With a strong presence at the World Travel Market (WTM) in London, the Region of Thessaly presented its strategy for the future of tourism. The goal: the transition from the traditional “sun and sea” model to an experiential, multidisciplinary and sustainable 365-day tourism model.
The Deputy Regional Governor for Tourism, Natasa Adamopoulou, speaking to Tornos News, highlighted the encouraging results of this year as well as the vision for Thessaly in the next decade.
Impressive increase in arrivals – The English and Italians support Thessaly
“This year we had a significant increase in arrivals, with approximately 35% more passengers at Nea Anchialos airport and 6.5% more in Skiathos compared to 2024,” noted Ms. Adamopoulou.
The main nationalities that visited Thessaly were the English and Italians, followed by Germans and visitors from other European countries. At the same time, the Region emphasizes targeted openings in new markets, both from Asia and the Balkans, through participation in international exhibitions.
Thessaly on the cruise map
One of the most important steps of the year was the familiarization trip organized in September for executives from 16 of the world’s leading cruise companies, with the participation of executives from Miami and Europe.
“We showed them new experiences, beyond Meteora and Pelion, Lake Plastira, our islands, Volos. They left impressed and already in 2026 11 new cruise ships will approach our ports,” said Ms. Adamopoulou.
She added that the company representatives were enthusiastic about the natural beauty and gastronomy of the region: “They told us that they have traveled all over the world, but what they will remember from Thessaly are the flavors and the hospitality of the people.”
The Master Plan for Alternative Tourism
The Region of Thessaly is currently preparing a strategic plan for the development of alternative tourism, aiming to connect well-known and lesser-known destinations through thematic routes.
“Thessaly has enormous diversity, from the islands of the Aegean to the rivers and mountains of Trikala. We want to create a network of routes that will unite the diversity of the region, offering hiking, cycling, gastronomy and cultural experiences,” explains the deputy governor.
According to her, the infrastructure will be developed gradually, with the cooperation of municipalities and tourism agencies, in order to “create a single product that can stand on the global market.”
Today’s tourist seeks an experience, not just a destination
Ms. Adamopoulou points out that travelers are now looking for experiential experiences: “Visitors want to knead bread, see how tsipouro is produced, cook with local products, taste our wines. They want to get to know the place, not see it superficially.”
Thessaly, as she says, has everything to meet this demand: authentic villages, strong local tradition, agro-food wealth and people who keep customs alive.
Investment and development prospects
The deputy governor does not hide that there is significant scope for new investments, especially in accommodation and leisure infrastructure.
“There are already very valuable small and medium-sized businesses, but new investments are also needed to support the increased demand. The Region encourages young professionals to take advantage of the financial tools that are being opened up,” she said.
“Let’s turn the ship around”
This phrase by Natasha Adamopoulou sums up the philosophy of the new tourism policy: “We are trying to turn the ship around. To organize ourselves and go out to the market with a new identity. Thessaly is a place to relax, to find yourself, to live in nature.”
With Mount Olympus, Lake Plastiras, Agrafa, Pelion, Meteora and the Sporades islands, Thessaly has all the ingredients to become a 365-day destination, offering experiences, authenticity and quality of life – the elements that future travelers are now looking for.
