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
Athens, 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 set against cinematic backdrops, the opportunities for visually stunning events are many.
The ‘This is Athens Agora’ panel session in April, ‘Lights, Camera, Athens! Reframing urban identity through film’, brought together leading industry voices to examine how the creative sectors enhance destination appeal for events.
Teija Raninen, film commissioner at West Finland Film Commission, shared some perspectives on international collaboration strategies and the critical importance of robust local infrastructure in attracting not just film productions, but the broader creative economy that drives business tourism. Her experience highlighted how destinations can leverage creative industries to build year-round appeal for conferences and corporate events.
Orestis Plakias, head of the cinema department at Foss Productions, said Athens’ compelling backdrops for corporate events, offered delegates experiences that extend far beyond traditional meeting venues. And Leon Olsberg, CEO of Olsberg-SPI, noted that creative industries served as catalysts for urban regeneration and economic diversification.
Natasha Kefala, international meetings manager at the ACVB, underlined the strategic vision driving Athens’ transformation. “Athens is not just a city with a rich history; it’s a vibrant, innovative hub ready to welcome the world,” she said. “Our goal is to create memorable experiences and long-term value for everyone who chooses Athens for their events.”
Megaron
No discussion of Athens’ meetings infrastructure would be complete without mention of the Megaron Athens International Conference Centre (MAICC). Situated in the heart of the city, the Megaron offers 18 versatile meeting spaces, expansive exhibition halls, and a total capacity of up to 6,000 delegates. It is equipped to host everything from major international congresses to intimate board meetings.
The centre boasts cutting-edge audiovisual technology, flexible room configurations, and direct access to the city’s metro system. As part of the broader Megaron Concert Hall complex, it also offers delegates the chance to experience Athens’ rich cultural life, with world-class performances and landscaped gardens providing inspiring settings for networking and relaxation.
The Megaron boasts an impressive roster of past events, which includes many major medical, scientific, and corporate gatherings.
A city for all the senses
No visit to Athens would be complete without sampling its vibrant gastronomy scene. The city’s culinary landscape is a dynamic mix of tradition and innovation, with everything from Michelin-starred fine dining to bustling local tavernas. The 2023 Michelin Guide features 31 Athenian restaurants, including the acclaimed Delta Restaurant at the Stavros Niarchos Foundation Cultural Center, which holds two stars and a green star for sustainability.
Other notable names include Spondi, The Zillers, Soil, and Varoulko Seaside, each offering a distinctive take on Greek and international cuisine.
Yet it is perhaps in the city’s neighbourhood eateries and lively markets that visitors get a true taste of Athens. Here, classic dishes like moussaka, spanakopita, and fresh seafood are served with warmth and hospitality, reflecting the city’s deep-rooted food culture. For business event delegates, curated dining experiences, food tours, and cooking classes offer memorable ways to connect with colleagues and immerse themselves in local life.
The Athens advantage
Athens’ transformation into a leading business events destination is the result of vision, investment, much hard work and a commitment to excellence and the success of ‘This is Athens Agora’ is testament to the city’s ability to bring together people, ideas, and experiences in ways that inspire and energise.
As the city continues to invest in more infrastructure and creative collaborations, its future as a hub for international meetings, incentives, and creative industries looks bright.
For those seeking a destination that delivers more than just a meeting – a place where business, culture, and inspiration converge – Athens stands ready to welcome the world.
