Greece takes the centre stage once again with Thessaloniki winning Best City Break destination at the Greek Travel Awards 2026 for the second year running. The awards took place in the beautiful historical venue of Saddler’s Hall in London, during the World Travel Market (WTM) 2026. This is one of the biggest trade exhibitions in the international tourism industry. Thessaloniki demonstrates its increasing popularity on the world stage, with the award showing how it is becoming ever more popular with British travellers, as they seek to create a unique identity within the competitive European city break market. This award demonstrates Greece’s ambitions within the tourism sector by highlighting the variety of destinations available for urban holidays.
The prestigious awards ceremony, organised by the Greek National Tourism Organisation (GNTO), celebrated the diversity of Greece’s tourism experiences and recognised destinations contributing to the country’s reputation as a year-round holiday destination. Held during one of the international travel industry’s major trade exhibitions, the event provided an important platform for showcasing Greek tourism to a global audience. Thessaloniki’s repeat victory added further recognition to the northern Greek city’s growing presence in the European city-break market, where destinations continue to compete for international attention.
The United Kingdom remains an important market for Thessaloniki’s tourism promotion strategy. The Thessaloniki Tourism Organisation (TTO) has been working to raise awareness of the city among British travellers while strengthening its connections with the wider international tourism industry. Receiving the award in London provides an additional opportunity to promote Thessaloniki as a destination for short European holidays. The consecutive recognition also supports the city’s efforts to establish a distinctive identity within Greece’s broader tourism offering, extending its appeal beyond the country’s traditionally popular island and coastal destinations.
Thessaloniki’s tourism development strategy focuses on strengthening its international reputation while supporting sustainable growth. The local tourism organisation considers the latest distinction an acknowledgement of its ongoing promotional initiatives and long-term destination development objectives. Its approach aims to position Thessaloniki as a recognisable European destination with sustainable tourism prospects. The second consecutive Best City Break title reinforces these ambitions and provides further momentum for promotional activities designed to increase the city’s international visibility and competitiveness.
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Cooperation among local tourism stakeholders has played an important role in supporting Thessaloniki’s promotional efforts. The Thessaloniki Tourism Organisation has emphasised the contribution of tourism businesses, chambers of commerce, institutional organisations and other local partners in strengthening the city’s international presence. Through coordinated marketing activities and shared development goals, these stakeholders continue to support a unified destination identity. Such collaboration remains central to the city’s strategy for building international recognition and strengthening its position within the competitive European travel market.
Thessaloniki’s latest achievement marks another significant milestone in its efforts to become a more widely recognised European city-break destination. Winning the Best City Break Award in consecutive years strengthens its tourism profile and brings renewed attention to its promotional activities in the British market. The distinction also reflects the importance of destination branding, long-term planning and industry partnerships in maintaining international visibility. With continued cooperation across its tourism sector, Thessaloniki aims to build on this recognition, reinforce its international standing and support the sustainable development of its visitor economy.
