The CEO of the Munich Exhibition Organization, Dr. R. Pfeiffer, proposed that Greece become an honored country in 2026 at the Munich International Tourism Exhibition F.re.e.
The exhibition next year will take place from February 18 to 26, 2026. Mr. Pfeiffer made this proposal, recognizing on the one hand the timelessness of our country’s choice as a popular travel destination in Bavaria, and on the other hand, confirming recent reports by TUI Germany, one of the largest tour operators in Europe, that bookings for Greece show a strong upward trend for 2025. It is noted that previously honored countries were Croatia, Italy, the Czech Republic, Malta, Egypt, Seychelles, and Spain.
This year, the exhibition was held from February 21 to 25. The main focus of this exhibition is on tourist travel, the provision of hotel services, the cruise industry, alternative tourism, camping (caravanning and camping), water sports and outdoor activities and fitness, while exhibitors have the opportunity to present their proposal in the five sectoral areas of the exhibition.
Around 900 exhibitors from 35 countries participated in this year’s F.re.e, while the exhibition, together with the International Motorcycle Exhibition IMOT (February 23 to 25), which was held in parallel, attracted more than 120,000 visitors. This is an exhibition aimed at the general public and not exclusively at commercial visitors. This year’s honored destination was the Bavarian Forest, a location that is part of the effort to boost domestic and inbound tourism in Bavaria, a sector that has been particularly affected in recent years.
The Bavarian Minister of Economy, Mr. Aiwanger, during his visit to the opening of the exhibition, highlighted the challenges facing the tourism industry, which in Bavaria is mainly based on family entrepreneurship and private initiatives, while calling on the next federal government to reduce bureaucratic and tax obstacles (single VAT and reduction of working hours in the catering and tourism sectors), in order to increase investment in the sector.
On the Greek side, the Regions of the Ionian Islands, Central Macedonia, Crete, the tourist organizations of Halkidiki and Thessaloniki, the Loutraki Tourism Organization, as well as the tourism initiative “Volos – Pelion” in collaboration with the Municipality of Volos and the Municipality of Mouresi participated in this year’s F.re.e. Their participation was organized this year by the company Great Exhibitions in a joint pavilion under the title: Truly Greece.
The Greek exhibitors, although with a clearly reduced participation compared to previous years, appeared optimistic about bookings in Greek tourist destinations this year, taking into account the increased attendance and interest of visitors in the Greek pavilions and the parallel actions.
(*) The information comes from the Office of Economic and Commercial Affairs in Munich.
RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report
