This is Athens-Agora: B2B Event for Tourism Professionals Set for April

Photo source: Athens Municipality

The most prominent representatives of international and domestic tourism will gather in Athens this April for the “This is Athens – Agora” event, formerly known as “Travel Trade Athens”.

Organized by the Municipality of Athens through the Convention and Visitors Bureau (This is Athens – CVB) of the Athens Development and Destination Management Agency (ADDMA), this leading B2B event will take place from April 7-8 at Zappeion Hall, reintroducing the capital’s tourism offerings to industry professionals.

The event marks a milestone in the 10th anniversary of “Travel Trade Athens”, as the Athens Municipality and ADDMA unveil its new identity as “This is Athens-Agora.”

According to the municipality, the rebranding reflects the event’s evolution into a premier B2B meeting platform.

“This is Athens-Agora repositions Athens on the global tourism map as a destination with a modern vision,” said Athens Mayor Haris Doukas. He emphasized that the municipality’s goal is to foster the city’s sustainable development through initiatives like the Sustainable Tourism Observatory.

Program of events: Sustainability takes center stage

Focusing on sustainability, this anniversary edition of the event offers a comprehensive program of B2B meetings, speeches, and panel discussions on the latest trends in tourism. The social program will also highlight the authentic character of Athens.

With leading buyers from Europe, North America, and India attending, the event aims to position Athens as a diverse destination, enhancing its appeal for both MICE and leisure tourism. Initiatives such as This is Athens – Film Office and This is Athens – City Festival, the city’s largest year-round festival, play a central role in this promotion.

Furthermore, Athenian businesses and tourism professionals from across Greece will have the opportunity to showcase their unique offerings to an international audience.

120 Greek and 90 international tourism businesses

The event is expected to attract over 120 Greek tourism businesses and organizations, along with more than 90 representatives from international companies, including global travel journalists. Through B2B meetings, Greek tourism businesses will have the chance to connect with international buyers, showcase their offerings, and exchange expertise with industry professionals.

Industry leaders from both Greece and abroad will also engage in discussions on key tourism and cultural topics, positioning Athens at the heart of the conversation. Specially designed events will offer participants authentic experiences, providing an opportunity to explore the modern, vibrant side of Athens.

“The goal is for this international event to reflect our vision for Athens as a modern, sustainable, and inclusive destination,” commented ADDMA CEO Ioannis Georgizas. “This is Athens serves as the city’s tourism brand, highlighting our work in fostering extroversion and showcasing Athens’ unique character on the global stage.”

Registrations for This is Athens-Agora are now open, with a reduced participation cost available for those who register by February 14. Click here to register.