Tourism professionals in Sweden are showing increased interest in the ski resorts and thermal spa facilities of Central Macedonia, Greek officials said after promoting the region at one of Scandinavia’s top travel industry events.
The Central Macedonia Region participated in the Travel News Market 2025 fair in Stockholm, a major B2B exhibition for the Scandinavian outbound tourism market.
The delegation joined the Greek National Tourism Organization’s pavilion in cooperation with the Thessaloniki Tourism Organization, the Halkidiki Tourism Organization and the Pieria Tourism Development Agency.
Regional officials said Sweden — and the Nordic market more broadly — remains a key target audience because it consists of high-income travelers seeking premium experiences and new destinations.
During meetings with Swedish tour operators, travel agents and MICE (Meetings, Incentives, Conferences and Exhibitions) specialists, the Greek delegation highlighted the region’s cultural heritage, natural landscapes, local products, modern tourist infrastructure and the year-round experiences available, from skiing and winter activities to wellness tourism at thermal springs.
Viki Chatzivasileiou, Central Macedonia’s deputy regional governor for tourism, said the Stockholm mission capped a year-long strategic push across Northern Europe, following recent campaigns in Finland, Norway and the Baltic states.
“With this visit, we have completed our 2025 strategy for the Scandinavian and Northern European markets,” she said.
Travel News Market is considered Sweden’s most important B2B tourism fair and a leading meeting point for the Nordic travel industry, attracting major buyers from across Northern Europe each year.
The Greek delegation held dozens of pre-arranged meetings with Swedish tourism professionals as part of its campaign to strengthen the region’s profile as a winter and wellness destination.