Ministry Aims to Make Northern Greece a Year-Round Tourism Hub

Thessaloniki, Greece.

Greek Deputy Tourism Minister Elena Rapti outlined the Tourism Ministry’s strategy for Northern Greece during the 1st Thessaloniki Investment Forum.

Organized by CNN Greece and Tourism Media Events, the forum aimed to position Thessaloniki and Northern Greece as key development hubs in Southeast Europe.

In her address, Rapti emphasized the transformative potential of the ministry’s initiatives, combined with 1,900 flagship projects across the region.

“Northern Greece is being modernized and upgraded, shaping a new profile as an attractive, year-round destination,” she said. “Our goal is clear. We have the tools, opportunities, and momentum needed to create a sustainable future for tourism and development.”

Four strategic goals for Northern Greece tourism development

Greek Deputy Tourism Minister Elena Rapti. Photo source: Tourism Ministry

Rapti detailed four strategic objectives for advancing Northern Greece’s tourism landscape:

– Destination management

The first strategic goal, Rapti explained, focuses on sustainable and high-quality destination development. She noted that Destination Management and Marketing Organizations (DMMOs) are being established at both regional and local levels, supported by funding from the EU Recovery and Resilience Facility. Additionally, the ministry has plans to create Regional Local Observatories to monitor tourist flows, ensuring better oversight and informed decision-making.

– Product differentiation and enhancement

The second goal, according to Rapti, aims to diversify and enrich Greece’s tourism offerings. She emphasized ongoing collaboration with local Archdioceses to catalog Northern Greece’s religious treasures, a step toward promoting pilgrimage tourism. These efforts are complemented by Thessaloniki’s remarkable progress in MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, where the city climbed from 73rd place globally in 2022 to 42nd in 2024. Thessaloniki also now ranks among Europe’s top 30 destinations for conferences and events.

Rapti also pointed to infrastructure projects, such as the redevelopment of the city’s International Expo Center by TIF-Helexpo, which will support both conference and spa tourism. She noted that Northern Greece’s wealth of natural thermal resources makes it particularly well-suited for spa tourism.

Additionally, she highlighted the growth of cruise tourism, with Thessaloniki hosting 81 cruise ships in 2024 compared to 68 in 2023. Approximately half of these ships selected Thessaloniki as their home port. “The creation of the new ‘Alexander the Great’ cruise terminal and the overall upgrade of the Thessaloniki Port Authority offer new prospects and prospects for development in the region,” she noted.

– Education and training for excellence

Rapti identified the third goal as upgrading hospitality education and training. She highlighted the transformation of the School of Higher Tourism Education (SAEK) in Peraia, Thessaloniki, into Greece’s first Experimental School of Higher Vocational Training in Tourism. Rapti also highlighted additional educational facilities, such as the SAEK in Alexandroupoli and the Tourist Guide School in Thessaloniki, as vital components of the ministry’s strategy.

– Promotion and digital transformation

The final strategic goal, Rapti explained, centers on enhancing the promotion and showcasing of Greece’s tourism products. She stressed the importance of the Greek National Tourism Organization’s (GNTO) digital transformation, which allocates 60 percent of its 2023–2024 advertising campaign to thematic tourism. As part of this initiative, Thessaloniki is being positioned as a premier city-break destination, leveraging its unique appeal to attract diverse audiences.

Investment and industry insights

Photo source: Tourism Ministry

A panel discussion followed Rapti’s presentation, featuring prominent figures in the tourism and business sectors. Participants included Panos Vlahos, President of Anatolia College; Prodromos Monastiridis, President of the Thessaloniki Convention Bureau (TCB); Manolis Koutelias, Investment Director of Noisis S.A.; and Konstantinos Tornivoukas, CEO of Tor Hotel Group.

Additionally, an interview with Paul Rosenberg, Regional Vice President for Development Luxury at Accor Hotels, highlighted the group’s interest in expanding into Thessaloniki and Halkidiki, potentially within five years.

The 1st Thessaloniki Investment Forum was held on November 13 at the Electra Palace Hotel in Thessaloniki.