Greece Aiming for the Top: A Vision for Conference Tourism Growth
The Potential of Greek Conference Tourism
During the 14th Annual Conference of the Hellenic Association of Professional Congress Organizers (HAPCO & DES), held on March 10-11, 2025, at the prestigious Athens Concert Hall, Sissi Lygnou, the President of HAPCO & DES, articulated a compelling vision for Greece’s future as a premier destination for conference tourism. With the theme of Metamorphosis, the conference highlighted the immense untapped potential within the Greek conference tourism sector, provided enhancements to infrastructure and the establishment of a large convention center in Athens.
Current State of Greek Conference Tourism
As it stands, Greek conference tourism contributes a substantial €2 billion to the economy, positioning the country 47th globally for total turnover in the international conference industry. For context, Portugal occupies the 30th spot, while Italy is a formidable contender at 13th. This ranking underscores the barriers faced by Greece in climbing the ranks of global conference destinations.
Aiming for Greater Heights
Lygnou emphasized that with focused efforts to upgrade infrastructure and implement a cohesive national promotional strategy, Greece could elevate its annual conference tourism revenue to an impressive €6-7 billion. This optimistic outlook reflects the burgeoning interest Greece is generating as a host for large-scale conferences.
Rising Demand for Conference Spaces
The conference landscape is evolving. Notably, Greece is experiencing a remarkable rise in interest for large conferences, boasting a 20% increase in 2024 compared to the previous year. Projections for 2025 indicate similar growth, yet the existing facilities cannot keep pace with demand—a critical point emphasized by Lygnou.
Infrastructure Shortcomings in Athens
A significant challenge remains: the lack of large convention centers, particularly in Athens. “We lose 100 major international conferences and 1,000 corporate meetings every year,” Lygnou lamented, illustrating a harsh reality that hampers the sector’s growth. While Greece boasts various high-quality venues across the nation, the insufficient capacity to host grand events is an obstacle that cannot be overlooked.
Comparative Performance Data
Insights from the International Congress and Convention Association (ICCA) highlighted that Italy currently dominates Europe in hosting international association conferences, closely followed by Spain. Portugal proudly stands at 7th place, while Greece is ranked 11th. These figures emphasize the competitive landscape Greece is part of and the urgent need for elevation in the rankings.
Athens and Thessaloniki’s Rankings
At present, Athens ranks 11th among European cities and 15th globally in the realm of conference destinations. In parallel, Thessaloniki occupies the 26th position in Europe and 42nd worldwide. Notably, the city has recently outperformed various well-known conference hubs, including Munich and Zurich, an indication of its growing importance on the conference map.
Future Growth for Thessaloniki
The recent redevelopment of the Thessaloniki International Fair (TIF) facilities promises further boosts, positioning the city to attract even more conference activity. With expectations of escalating growth, Thessaloniki is establishing itself firmly as a central player in the regional market.
The Role of Major Conferences in Tourism Extension
Experts at the conference highlighted the critical role of major conference events in extending Greece’s tourism season. Increased business tourism, particularly in early spring and late autumn, could significantly impact local economies and employment rates. The forthcoming International Olympic Committee (IOC) conference, set to occur from March 18-21 in Pylos, is a prime example of how such events can catalyze local business activity, leading to the earlier opening of hotels and facilities.
The Economic Ripple Effect
Such major events not only generate immediate economic benefits but also have a lasting impact on the brand reputation of Greece as a destination for international gatherings. The increase in tourism connected to these conferences leads to heightened visibility and interest in the country’s rich offerings.
Building a Comprehensive Strategy
In order to harness this potential, a comprehensive national strategy is essential. This strategy should include targeted promotional efforts to position Greece favorably against its competitors, alongside crucial infrastructure investments that respond to the growing demand for larger venues capable of hosting significant events.
Leveraging Unique Offerings
Greece’s unique cultural heritage, stunning landscapes, and hospitality can provide significant leverage in attracting international conference organizers. With additional marketing focus and enhanced service offerings, Greece can capitalize on its strengths and differentiate itself from competing destinations.
Global Competition in Conference Tourism
As the industry evolves, competition will only intensify. Greece must act swiftly to address its shortcomings, particularly the lack of large venues in major cities like Athens. It is pivotal for stakeholders to collaborate and invest strategically to ensure Greece emerges as a sought-after destination.
Overcoming Challenges of Infrastructure
In overcoming the limitations posed by infrastructure, a decisive commitment to growth from both private and public sectors is necessary. Investments in convention centers, improved transport facilities, and better technology services will be critical in making Greece a realistic alternative in the global conference market.
Collaboration among Stakeholders
Stakeholders within the tourism and municipal sectors need to unite to create a plan that promotes development while generating excitement around Greece’s potential as a top choice for international meetings. Collaborating with local businesses will foster an inclusive economy that benefits from the global conference tourism surge.
Anticipating the Future
With a focus on enhancing its conference infrastructure and strategically marketing its offerings, Greece has a bright future ahead in the conference tourism space. The opportunity to transform into a leading destination lies within its grasp, waiting to be actualized through proactive initiatives and investment.
Conclusion: A Transformative Path
As Greece looks to the future, the transformation of its conference tourism sector hinges on addressing existing gaps in infrastructure while maximizing its unique cultural allure. By strengthening its convention offerings and broadening appeal, Greece is positioned to experience a significant leap forward—potentially solidifying its status as a world-class conference destination. With all eyes on Athens and Thessaloniki for ambitious goals, the journey towards metamorphosis in the conference tourism landscape will undoubtedly be one to watch.
