What is the Region of Central Macedonia?
Our region is an enchanting place that combines a rich cultural reserve with rare natural beauty. The sun and the sea, the history of Alexander the Great, the legends of the Gods of Olympus (the highest mountain in Greece) and the most beautiful coasts of Greece coexist in a unique landscape. Central Macedonia is the destination that visitors will come to, in order to admire the numerous sights, explore the picturesque landscapes, taste the distinctive gastronomy, the local wines, the excellent Macedonian products and above all enjoy the warm hospitality of the residents. In Central Macedonia, visitors can live their own unique story by organizing their own program and experience a greatness of their own.
THESSALONIKI, the capital of the Region, with its modern home port for cruise ships and the recently renovated “MACEDONIA” airport, is located in the centre of the region, allowing the visitor in less than 1 hour to have access to many areas that are arranged around the city in a circular manner, and also, if desired, to make day trips. The second largest city in Greece with a history of 2500 years, awarded for its gastronomy by UNESCO in 2021, with its numerous attractions, Byzantine churches, numerous festivals, such as the Thessaloniki Film Festival, conference tourism, but also as an ideal destination for a city break, offers all forms of tourism for the whole year.
PIERIA is a destination with endless coasts with the blue of the sea in perfect harmony with the green of the mythical Mount Olympus, the highest mountain in Greece (2,997m) with traditional settlements, monasteries, rich local gastronomy, multi-level cultural activity, alternative forms of tourism, monuments and antiquities, which represent Greek history in every era, such as Dion and the very well preserved castle of Platamon from where the visitor can have a panoramic view of the Aegean Sea.
CHALKIDIKI is an undeniable paradise on earth, with a lush green landscape, with endless beaches (500 km), with emerald waters and small coves. The visitor has the opportunity to visit the organized sandy beaches with countless restaurants and beach-bars, large hotel units and organized accommodations of all categories and organized campsites. At the same time, he can engage in sports activities (sailing, wind-surfing, etc.), visit the renovated Petralona cave, the park of Aristotle (Alexander the Great’s teacher) as well as attend one of the international festivals that are organized.
PELLA with Edessa (the city of Waters), with its imposing waterfalls, the cave and the water museum, the traditional village of Old Ag. Athanasios, a cosmopolitan village with traditional guesthouses and hotels, as well as the archaeological site of Ancient Pella with the new museum. One can also enjoy the thermal springs at the Pozar Baths in Loutraki and relax in the appropriately designed tourist accommodation facilities.
IMATHIA, with the archaeological site of Aigai, the capital of the kingdom of the Macedonians (located in the current village of Vergina) with the Museum of the Royal Tombs, the New Polycentric Museum that was inaugurated in 2023 and the new archaeological site of Aigai, holds the sceptres of the rich cultural heritage of Central Macedonia. At the same time, the visitor can visit one of the many wineries, following the wine route of the region and taste various types of wines as well as the well-known local famous sweet semolina cake known as “revani”.
SERRES with the wetland of Lake Kerkini with 300 species of birds and wild buffaloes, where the visitor can visit Alistrati’s Caves, one of the largest caves in Greece, and observe the stalactites and stalagmites. At the same time, one can engage in sports activities as rafting and canoeing in the gorge of the river Angiti, hiking in Mount Belles (Kerkini), relaxing in Sidirokastro and Agistro thermal springs. The visitor must taste the local cuisine and the local sweet “akanes”.
KILKIS with Lake Doirani with its many species of fish and birds, sports activities on Mount Paiko and local products. This is where the emerald Skra lake is ‘hidden’, a paradise with virgin orgy vegetation, where crystal waters flow, forming small or larger waterfalls that end up in the lake. The area has many traditional villages, such as Goumenissa, as well as wineries, while the visitor can go to the botanical garden and visit the Allied cemeteries of the First World War.
What are the actions that develop the region and attract tourism?
Every year the Region plans and implements a targeted tourist promotion program autonomously or in collaboration with local agencies, chambers and tourism organizations (Thessaloniki, Chalkidiki and Pieria). The program, among other things, concerns:
– Participation in domestic & foreign tourism exhibitions
– Advertising campaign in print and electronic media
– Display on Social Media
– Organization of familiarization trips
– Organization of targeted events/actions
– Sponsorships in various events, sports, cultural, etc
– Marketing support to domestic & foreign airlines
– Distribution of tourist material at conferences, schools, etc.
