The Business Tourism Management (BTM) Expo held in Bari from February 25 to 27, 2026, showcased the strategic importance of Bari as a key departure point for Italian tourists traveling to Greece. The Greek National Tourism Organisation (GNTO) utilized this opportunity to highlight the strong historical and geographical ties between Puglia and Greece, emphasizing the city's role in enhancing both sea and road tourism to Greek destinations. Visitors to the Greek pavilion demonstrated significant interest in improving connectivity and expanding tourism possibilities between the regions.

Particularly highlighted were the Ionian Islands, a favored destination for travelers utilizing the ferry and air networks of the region. The GNTO's promotional efforts focused on not only the allure of these islands but also the broader tourist attractions spread across mainland Greece and other islands. This strategic marketing initiative is indicative of Greece's continued efforts to attract tourists from Italy, one of its primary markets, by promoting ease of travel and accessibility.

In support of this initiative, GNTO executives conducted productive meetings with various stakeholders, including travel agents and airline representatives. These discussions aimed to further strengthen tourism linkages and partnerships, leveraging the existing historical connections and enhancing the experience for Italian tourists seeking to explore Greece’s rich cultural and natural offerings. This engagement at the BTM Expo reflects a concerted effort by Greece to remain a top destination for international travelers, particularly in the competitive landscape of the European tourism market.