City report
Athens: where ancient inspiration meets modern business
IAIN STIRLING FINDS THAT THE CRADLE OF DEMOCRACY IS ENJOYING A RENAISSANCE FOR EVENTS, WHERE ANCIENT HERITAGE AND MODERN CREATIVE SECTORS ARE PROVING TO BE AN EXCITING AND ENTICING FUSION FOR PLANNERS
A thens, long celebrated
as the cradle of Western civilisation, is re-emerging as one of Europe’ s most compelling destinations for international business events. With its blend of ancient heritage and contemporary infrastructure, the Greek capital is redefining what it means to host world-class conferences, exhibitions, and incentive programmes. The city stands at No. 7 in Europe and No. 10 globally in the latest ICCA city rankings( with 111 qualifying meetings), and the team from the Athens Convention & Visitors Bureau( ACVB) is on the front foot and recently took its upbeat messages to IMEX Frankfurt where they completed over 60 B2B meetings and seven group presentations.
Athens Agora At the heart of this transformation in the city’ s MICE marketing is the‘ This is Athens Agora’ event, which has quickly developed into a flagship showcase for the city’ s capabilities, ambition, and unique sense of place.
This is Athens Agora is much more than a gathering of meetings and event industry professionals; it is a curated experience that is organised by the ACVB. Agora( in Ancient Greek,‘ Agora’( ἀγορά) primarily means‘ marketplace’ or‘ assembly place’ and refers to the central public space in ancient Greek city-states, serving as a gathering place for various activities like commerce and political
discussions) connects international buyers, media, and event planners with the city’ s top suppliers, venues, and cultural leaders.
The event’ s recent edition, over two days in April, drew a diverse audience of hosted buyers and influential stakeholders eager to discover the latest developments in Athens’ meetings and incentives sector.
Agora takes a very immersive approach. Rather than confining delegates to a single venue, the event unfolds across the city, so that participants can experience Athens as both a destination and a living, breathing inspiration. Site visits were made at the city’ s leading hotels, conference centres, and unique event spaces, while cultural excursions and networking gatherings revealed the vibrancy of Athenian life.
From rooftop receptions overlooking the Acropolis to behind-the-scenes tours of contemporary art spaces, Agora this year was an invitation to see Athens through the eyes of those who know it best.
The programme also focused on innovation and knowledge exchange. Panel discussions, workshops, and keynote sessions addressed the latest trends in the global events industry, from sustainability, filming and legacy to digital transformation.
Destination of distinction Athens’ appeal as a business events destination rests on several pillars. Its strategic location at the crossroads of Europe, Asia, and Africa ensures good access for international delegates, with the award-winning Eleftherios Venizelos International Airport offering direct connections to 163 destinations across 54 countries.
The city’ s compact, walkable centre and efficient public transport system make getting around both easy and enjoyable.
But what truly distinguishes Athens is the way it weaves together history and modernity. Delegates can spend the morning in a state-of-the-art conference centre, the afternoon exploring ancient temples, and the evening enjoying world-class dining or a contemporary art exhibition.
Lights, camera, action! The city’ s role as a film location has also added a new dimension to its appeal. Athens’ dramatic landscapes, iconic architecture, and Mediterranean light have attracted several international productions in recent years, raising the city’ s profile and offering event organisers a wealth of creative possibilities. From product launches in neo-classical mansions to gala dinners
28 / CONFERENCE & MEETINGS WORLD / ISSUE 137