– Presentation of local products in corresponding thematic exhibitions (wineries, etc.)
– Hospitality of journalists
– Subsidy of local product promoters (wine routes, etc.)
– Presentation of religious tourism (in the footsteps of the Apostle Paul, etc.)
– Attracting film producers to the region, through the Film Office
– Activation of European programs
– Contacts with the international academic community
Tell us about attracting – cooperating with other markets/other cities and in what ways (Greek and foreign)
– Twinning of cities
– Tourist promotion actions in cities abroad, where there is an airport and a good air connection with Thessaloniki (Madrid, Paris, etc.)
– Organization of targeted events/conferences in collaboration with the respective national chamber of each country (Greek-German, Greek-Spanish, etc.)
– Participation in international conferences
– Organization/participation jointly with other countries in European programs.
There are exhibitions – festivals etc. being held. Pleases tell us about the entries
Exhibitions are the main way of promoting the tourist product. Taking into account that there are representatives from many countries participating in the exhibitions, by being a part of this, one can draw many useful individual conclusions of the prevailing and future tourism market trends, so that a correct future planning of the tourism promotion of the Region can be made
At the same time, direct contact with the public can provide useful information about the preferences of prospective tourists, but also gives the opportunity to tourists who have already visited Greece to express their possible complaints/suggestions.
Participation in exhibitions offers many advantages, among which are:
– Presentation of the tourist product in many formats (video, etc.) to a large number of people in a short period of time.
– Conducting b2b meetings with travel agents and agencies
– Participation in targeted events during the exhibition
– Conducting contests with sponsors giving tourist packages as prizes
– Communication with representatives from other countries
Which are the sectors to which weight is given and in what way
Those quality tourist features of the area that present a particularity, that are unique and are easily accessible are given special importance. Experience has shown that for any prospective tourist, a key element in choosing a destination, in addition to easy access to it, is also the quality features it provides.
A classic example, tourists who arrive by cruise ship in Volos, instead of visiting the neighbouring traditional villages of Pelion, travel by bus to Meteora (Trikala prefecture), due to the cultural importance and geographical specificity they present.
Central Macedonia presents a wide range of tourist areas which are located circularly around Thessaloniki and that can interest the tourists a well as ensuring easy access. A great example that we should mention is the campaign “Just 60 minutes away”, which implies that in 60 minutes you can visit all the points of tourist interest in the Region.
The gastronomy of the region is special. Give us a few words.
Indicatively, it is mentioned that the international recognition achieved by Thessaloniki with its inclusion in the UNESCO Creative Cities of Gastronomy Network in 2021 (UCCN), makes it more widely known and in combination with the long cultural history and the rich heritage of the city, it contributes decisively in the increase of the tourist flow, not only in the city, but also in the wider region, contributing to the development of the economy for the benefit of the local communities as well.
The historical tourism
The historical tourism is a special characteristic part of the area, which attracts many tourists. The fact that there are remarkable archaeological sites scattered throughout the region, allows the organization of excursions that will not only be based on the sun & sea model, but also on culture. In this way, the possibility is provided to the tourist to shape his program, including many points of interest.
Sports tourism
The hosting & organization of games and events attract a large number of visitors, which helps to further promote the area. At the same time, the area presents a great possibility of organizing alternative tourism, due to the geographical peculiarities, with many registered and certified areas of sports activities, such as the certified hiking routes of Olympus which can be combined with other forms of tourism (visiting monasteries, etc.). Examples include the Olympus marathon, the sailing races, etc. with participation of athletes from all over the world.
The cruises
The cruises give those visitors who disembark from the ships for a short period of time the opportunity to view Thessaloniki a well as also the wider region as there are opportunities to visit not only the city but also the surrounding areas. As an example, it should be mentioned that lately there has been an increase in the number of cruise ships arriving at the modernized port of Thessaloniki, where it is now possible to dock two ships at the same time.
Winter/summer
Winter tourism (as opposed to summer) has been quite limited, as due to climate change and rising temperatures, its duration has been drastically reduced, resulting in stagnation or even discouraging any further investment in ski resorts. It should be mentioned that despite this unfavourable situation, efforts are being made by the Region to modernize the existing facilities.
