Thessaloniki: The phenomenon of "undertourism" and the departure of Ryanair
While many cities in the world, such as Kyoto or Venice, suffer from overtourism, there is also the opposite phenomenon: "undertourism." This occurs when a destination has fewer visitors than it can and needs to host. Thessaloniki is a city facing this issue, trying to find a balance in its tourism development.
Thessaloniki is the second-largest destination in Greece, offering a rich history, culture, and excellent gastronomy. However, despite its advantages, the city has not yet managed to attract the number of tourists seen in Athens or the popular Greek islands. This creates challenges for the local economy and businesses.
A significant blow to the city's tourist traffic is the recent decision by the airline Ryanair to reduce its routes from "Makedonia" Airport. The low-cost carrier announced that it will stop certain flights, a fact that makes access for foreign visitors to the capital of Macedonia difficult, especially during the winter season.
The reasons for this development are mainly linked to operating costs at airports and the strategy of the airlines. For Thessaloniki, the reduction in flights means that it must seek new solutions and partnerships to remain connected with the rest of Europe and to strengthen its image abroad.
The phenomenon of undertourism highlights that tourism success is not a given for any city. The case of Thessaloniki shows the need for a more organized strategy so that the city can utilize its potential and attract visitors year-round, while simultaneously avoiding the problems brought by excessive tourism.