Study Reveals the Tourist ‘Types’ that Pick Thessaloniki for Holidays

Art lovers, active types and foodies are among the ‘travel tribes’ that select Thessaloniki, as their holiday destination, found a visitor profile study released this week by the Thessaloniki Hotels Association (THA) in collaboration with GBR Consulting.

The annual poll was conducted via questionnaire on 1,200 travelers from October 2022 to January 2023.

The main ‘traveler tribes’ visiting Greece’s second largest city are:

1. History enthusiasts

Thessaloniki, Greece.

Among the highest spenders at 97 euros daily, history lovers awarded the city a score of 8.1 out of 10 and hope to return for more. One in four said they take an organized walking tour of the city.

2. Art lovers

Thessaloniki, Greece. Photo source: Thessaloniki Tourism Organization.

One in three said they took an organized architecture tour, and like cinema, museums and festivals. One in three went to a theater or cultural performance. Of those polled, 27 percent said the Thessaloniki art scene surpassed their expectations. Daily spending for this profile of traveler comes to 93 euros.

3. Active types

The active types usually travel with their partners or friends and spend on average 109 euros daily. The majority opt for a bus tour, one in three for a walking tour and foodie experience, while one in five visits the sites on a bike tour.

4. Night Owls

The night lovers are younger, aged 18 to 35, who choose Thessaloniki for its nightlife, awarding the city a score of 9.0. This segment is also interested in foodie experiences and shopping. One in three go on organized bus or walking tours. They gave the city a score of 9.1 and said they were very satisfied with the bar-cafe scene and 8.4 for overall price/quality.

5. Foodies

Food overs aged 26-35 on average spend about 98 euros a day on food and shopping and seek unique food experiences.

6. ‘Anthropocentrics’

Thessaloniki, Greece.

The social types include Greeks living abroad as well as travelers visiting friends and relatives. They are aged between 26 and 45. One in three travel with family or partner spending on average 80 euros a day. Most are repeat visitors who prefer independent exploration. This group awarded the city a score of 7.9 mostly due to poor roads and pedestrian walkways, cleanliness and transport services.

7. Business travelers

The majority of business travelers mainly in the 36-55 age bracket to Thessaloniki attend a conference or exhibition or for B2B meetings. Many opt to stay longer to do some sightseeing. They usually travel alone and spend 77 euros on average.

8. The ‘laid back’ types

Photo Source: Visit Greece / K. Grozoudis

Thessaloniki attracts travelers seeking to chill out. Mostly aged 26-45, they rarely visit sites or museums, are often return visitors and prefer to hang out with friends or their partner, while 99 percent said they would recommend the city to others. They spend 83 euros on average per day.

9. Tourists seeking their ‘ancestors’

There is a unique group of visitors to Thessaloniki, aged 36-55 and mostly from Israel, seeking their roots due the city’s strong Sephardic community and history. For the most part, they visit historic sites related to the Jewish community and spend on average 91 euros a day. The majority (96 percent) said they would recommend the city to others and 90 percent that they would return.

Other visitors to Thessaloniki include those on stop over flights or road trips, shoppers and sea & sun lovers who usually visit the Halkidiki peninsula.