Mediterranean Cities Welcoming Tourists: Thessaloniki, Favignana, Sète
While many European hotspots are introducing tourist taxes and restrictions, several Mediterranean destinations are actively seeking visitors. Here's where to find a warm welcome.
Image via Travel Off Path
Key takeaways
- Thessaloniki, Greece's second-largest city, is actively calling for more tourists, positioning itself as an affordable and culturally rich alternative to Athens and the Greek islands.
- Favignana, a remote Italian island in the Egadi archipelago near Sicily, boasts turquoise waters and is actively seeking visitors to boost its local economy.
- Sète, a port city on France's Mediterranean coast, is a popular destination for French locals seeking an authentic and more affordable alternative to the Côte d'Azur.
- These destinations stand in contrast to many European tourism hotspots that are implementing visitor caps, taxes, and restrictions to manage overtourism.
Mediterranean Destinations Actively Welcoming Tourists in 2025
As summer 2025 approaches, much of the travel conversation around Europe focuses on overtourism. Venice is testing entry fees, Barcelona is considering a cruise ship ban, and the Greek islands of Santorini and Mykonos are implementing visitor caps. Yet in this landscape of restrictions, a handful of Mediterranean destinations are sending a very different message: they want more tourists.
From Greece's second city to a remote Italian island and a French port town beloved by locals, these destinations offer affordable alternatives to the region's more crowded — and increasingly expensive — hotspots.
Thessaloniki, Greece: A Cultural Powerhouse Welcoming Visitors
Thessaloniki, Greece's second-largest city, stands out as a destination actively calling for more tourists. European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas has publicly supported the city's bid to attract more visitors, framing it as a sustainable way to distribute tourism benefits beyond the saturated islands.
Unlike Athens or Santorini, Thessaloniki offers a more grounded experience. The city is a cultural powerhouse with a 2,300-year history, a vibrant food scene, and a lively waterfront. Accommodation and dining remain significantly cheaper than in the Cyclades or the Athenian Riviera. For travelers seeking Greek culture without the premium price tag, Thessaloniki is a compelling option.
Favignana, Italy: Turquoise Waters Without the Crowds
Off the coast of Sicily, the Egadi archipelago is home to Favignana, a remote island known for its turquoise waters and relaxed pace. While much of Italy's coastal tourism is concentrated in the Amalfi Coast, Cinque Terre, and Sardinia's Costa Smeralda, Favignana remains a quieter alternative — and one that is actively seeking more visitors.
The island's local economy relies heavily on tourism, and its residents welcome the economic boost that visitors bring. Favignana is accessible by ferry from Trapani in western Sicily, making it a feasible addition to a Southern Italy itinerary. Its beaches, coves, and historic tuna fisheries offer a distinct experience from the mainland's more famous destinations.
Sète, France: The French Local's Mediterranean Escape
On the French Mediterranean coast, Sète is a port city that many travelers overlook in favor of Nice, Cannes, and Saint-Tropez. But for French locals, Sète is a well-known secret. Built around canals and a working harbor, the city offers authentic seafood, a lively market, and a beach culture that feels less curated than the Côte d'Azur.
Sète is cheaper than its glamorous neighbors, and its residents are generally welcoming to tourists who want to experience a more genuine side of southern France. The city also hosts cultural events and festivals throughout the summer, adding to its appeal.
What This Means for Travelers
These destinations represent a shift in the European tourism landscape. As popular spots introduce measures to manage crowds — from Amsterdam's hotel construction ban to Dubrovnik's cruise limits — these cities and islands are positioning themselves as affordable, authentic alternatives.
For travelers planning a Mediterranean trip in 2025, the practical takeaway is clear: look beyond the headlines about overtourism. Destinations like Thessaloniki, Favignana, and Sète offer the same sun, sea, and culture without the restrictions, high prices, or anti-tourist sentiment found elsewhere.
When booking, consider flying into Thessaloniki instead of Athens for northern Greece exploration, adding a ferry from Sicily to Favignana for a quiet island escape, or substituting Sète for a day trip from Montpellier instead of battling crowds on the French Riviera. These choices not only save money but also support local economies that genuinely want your visit.
Frequently asked questions
Is Thessaloniki cheaper than Athens for tourists?
Yes, Thessaloniki is generally more affordable than Athens for accommodation, dining, and attractions. It offers a lower-cost alternative for experiencing Greek culture, history, and cuisine.
How do you get to Favignana, Italy?
Favignana is accessible by ferry from Trapani in western Sicily. The journey takes about 30-40 minutes, and ferries run regularly during the summer season.
What makes Sète different from Nice or Cannes?
Sète is a working port city with a more authentic, local atmosphere than the glamorous Côte d'Azur resorts. It is significantly cheaper and popular among French vacationers seeking a genuine Mediterranean experience.
Are these destinations safe for tourists in 2025?
Yes, Thessaloniki, Favignana, and Sète are all considered safe for tourists. Standard travel precautions apply, but none have specific safety advisories beyond typical urban or coastal travel considerations.
Sources
This article was synthesised and fact-checked from the following reporting:
