Photo source: HTO
In a strategic move to enhance its visibility in the Italian tourism market, the Halkidiki Tourism Organization (HTO), in collaboration with the Region of Central Macedonia, participated in a high-level B2B workshop held in Milan.
The event forms part of a series of international promotional activities in which the Halkidiki Tourism Organization (HTO) actively engages—initiatives that are proving crucial to the region’s tourism development.
This B2B workshop was designed to raise awareness of Halkidiki as a prime travel destination among Italian tourism professionals. The targeted efforts of HTO in recent years are starting to yield positive results, with increasing interest from both the travel trade and independent travelers in Italy.
Photo source: HTO
Adding momentum to this growth is the launch of direct flights from Milan’s Malpensa Airport to Thessaloniki’s Macedonia Airport by Aegean Airlines and EasyJet. These new air connections enhance accessibility and represent a tangible outcome of the region’s strategic tourism outreach.
During the Milan workshop, the Halkidiki Tourism Organization (HTO) representatives engaged with a range of stakeholders, including Italian tour operators, travel agencies, airlines, and travel media professionals, reaping multiple benefits:
- Creation of New Partnerships: One-on-one meetings enable the formation of new agreements and tailor-made travel packages that highlight Halkidiki as a holiday option.
- Increased Tourist Flow: These collaborations are contributing to the steady rise of Italian visitors, delivering significant returns to Halkidiki’s local economy.
- Promotion of Alternative Tourism: The workshop also served as a platform to present specialized tourism offerings—from cultural heritage and gastronomy to nature-based experiences—which are increasingly popular among Italian travelers.
Photo source: HTO
With Italian travelers showing a strong affinity for Greek culture and a growing appetite for less commercial, authentic destinations, Halkidiki is well-positioned to meet these expectations.
The HTO’s consistent participation in such B2B events, combined with well-coordinated destination marketing strategies, underscores its long-term commitment to sustainable tourism development. These efforts not only support Halkidiki’s positioning in competitive European markets but also reflect a broader vision to diversify tourism offerings and extend the travel season.
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