On Thursday, March 14, Thessaloniki was the proud host of Travel.gr’s premier conference, “GREECE TALKS_THESSALONIKI: Thessaloniki on the international tourism map.” This distinguished event spotlighted the city in the realms of tourism and beyond.

The event highlighted key individuals, businesses, and initiatives that are pivotal to Thessaloniki’s future, providing an in-depth look at the city’s offerings. The audience was composed of influential figures including government ministers, heads of institutional and economic organizations, founders of renowned brands, and CEOs of leading companies. The speakers, a diverse group of entrepreneurs from the tourism and transportation sectors, as well as notable professionals from Greece and abroad, addressed a wide range of important issues such as tourism, entrepreneurship, culture, the environment, architecture, and gastronomy.

Thessaloniki’s Position in Greece’s Future

Journalist Antonis Sroiter welcomed Kostis Hatzidakis, Minister of National Economy and Finance, Stelios Aggeloudis, Mayor of Thessaloniki, and Dimitrios Gerogiannis, CEO of AEGEAN.

Kostis Hatzidakis highlighted that the country saw a record-breaking year in tourism in 2023, generating nearly €21 billion in revenue with 33 million visits, a 15% increase from 2022. Specifically focusing on Thessaloniki, he noted two significant but underappreciated achievements: the airport and the port upgrades. Hatzidakis detailed the progress in upgrading the country’s regional airports, which included expansions and an increase in flight numbers, and mentioned that the share of international flights at Macedonia Airport rose from 62% to 68%.

Mayor Aggeloudis emphasized the importance of the new city administration building on the positive momentum of previous years for further development. He pointed out that issues seen as problematic need to be addressed for the benefit of both visitors and residents.

Dimitris Gerogiannis, CEO of Aegean, shared insights into the airline’s longstanding commitment to Thessaloniki, emphasizing its 24-year history of enhancing the city’s domestic and international connectivity. He noted the expansion from flights to 9 international destinations before the pandemic to 20 today, underscoring Aegean’s consistent support for Thessaloniki. This support was evident even during times when Thessaloniki’s tourism prospects were not a major topic of discussion, with Aegean establishing routes to four German cities. Looking forward, he mentioned Aegean’s plans to further invest in the city, with the goals of expanding its flight network and extending the tourist season in Thessaloniki.

Thessaloniki as the Next Big Destination

Babis Koutras welcomed Olga Kefalogianni, Minister of Tourism, Margaritis Schinas, Vice-President of the European Commission for Promoting the European Way of Life, and Stavros Andreadis, Honorary President of SETE, President of PEEVE.

Minister Kefalogianni shared insights on Thessaloniki’s and Greece’s tourism prospects, noting tourism’s interconnection with various sectors like culture. She highlighted the restoration of Philip II’s palace at Aiges, supervised by archaeologist Angeliki Kottaridi, and expressed a focused interest in enhancing wine tourism alongside the need for improved education and training in the tourism sector. Acknowledging a widespread staff shortage across Europe, she emphasized the need to upgrade tourism schools and responded to the idea of creating a decentralized super-ministry for Tourism, advocating for collaborative success and the role of the Regional Tourism Council in shaping tourism policy.

Vice President Schinas discussed Thessaloniki’s infrastructure and future, providing a historical perspective on its development and emphasizing the city’s significance as a European hub in the Balkans. He noted the progress of neighboring countries like Bulgaria and Romania towards integration into European structures, including the Schengen Area.

Stavros Andreadis shared a personal reflection on the essence of tourism, drawing on an experience in Piedmont that highlighted the importance of local community and land respect in shaping future tourism. He advocated for a focus on small-scale initiatives and the transformation of the state’s role in tourism development. Emphasizing the state’s responsibility in public space development and Thessaloniki’s presentation, Andreadis argued for a partnership approach where the state acts as a co-creator in the tourism industry, underscoring how infrastructure, cleanliness, and public spaces directly influence the visitor experience.

Aigai the Royal Metropolis of the Macedonians

At the conference, Angeliki Kottaridi, Honorary Curator of Antiquities of Imathia, delivered a speech titled “Aiges, the Royal Metropolis of the Macedonians: Redesigning Greece’s Archaeological Map.”

Reflecting on the period of recovery from the coronavirus pandemic, she noted that in 2022, the site welcomed 163,255 visitors, marking a significant interest in the area. The visitor numbers have shown remarkable growth into 2024, with January seeing 12,589 visitors and February 22,855 visitors, culminating in an exceptionally crowded day last Sunday. Kottaridi highlighted the visitor figures are comparable to those of the Acropolis Museum, emphasizing the remarkable achievement for a location not traditionally known for tourism.

