Photo source: European Commission
The European Commission has strengthened its footprint in Greek tourism and the economy by inaugurating its own pavilion at the Thessaloniki International Fair (TIF) 2025.
Centered on sustainable tourism in Europe, the European Commission Delegation’s in Greece pavilion showcases the cultural heritage of Macedonia, with particular emphasis on the Polycentric Museum of Aigai and the digital project “Virtual Museum Alexander the Great: From Aigai to the World.”
At the pavilion’s opening, EU Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas noted that the commission’s participation “is not symbolic but substantial, with a focus on Greek tourism and culture.”
“This year, we chose to present projects with a European signature that closely link the past with the future, historical memory with innovation, and cultural heritage with sustainable development,” he added.
Macedonian history through digital innovation
EU Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas. Photo source: European Commission
The commissioner also highlighted the Vergina Museum, one of the EU-backed initiatives, which is home to important artifacts of the Macedonian civilization.
Its history will soon be reimagined with the creation of the digital museum “Alexander the Great: From Aigai to the World”, a joint initiative of the European Union and Greece.
With strong international appeal, the project employs new technologies to showcase the global influence of Greek culture while embedding innovation into modern tourism development strategies.
Towards a common European tourism strategy
Deputy Tourism Minister Anna Karamanli, Tourism Minister Olga Kefalogianni, Culture Minister Lina Mendoni and EU Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas. Photo source: European Commission
Looking beyond Greece, Tzitzikostas emphasized the importance of Europe’s first common tourism strategy, whose consultation process is expected to conclude in September.
“Our vision is tourism that showcases history and protects the identity of each destination,” he noted.
In this vision, Greece — particularly Thessaloniki and the wider Central Macedonia region — is positioned as a key pillar for future strategies in shipping, ports, tourism, and even military mobility.
Running from September 6 to 14, the 89th TIF marks the centennial of TIF-HELEXPO’s founding in 1925. This year’s fair hosts more than 1,100 exhibitors across 11 thematic zones covering innovation, culture, entrepreneurship and more, offering a vibrant mix of business, cultural experiences, and international partnerships.
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