Conference Tourism in Greece Targets €6-7BLN

Speaking on the sidelines of the 14th Annual Conference of the Hellenic Association of Professional Congress Organizers (HAPCO & DES), titled Metamorphosis, which took place on March 10-11, 2025, at the Athens Concert Hall, Sissi Lygnou, President of HAPCO & DES said Greece could become a leading conference destination. The general sentiment was that Greek conference tourism has great potential provided that infrastructure improves and Athens acquires a large convention center.

Currently, the Greek conference tourism generates €2 billion in revenue, ranking 47th globally in terms of total turnover in the international conference industry. In contrast, Portugal holds the 30th position, while Italy ranks 13th.

“We can climb higher and reach an annual value of €6-7 billion if we develop new infrastructure and implement a promotional strategy within a national framework,” Lygnou stated.

She noted that Greece is attracting an increasing number of large conferences. In 2024, the sector saw a 20% rise compared to 2023, with similar growth expected in 2025. However, demand remains even greater.

According to Lygnou, Greece suffers from a lack of large convention centers, particularly in Athens, where the demand for a major conference venue remains a key issue. “We lose 100 major international conferences and 1,000 corporate meetings every year,” she said, adding that although Greece has high-quality conference facilities across the country, it cannot accommodate large-scale events.

Data from the International Congress and Convention Association (ICCA), presented at the conference, shows that Italy leads Europe in hosting international association conferences, followed by Spain. Portugal ranks 7th, while Greece stands at 11th place.

Athens is currently ranked 11th among European cities and 15th globally as a conference destination, while Thessaloniki holds the 26th position in Europe and the 42nd worldwide.

In 2023, Thessaloniki surpassed popular conference destinations such as Munich, Ljubljana, Zurich, and Valencia in the rankings, with expectations of further growth following the redevelopment of the Thessaloniki International Fair (TIF) facilities.

During the conference, experts highlighted that major conference events help extend Greece’s tourism season. A prime example is the upcoming International Olympic Committee conference, set to take place from March 18-21 at Costa Navarino in Pylos, which has led to an earlier opening of hotels in the region.

Source: tovima.com