Beyond Athens and Santorini: Which City Is Becoming Greece’s New Tourism Hotspot?

• 14 April, 25

As travel in Greece expands beyond Athens and its popular islands, Thessaloniki is gradually emerging as a new favorite among international visitors seeking to explore Greek culture and lifestyle. According to the latest 2024 tourism report, this northern port city is now being recognized as “Greece’s emerging tourism destination.”

Thessaloniki: The Rising Star of Northern Greece

According to the Visitor Profile and Satisfaction report jointly released by the Thessaloniki Hotels Association and GBR Consulting, visitor satisfaction in 2024 remains stable, with record-high revisit and recommendation rates:

• 94% of visitors would recommend Thessaloniki to friends and family
• 92% plan to return
• Overall satisfaction remains at 7.8 out of 10

What Makes the City Attractive?

GBR Consulting’s Director, Stefan Merkenhof, highlights that “gastronomy, entertainment, and the warmth of locals are key factors driving return visits.” Specifically:

• Hotel services: 8.7
• Dining experience: 8.6
• Nightlife and entertainment: 8.6
• Friendliness of locals: 8.5

Room for Improvement, But Full of Potential

Despite strong scores, there is still room for development in certain areas:

• Public cleanliness: 5.8
• Road and sidewalk conditions: 5.9
• Accessibility for people with special needs: 5.4

However, the overall positive feedback suggests that the city is steadily improving.

Off-Season Growth + Infrastructure Upgrades

• November to March (traditionally low season) outperformed 2019 levels
• New metro system enhances city image and convenience
• Mayor’s plan: Rebuild 60% of roads and 50% of sidewalks, with large-scale cultural events held every two months to boost vitality

Visitor Profile and Preferences

• 55% of tourists are international
• Main age group: 36–45 years old (25%)
• 41% are first-time visitors

Top travel motivations:

• Culinary experiences (39%)
• Shopping (38%)
• Nightlife (35%)

Sustainability & Unique Experiences Shine

• 36% of visitors care about sustainability
• City bus tours (20%) and walking tours (16%) are especially popular
• Architectural visits, cycling, and other niche experiences are showing promising growth

Hotel & Short-Term Rental Trends

• Overnight stays increased by 2%, with a 4% rise in the international market
• Visitors from the U.S. up 15%, and from Turkey up 39%
• Average daily spending: €87 (slightly below 2023)
• The association recommends launching direct flights from China and the U.S. to attract high-spending tourists
• A proposal to limit short-term rental licenses in the historic center has been made to ensure balanced city development

In the global trend of travelers seeking “off-the-beaten-path yet high-quality” destinations, Thessaloniki is undeniably becoming a new focal point beyond traditional island tourism. Whether it’s culture, gastronomy, shopping, or city atmosphere, this northern Greek gem is steadily stepping onto the international stage.

Cre: news.gtp.gr