Greek Meetings Alliance Launches Outreach Event at IMEX Frankfurt

HAPCO & DES President Sissy Lygnou (2nd from left) with Greek team representatives at IMEX. Photo source: HAPCO & DES.

The Greek Meetings Alliance (GMA) participated in this year’s four-day  global business events conference IMEX Frankfurt, with the “Greek Mixology Experience” event as part of efforts to reach out to international markets.

The GMA – a joint initiative between the Hellenic Association of Professional Congress Organizers & Destinations Events Specialists (HAPCO & DES), the This is Athens – Convention & Visitors Bureau and the Thessaloniki Convention Bureau (TCB) in collaboration with the Greek National Tourism Organization (GNTO) – organized the “Greek Mixology Experience” as a way to introduce itself while offering a unique networking opportunity.

The Greek Mixology Experience event at IMEX. Photo source: HAPCO & DES.

During the experience, IMEX exhibitors, visitors, and MICE partners had the opportunity to sample a range of traditional Greek spirits, including tsipouro, ouzo and Metaxa brandy, as well as a number of innovative cocktails while having the chance to meet with GMA representatives.

Commenting on the initiative, HAPCO & DES President Sissi Lygnou underlined the importance of outreach actions that will further promote MICE (meetings, incentives, conferences & exhibitions) tourism in Greece and establish the travel segment on the international map.

Lygnou said it was vital to highlight the value of the Greek MICE industry, which can significantly contribute to the country’s growth by attracting higher income travelers and promoting the country worldwide.

The Greek Mixology Experience event at IMEX. Photo source: HAPCO & DES.

“Greece has demonstrated its capacity as a leading conference destination and as such it is important to include in a national plan targeted outreach actions in this direction,” she added.

According to Lygnou, the International Congress and Convention Association ranked Greece 10th in Europe and 13th globally in 2022 as a leading MICE destination.

“These figures are encouraging, but also reflect the need for a national strategy in the sector. It is the right time and opportunity for Greece to emerge as a leading MICE destination. Extroversion is a key pillar of both the GMA and our association’s strategic planning, and we will continue our efforts in this direction,” said Lygnou.