Published on
November 8, 2025
Thessaloniki, Greece’s second-largest city, has been recognized as “Best City Break Destination 2025” at the Greek Travel Awards, a further testament to its vibrant history and culture. The award was presented at the World Travel Market (WTM) London 2025 and attests to Thessaloniki’s emergence as a key player in the tourism spotlight.
Having won the “Best Gastronomic Destination” award in 2024 at the same event, it is the second year in a row that Thessaloniki has received an award at the World Travel Market. This further cements the city’s image as a sophisticated global tourist destination far exceeding the traditional offerings of a holiday location.
The Strategy Behind Thessaloniki’s Rising Popularity
Over the last few years, the Thessaloniki Tourism Organization (TTO) has put in place a comprehensive strategy designed to promote the city as an ideal city break destination. Through a series of targeted initiatives, the TTO has effectively highlighted Thessaloniki’s unique blend of historical charm and modern amenities, positioning the city as an attractive option for international tourists.
Key to the city’s success is its ability to balance its ancient heritage with a forward-looking and dynamic urban landscape. The city is more than just a destination; it offers an immersive experience where visitors can explore layers of history while enjoying contemporary lifestyle offerings. From the city’s ancient Roman forums to its Byzantine churches, visitors can walk through centuries of history. At the same time, Thessaloniki’s expanding waterfront, modern markets, and culinary offerings make it a vibrant, modern city that offers something for every traveler.
Thessaloniki’s inclusion in prestigious global tourism events, such as the World Travel Market, has helped raise its profile. Through systematic participation in international exhibitions and workshops, the TTO has worked tirelessly to promote Thessaloniki’s unique cultural and gastronomic experiences. It has also helped to position the city within the broader context of Central Macedonia, creating a connected tourism ecosystem that draws visitors not only to Thessaloniki itself but to the region as a whole.
Impact of the Award on Thessaloniki’s Tourism Sector
Winning the title of Best City Break Destination 2025 is not just an accolade for Thessaloniki; it has tangible impacts on the local tourism sector. This recognition is likely to boost visitor numbers, both in terms of quantity and quality, and can lead to an influx of international tourists eager to experience Thessaloniki’s unique offerings.
For many tourists, Thessaloniki is a city that offers a more authentic, immersive experience compared to some of the more traditional Greek destinations. It’s a place where you can live the local culture, rather than just visiting it. With its charming old town, bustling markets, and lively café culture, the city has a distinct appeal for travelers looking for something beyond the usual tourist experiences.
The impact of this award is also likely to drive increased investment into local infrastructure, particularly in tourism-related sectors like hospitality, transportation, and guided tours. As the city continues to attract more visitors, it will become increasingly important to cater to the evolving demands of international tourists while preserving the city’s cultural integrity. This recognition from the World Travel Market helps cement Thessaloniki as a key destination in the global tourism market.
Thessaloniki’s Unique Appeal to Tourists
The appeal of Thessaloniki lies in its unique ability to blend the ancient with the modern, creating a city that is both a living museum and a vibrant metropolis. As Dr. Oudatzi, a lecturer at the Aristotle University of Thessaloniki, aptly described, “There are cities you visit, and cities you live in. Thessaloniki belongs to the latter.” This sentiment perfectly encapsulates why Thessaloniki has become such an attractive city break destination.
The city’s historical sites are not mere tourist attractions but are an integral part of the city’s fabric. Visitors can wander through the Roman forums, visit the ancient White Tower, and explore the Byzantine churches that dot the cityscape. Yet, Thessaloniki is more than just its past. The city’s modern offerings—art galleries, trendy cafes, a thriving nightlife scene, and a flourishing culinary scene—combine to create a vibrant atmosphere that appeals to a wide range of travelers.
One of Thessaloniki’s most attractive qualities is its gastronomy, which has garnered significant attention in recent years. Known for its rich culinary traditions, the city offers an array of delicious street food and sophisticated dining options, reflecting both the city’s diverse history and modern influences. Whether visitors are enjoying bougatsa (a sweet or savory pastry) in a traditional café or sampling the city’s vibrant seafood scene along the waterfront, Thessaloniki offers a treat for the senses.
Moreover, the city’s proximity to the stunning landscapes of Central Macedonia provides an excellent gateway for tourists seeking to explore the broader region, including nearby mountain trails, beaches, and quaint villages. This combination of urban and natural beauty makes Thessaloniki an ideal destination for both short city breaks and longer stays.
Looking Ahead: The Future of Thessaloniki as a City Break Destination
Thessaloniki’s tourism future seems promising because of the city’s growing international recognition and recent accolades. The TTO’s strategic international promotion balance with the city’s tourism offerings ensures Thessaloniki remains a preferred city break tourism destination.
Thessaloniki meets the growing tourist demand for destinations with rich history and modern conveniences, and unique offerings. The city’s respect for their culture and shift to a modern global perspective protects Thessaloniki’s ability to attract world travelers.
Receiving accolades such as Best City Break Destination 2025 deserves Thessaloniki’s respect and represents the tourism potential the city holds. Thessaloniki attracts international tourists and offers a unique experience as a destination in the tourism industry. The city reflects the changing face of Greece, and in particular, the soul of Greece.
