With Greece’s dire financial and economic woes being played out on a global stage over the last five years, there is, at last, a light at the end of the tunnel.
For the Mediterranean country, the media coverage has not been kind but it is back to business as usual as Greece – particularly Athens – starts to emerge from the black hole of the financial crisis with a renewed but cautious optimism.
The year ahead promises to be an exciting time for visitors to Greece, with a number of key developments, including the opening of the US$45.97m National Museum of Contemporary Art in Athens, complete with a rooftop terrace that can accommodate 500 guests with a panoramic view of Athens, including the historic Acropolis, and a mobile auditorium for 300 people.
The Stavros Niarchos Foundation recently announced grants totaling more than $25.5m to Greek and international organisations working in the areas of arts and culture, education, health, and social welfare, including a $696.45m development to build a city park and national library by 2016.
Also due for completion in 2016, and with hope to rejuvenate the city, is the Rethink Athens project, with the help of the Onassis Foundation which organised and funded a European Architectural Competition for the project. Based on Panepistimiou Street, the plan is to reduce traffic and make better use of public space, by providing walkways, trams and cycles while linking major museums and attractions.
The world is starting to notice Athens again, as the land of Gods and goats believes it is now ready and safe for events. The impact the economic crisis has had on the meetings and events industry in the Greek capital cannot be misjudged, as the decline came against a backdrop of business tourism moving to rival destinations like Turkey and Bulgaria. However, economic recovery is strengthening, with the country expected to return to growth in 2014.
Often considered as the cradle of Western civilsation and the birthplace of democracy, Western philosophy and political science, Greece welcomed the news that international visitors travelling by air and by sea to the destination as it recorded double-digit increases in 2013.
According to not-for-profit organisation of the country’s private tourism industry, Marketing Greece, from January to December 2013, a record 12.7 million tourists travelled to the main Greek airports, a figure up 10.8 per cent on 2012.
The agency launched in February 2013, arriving just in time to build on this growth, to act as a strategic pillar in supporting the Greek National Tourism Organisation (GNTO) and Ministry of Tourism in promotional activities.
“The 2004 Olympics saw Greece gain quality infrastructure, expand on the range of MICE-related services available and demonstrate that the country offers congress and meeting organisers a diverse array of choice, which boosted interest in Greece and the numbers of MICE events hosted throughout the country,” said Marketing Greece’s PR manager Helen Iatrou.
However, the economic difficulties that arose in 2009 and lack of political stability discouraged MICE professionals, who chose other destinations instead to stage their events.
“The good news is that 2013 marked a revival of interest in Greece, not only as a leisure tourism destination but also as a business destination. Marketing Greece is now reaching out to the MICE industry, with a specific focus on healthcare, technology and science associations, with priority given to organisations whose headquarters are in Europe,” she added.
Marketing Greece comprises the Association of Greek Tourism Enterprises, the Hellenic Chamber of Hotels and the Hellenic Association of Communications Agencies.
Hoteliers report that they have been adjusting rates to attract and retain business as well as uplifting the look of their establishments.
“We try to find a solution in line with what the client can pay and what we can offer,” said Nota Gioni, senior sales manager at the Intercontinental Athenaeum. “Already from last year we can see a 10-15 per cent increase in business, and this year we’re predicting steady growth. We want to show people that not only we do have a great product in our hotel but a great product in Athens.”
The potential that Athens has for business is the key theme in keeping spirits high.
“Greece’s hosting of the EU presidency in the first half of the year buoyed spirits in Athens. Flight connections to Greece, a longstanding basic need and demand of the Greek tourism industry, have vastly improved as major airlines have entered the market,” said Iatrou.
Safety has been the main issue putting off buyers and corporate businesses investing, no thanks to the severe images of Athens riots still fresh in mind. It is true that the city still bears some of the physical scars of the riots but, the Greeks have used this to their advantage in some cases. Graffiti for example, was once an eyesore but has now been turned into art by the likes of the International Festival of Digital Arts and New Media.
The historic architectural neighbourhoods fused with the cosmopolitan aspect of Athens does indeed provide a colourful and vivid events backdrop, but Greece needs to get its new meetings message across.
This was first published in issue 76 of CMW. Any comments? Email Annie Byrne
