Thessaloniki achieved an overall tourist satisfaction score of 7.8 out of 10 in 2025, remaining steady from the previous year, according to a survey of hotel guests, with the city's strongest ratings coming in areas linked to leisure and visitor experience.
The survey, conducted by GBR Consulting on behalf of the Thessaloniki Hoteliers Association, was based on 1,120 questionnaires collected between August and December 2025 and in January 2026. Entertainment and recreation scored 8.5, the behaviour of local residents 8.4, and museums 8. Hotel infrastructure also remained highly rated in 2025, with facilities scoring 8.6 and value for money 8.2.
Despite the relatively modest overall score, 96% of visitors said they would recommend Thessaloniki to friends, family, and acquaintances, and 91% expressed a desire to return. Thessaloniki Hoteliers Association president Andreas Mandrinos stated, "This rating, although quite satisfactory, clearly needs improvement, as there have been years when the overall evaluation exceeded 8."
In contrast, indicators related to sustainability and public spaces were significantly weaker. Public cleanliness received the lowest score. The article notes that satisfaction with public cleanliness was 6.6 in 2015, declined to 5.4 in 2023, and then rose again to 5.9 in 2025.
Parks and green spaces scored 6, a decrease from 6.7 in 2015. Roads and pavements also scored 6, indicating deterioration compared with 2015, though a slight improvement compared with 2023. Public transport was rated 6.4, better than in 2019 but worse than in 2015. Air pollution scored 6.6, the same as in 2015 but slightly worse than in 2023, while noise pollution showed a similar trend.
On the business front, hotel occupancy increased by 0.9% to around 71%. Mandrinos, however, stated that the sector's economic figures still required improvement, especially given inflation. Referring to the war on Iran, he added: "Unfortunately, recent global developments, as they affect all Greeks, do not spare the engine of the Greek economy, which for us is tourism."
Stefan Merkenhof of CBR noted that "the increase in air traffic at 'Makedonia' airport in the period 2024-2025 was not translated proportionally into hotel demand in the city," as occupancy rose by only 0.9% during the same period. He also mentioned that the average room rate went up by 4% to 106 euros, while revenue per available room increased by 5% to 80 euros.
"It appears that the tourism benefit is not limited to accommodation, but is substantially diffused into the local economy, particularly in retail and food services," Merkenhof said. Daily visitor expenditure also rose to 93 euros per person, up from 87 euros in 2024, with food and shopping accounting for the largest share.
The survey also found signs of progress in accessibility. According to the data presented, 68% of respondents said the metro improved their perception of Thessaloniki as a modern and accessible city. At the same time, 69% considered Thessaloniki fully or partially inclusive, while only 29% considered the resilience fee a fair measure. The largest share of visitors was in the 36-45 age group. Some 52% travelled for leisure, 59% had visited the city more than once, and the city mainly attracted couples, although solo travellers and groups of friends also accounted for a significant share. For leisure visitors, the main reasons for choosing Thessaloniki were gastronomy, nightlife, cultural interest and shopping.
Among hotel guests, 44% were Greek, and 56% were foreign. Americans and Turks remained the largest foreign groups, despite declines of 5% and 2% respectively compared with 2024. They were followed by Israelis, Germans, Cypriots, Romanians, Bulgarians, Serbs, Montenegrins, and Italians, while British tourists ranked last in the top 10.
Officials also highlighted future infrastructure and tourism initiatives, including the Kalamaria metro extension, the Holocaust Museum, Michelin recognition for the city's gastronomy, the anticipated DMMO approval process, and enhanced promotion of Thessaloniki as a city-break destination.
by Lina Tsireka - adapted from Greek by Vassia Barba