It should be clarified that the term winter tourism refers mainly to ski resorts and does not include other forms of tourism, such as citybreak tourism, where visitors come throughout the year.
A few words about the…endless coastline
The area has a long coastline; only in Chalkidiki it is 500 km long. There are many natural coves, harbours and organized marinas. Along the coastlines, there are numerous tourist businesses, hotels, beach bars, restaurants, sports activities, etc. According to the Hellenic Society for the protection of Nature (HSPN), the National Operator of the “Blue Flag” International Program in our country, in Central Macedonia there are 121 Blue Flag beaches, of which 95 are in Chalkidiki, 13 in Thessaloniki and 13 in Pieria.
Archaeological sites are important
The area has a history of 2500 years, with archaeological sites scattered in all 7 geographical units. They are the main feature of the tourist product of the region and a pole of attraction for thousands of tourists. The modernization of the areas around the archaeological sites, the creation and renovation of the respective museums, as well as the improvement of the road network that ensures easy access to the area, are key factors that contribute to the further increase in the tourist flow. It is worth noting that the Vergina museum is the second most visited museum in Greece after the Acropolis museum.
Let’s focus on the benefits to visitors (accommodation, food, entertainment)
The benefits offered to tourists must be the result of the involvement of all businesses in the area towards the same goal, in cooperation with local agencies and the state.
In order to have the best result, they must realize that only through a comprehensive effort that will not only aim at the ephemeral prosperity of economic indicators, but instead will concern:
– attracting quality tourists
– continuous improvement of the services provided
– offering a sense of security
– adaptation to the new times
– environmental protection
– harmonious coexistence with local communities
– fair distribution of profits to the local community
– continuous training
can the foundations of a sustainable and quality tourism development be created, for the benefit of the local community, contributing at the same time to the increase of the country’s GDP.
Are there tourists that we want to reach / what is our policy
At this point, we should mention experiential tourism, which is a form of tourism not only intended to entertain and relax the tourist, but at the same time, through the promotion of the special elements of the area (if they exist), awaken his interests, with the ultimate goal of wanting new experiences, in combination with the protection of the environment. These particular elements of the region may be associated with culture, customs, science, sports, gastronomy, history, religion, etc.
This form of tourism aims to transform the tourist from a recipient and spectator of “canned” tourist spectacles usually offered by mass tourism, into an active member seeking experiences with specific particularities and participating in them.
In general, the search for this form of quality tourism with a simultaneous prolongation of the tourist season must be a priority of the tourist companies, because Central Macedonia, unlike other regions, does not only offer “sun & sea”, but also a multitude of other tourist interests , which allow it to respond in the best way to this form of tourism, at the same time demonstrating sensitivity to environmental issues.
What are the criteria by which both Greek and foreign tourists choose
The criteria for choosing the future destination by a tourist do not follow a specific rule, but are constantly differentiated. Experience has shown that among the various factors, the following are the most important. Specifically:
– Cost of travel, accommodation and services provided
– Easy access
– Services provided
– Respect for the environment (recycling, renewable forms of energy, etc.)
– Entertainment opportunities
– Cultural heritage of the area
– Possibilities of alternative forms of tourism, beyond sun & sea.
– Feeling of security
– Proximity to points of interest
Access to Central Macedonia is done in various ways. Air/road/sea access. Tell us about them
Aims for air access are for airlines to:
– introduce new direct routes
– increase the already existing routes
– contribute to the direct connection to specific destinations
– contribute to the indirect connection of Thessaloniki with long-distance destinations
– connect Thessaloniki with new strategic destinations
At the same time, the agencies involved must contribute to improving access to the airport from/to Thessaloniki and the surrounding areas
Objectives for road access are:
– improvement of the road network
– easy and fast border crossing
– creation of conditions for easy finding of parking spaces
Objectives for the ferry access are:
– increase in ship routes
– ferry connection of Thessaloniki with other ports (Sporades, Crete, etc.)
– creation of infrastructure for easy approach of ships to the port
– creation of infrastructure to increase the number of simultaneous approaches of passenger ships & cruise ships to the port.
– organization of daily excursions for cruise ship visitors in the surrounding area of Thessaloniki.
– improving port access from/to the city and surrounding areas
What are your future plans?
The basic future planning, will among others concern:
– Maintaining and expanding the tourist wave.
