Global LGBTQ+ Community Gears Up for EuroPride 2024 in Thessaloniki

Analysis by travel intelligence leader ForwardKeys reveals a surge in international travel demand to Thessaloniki, Greece, as the city is hosting EuroPride 2024 during June 21-29.

Postponed from 2020 due to the COVID-19 pandemic the event is expected to attract a diverse range of travellers from key markets such as Germany, Spain, and the United Kingdom, which have a very active LGBTQ+ community.

ForwardKeys data reveals that international arrivals to Thessaloniki in the weeks surrounding EuroPride 2024 show a significant increase in demand leading up to the event. Travellers from Sweden in particular demonstrate heightened interest, with demand rising by 29 percent in the week before the event and 89 percent during the event itself.

The United Kingdom exhibits strong performance both during and after the event, indicating that EuroPride can boost tourism for an extended period beyond the main event.

Analysis of tickets issued for EuroPride from all markets arriving in Thessaloniki between June 14-27 (the week before and the week of the event) reveals larger groups (6+ people) are performing well, with 36 percent growth compared to the overall 15 percent increase.

However, according to ForwardKeys, this varies by origin market, with Sweden seeing the highest growth (+75 percent) among smaller groups (2-4 people) and the United Kingdom experiencing a +66 percent year-on-year increase in solo travellers.

“While popular with the LGBTQ+ community across generations, we can see that younger audiences, such as Generation Z, are increasingly interested in these types of international events. Europride is just one of the many success stories internationally, along with Pride events in Mexico, Barcelona, Madrid, New York, and São Paulo,” said Edgar Weggelaar, CEO at Queer Destinations.

“Benchmarking Thessaloniki against past editions of EuroPride provides a broader perspective on the event’s impact. EuroPride 2023 in Valletta saw a 13 percent increase in arrivals during the event week, while Vienna, the 2019 host, experienced a 10 percent increase compared to the previous year. The consistent increase in international arrivals to host cities suggests that EuroPride reliably attracts international visitors,” commented Olivier Ponti, Director of Intelligence & Marketing at ForwardKeys.

As Thessaloniki prepares to welcome the global LGBTQ+ community for EuroPride 2024, ForwardKeys’ insights clearly show the diverse influx of travellers that the city can expect to welcome, showcasing the event’s ability to boost tourism while celebrating culture on an international scale.