Debunking the Athenian MICE myth
CMW INTERNATIONAL REPORTER OLIVER THOMAS EXPLORES HOW ATHENS IS MUCH MORE THAN JUST A TOURIST HOTSPOT FOR ANCIENT HISTORY ENTHUSIASTS
T here is a myth among visitors , delegates and international event organisers that Athens ’ appeal is rooted solely in its ancient culture and its immaculately preserved ruins . Undoubtably , ancient Greece is an essential USP for Athens , and is utilised to great effect , but is often misinterpreted as its only strength .
During the 8th Travel Trade Athens event , 9-10 May , CMW was presented with the Greek capital ’ s MICE infrastructure and a clear strategy that exposed the one-dimensional hypothesis of this myth .
To improve the life of Athenian citizens , is to improve the experience and attraction of Athens to international visitors . This is the vision seen throughout Athens ’ domestic MICE industry and governmental institutions ( City of Athens and This is Athens ).
“ We need to try and understand and consider our city from a holistic view ,” comments Kostas Bakoyannis , the mayor of Athens . “ We need to view our city as a whole . When we invest in the quality of life , we invest in Athens as a city for visitors .”
In the ICCA Annual 2021 Report , Athens was ranked the 6th MICE city in Europe and 8th in the world , demonstrating the vision and strategy of this Mediterranean city already coming to fruition .
“ When we invest in the quality of life , we invest in Athens as a city for visitors ”
Kostas Bakoyannis , the mayor of Athens
The city of symposiums Vagelis Vlachos , CEO of Athens Development & Destination Management Agency , tells CMW : “ We believe that a great city to live is a great city to visit ,” echoing the holistic thoughts of mayor Bakoyannis .
This coherent strategy throughout the city ’ s institutions is the backbone of the destination ’ s MICE appeal . By facilitating a city that local residents can enjoy , you have a destination which is equally as attractive to international visitors .
Through this focus on local communities , supporting sustainable practices of Athenian suppliers and international event organisers is a fundamental part of this overall strategy .
Vlachos comments : “ The City of Athens has a comprehensive climate action plan that emphasises the maintenance of public spaces as well as strategies promoting neighbourhood stability and growth .”
Environmentally , investment was made during the pandemic to renovate public spaces into urban lungs ( Lycabettus Hill and the National Garden ). The climate plan includes supporting investment in smart infrastructure , while training tourism stakeholders to incorporate sustainability into their business plans .
The role of MICE for the economic sustainability of Athens is also seen as critically important to improving the city ’ s quality of experience for locals and visitors .
The footprint of a common events delegate is four times greater than a typical leisure visitor to Athens . Thus , is highlighted the economic value of attracting events to the region for the local economy .
Not only do MICE delegates spend more , they visit all year around . The City of Athens ’ is strategising to flatten the peak of visitors to beyond
34 / CONFERENCE & MEETINGS WORLD / ISSUE 119