Officials current findings of the Thessaloniki tourism and resort efficiency research. Photo supply: THA
Thessaloniki’s customer satisfaction remained secure in 2025, with sturdy loyalty ranges, however resort efficiency continues to lag behind comparable European locations, in keeping with a brand new research by the Thessaloniki Hotels Association (THA).
The survey, carried out in collaboration with GBR Consulting, discovered that the town maintained an total customer satisfaction rating of 7.8 for a second consecutive 12 months. While thought-about passable, the rating stays under earlier years when it exceeded 8.
At the identical time, Thessaloniki continues to show excessive ranges of customer loyalty, with 96 % of vacationers saying they might suggest the vacation spot and 91 % stating they might go to once more.
GNTO’s Andreas Fiorentinos commenting on Thessaloniki’s tourism outlook. Photo supply: THA
“Our goal is to position Thessaloniki among the top 10 city break destinations,” he mentioned Greek National Tourism Organization (GNTO) Secretary General Andreas Fiorentinos on the research’s presentation.
In this path, Fiorentinos underlined that Thessaloniki’s inclusion within the Michelin Guide strengthens its profile as a high-level gastronomic vacation spot.
Hotel efficiency stays underneath stress
Despite secure satisfaction ranges, resort efficiency indicators confirmed weaker outcomes, significantly within the context of rising inflation.
Compared to 10 comparable European cities, Thessaloniki ranked constantly low in each Average Daily Rate (ADR) and Revenue per Available Room (RevPAR), highlighting ongoing challenges for the native hospitality sector.
Improved metropolis picture and infrastructure
Thessaloniki stays a well-liked alternative for worldwide guests and metropolis break vacationers. Photo supply: Thessaloniki Travel
The research additionally recorded constructive developments within the metropolis’s total picture, significantly in public providers.
Visitor satisfaction improved in public transport (6.4)—largely as a result of launch of the metro—as properly as in cleanliness (5.9).
Notably, 69 % of holiday makers described Thessaloniki as a welcoming and inclusive vacation spot, providing equal alternatives no matter nationality, faith, sexual orientation or incapacity.
Rising arrivals, flat resort occupancy
Despite rising demand, resort efficiency stays underneath stress.
THA Vice President Konstantinos Tornivoukas famous that whereas worldwide arrivals at Thessaloniki’s Airport elevated considerably in 2025, resort occupancy charges remained largely unchanged.
“This indicates that a significant share of visitors is being absorbed by short-term rental accommodation,” he mentioned.
Outlook: Infrastructure and air connectivity
THA President Andreas Mandrinos addressing the presentation of the customer satisfaction survey. Photo supply: THA
Looking forward, business stakeholders level to infrastructure upgrades and improved connectivity as key drivers for future progress.
THA President Andreas Mandrinos referred to main initiatives underway, together with the Flyover, the metro extension to Kalamaria, city redevelopment works and the Holocaust Museum, that are anticipated to additional improve the town’s enchantment.
He additionally pointed to the long-anticipated direct transatlantic flight to the United States, which has but to materialize regardless of sturdy demand, noting that American guests at the moment signify the highest worldwide market in in a single day stays.
Meanwhile, upgrades on the Kipi and Evzones border stations are anticipated to enhance street entry for Balkan and different worldwide guests.
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