Thessaloniki’s Reinvention on the Global Tourism Map

Apostolos Tzitzikostas, the Regional Governor of Central Macedonia discussed the transformation of Thessaloniki’s position on the international tourism map. He outlined initiatives for the city’s tourism revival and local government strategies for optimizing Thessaloniki’s global visibility.

He shared that last year, tourism revenue in the Region of Central Macedonia reached €2 billion, with international arrivals experiencing a 20% increase. Tzitzikostas emphasized that Central Macedonia’s appeal extends beyond the summer season. Through digital campaigns, the region’s landmarks and attractions across all seven regional units were showcased. Notably, Central Macedonia took the lead in establishing a film office, integrating the region into the global cinema landscape and, by extension, enhancing Thessaloniki’s prominence.

The Birth of an International Brand

During a discussion featuring George J. Tsunis, Ambassador of the United States to Greece, and Andreas Andreadis, CEO of Sani/Ikos, facilitated by George Evgenidis, insightful perspectives were shared on the emergence of international hospitality brands and the global recognition of destinations.

Ambassador Tsunis highlighted Thessaloniki’s unique strategic, religious, economic, cultural, and geographical position. He emphasized that visitors to Thessaloniki engage not only with its historical splendor but also with its vibrant modern life, positioning the city as a future hub of global openness.

Andreas Andreadis shared his vision for Greek hospitality’s global expansion, noting Sani/Ikos’s growth in the Mediterranean and potential ventures into the Caribbean. He expressed his conviction that Greek hospitality has the potential to be celebrated worldwide. Turning his focus to Thessaloniki, Andreadis conveyed his optimism about the city’s current trajectory. After overcoming numerous challenges, Thessaloniki now stands on the brink of significant progress, provided there’s a clear vision and decisive action. He firmly believes that with the right efforts, Thessaloniki will transform dramatically in the next decade, emphasizing the importance of recognizing necessary changes and implementing them swiftly.

Thessaloniki: A Gastronomic Phenomenon

Manolis Papoutsakis, Chef & Co-owner of Charoupi, Deka Trapezia, and Pharaoh, and Sotiris Evangelou, Executive Chef at Makedonia Palace, engaged in a conversation with journalist Stavroula Kleidaria about Thessaloniki’s culinary scene.

Manolis Papoutsakis shared his perspective on what sets Thessaloniki’s gastronomy apart: the city’s inherent warmth and hospitality. Dining in Thessaloniki, according to Papoutsakis, feels familiar and welcoming, reflecting the city’s open-heartedness. He noted that Thessaloniki’s culinary offerings are affordable, allowing diners to enjoy multiple venues in one outing. Despite its modesty, the city fosters a creative culinary community, with chefs finding inventive ways to use simple ingredients. Comparing Thessaloniki to Athens, Papoutsakis pointed out that while Athens offers a diverse food scene, Athenians themselves seek the authenticity and closeness of the culinary experiences Thessaloniki provides.

Sotiris Evangelou highlighted Thessaloniki’s unique position as a melting pot of cultures and peoples, which has shaped its distinctive cuisine. He emphasized that the city’s food tradition draws on influences from various regions, including Pontus and Asia Minor. Thessaloniki’s cuisine, according to Evangelou, is characterized not by the lavishness of ingredients but by the depth of flavor, marking a unique culinary identity for the city.

The Influence of Thessaloniki in Greece and the World

Vangelis Liakos, co-founder and art director of Beetroot Design Group, discussed the impact of Thessaloniki on both Greece and the global stage. He shared insights into Beetroot’s inception, driven by the desire to forge a new cultural paradigm. The team aimed to integrate diverse specialties and foster small, innovative, and experimental groups. Originating as three school friends, the founding members of Beetroot have always been closely knit, with their journey starting in Thessaloniki—described affectionately as the nymph of the north. Their ambition was to explore and establish a new culture, recognizing that despite the world becoming more interconnected, with traditional borders fading away, the essence of locality remains crucial. This very essence, Liakos pointed out, is what travelers seek in their journeys, highlighting the unique cultural and local experiences that Thessaloniki offers.

