Eastern Macedonia and Thrace launches tourism outreach campaign in the Netherlands
The region is focusing this year on the promotion of thematic tourism, placing particular emphasis on camping and outdoor activities—sectors in which Eastern Macedonia and Thrace is seen as having a competitive advantage.
Officials reported strong visitor interest at the regional stand from the opening of the exhibition, reflecting growing demand in European markets for alternative and experience-based forms of tourism offered by the region.
Looking ahead to 2026, EMTH aims to further strengthen the visibility of its tourism product, building on the outreach strategy implemented in recent years. The regional tourism strategy is centred on quality, sustainability, culture and authenticity, with the goal of promoting the area’s diverse tourism offerings across international markets.
“Our goal is to establish Eastern Macedonia and Thrace as a destination that offers experiences across all seasons and for 365 days a year,” Deputy Regional Governor for Tourism Panagiotis Archontis said in a statement.
The participation in the Utrecht travel fair marks the region’s first major international tourism initiative for 2026.
2025 tourism campaign highlights
According to regional authorities, the 2025 tourism campaign included participation in 16 international tourism exhibitions and the organisation of 13 business-to-business (B2B) meetings, strengthening networks with tourism professionals.
More than 10 targeted promotional actions and a central tourism conference were also held during the year. In addition, the region launched Greece’s first tourism consultation platform, described as a model of participatory planning and strong political commitment.
The region’s efforts were further recognised internationally, with Eastern Macedonia and Thrace named Europe’s Leading Emerging Destination at the World Travel Awards, underlining its growing presence on the international tourism map.
