At the recent international tourism exhibition held in Helsinki from January 16-19, 2025, an unexpected controversy emerged that caught the attention of attendees and sparked broader discussions about regional politics.
The exhibition, which gathers tourism industry representatives and stakeholders from around the world, became a focal point for geopolitical tensions when the “Turkaegean” brand—which the European Union had recently decided to cancel for commercial and advertising reasons—made a surprise reappearance.
Just ten days prior, the EU’s decision to cancel the “Turkaegean” branding was widely reported in the media and initially hailed as a diplomatic success for Greece, particularly spotlighting the efforts of Prime Minister Kyriakos Mitsotakis. The reappearance of the branding at such a prominent event has raised questions about the enforcement capabilities of the EU in international trade and marketing contexts.
This development at the Helsinki exhibition underscores ongoing challenges within the EU regarding its influence and effectiveness in …