Halkidiki Targets British and Italian Tourists Beyond Summer

by · Greek City Times

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Tourism authorities in Halkidiki are seeking to attract more visitors from the United Kingdom, the region’s largest market for international air arrivals, with around 120,000 visitors each tourist season and significant potential for further growth.

On September 24, the Halkidiki Tourism Organisation (HTO) joined a wider familiarisation programme organised by the Greek National Tourism Organisation (GNTO) UK office and British Airways in northern Greece.

The programme included a full-day tour of Halkidiki for British travel agents, who explored the region’s local production and gastronomy and visited the Petralona Cave and Afitos.

Italian market remains a priority

From September 26 to 28, Halkidiki also hosted a group of Italian travel agents.

Their programme introduced them to the tourism infrastructure and experiences of Kassandra and Sithonia, alongside visits to Ancient Olynthus, Afitos and Old Nikiti.

The Italian market remains a strategic priority for the HTO, which sees significant potential for further growth.

“For more than a decade, the Organisation has systematically invested in promoting Halkidiki in Italy through contacts with travel agencies and tour operators, hosting journalists and working with major travel publications such as Lonely Planet Italia and National Geographic Traveler Italia,” the organisation said in a statement.

The recent familiarisation trip continues that effort, with the aim of strengthening sales and making greater use of air connections to Thessaloniki to attract more visitors, particularly during spring and autumn.

Tourism strategy focuses on year-round experiences

The HTO said personal visits give travel agents a deeper understanding of the destination and enable them to recommend more comprehensive travel programmes to their customers.

The two initiatives form part of the organisation’s broader strategy to extend Halkidiki’s tourism season and promote experiences that combine its beaches with culture, nature and gastronomy.

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