Paros, Greece. Photo: Shutterstock Greece continues to strengthen its position in the international tourism market, and in the coming months will host two important professional exhibitions. The first, Philoxenia - Hotelia, will be held at the HELEXPO Exhibition Center in Thessaloniki from November 13 to 15, 2026. The second, Athens International Tourism & Culture Expo, will be held in Athens from December 11 to 13, and will bring together hundreds of professionals, destination representatives, tourism companies and service providers from the industry.
The two exhibitions give Greece an opportunity to present its range of tourism products to the international market, build partnerships with tour operators and airlines, and showcase new destinations. Alongside business meetings, the exhibitions combine professional activities with exposure to the latest industry trends.
The Greek message goes beyond promoting the well-known islands and beaches. The Greek National Tourism Organization (GNTO) is leading a strategy to position the country as a diverse destination year-round, in collaboration with the 13 prefectures across the country, local authorities, and the private sector.
One area of emphasis is health and wellness tourism. Greece seeks to leverage its ancient medical heritage and natural resources, including more than 800 spas and thermal springs.
Among the most prominent sites: the Edipsos Springs in Evia, the Pozar Baths in the north of the country, and the Caiaphas Springs in the Peloponnese. Alongside these, the country also promotes spa tourism and seawater-based thalassotherapy.
Another area is Greek cuisine, which relies on olive oil, vegetables, local produce and Mediterranean tradition, alongside food tours, wineries and wineries. At the same time, the country promotes cultural tourism, nature trips, city breaks and sustainable tourism.
One of the main goals of the Greeks is to reduce dependence on the summer season, spread tourism across the country, and present Greece not only as a sun-and-sea destination, but as a country that offers diverse experiences in all seasons.