Proper presentation of the destination, which must contain all the necessary information that will cover the possible questions that will be created for the prospective future tourist of the area.
The tourist, during his stay in the region, must live the experiences he was expecting, in order to transfer them to his particular homeland in the best possible way.
– Discovering and approaching new markets
– Further promotion of cultural heritage.
It should be mentioned that Greece has the comparative advantage of timeless cultural heritage (2,500 years) in relation to other competing countries, the roots of which reach back to Ancient Greece. This heritage is the product of the influence of many cultures, each of which has left its own imprint.
– Introduction of new tourism ethics.
It is mentioned as an example, the experiential tourism that does not only aim to entertain and relax the tourist, but at the same time, through the promotion of the special elements of the area (if they exist), awaken his interests, with the ultimate goal of wanting new experiences. These particular elements of the region may be associated with culture, customs, science, sports, gastronomy, history, religion, etc.
This form of tourism aims to transform the tourist from a recipient and spectator of “canned” tourist spectacles usually offered by mass tourism, into an active member seeking experiences with specific particularities and participating in them.
– Analysis of the Effects created on tourism, by geopolitical crises created in the wider region (Ukraine, Middle East, etc.).
– Continuous training and information of the staff involved in the tourism sector, in order to be informed about the new tourism trends, so that they can be applied immediately.
– Sensitivity that tourism businesses will demonstrate in protecting the environment.
Finally, it must be emphasized that tourism must be developed methodically in harmony with local communities, so that there are no negative effects on them. Otherwise, there will be reactions that will discourage the arrival of tourists in the region, a fact that is already being observed in many countries. In particular, the development of tourism should not lead to:
– unequal distribution of economic benefits to community members
– disruption of the existing way of life (routineness) of the residents
– introduction of new morals, many of which may not be acceptable
– noise pollution and increase in the traffic problem
– destruction of the environment
– increase in the cost of living for residents
Let’s take stock of the previous years. What did they teach us?
The incorrect planning and the reduction of the necessary funds for the preservation as well as the further development of the tourist product of the region, over time not only led to a change in the quality of the tourist flow but also in many cases led to its shrinking.
Even the choice of future investments must be the product of a detailed and continuous study of feasibility and sustainability, with respect for the environment, always in collaboration with local agencies and the state.
At the same time, the actions and planning of the competitors must be examined, in order to ensure the further sustainability of the existing or future investment, contributing to the further increase of the existing tourist flow.
A classic example of bad planning and data analysis is the fact that despite the investments made in the ski centers of Northern Greece by the state and the business world, Bulgaria (in collaboration with Austria) with the creation of a ski center of European standards (BANSKO) as well as with the creation of the appropriate infrastructure, has absorbed a large percentage of the corresponding quality tourist flow of Greece and the Balkan countries, leading to a very difficult financial position for the respective Greek ski resorts.
What do we expect from now on?
The main priority and objective is the further development of tourism in the Region, taking into account all the individual elements, the main ones of which were mentioned above, as well as the existing financing possibilities from national and European resources.
At the same time, new emerging trends must be taken into account, such as the trend that has appeared recently and concerns the preference for destinations that do not create “overcrowding”, i.e. there is a shift from mass tourism to destinations where participants can exist in controlled groups number.
For the same reasons, vacations are not chosen only during the traditional tourist periods (summer), but tourism is now evenly distributed throughout the year. Airlines and hotel companies have already adapted to the new data and are expanding the period of tourist packages offered, from April to October.
This change will give a boost to those countries that will be able to meet the above needs, offering tourist destinations with small/medium accommodations, throughout the year. With the wide spread of tourist destinations it presents, our region satisfy the above specificities with great success, always with respect for the environment and local communities, reaping enormous benefits over time.
Finally, it should be mentioned that the tourism industry must have constant information, strong reflexes, proper planning, government support, participation in European programs, continuous investments and subsidies, so that it can adapt immediately to the new trends of the tourist market and eliminate any elements that have a negative effect, so that it contributes in the best possible way to the further increase of the tourism product of the region, to the benefit of local communities.
Thank you.
Marni Hadjiemmanouil – Journalist – Vice-President of Educational Foundation of the the Association of Editors of Daily Newspapers of Macedonia and Thrace (ESIEM-TH) – Doctor of the Department of Journalism and Media of Aristotle University of Thessaloniki
