Officials present findings of the Thessaloniki tourism and hotel performance study. Photo source: THA
Thessaloniki’s visitor satisfaction remained stable in 2025, with strong loyalty levels, but hotel performance continues to lag behind comparable European destinations, according to a new study by the Thessaloniki Hotels Association (THA).
The survey, conducted in collaboration with GBR Consulting, found that the city maintained an overall visitor satisfaction score of 7.8 for a second consecutive year. While considered satisfactory, the score remains below previous years when it exceeded 8.
At the same time, Thessaloniki continues to demonstrate high levels of visitor loyalty, with 96 percent of tourists saying they would recommend the destination and 91 percent stating they would visit again.
GNTO’s Andreas Fiorentinos commenting on Thessaloniki’s tourism outlook. Photo source: THA
“Our goal is to position Thessaloniki among the top 10 city break destinations,” he said Greek National Tourism Organization (GNTO) Secretary General Andreas Fiorentinos at the study’s presentation.
In this direction, Fiorentinos underlined that Thessaloniki’s inclusion in the Michelin Guide strengthens its profile as a high-level gastronomic destination.
Hotel performance remains under pressure
Despite stable satisfaction levels, hotel performance indicators showed weaker results, particularly in the context of rising inflation.
Compared to ten similar European cities, Thessaloniki ranked consistently low in both Average Daily Rate (ADR) and Revenue per Available Room (RevPAR), highlighting ongoing challenges for the local hospitality sector.
Improved city image and infrastructure
Thessaloniki remains a popular choice for international visitors and city break travelers. Photo source: Thessaloniki Travel
The study also recorded positive developments in the city’s overall image, particularly in public services.
Visitor satisfaction improved in public transport (6.4)—largely due to the launch of the metro—as well as in cleanliness (5.9).
Notably, 69 percent of visitors described Thessaloniki as a welcoming and inclusive destination, offering equal opportunities regardless of nationality, religion, sexual orientation or disability.
Rising arrivals, flat hotel occupancy
Despite growing demand, hotel performance remains under pressure.
THA Vice President Konstantinos Tornivoukas noted that while international arrivals at Thessaloniki’s Airport increased significantly in 2025, hotel occupancy rates remained largely unchanged.
“This indicates that a significant share of visitors is being absorbed by short-term rental accommodation,” he said.
Outlook: Infrastructure and air connectivity
THA President Andreas Mandrinos addressing the presentation of the visitor satisfaction survey. Photo source: THA
Looking ahead, industry stakeholders point to infrastructure upgrades and improved connectivity as key drivers for future growth.
THA President Andreas Mandrinos referred to major projects underway, including the Flyover, the metro extension to Kalamaria, urban redevelopment works and the Holocaust Museum, which are expected to further enhance the city’s appeal.
He also pointed to the long-anticipated direct transatlantic flight to the United States, which has yet to materialize despite strong demand, noting that American visitors currently represent the top international market in overnight stays.
Meanwhile, upgrades at the Kipi and Evzones border stations are expected to improve road access for Balkan and other international visitors.
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