Athens: The Heart of Global Conference Tourism?
In a few days, Athens will beat to the rhythm of the global conference industry. More than 150 leading industry figures will gather, offering a distinct ‘vote of confidence’ to Greece. For years, the country has systematically developed and invested in conference tourism, a sector known for driving destination growth and attracting visitors who spend 5-7 times more than the average tourist.
The decision to host the international IAPCO (International Association of Professional Congress Organisers) conference in Athens (February 25-28) is a testament to the professionalism and capability of Greek organisers to host such a high-calibre event. “It signifies trust in the professional core of the international conference market (PCOs) and demonstrates that our country can host a top-tier industry event in terms of experience, infrastructure, and stakeholder collaboration,” states Sissy Lignou, President of IAPCO, in an interview with the Athens-Macedonian News Agency.
The Odyssey of Conferences: Challenges and Adaptability
IAPCO represents the ‘Elite of the Elite’ of professional conference organisers worldwide, setting quality standards and certifying the industry’s top players. The conference theme, “The Odyssey Reinvented,” draws a parallel between Greek mythology and the challenges faced by the sector, which has endured a true odyssey in recent years: a pandemic, geopolitical turmoil, economic uncertainty, rapid technological advancements, and increasing demands for sustainability. It’s a journey with many ‘Sirens’ to navigate.
“We chose this theme to highlight not only the importance of the final destination on our journey towards a goal, but also the great significance of the journey itself, and the ‘experience’ that organising conferences and events can create for every visitor or participant. We present the ‘journey’ as an opportunity, beyond the challenges,” explains Ms. Lignou.
“The ‘Sirens’ that our sector must avoid,” she continues, “a demonstrably highly adaptable sector that can contribute immensely to recovery and growth after any crisis, are many and varied: certainly global uncertainty and political instability, geopolitical upheavals, the rapid development and establishment of technology and artificial intelligence that we must use to our advantage (and conference organisers internationally have already integrated AI into their strategy and operations in a ‘smart way’), the need to integrate sustainable development into our strategy, the rapid increase in prices leading to reduced competitiveness, and the training and staffing of experienced professionals.”
Furthermore, she points out that at a national level, the ‘Sirens’ include the need for infrastructure to host large international conferences (requiring a national metropolitan conference and exhibition centre capable of accommodating more than 5,000 delegates/exhibitors in parallel halls and corresponding exhibition spaces), the need for an innovative plan to promote the country as a MICE destination, and a national strategy with a unified pricing policy.
The Ithaca of the International Conference Industry
The Ithaca of the international conference industry (The Meetings Industry or Business Events internationally) is a resilient, innovative, and responsible sector. It’s a sector where technology is leveraged to improve strategy, enhance participation, offer personalised experiences, and document the impact of events. It’s a sector that can serve as a key pillar of development and attract high-income, high-calibre visitors.
“Our true Ithaca, however, is not only technological or environmental. It is human. Conferences exist to unite scientists, policymakers, business executives, researchers, academics, professionals, and communities. In an era of fragmentation, our role is to create spaces for dialogue, trust, and collaboration, and in doing so, contribute to the transmission of important knowledge, the advancement of science, the improvement of public health, the strengthening of innovation, and ultimately, social and economic development. This is the world of meetings,” emphasises the IAPCO President.
Greece as a Model of Innovation
As the first Greek president of the international organisation, Ms. Lignou believes that Greece possesses a deep tradition of hospitality, strong scientific capital, a dynamic academic community, and highly adaptable professionals.
“Our scientists are recognised in international organisations, which are turning their attention to our country for the organisation of their national conferences and events. Greek entrepreneurs excel abroad, which is a magnet for corporate meetings. In recent years, Greek PCOs have proven that they can operate according to international quality standards, integrate sustainable practices, and effectively utilise technology,” she notes, adding that “Greece can influence global trends not only as an attractive destination but as a ‘laboratory’ of innovation in conference and event design. The authenticity of our country can re-emphasise the importance of the human element and meaningful interaction in a world dominated by technology.”
Economic Footprint and Sustainability
IAPCO represents over 95 companies, employing more than 23,000 executives in 185 countries. The economic footprint recorded by its members for 2025 exceeds 16.8 billion euros. At this year’s event in Athens, sustainability has been integrated into the core of the design, not as a parallel activity, always based on IAPCO’s sustainable development strategy.
Additionally, as Ms. Lignou points out, emphasis is placed on the “legacy” of the event, on the footprint of knowledge, collaborations, and best practices that will remain after the conference. “IAPCO, moreover, has placed sustainability at the core of its strategy. Through guidelines, training programs, and measurement tools, it encourages its members to adopt structured, measurable practices and align with international ESG standards. In this context, the IAPCO Sustainability Award annually recognises organisations and professionals who implement innovative, applicable, and measurable sustainability actions in the conference sector,” she states.
She also mentions that the Board of Directors of the International Organisation will meet three days before the conference begins, hosted by the Thessaloniki Convention Bureau, in Thessaloniki, and stresses that the ‘Greece’ brand as a top destination for conferences and events will be in the spotlight in the coming period and will be significantly promoted.
It is noted that the conference is organised by the four IAPCO certified members in Greece, AFEA Congress, Convin, Era & Erasmus, and is supported by the Ministry of Tourism, the Greek National Tourism Organisation (EOT), This is Athens Convention Bureau, and leading organisations and companies across the entire conference organisation ecosystem.
Source: APE-MPE
