In October 2025, Greece once again took center stage on the global tourism map.
The Region of Eastern Macedonia and Thrace—stretching from the golden beaches of Thassos to the forested mountains of Rhodope—was officially named Europe’s Leading Emerging Tourism Destination 2025 at the prestigious World Travel Awards.
And right at the heart of this award-winning region stands Kavala — a city that perfectly captures what modern travelers are looking for: authenticity, beauty, accessibility, and a genuine sense of Greek life beyond the mainstream islands.
For us at Planbnb, this recognition isn’t just good news; it’s a defining moment. It signals a new chapter for hosts, guests, and investors who believe in Kavala’s potential as one of Europe’s most exciting up-and-coming destinations.
A European Award That Changes Everything
The World Travel Awards (WTA) are often called the “Oscars of tourism.”
Every year, they spotlight the destinations that redefine travel trends.
This year, Eastern Macedonia and Thrace took the crown as Europe’s Leading Emerging Destination, ahead of other nominees like Matera (Italy), Ljubljana (Slovenia), and Bansko (Bulgaria).
For a region that had long remained under the radar, this is no small achievement. It rewards years of investment in infrastructure, cultural promotion, sustainable travel, and cross-border cooperation.
But most importantly—it recognizes the region’s unique blend of landscapes and experiences: seaside cities like Kavala, island escapes like Thassos, and inland gems like Xanthi and Drama.
Kavala: A City That Defines the Region
Kavala isn’t just a part of this region—it’s its pulse.
Perched amphitheatrically above the Aegean, the city welcomes travelers with terracotta rooftops cascading down to a bustling port. Its old town, Panagia, is a living museum of Greek, Ottoman, and Byzantine history, while its modern center buzzes with cafés, culture, and a cosmopolitan flair that surprises many first-time visitors.
Few cities in Europe combine so many contrasting moods so seamlessly:
- The serenity of a seaside resort
- The energy of a working port
- The authenticity of a Greek mountain village
- The elegance of a city that never forgot its history
That combination—of scale, heritage, and livability—is exactly what makes Kavala central to Eastern Macedonia and Thrace’s tourism renaissance.
A Region Rising Together
The regional government has worked strategically to promote the area through the program “Tourism Everywhere – Value for All”—an approach focused on sustainable growth, cultural authenticity, and all-season travel.
This means the region is no longer seen as a “summer-only” destination. Instead, it’s positioned as a four-season, multifaceted area—ideal for nature, gastronomy, and cultural experiences.
For Kavala, this shift plays directly into its strengths.
The city offers easy access to:
- Thassos Island, just a 35-minute ferry away.
- Philippi Archaeological Site, a UNESCO World Heritage treasure.
- Drama’s vineyards and caves, perfect for wine and adventure tourism.
- Nestos River and its delta, for kayaking and eco-travel.
- Xanthi’s old town, for weekend cultural getaways.
In essence, Kavala serves as the hub city—the ideal starting point to explore the entire award-winning region.
What This Means for Travelers
For travelers planning their next Greek adventure, this recognition should serve as a wake-up call.
While Santorini and Mykonos dominate social media, Kavala offers something refreshingly different: a destination where you can still find authenticity, affordable luxury, and direct access to both mountains and sea.
Here’s what guests can expect when they choose Kavala:
- Authentic Greek charm — locals who greet you with genuine warmth and conversations that go beyond transactional hospitality.
- History in every corner — from the Imaret and the Kamares aqueduct, to neoclassical mansions built by tobacco traders who made the city thrive.
- Nature at your doorstep — beaches like Ammolofi or Kalamitsa just minutes away, and mountain trails for weekend explorers.
- Island proximity — ferry connections to Thassos every hour make it easy to blend island vibes with city comfort.
- All-year appeal — cultural events, gastronomy festivals, and a thriving café scene keep the city alive long after summer ends.
For the conscious traveler, Kavala is everything Greece promises—minus the crowds.
What This Means for Hosts & Investors
The WTA recognition isn’t just a badge of pride; it’s a market signal.
For short-term rental owners and hosts in Kavala, the message is clear:
Demand is about to rise.
Being part of the Europe’s Leading Emerging Destination 2025 region will influence traveler decisions and search trends. Many guests—especially from Northern and Central Europe—are actively looking for “new Greek destinations” that combine authenticity with infrastructure. Kavala fits that profile perfectly.
How Planbnb hosts can benefit
- Better visibility: Mentioning the award in listings increases click-through rates.
- Higher value perception: Guests are more likely to pay premium rates for stays in an “award-winning region.”
- Stronger off-season demand: The region’s new branding emphasizes year-round tourism, not just summer months.
- Enhanced storytelling: Use the award in your welcome books, website, and social content to connect guests to the region’s narrative.
At Planbnb, we’re already updating our marketing language to reflect this milestone—emphasizing Kavala’s new identity as the gateway to Europe’s Leading Emerging Destination.
This recognition also strengthens Kavala’s profile for property investors. As tourism grows sustainably, property values and occupancy rates are expected to increase, creating long-term opportunities for well-managed rentals.
From Hidden Gem to Hero Destination
For years, those of us who live and work here have known Kavala’s potential.
We’ve watched guests fall in love with its effortless mix of sea, city, and authenticity.
Now, the world is catching up.
This award doesn’t just celebrate numbers—it celebrates identity.
It affirms that the real future of Greek tourism lies in places that stay true to themselves—where you can hear the sound of seagulls at dawn, share meze with locals by the port, and walk streets that still remember centuries of stories.
And that’s exactly what Kavala is about.
Planbnb’s Vision for 2026 and Beyond
As the region steps into the spotlight, Planbnb’s mission remains simple:
To help property owners, investors, and travelers experience this new chapter in the best possible way.
We’re expanding our portfolio of curated homes across Kavala, Nea Iraklitsa, Nea Peramos, and Thassos.
We’re investing in professional photography, dynamic pricing, and top-tier guest support to meet the expectations that come with this award.
And we’re committed to sustainable growth—because the charm of Kavala lies in its balance between modern comfort and traditional soul.
Whether you’re a guest seeking the next great European escape, or a homeowner ready to join an award-winning market, 2025 marks the beginning of a new era.
Kavala is no longer a secret. It’s a story worth sharing—and living.
Plan Your Stay in Kavala
Discover our collection of professionally managed properties in the heart of Eastern Macedonia and Thrace — the region now crowned Europe’s Leading Emerging Destination 2025.
👉 Visit planbnb.gr to explore available homes, or contact our team for personalized management solutions.
Because when Europe looks for its next great destination, it’s looking right at us — Kavala.
