On the occasion of the 40th anniversary of the establishment of Philoxenia, the Secretary General of the Hellenic National Tourism Organization delivered a speech at the official Gala Dinner, underlining the timeless role of the GNTO as the guardian and strategic supporter of this leading tourism exhibition.
The Secretary General emphasized that from 1985 to the present, Philoxenia has evolved into an institution of international prestige thanks to the vision, consistency and cooperation of all Greek tourism stakeholders. He made particular reference to Thessaloniki, which he described as the “heart of the tourist extroversion of Northern Greece” and a city that constitutes a stable point of reference for modern Greek tourism.
Mr. Fiorentinos expressed his warm thanks to the Mayor of Thessaloniki, Mr. Stelios Angeloudis, highlighting the fruitful cooperation that has been developed with the aim of highlighting the city as an inspiring destination and a protagonist in the tourism development of our country.
Thessaloniki Promotion Strategy
The Greek National Tourist Organization has systematically invested in strengthening the position of Thessaloniki on the European tourism map. The coordinated cooperation and targeted synergies between the Greek National Tourist Organization and the Municipality of Thessaloniki have one goal: to establish the city among the top ten city break and MICE destinations. The Organization’s strategic plan is based on three axes:
- Enhancing international awareness
- Enriching the tourism product
- Expanding air connectivity
In this context, the Greek National Tourism Organization has proceeded with targeted co-advertising campaigns with major airline and tourism companies, such as Transavia France, British Airways, Jet2, LOT, Eurowings and TUI, catalytically strengthening the city’s position in important international markets.
At the same time, initiatives have been implemented to promote Thessaloniki’s gastronomic identity, produce audiovisual material for conference tourism, as well as dozens of organized visits by media representatives, which brought Thessaloniki to important international media such as National Geographic and British Airways Holidays Magazine. At the same time, the Greek National Tourism Organization has supported important local actions, such as the Greek Cuisine Awards, strengthening the city’s identity as a destination for culture, sports and gastronomy.
The Greek National Tourism Organization today: Modern, outgoing and innovative
The Secretary General Mr. Fiorentinos underlined that the Greek National Tourism Organization is not only based on its historical course, but is evolving into a modern organization, with a strategic plan that aims to:
- Extending the tourist season throughout the year
- The promotion of new destinations and new tourist products
- The strengthening of the sustainable and balanced development of local communities.
The Organization continues to be awarded internationally for its campaigns, such as the recent successful presence in Paris during the Olympic Games, while collaborating with Netflix, actively participating in the European Travel Committee and implementing dynamic campaigns on TikTok and YouTube. At the same time, it maintains a global network of 200+ partners in 35 markets, through the Central Office and the 17 Foreign Offices.
Special mention was made of the new Digital Transformation and Artificial Intelligence Program of the Greek National Tourism Organization, which will be a key tool for innovative and coordinated promotion of Greece and its tourism offer.
40 Years of Philoxenia – A History of Cooperation and Trust
In closing, the Secretary General pointed out that Philoxenia is a symbol of continuity, stable cooperation and joint efforts for the development of tourism: “Philoxenia is 40 years old, but it remains young, just as our belief in the power of cooperation remains new. The Greek National Tourism Organization will always be by Thessaloniki, Macedonia and Northern Greece: to support, to promote, to inspire. Because tourism is a vision, it is a passion, it is Greece. And at the heart of this Greece, Thessaloniki always beats.”
