Greece Loses Billions Annually Due to Lack of Infrastructure for Conference Tourism

Greece is missing out on billions of euros annually from the MICE (Meetings, Incentives, Conferences & Exhibitions) sector due to a lack of infrastructure, the Hellenic Association of Professional Congress Organizers & Destinations Events Specialists (HAPCO & DES) announced on Wednesday.

During a press conference, HAPCO & DES President Sissi Lygnou reiterated the call for government support to boost the development of conference tourism in Greece.

Citing official data, Lygnou said Greece’s MICE sector currently contributes over 2.5 billion euros to the national economy annually. This amount could potentially reach 6.5 billion dollars in the medium term, provided the government invests in infrastructure, particularly by establishing a large metropolitan conference center in Athens.

“Today, Greece annually loses more than 20 international scientific conferences and over 100 corporate events,” said the president of HAPCO & DES.

According to Lygnou, Greece loses more than 100,000 conference visitors and over 50,000 corporate event visitors annually.

HAPCO & DES President Sissi Lygnou. Photo © GTP

“There is high demand for Greece as a destination to host mega conferences and corporate events,” Lygnou emphasized, adding that the MICE industry has no seasonality and attracts high-spending visitors and conference delegates.

“The sector must be supported by a national strategy and targeted promotion,” she said, adding that HAPCO & DES has submitted a plan to the Tourism Ministry.

“It is a fact that, due to the lack of infrastructure and availability, Greece is currently losing at least 1 billion euros per year in revenues from conferences and events,” Lygnou highlighted.

Citing recent data from the International Congress and Convention Association (ICCA), Lygnou noted that Athens in 2023 maintained its momentum as one of the most important conference cities, while Thessaloniki showed impressive growth.

Source: HAPCO & DES

According to ICCA, Greece ranked 16th in the world for conference destinations in 2023, down from 13th in 2022, and 11th in Europe in 2023, down from 10th in 2022.

In the world ranking of cities, Athens occupied the 15th place in 2023, down from 8th place in 2022. In Europe, Athens ranked 11th in 2023, down from 8th in 2022.

On the other hand, Thessaloniki rose to 42nd place in the world ranking in 2023, up from 78th in 2022, and to 26th place in Europe in 2023, up from 51st in 2022.

What Greece needs to take off as a conference tourism destination

HAPCO & DES Secretary General Tonia Alexandrou. Photo © GTP

During the press conference, HAPCO & DES Secretary General Tonia Alexandrou listed the association’s requests to the government to facilitate the growth of Greece’s conferences and events sector.

“Our main request is for our sector to receive the recognition it deserves,” Alexandrou said. “We’re calling for the state to acknowledge and harness the pivotal role of the conference and events industry in the country’s recovery and development, as well as in sustainable development and transfer of know-how.”

Alexandrou reiterated HAPCO & DES’s request for a flexible, sustainable conference center in Athens capable of hosting international conferences with over 6,000 delegates, as well as infrastructure development for corporate meetings and events with more than 1,500 attendees.

Furthermore, HAPCO & DES is advocating for targeted promotion of the MICE industry to international markets, including an improved presence at sector exhibitions such as IMEX.

“Greece even lacks a promotional video showcasing its potential as a destination for conferences and events… We urgently need to launch a dedicated campaign for Greece’s meeting industry and establish a comprehensive national promotion plan,” Alexandrou stressed.

Photo © GTP

HAPCO & DES’ requests also encompass the establishment of a national convention bureau and the creation of a conference registry.

The association is also advocating for a VAT refund for associations and companies from abroad that host events in Greece.

“This measure would enhance Greece’s competitiveness in conference tourism compared to other European cities,” she noted.

HAPCO & DES is also urging the inclusion of event management as a course in the country’s tourism education curriculum.

It’s worth noting that last year, HAPCO & DES partnered with the University of West Attica to enhance educational programs.

“We need more support from the government… Our sector requires more than just private initiatives, which can only go so far,” HAPCO & DES President Sissi Lygnou underlined.

Initiatives of HAPCO & DES include a collaboration with the This is Athens Convention & Visitors Bureau (ACVB) and the Thessaloniki Convention Bureau (TCB) to establish the Greek Meetings Alliance (GMA) and promote Greece as a conference destination internationally.

Last year, the GMA joined forces with the International Federation of Exhibition and Event Services (IFES) to boost MICE activities in Greece.