Thessaloniki’s tourism landscape is experiencing a unique blend of visitor satisfaction and hotel performance challenges. A recent study by the Thessaloniki Hotels Association (THA) reveals that visitor satisfaction held steady at 7.8 in 2025, maintaining the same score as the previous year.
Visitor Satisfaction Metrics
Despite the consistency in satisfaction, this score remains below the 8.0 mark noted in prior years. Visitor loyalty, however, remains strong. A remarkable 96% of tourists expressed willingness to recommend Thessaloniki, while 91% indicated they would return.
Strategic Goals for Tourism
Andreas Fiorentinos, Secretary General of the Greek National Tourism Organization (GNTO), remarked on the city’s aspirations. He stated, “Our goal is to position Thessaloniki among the top 10 city break destinations.” Fiorentinos highlighted that the city’s selection for the Michelin Guide enhances its status as a premier gastronomic destination.
Challenges in Hotel Performance
Despite the stable visitor satisfaction, the hotel sector faces significant challenges. Thessaloniki continues to rank lower than ten comparable European cities in key performance indicators such as Average Daily Rate (ADR) and Revenue per Available Room (RevPAR). These metrics are under pressure from rising inflation.
Improvements in City Services
The study noted positive changes in public services, contributing to an improved city image. Visitor satisfaction ratings for public transport jumped to 6.4, largely attributed to the recent metro launch, while cleanliness earned a score of 5.9.
- 69% of visitors find Thessaloniki a welcoming and inclusive destination.
- Visitors feel opportunities are equal, regardless of nationality, religion, sexual orientation, or disability.
Visitor Arrival Trends
While international arrivals at Thessaloniki’s airport saw an upswing in 2025, hotel occupancy rates remained static. THA Vice President Konstantinos Tornivoukas noted that this trend indicates a shift toward short-term rental accommodations absorbing a significant portion of visitors.
Future Outlook for Thessaloniki
Looking ahead, stakeholders emphasize the importance of improved infrastructure and air connectivity for tourism growth. Major projects such as the Flyover, the metro extension to Kalamaria, and urban redevelopments are poised to enhance Thessaloniki’s appeal.
Additionally, the expected direct transatlantic flight to the United States could tap into strong demand from American tourists, who are currently the top demographic for overnight stays. Moreover, enhancements at the Kipi and Evzones border stations will likely improve access for visitors from the Balkans and beyond.
