How an Israeli Spokesperson Became a Tour Operator in Greece

View of Thessaloniki from Ano Poli, the Old Town. (Photo: © Israelsitesandsights.com / © Janis Raisen)

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Greece's second largest city, Thessaloniki, is friendly, lively, historic, and scenic. It has an irresistible charm. From the tavernas, restaurants, and coffee shops, to the views, attractions, and shopping, all within walking distance around the city center, Thessaloniki is one of Greece's hidden gems. 

Located along the Aegean Sea, it is also within driving distance to epic resort towns, and outdoor adventures. This once Jewish metropolis, steeped in Jewish history is one additional draw for the steady flow of Israeli tourists.

Just ask Avi Azoulai.

Avi Azoulai (Azulay), Photo: Courtesy

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Azoulai, a former spokesperson for many government organizations in Israel, including the Municipality of Beit She'an, founded the tour company, Saloniki I.L, eight years ago. He splits his time between Thessaloniki, and his hometown, Beit She'an, where his wife and children reside.

About 200-250 Israelis join his group and private tours each week. His company offers walking tours in Thessaloniki—general history, Jewish history, and culinary ones. Tours with transportation outside of the city to destinations, such as Halkidiki, Mount Olympus, and the Meteora Monasteries are also popular.

One of the views in Halkidiki. (Photo: © Israelsitesandsights.com / © Janis Raisen)

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From Spokesperson to Tour Operator

Azoulai's journey from spokesperson in Israel to tour operator in Greece stemmed from his lifelong love of Greek culture.

“Everything that was connected to Greece, I researched, I documented, I saved," he explained. "I have a Greek file on my computer that is divided into the mainland and the islands. The highlights and history of every place are listed, along with recommendations. That’s how my romance with Greece began. For me it’s something mystical. I don’t have any Greek roots," Azoulai explained. "My family came from Morocco and I was born in Israel, but I have a mystical connection to Greece, because since childhood I researched everything related to Greece.”

Azoulai’s first trip to Greece was on his honeymoon on Hydra Island. Since then he has become a seasoned traveler in Greece. His life changed though on his first trip to Thessaloniki 13 years ago. He was mesmerized.

"When I visited Thessaloniki 13 years ago. I immediately felt a special connection to the city, of course influenced by the city’s Jewish history," he explained. "When I walked out of the hotel for the first time, I felt that this is home, this is a familiar place that I have previously visited.”

At the time he was working as the spokesperson for the Municipality of Beit She’an, but he knew his role would be winding down a few years later, and he wanted to return to Thessaloniki. He began planning the next chapter of his career.

"I started to research the history of Thessaloniki, and make connections in the city. I knew that my role as a spokesperson would come to an end a few years later, and I would travel to Thessaloniki and do something else.”

He wasn't sure what path his career would take, but with his extensive knowledge about Greece, he was already offering advice to Israelis that were seeking tips and recommendations.

“I continued to research and help tourists, while still working as a spokesperson and living in Israel. Before I left Beit She'an for Thessaloniki, I had already built a full team of drivers, tour guides, locals and Israelis that live in the city, “Azoulai explained. “I built the itineraries, what attractions to see, which vineyards to visit," he explained.

"Over time, people knew who I was. When I arrived in Thessaloniki eight years ago, after one week I started organizing group bus tours from Thessaloniki, every day to a different destination," Azoulai said.

Avi Azoulai (Azulay), Photo: Courtesy

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In 2017, he started his new career in Thessaloniki at the age of 47. "People were surprised," he said. “Everyone knew me as ‘Avi the spokesperson.' They asked me what connection I have with the world of tourism.”

As a spokesperson, his role touched on many areas, such as culture, tourism, sports, and events. He had some background knowledge, but he never worked directly in tourism.

“I was also on the tourism committee of Beit She’an. I was a bit familiar with the world of tourism and was drawn to it.” 

The Charm of Thessaloniki

Most people are friendly and welcoming toward Israelis, Azoulai said. The locals are known for their hospitality and warmth towards foreigners. He also appreciates that the city is very safe and family friendly. Young people can be seen walking freely and comfortably at night in the city center, he added.

“As a business man, I can tell you that I also really enjoy doing business with Greeks. They are decent, honest and respectful. I send them hundreds of Israelis to the tavernas, if not thousands. I give them lots of business in tourism and they are very respectful," Azoulai said.

Azoulai's clients share his love for Thessaloniki. No matter where they travel in Greece, they usually tell him that Thessaloniki was the highlight, a completely different experience.

"My impression is that it’s the Jewish soul connected to Thessaloniki, but also because it's a safe and friendly city, family friendly, filled with tavernas, bars, restaurants, coffee shops," he said.