Greece Expands Focus To Thessaloniki And Limnos In Effort To Diversify Tourism Offerings Beyond Established Hotspots With TUI For A More Balanced Visitor Experience

Greece is working with TUI Group to explore new tourism opportunities in Thessaloniki and Limnos, with the aim of transforming these destinations into year-round travel hotspots. The collaboration focuses on enhancing Thessaloniki’s appeal as a short-break destination, offering integrated travel packages that combine accommodation, regional excursions, and cruises. Meanwhile, Limnos is being positioned as a rising summer destination, with plans for new accommodation developments to meet the growing demands of international travelers. By working together, the Greek government and TUI seek to diversify Greece’s tourism offerings, extend the tourism season, and ensure sustainable growth in these emerging locations.

The Greek government has partnered with TUI Group, a leading travel company, to reposition Thessaloniki as a year-round city break destination and to develop Limnos as a rising summer vacation hotspot. This partnership is part of a broader effort to diversify Greece’s tourism offerings and extend its tourism season year-round. The initiative focuses on enhancing the appeal of these lesser-explored destinations and providing unique travel experiences that go beyond the country’s traditional tourist hubs.

On May 15–16, 2025, a delegation of TUI’s top executives visited both Thessaloniki and Limnos for a two-day site inspection aimed at strengthening collaboration between TUI and local authorities. The site visit offered the executives an opportunity to meet with national and regional government representatives, tourism boards, and local businesses to discuss strategies for boosting tourism in these areas.

During their time in Thessaloniki, the discussions revolved around developing the city as a prime destination for short breaks. Thessaloniki, Greece’s second-largest city, has long been known for its rich history, vibrant cultural scene, and thriving food and drink culture. However, the goal is to position it as a year-round travel destination, making it an attractive option for both weekend getaways and longer stays.

Key to this vision is the development of integrated travel packages that combine hotel stays, regional excursions, and cruises. These packages would cater to the growing demand for convenience and value, offering travelers a comprehensive experience that highlights Thessaloniki’s cultural offerings and the surrounding region’s beauty. The idea is to create all-inclusive travel deals that make it easier for visitors to explore not only the city but also the nearby landscapes, historical sites, and coastal areas, thus increasing Thessaloniki’s appeal to both domestic and international tourists year-round.

In addition to its short-break potential, Thessaloniki also offers opportunities for business tourism, conferences, and cultural festivals, making it a versatile destination for various types of travelers. The city’s unique blend of history, modernity, and Mediterranean charm presents a compelling case for promoting it as a destination for all seasons. The collaboration with TUI is aimed at amplifying these attributes, ensuring that Thessaloniki remains a top choice for travelers seeking diverse and enriching experiences.

Meanwhile, the delegation’s visit to Limnos highlighted the island’s significant potential to become a sought-after summer destination. Limnos, located in the northern Aegean, is currently under the radar for most international tourists. However, with its pristine beaches, historical landmarks, and relaxed atmosphere, it is seen as an emerging jewel within Greece’s tourism sector. TUI’s visit aimed to assess the island’s untapped tourism resources and identify areas where new investments could help transform Limnos into a key summer destination.

A key area of focus during the visit to Limnos was exploring the potential for developing new accommodation options.
TUI executives explored opportunities for expanding the island’s hospitality infrastructure to meet the needs of its growing international clientele. Currently, the island offers a more laid-back, authentic Greek experience compared to more heavily trafficked islands like Mykonos or Santorini. However, this also means there is significant room for growth, especially in terms of luxury hotels, boutique resorts, and eco-friendly accommodations that align with the preferences of TUI’s environmentally-conscious customers.

TUI has a well-established reputation for offering tailored, sustainable travel options, and Limnos fits into this strategy with its low-key charm and natural beauty. The island’s largely untouched landscapes provide an ideal backdrop for eco-tourism initiatives, which could attract travelers seeking more sustainable and responsible vacation choices. By focusing on high-quality, low-impact tourism, the partnership between TUI and the Greek government aims to preserve Limnos’s unique appeal while introducing it to a broader audience.

The Greek Ministry of Tourism emphasized that this collaboration with TUI is part of a wider effort to extend the country’s tourism season beyond the summer months. Greece has long been a favorite destination for tourists, particularly during peak summer season, but the government seeks to make the country a year-round destination. By promoting Thessaloniki and Limnos as key destinations for both winter and summer tourism, the government hopes to reduce the seasonality of the Greek tourism sector, ensuring that businesses in these areas remain active and economically sustainable throughout the year.

This strategy of diversifying Greece’s tourism offerings is not only about spreading tourists across different regions but also about providing them with diverse experiences. Thessaloniki, with its bustling urban life, and Limnos, with its serene, rural charm, offer a range of vacation possibilities that cater to various tastes and preferences. The partnership with TUI, with its expertise in the international tourism market, is expected to be a game-changer for these destinations.

The Greek government and TUI Group have both made it clear that this collaboration will be structured and coordinated, with an emphasis on long-term growth and sustainable development. The two parties have committed to working together on initiatives that will improve infrastructure, enhance visitor experiences, and promote Greece as a leading year-round travel destination.

Greece is partnering with TUI Group to enhance Thessaloniki as a year-round city break destination and develop Limnos into a thriving summer hotspot. This collaboration aims to diversify Greece’s tourism offerings and extend the tourism season across both destinations.

As the project progresses, it is expected that Thessaloniki and Limnos will become integral parts of Greece’s tourism strategy, attracting more international visitors and boosting the local economy. This collaboration marks an exciting new chapter in Greece’s tourism development, one that reflects the country’s commitment to innovation and sustainability in the travel sector.