afield, China, South Korea and Japan are described as emerging high-value markets, while the United States and Canada maintain strong interest in history, culture and gastronomy. The Greek diaspora, audiovisual productions, and the prospect of a direct Thessaloniki-New York flight are also expected to reinforce transatlantic demand.
With a total budget of €274,818 for 2026 tourism actions, the municipality aims to reduce seasonality, enhance direct air links and craft thematic experiences that showcase the city's Byzantine heritage, UNESCO-recognised food culture and evolving contemporary identity.
As the municipality's plan states, "The expansion of target markets for 2026 is based on clear documentation and the systematic utilisation of Thessaloniki's distinctive capabilities as a multi-thematic and dynamic urban destination."
Deputy Mayor for Culture and Tourism Vasilis Gakis acknowledged that despite disruptions caused by recent road blockades, the city still recorded a slight increase in visitors in 2025 compared with 2024. "Despite the problems created over the last two months with the blockades, we had a small increase in visitors in 2025 compared to 2024," he said, noting cancellations in November and December due to accessibility issues but expressing optimism that 2026 "will be much better… tourism-wise for Thessaloniki."
The strategy emphasises gastronomy, cultural and religious tourism, conferences, cruise activity, and attracting international audiovisual productions through the city's Film Office. "We are opening the umbrella of communication based on the elements of our identity, of contemporary Thessaloniki," Gakis stressed.
By Katia Gerakaritou - adapted from Greek by Vassia Barba
