The "hidden diamond" of the Mediterranean: The authentic, sustainable, Greek destination showcased in China

This characterization attracts the interest of Asian tourism professionals and Asian media, supported by the cultural wealth, the historical stratification of 23 centuries and the multicultural identity of the city.

Greece is an attractive destination for Chinese tourists
The penetration of the Chinese market is based on a targeted strategy of approaching the largest pool of outbound tourists in the world, since more than 115 million Chinese traveled abroad in 2023, while for 2025 it is predicted that they will exceed 130 million. Greece is already among the attractive European destinations for Chinese tourists, having welcomed approximately 300,000 visitors in 2024 alone.

This growing momentum, combined with the Chinese public’s need to discover new destinations, “that carry ancient culture and history, creates ideal conditions for them to get acquainted with tourist destinations such as Thessaloniki,” is underlined in a statement issued today by the city’s Tourism Organization (TTO). The Municipality of Thessaloniki and the TTO participated in thematic forums, speaker panels, bilateral meetings and high-level networking, promoting the city as a modern, authentic and sustainable tourist destination with a distinct identity and a strong brand.

"Thessaloniki is reinventing itself, strengthening its competitiveness and claiming the trust of the global tourism market, showcasing its leading comparative advantages, promoting special forms of tourism and looking forward to providing its visitors with comprehensive, authentic experiences. We remain committed to our commitment to the best possible cooperation of all stakeholders in the tourism industry, so that together we can shape the future of the destination "Thessaloniki"," said Mayor Stelios Angeloudis.