Greece’s Thematic Event Tourism: A Game-Changer for the Industry
Uncovering the Potential of MICE and Event Tourism
As Greece continues to emerge as a prime destination for travelers, a new niche is setting itself as a powerful force in the country’s tourism landscape: thematic events, including MICE (Meetings, Incentives, Conferences, and Exhibitions), concerts, and productions. This segment not only aligns with modern consumer trends of attending large-scale musical events and specialized interests but also presents unique advantages in attracting high-quality tourism and job creation.
High Spending Visitors: A Boon for Greece
The president of the Hellenic Association of Event Equipment Companies (HERCA), Mr. Panagiotis Podimatas, highlights that the thematic tourism events sector generates 5.5 to 7 times higher spending per visitor compared to the average tourist in the country. This thriving sector supports 77 professions, significantly impacting the local economy. The revenue produced annually from MICE activities in Greece, ranging between €4 billion to €5 billion, can potentially increase by an additional 10% to 15% if there is better promotion of thematic tourism events.
Redefining Event Execution in Greece
A key objective for the industry is to enhance the execution of a wide variety of events in Greece, ranging from simple corporate conferences to large-scale concerts. Mr. Podimatas insists on the necessity of ensuring that such events do not always require mediation by foreign companies, asserting that Greece can hold its own in managing these gatherings.
HERCA’s Vision for Thematic Tourism
HERCA envisions the development of thematic tourism through MICE, concerts, and productions on two fundamental pillars: the expansion of major events and concerts in Greece, alongside ensuring safety for both viewers and artists across all event types. This approach incorporates innovation, sustainability, and the exploration of international collaborations.
Strong Lead: Celebrating Record Numbers
In 2024, the industry aims to match or even surpass the record levels of events held. Last year, HERCA recorded over 30,000 events, marking one of the most successful years in Greece’s event tourism history.
Looking ahead, early indications for 2025 suggest a similar number of events, though the calendar is already packed with upcoming activities. However, it remains too early to draw definitive conclusions about this year, as the time frame for informing potential hosts about company events has significantly shortened.
Key International Markets for MICE in Greece
Currently, the primary international markets primed to support events within the MICE sector, concerts, and productions in Greece for 2025 include European countries. Notable interest has been seen from France, Germany, the UK, and Scandinavian nations.
According to a Statista (2023) survey, the European music events market, from which Greece aims to capture a share, is valued at approximately $9.5 billion. In the realm of MICE, Greece faces strong competition from nations such as Spain and Italy, especially cities like Barcelona, Vienna, Paris, and London.
Launching Into Major Events for 2025
To bolster growth in the sector, Greece is looking to play an active role in international promotion as a significant event destination. Attracting large-scale events lays the groundwork for further development, as these occasions showcase Greek destinations globally as desirable venues for large-scale gatherings.
"We need to prove our capability to organize a major MICE event in Greece, and thus, we must promote the events already scheduled. Significant and noteworthy tasks will advertise the country abroad," claims Mr. Podimatas. Among the major events slated for 2025 is an automobile model presentation scheduled for February, expected to take place in the wider region of Attica. Additionally, a series of grand concerts are anticipated for the summer.
The Rise of Niche Tourism
Simultaneously, recent international travel trends, particularly among millennials and Gen Z, reveal a surge in niche tourism. This new model closely ties with thematic event tourism, emphasizing the continuous pursuit of attractive and unique experiences.
According to a GlobalData report, niche tourism has now become mainstream and serves as a differentiating factor for brands. It is a vital aspect for companies aiming to attract 21st-century travelers, moving beyond merely catering to a specialized market of small and independent firms.
Large travel companies have integrated niche tourism into their offerings. For instance, the TUI Group has acquired numerous small travel agencies that specialize in gastronomy, wine tours, skiing, adventure, and even dark tourism. The Expedia Local Expert platform allows tourists to personalize their travel experiences by selecting activities that vary by destination. A similar trend is observed with the rise of boutique hotels, which provide tailored and exceptional experiences.
A Bright Future for Event Tourism
As Greece positions itself at the forefront of thematic tourism, the groundwork is being laid for a promising future. By focusing on enhancing event promotion and execution, and appealing to modern consumer desires for unique experiences, the country stands to gain significantly.
With the momentum from recent successful events and a clear strategy to engage with international markets, Greece is not just a picturesque vacation spot but a burgeoning hub for thematic events that resonate with visitors’ passions.
Conclusion: Embracing the Shift Towards Thematic Events
In summary, Greece’s thematic event tourism sector presents a thrilling opportunity for growth, both economically and socially. By capitalizing on high-spending visitors, improving promotional strategies, and fostering international partnerships, Greece can solidify its position as a leading destination for MICE and other thematic events. As the sector continues to evolve, it paves the way for unique experiences, offering a fresh perspective on travel that resonates with contemporary audiences.
