- Reimagine Tourism in Greece is a strategic platform launched by Kathimerini
- Thessaloniki airport passenger numbers are expected to reach 8.2m in 2026
- Fraport has invested more than €100m in Thessaloniki airport
- A Santorini cruise cap limits daily passengers to 8,000
- Short-term rental freezes trigger when rentals exceed 5pc of local housing stock
Thessalonoika is the latest Greek city to publish its plans under the Reimagine Tourism in Greece initiative, a multi-stakeholder strategic platform initially initially launched in June 2023 by the Greek newspaper Kathimerini alongside industry partners to shift the nation’s tourism model away from unchecked volume toward long-term environmental sustainability, infrastructure protection, and community balance.
Thessaloniki is focusing on a strategy to become an international metropolitan tourism hub under this initiative. Investments in air connectivity, urban transport, and new hotels are underway. Airport passenger numbers are expected to reach 8.2m in 2026 after more than €100m of Fraport investment. The city still struggles to build a distinct global brand beyond budget city breaks.
Key action pillars include a Santorini cruise cap of 8,000 daily passengers, sustainability levies of €20 per passenger during peak summer periods in Mykonos and Santorini, and short-term rental permit suspensions triggered when rentals exceed 5pc of local housing stock. A special spatial framework proposes 20pc to 30pc capacity reductions in bed limits in designated red zones.
