Wednesday, May 28, 2025
Greece is actively expanding its tourism footprint in Eastern Europe by hosting a strategic familiarization trip for Ukrainian tour operators in Thessaloniki, aimed at building long-term travel partnerships, showcasing authentic cultural and culinary experiences, and positioning the city as a year-round destination. Through a curated two-day program featuring local gastronomy, traditional winemaking, and immersive tours of historic markets and landmarks, the initiative introduced Ukrainian travel professionals to the depth and diversity of Thessaloniki’s offerings. This effort underscores Greece’s commitment to strengthening cross-border tourism relations and tapping into Ukraine’s growing demand for accessible, experience-rich European travel destinations.
Thessaloniki Boosts Tourism Prospects with Strategic Ukrainian Familiarization Trip
In a deliberate step to expand its international tourism appeal, Thessaloniki has launched a targeted initiative to attract travelers from Ukraine by organizing a dedicated familiarization (FAM) trip for Ukrainian travel professionals. This carefully designed experience forms part of the city’s broader plan to increase visibility in high-potential international markets and position itself as a year-round destination rich in culture, gastronomy, and hospitality.
Expanding Regional Tourism Through Strategic Engagement
The Thessaloniki Tourism Organization took the lead in planning and executing the initiative, hosting a delegation from Ukrainian travel agency Itravel. The goal was to create new avenues for collaboration between Ukrainian tour operators and Thessaloniki’s local tourism sector, as well as to familiarize the delegation with the city’s assets, infrastructure, and authentic visitor experiences.
As global tourism trends shift and regional partnerships grow in importance, this initiative demonstrates Thessaloniki’s commitment to building long-term relationships with emerging markets. Ukraine, in particular, holds untapped potential for inbound travel, with increasing numbers of Ukrainian tourists seeking culturally immersive and accessible European destinations. Thessaloniki’s rich history, vibrant culinary scene, and modern amenities position it as a compelling option for Ukrainian travelers.
Crafting an Authentic Travel Experience
The two-day familiarization tour offered a carefully curated itinerary designed to showcase Thessaloniki’s unique blend of tradition and modernity. On the first day, the Ukrainian travel agents embarked on the Thessaloniki Food & Gourmet Tour, which introduced them to the city’s culinary roots. They visited iconic locations including Aristotelous Square, the bustling Modiano and Kapani markets, and experienced firsthand the vibrant atmosphere of Thessaloniki’s food culture.
A highlight of the day was an interactive Greek cooking class where participants prepared regional dishes using fresh local ingredients. The session was followed by a tasting of tsipouro in the lively Ladadika district, offering guests a window into Greek culinary customs and hospitality. Through these hands-on experiences, the visitors were able to connect with Thessaloniki not just as a destination, but as a living cultural entity.
Wine Heritage and Cultural Immersion
The second day focused on Thessaloniki’s wine tourism potential. The delegation visited the Kechris Winery, a regional standout known for blending traditional winemaking techniques with modern innovation. Here, visitors engaged in guided tastings and learned about the local grape varieties and production methods that contribute to Greece’s growing wine reputation.
This immersive winery visit underscored the city’s capability to offer niche tourism experiences such as wine and gastronomic travel—an increasingly popular trend among discerning tourists seeking more than standard sightseeing. By presenting high-quality, authentic experiences, Thessaloniki positioned itself as a multifaceted destination able to meet diverse traveler interests.
Organizational Leadership and Community Collaboration
The Thessaloniki Tourism Organization played a pivotal role in orchestrating the program. It coordinated every aspect of the trip, from itinerary design and local business engagement to transportation and communications. The organization also facilitated interactions between Ukrainian travel agents and local service providers, enabling meaningful dialogue and business networking opportunities.
The initiative also received strong support from the local tourism community, with restaurants, wineries, and cultural sites collaborating to provide an exceptional welcome. This integrated approach ensured that Ukrainian guests experienced not only Thessaloniki’s tourism offerings, but also the warmth and readiness of its people to host international visitors.
Positioning Thessaloniki as a Destination for Ukraine
This FAM trip represents a foundational step in building long-term tourism exchanges between Thessaloniki and Ukraine. With growing demand among Ukrainian travelers for authentic, affordable, and culturally rich destinations, Thessaloniki offers an ideal mix of heritage, modern convenience, and Mediterranean ambiance.
By providing Ukrainian travel professionals with first-hand exposure to Thessaloniki’s appeal, the city enhanced its reputation as a travel-ready location. The visit helped solidify Thessaloniki’s position on the Ukrainian travel radar and created direct links with agencies that can influence future bookings and group tours.
Long-Term Vision for Sustainable Tourism Growth
The Thessaloniki Tourism Organization remains focused on expanding the city’s international reach by targeting strategic markets such as Ukraine. These efforts are part of a larger vision to ensure sustainable tourism growth that benefits the local economy, supports small businesses, and promotes Thessaloniki as a diverse and inclusive destination.
By building ties with tourism professionals and showcasing its value as a cultural and gastronomic hub, Thessaloniki takes a proactive role in shaping the future of travel in the region. The Ukrainian familiarization trip not only demonstrated the city’s hospitality but also reaffirmed its ambition to become a leading travel destination in Southeast Europe.
Greece hosted Ukrainian tour operators in Thessaloniki to strengthen bilateral tourism ties, promote the city’s cultural and culinary appeal, and position it as a key destination for Eastern European travelers. The initiative is part of a broader strategy to attract year-round visitors through immersive, experience-driven travel offerings.
As the city continues to diversify its visitor base and strengthen its global partnerships, Thessaloniki is setting the stage for a more resilient, competitive, and internationally connected tourism sector.
