At the recent Global Tourism Summit in Hong Kong, Thessaloniki was spotlighted as the “hidden gem” of the Mediterranean — a title that has sparked interest among Asian tourism professionals and media outlets alike.
This attention is fueled by Thessaloniki’s rich cultural heritage, its 2,300 years of layered history, and its vibrant multicultural identity — all of which set it apart as a unique and authentic destination in Europe.
Greece Shines as a Top Choice for Chinese Travelers
Greece is rapidly gaining ground as a must-visit European destination for Chinese tourists. In 2023 alone, more than 115 million Chinese travelers ventured abroad, a number expected to exceed 130 million by 2025.
In 2024, Greece welcomed around 300,000 Chinese visitors, highlighting the country's growing appeal in the world’s largest outbound travel market.
This growing momentum aligns perfectly with the Chinese appetite for destinations that offer ancient heritage, rich narratives, and immersive cultural experiences — elements that Thessaloniki offers in abundance.
Thessaloniki’s Tourism Brand on the Global Stage
In an effort to deepen its ties with the Asian market, the Municipality of Thessaloniki and the Thessaloniki Tourism Organization (TTO) actively participated in high-profile forums, panel discussions, and networking events at the summit.
Their goal: to promote Thessaloniki as a modern, sustainable, and culturally distinct destination with a powerful brand identity.
According to an official statement by the TTO, Thessaloniki presents an ideal introduction to Greece for Chinese travelers who are eager to explore places where ancient civilization meets contemporary life.
A Vision for the Future of Greek Tourism
“Thessaloniki is reintroducing itself to the world,” said Mayor Stelios Angeloudis, “strengthening its competitive position and building global trust by showcasing its key advantages, developing niche tourism offerings, and delivering rich, authentic experiences to its visitors.”
He emphasized the city's ongoing commitment to close collaboration among all stakeholders in the tourism sector, with a shared goal of shaping a vibrant and sustainable future for Destination Thessaloniki.
Thessaloniki’s emergence on the global stage — particularly in the vast and fast-evolving Chinese market — signals a promising new chapter for Greek tourism, driven by authenticity, cultural richness, and a renewed global strategy.
