Thessaly Region approves 1.6 million euro tourism development plan

The Thessaly Regional Council has approved a Strategic Tourism Promotion and Development Plan for the 2027–2028 period, backed by a budget of 1.6 million euros. The initiative aims to establish Thessaly as a sustainable, year-round destination by integrating its natural landscapes, mythology, culture, and gastronomy into a cohesive international identity.

According to Deputy Regional Governor for Tourism Natasa Adamopoulou, recent data highlights both growth and challenges. In 2025, Thessaly saw 728,000 visits, a 4.3% increase from 2024. While the average expenditure per overnight stay rose by 12% to 67 euros, the average length of stay remains at five nights. The new strategy focuses on encouraging visitors to stay longer to increase the economic impact on local communities.

Despite these challenges, the region maintains a high reputation; the Greece Reputation Tracker (Q4 2025–Q1 2026) rated Thessaly's visitor experience at 9.6 out of 10, the highest among Greek regions.