Thessaloniki Drops on 2023 Traveler Satisfaction Index

GBR Consulting Managing Consultant Stefan Merkenhof presenting the 2023 visitor satisfaction study.

Thessaloniki is still lagging behind in terms of visitor satisfaction garnering a score of 7.8 in 2023 but still in the lead as a top destination choice, according to the findings of a study presented this week by the Thessaloniki Hotels Association (THA) in collaboration with GBR Consulting.

The city’s overall score based on visitor feedback dropped from 8.1 in 2019 and 7.9 in 2022 to 7.8 last year.

According to Managing Consultant for GBR Consulting Stefan Merkenhof, who presented the findings during a special event at the at the Electra Palace, Thessaloniki continued to win over tourists in 2023 with its gastronomy, entertainment and shopping options which received high scores. However, scores failed to improve from 2015 to 2023. The northern port city’s overall score took a blow due to the low scores for cleanliness (5.4) and noise pollution (6.1).

At the same time, nine in 10 people who visit the city said they want to come back and would recommend Thessaloniki to friends and family. More specifically, Thessaloniki hotels maintained a high 8.7 for overall quality and value as well as infrastructure. Despite this, said hoteliers, the average room rate and revenues per available room were the lowest compared to rival cities.

THA President Andreas Mandrinos (center) speaking at the event.

“This can only change if the city takes professional steps in its tourism development, something that has not been implemented,” said THA President Andreas Mandrinos.

Other key takeaways of the study:

– international arrivals to the city increased in 2023 by 0.8 percent over 2019

– road arrivals dropped by 29 percent at the Promachonas border point and by 5 percent at the Evzones entry point

– the number of overnight stays at hotels by international tourists dropped by 1 percent but domestic tourist stays increased by 1 percent

– occupancy levels in 2023 dropped by 4.2 percent compared to 2019 despite an increase in room capacity

– average room rate in 2023 increased by 25 percent over 2019

– short-term rental operations in the city accounted for 3,600 rooms compared to 4,800 hotel rooms in 2023.

Travelers in Thessaloniki. Photo source: Thessaloniki Travel

Merkenhof underlined the importance of moving forward with key infrastructure projects, including 13 metro stations, heightened safety, improved cleanliness and sidewalks, effective traffic management, more greenery and parking spaces. Once these are completed, he said, the city will become “truly attractive to its residents and visitors and will be able to attract new tourism markets.”

Lastly, during the event, Thessaloniki Mayor and President of the Thessaloniki Tourism Organization (TTO) Stelios Angeloudis announced plans to convert in the coming months the organization into a DMO (destination management organization).