Published on
March 13, 2026
Image generated with Ai
Thessaloniki in Greece is intensifying its outreach to the Turkish travel market, positioning itself as a dynamic destination for meetings, conferences, and leisure tourism. The northern Greek city recently hosted a group of influential travel professionals from Istanbul, Turkey, in a targeted familiarisation trip aimed at expanding cross-border tourism and business travel opportunities. The initiative coincides with the growing success of a direct flight between Istanbul and Thessaloniki launched by Aegean Airlines in November 2025, which has significantly improved connectivity between the two historically linked cities.
The visit allowed travel executives to explore the city’s conference venues, hospitality infrastructure, and nearby coastal resorts such as Halkidiki, strengthening prospects for collaboration in the growing MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism sector. As travel demand between Greece and Turkey continues to rise, the strategy highlights how improved air routes, strong tourism infrastructure, and regional partnerships can transform Thessaloniki into a key hub for international events and leisure travel in the eastern Mediterranean.
A Strategic Push To Position Thessaloniki As A Global Conference Tourism Hub
Thessaloniki has been steadily building its reputation as a destination capable of hosting international conferences and corporate gatherings. The recent familiarisation trip brought senior representatives from prominent Istanbul-based travel agencies to the city, giving them a first-hand look at its convention facilities, hotels, and cultural attractions.
The programme was organised by the Thessaloniki Convention Bureau (TCB), an organisation focused on promoting the city for conferences, exhibitions, and large-scale corporate events. By bringing Turkish travel professionals directly to Thessaloniki, the initiative aimed to demonstrate the city’s ability to host both business events and leisure tourism experiences.
During meetings held on 10 March, local tourism stakeholders introduced participants to the city’s expanding conference infrastructure. Discussions explored possible partnerships that could lead to corporate events, group travel programmes, and international conferences hosted in northern Greece.
This outreach reflects a broader marketing strategy aimed at promoting not only Thessaloniki but also nearby tourist regions such as Halkidiki, a peninsula known for its beaches, luxury resorts, and summer holiday appeal.
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Air Connectivity Driving Tourism Growth Between Greece And Turkey
A key factor supporting these efforts is the enhanced air connection between the two countries. Aegean Airlines introduced a direct flight between Istanbul and Thessaloniki in November 2025, making travel between the cities faster and more convenient for both business travellers and tourists.
The route has already played an important role in boosting travel flows between Turkey and northern Greece. Improved accessibility encourages conference organisers, tour operators, and leisure travellers to consider Thessaloniki as a practical destination for short international trips.
Airline executives have highlighted that expanding direct routes and increasing seat capacity remain central to strengthening the region’s tourism ecosystem. Continuous investments in new routes and larger seat availability from Thessaloniki “Makedonia” Airport are helping to connect the city with more international destinations.
For travellers, this growing network means easier access to northern Greece not only from Turkey but also from several European cities.
Tourism And Aviation Growth Reflected In Strong Airline Performance
The improved connectivity comes amid strong financial results for Aegean Airlines, which reported significant growth in 2025.
Key figures include:
- Revenue: €1.86 billion, marking a 5% increase compared with the previous year
- Net profit: €147.8 million, up 14%
- Passenger traffic: 17.3 million travellers, an increase of about 1 million passengers
- Total seat capacity: approximately 21 million seats across the airline’s network
Despite rising environmental and operational costs affecting the aviation sector, the airline managed to maintain strong profitability while expanding its network.
For tourism destinations like Thessaloniki, such growth in airline capacity directly supports visitor arrivals, conference travel, and city-break tourism.
Why Thessaloniki Is Emerging As A Powerful MICE Destination
Several factors are helping Thessaloniki gain recognition as a competitive MICE tourism destination in Europe:
Modern Conference Facilities
The city offers a range of conference venues, from modern convention centres to luxury hotel meeting halls capable of hosting international events.
Strategic Mediterranean Location
Situated in northern Greece, Thessaloniki serves as a convenient gateway between Southeastern Europe, the Balkans, and Turkey, making it accessible for regional conferences.
Cultural And Historical Appeal
With over 2,300 years of history, Thessaloniki features UNESCO-listed monuments, Byzantine churches, Roman ruins, and vibrant waterfront districts that appeal to business travellers seeking cultural experiences after meetings.
Easy Access To Leisure Resorts
Nearby destinations such as Halkidiki offer beaches, luxury resorts, and relaxation options, making it ideal for combining conferences with leisure travel.
Traveler’s Insider Guide: What Visitors From Turkey And Beyond Should Explore
For travellers visiting Thessaloniki—whether for conferences or leisure—the city offers a diverse mix of attractions.
Must-Visit Attractions
- White Tower of Thessaloniki – The city’s most recognisable landmark
- Aristotelous Square – A lively waterfront plaza filled with cafés and shops
- Rotunda and Arch of Galerius – Important Roman-era monuments
- Ano Poli (Upper Town) – A historic district with panoramic views
Food Experiences Worth Trying
Thessaloniki is widely regarded as Greece’s culinary capital. Visitors should try:
- Bougatsa (a sweet or savoury pastry)
- Fresh seafood along the waterfront
- Traditional Macedonian wines
- Greek street food like souvlaki and gyros
Quick Escape: Halkidiki Beaches
Just about one hour from Thessaloniki, Halkidiki offers crystal-clear waters, luxury beach resorts, and vibrant nightlife, making it a popular extension for conference travellers.
Regional Partnerships Strengthening Cross-Border Tourism
The familiarisation trip highlights a growing trend in Mediterranean tourism—regional collaboration. Instead of competing individually, destinations are increasingly forming partnerships to promote multi-destination travel experiences.
For Turkey and Greece, the close geographic proximity and shared cultural history make collaborative tourism promotion particularly attractive. Short flights, ferry connections, and cultural ties encourage travellers to explore both countries within a single trip.
Tour operators in Istanbul are increasingly interested in combining city breaks in Thessaloniki with coastal holidays in Halkidiki, or pairing visits with nearby Balkan destinations.
A New Chapter For Thessaloniki’s International Tourism Ambitions
The latest tourism initiative demonstrates how strategic marketing, stronger air connectivity, and cross-border partnerships are reshaping Thessaloniki’s role in the European travel landscape. By inviting Turkish travel professionals to experience the city first-hand, local tourism authorities are laying the groundwork for future conferences, corporate events, and leisure travel flows.
As travel between Greece and Turkey continues to expand, Thessaloniki stands to benefit from its strategic location, growing aviation links, and reputation as a culturally rich Mediterranean destination. For travellers, this means more opportunities to experience a city where historic charm, modern conference facilities, and seaside escapes come together seamlessly.
