Despite being one of the oldest cities in the world and centre of the ‘democratic forum’, Athens has been somewhat slow off the mark in attracting modern-day MICE business.
The city has been a popular destination for travellers since antiquity, particularly because of its reputation as a centre for the arts, learning and philosophy. Yet, its difficulty has been competing with more modern EU countries for sought after MICE business. Athens had often been forced to take a back seat when it came to bidding for large events in the past. Since winning the 2004 Olympic bid, however, all this has changed and the city’s infrastructure and social amenities have been vastly improved.
The Greek Government, aided by the EU, has funded major infrastructure projects such as the Eleftherios Venizelos International Airport, the expansion of the Athens Metro system, and the new Attiki Odos Motorway. Around 30 new or renovated venues were introduced to the city as part of the Olympic project and most of the city’s hotels were renovated.
Athens Convention Bureau’s (ACB) CEO Panagiotis Arkoumaneas says: “The 2004 Olympic Games have been a tremendous success for the city of Athens and Greece.
It was proved beyond any doubt that Athens has the potential, the resources and the infrastructure to facilitate mega events.
It has also helped to demonstrate globally, and over a relatively short period of time, the new, modern face of Athens.
“Due to the Olympic Games, Athens enjoyed a rich legacy in venues, infrastructure and fame, assets the city has being trying to capitalise on over the last few years in several sectors and fields, including the MICE market. All this positive publicity generated by the Games gave Athens a chance to show its potential as a MICE destination and it has also created a major burst for the business.”
ACB was established in 2008, as part of the Athens Tourism and Economic Development Company (ATEDco). Keen to maximise business tourism opportunities, over the last two years the ACB has been actively working to pursue major international conferences and meetings. Between 2007 and 2009, the city saw a 17 per cent increase in association event wins. The city currently sits at number 20 in the International Congress and Convention Association’s (ICCA) city rankings.
“Athens is following a comprehensive, targeted and quite an ambitious, marketing plan,” says Arkoumaneas. “ACB has been operational for a short period of time but there is a lot going on and a lot more to happen. Athens has a unique MICE product to offer and the effort is concentrated on how to get this message through to as many potential clients as possible,” he adds. The city launched its first ever Meeting Planners Guide in October this year and is working on an Ambassadors Programme, which is to be launched in the next few months.
Athens follows the European ‘pattern’ regarding most influential sectors for hosting MICE events, with medical and IT events being the most popular in the city. However, due to its long history and rich scientific and academic culture, the city experiences a high demand for events which are associated with the social sciences, political sciences, engineering, culture and sport.
Part of ACB’s plan is to target North America for its large association events, but Asia and South America are also firmly in its sights for the near future. “Markets from within Europe are of course an advantage to us, mainly because of the ease of location, but we are a destination that is generally suitable to organisers and delegates from any continent,” says Arkoumaneas. “The way the MICE market has expanded and developed over the last few years globally, theoretically any city with easy access, an interesting downtown setup and above average public, meetings and accommodation infrastructure, can compete adequately in the international MICE field,” adds Arkoumaneas.
So, what does Athens have for MICE guests that other European cities may lack? “A unique combination of the old and the new, set up against a spectacular Mediterranean landscape; a famous past; an exciting present: ancient and brand new at the same time,” says Arkoumaneas. It also has the benefit of being alongside the coastline, which many other European capitals don’t have.