How Thessaloniki Inspires Creativity

During the conference, Tasos Georgantzis delved into the reasons behind “Thessaloniki inspires creativity.” As the co-founder of the architectural firm Urban Soul Project, Tasos Georgantzis shared insights on Thessaloniki’s enduring relevance and significance over its 2,300-year history. He described Thessaloniki as a major city that, during the Byzantine era, shared prominence with Constantinople. In the Ottoman period, the city uniquely celebrated three holy days each week: Friday for Muslims, Saturday for Jews, and Sunday for Christians. Georgantzis touched upon Thessaloniki’s recognition as the “2nd city” of Greece, suggesting that this status fosters a constructive form of rivalry, inspiring its residents to strive for excellence and push beyond conventional limits.

The Image of Modern Thessaloniki

During the panel discussion on “The image of modern Thessaloniki,” moderated by Georgia Dodou, Hospitality Strategic Marketing & Communications Curator, insights were shared by Vasilis Gakis, Deputy Mayor for Tourism Development; Elena Biniari, General Manager at Hyatt Regency Thessaloniki; Andreas Mandrinos, President of the Thessaloniki Hotel Association; and Konstantinos Tornivoukas, CEO of Tor Hotel Group.

Vasilis Gakis emphasized the Municipality’s role as a collective political entity that should collaborate with various bodies to form a new strategic plan grounded in scientific logic. He highlighted the importance of city diplomacy and enhancing the city’s identity as key municipal duties. Gakis also pointed out the transition to a customer-centric approach in modern marketing, emphasizing listening to visitors and blending the city’s rich culture with contemporary action. He underscored Thessaloniki’s status as a UNESCO gastronomic destination and the necessity of promoting the city’s unique attributes through patient and diligent branding efforts.

Elena Biniari focused on the challenge of providing a positive visitor experience, underlining the significance of infrastructure, transportation, and cleanliness. She noted the emergence of new tourism types, such as remote work and wellness tourism, and the importance of developing a strategic action plan that leverages nearby natural, sports, and archaeological attractions.

Andreas Mandrinos stressed the need for a comprehensive plan aimed at sustainable development, critiquing past marketing efforts and highlighting the urgency of professionalizing Thessaloniki’s approach to tourism. He lamented the city’s loss of tourism to unexpected competitors due to a lack of professional strategy.

Konstantinos Tornivoukas discussed Thessaloniki’s tourist image, praising the city’s strategic location, modern airport, and connections to the Balkans and Turkey. He mentioned the rich offerings of the region, including Vergina and Drama’s wines, but noted the city’s failure to effectively combine these assets to enhance visitor experiences. Tornivoukas pointed out the current composition of Thessaloniki’s tourism and the city’s need for greater recognizability among traditional European markets, emphasizing that those who visit are invariably impressed.

Thessaloniki: Investments and Opportunities in Tourism

The conference wrapped up with a panel on “Investments and Opportunities in Tourism of Thessaloniki,” featuring Stavros Papastavrou, Minister of State, Alexandros Exarchou, Vice President & CEO of Intrakat, Nikolaos Kouretas, CEO of Elliniko Metro, George Vilos, General Director of Development at Fraport Greece, and Thanos Vlachopoulos, General Manager of Corporate and Investment Banking at Piraeus Bank Group. Moderated by Ilias Kikilias, General Director of INSETE, and journalist George Evgenidis, the discussion explored various aspects of Thessaloniki’s tourism sector.

Mr. Papastavrou highlighted Thessaloniki’s natural beauty and its evolving development, noting that central government policies aim to enhance the city’s role due to its geopolitical significance. Mr. Kouretas provided updates on the Thessaloniki Metro project, assuring completion with 11 out of 13 stations ready and advancements in modern transport connectivity. He announced the forthcoming presentation of a comprehensive transportation study.

Mr. Vlachopoulos discussed the positive trajectory of Greek banks and their capacity to support the tourism sector, emphasizing the sector’s resilience and the significant role banks can play in financing tourism-related projects. He mentioned the €2 billion investment from the Recovery Fund for Thessaloniki, stressing the importance of improving the tourism ecosystem, including cleanliness and healthcare access for visitors.

George Vilos shared Fraport Greece’s commitment to enhancing Thessaloniki’s airport, with €100 million invested in infrastructure improvements, leading to an increase in visitor numbers and the establishment of new routes. He called for collaborative efforts among various stakeholders to ensure the future success of tourism in the region.

Alexandros Exarchou stressed the necessity of linking Thessaloniki’s airport with the metro system and called for changes in the legislative framework to facilitate the financing and execution of major projects, citing the prolonged delays in constructing the Thessaloniki metro as a case in point. He advocated for improved infrastructure to support the city’s tourism and transportation needs.