- Greece’s annual conference tourism value is €2 billion but could skyrocket to €6-7 billion with strategic changes.
- Currently ranked 47th globally, Greece trails competitors like Portugal (30th) and Italy (13th).
- Large conferences extend Greece’s tourism season and attract high-spending visitors.
- Top earners in the conference scene outspend regular tourists 4 to 7 times.
- Conference tourism could also reduce Greece’s reliance on seasonal tourism.
Let’s be blunt: Greece is kind of dropping the ball in conference tourism. It has a ridiculous amount of potential, but for some reason, a significant chunk of the world doesn’t realize that yet—or maybe Greece just hasn’t told them loud enough. At €2 billion a year, things aren’t terrible, but then you see Portugal sitting pretty at 30th place globally and Italy smugly at 13th. That comparison cuts deep when Greece is loitering at 47th.
Athens, thankfully, is faring better. It’s the 11th most popular conference city in Europe and 15th worldwide—respectable but not precisely popping champagne. Even Thessaloniki did a little happy dance in 2023 for outranking conference destinations like Munich and Zurich. Yes, it’s globally 42nd, but baby steps, right?
But here’s the kicker: with proper infrastructure upgrades and a coherent national strategy, Greece could rake in €6-7 billion annually from conference tourism. That’s the word from Sissy Lygnou, president of HAPCO & DES, who didn’t hold back during Greece’s 14th Professional Conference Organizers’ event, dramatically titled “Metamorphosis.” Spoiler: metamorphosis hasn’t quite happened yet.
Big conferences are a ticket to breaking out of the summer-or-bust mentality that dominates Greek tourism. Want proof? Look no further than the International Olympic Committee’s upcoming conference at Costa Navarino in March 2025. Thanks to this event, hotels in Pylos are opening earlier than usual—a rare winter win for a country hellbent on seasonal dependence.
Better yet, conference tourists bring the cash. While regular tourists are sniffing bargain meals, these attendees splurge 4 to 7 times more. They’re not just spending wildly, either; many of them are the kind of high-earning visitors who love Greece so much that they come back later with their families for those dreamy Santorini sunsets.
Here’s the bonus: conferences keep tourism alive year-round.
If Greece has a better ranking as a conference tourism destination, it needs compelling conference centres and better infrastructure. You can’t impress global event planners with half-baked venues and confusing logistics. Plus, there’s a glaring need for serious marketing.
A combination of state-of-the-art venues, clever marketing, and a sensible strategy could put Greece on the map as a top-tier conference destination.
