Driving Global Partnerships at This is Athens - Agora 2026

On 20 and 21 April, the City of Athens hosted the 11th edition of This is Athens - Agora at the Hotel Grande Bretagne. Organised by This is Athens Convention and Visitors Bureau, through Develop Athens in collaboration with the European Tourism Association (ETOA), the event serves as the city's signature B2B tourism platform. Operating under the theme "The City as a Global Stage", the two-day gathering connected international buyers with local suppliers to drive sustainable growth across the travel and meetings sector.

Targeted Commercial Engagement 

Direct business facilitation remains the core objective of the This is Athens - Agora programme. This year, the event hosted 62 international buyers from Europe, the United States, Canada, the Middle East, India and China. These professionals engaged with 80 Greek tourism enterprises, resulting in more than 1,500 pre-scheduled B2B meetings. This targeted matchmaking provides a practical framework for establishing new commercial agreements and expanding our reach in global markets.
 

Strategic Dialogue at Agora Insights 

Running alongside the B2B meetings, the 'Agora Insights' programme delivered expert-led panel discussions focused on industry challenges and destination management. Key sessions included:

Strategic Collaboration and Infrastructure 

The “It Takes a City | Setting the Stage for the World” panel brought together some of the key people helping Athens welcome the world with confidence. The conversation spotlighted the partnerships, infrastructure and city-wide coordination that make major international events possible — from transport and hospitality to venues and urban development.
Joining the discussion were Ioanna Papadopoulou, Director of Communications & Marketing at Athens International Airport, Evgenios Vassilikos, President of the Athens Hoteliers Association, Vangelis Marinakis, President of Develop Athens S.A., and Sotiris Varelas, Associate Professor at the University of Piraeus. Together, they explored how collaboration across sectors is helping shape a more connected and event-ready Athens.
Building on this theme, the session “From Vision to Reality | Shaping the Experience” focused on the journey from bidding for international events to delivering memorable delegate experiences on the ground. Sissi Lignou, President & CEO of AFEA Congress and President of IAPCO, joined Vasiliki Dalla, Head of Business Development at This is Athens Convention & Visitors Bureau, to discuss how PCOs, associations and the CVB work hand-in-hand to attract global meetings and ensure they create a lasting impact for the city.

Mega-Events and Urban Impact 

Moderated by journalist Eftychis Gryfakis, this panel examined how large-scale sporting and cultural milestones leave a permanent mark on the city's identity. Elissaios Sarmas, CEO of Develop Athens S.A., shared insights on the 350+ events of the This is Athens City Festival. Georgios Mavrikis, Executive Director of 2026 Euroleague Final Four Athens and Marios Papadopoulos, Head of Planning & Fundraising of Athens Pride, discussed the operational realities of hosting these major urban gatherings. Adding a forward-looking perspective, Spiro N. Taraviras, Director, Producer and Screenwriter, highlighted the upcoming European Film Awards 2027, which will be hosted in Athens.

Local Identity and the Cultural Storytelling 

Moderated by ERT anchor Marianna Petraki, the “This is My Athens | The Creators’ Stage” panel examined how the local creative community shapes the authentic character of the destination. Athens Mayor Haris Doukas spoke about the city’s evolving cultural story alongside a dynamic group of local creators and professionals. Actress and Ambassador of Cultural Diplomacy of Greece Maria Korinthiou, digital creator and radio producer Zoe Pre, and Georgianna Hiliadaki, chef and co-founder of Iodio Restaurant, shared personal perspectives on how Athens’ creative energy, gastronomy and everyday experiences continue to inspire visitors from around the world.

Inclusive Hospitality: 

One of the event’s most moving moments came during a dedicated session on autism awareness led by former basketball player Dimitris Papanikolaou and his daughter Aria. Their conversation highlighted the importance of building visitor experiences that are accessible, inclusive and genuinely welcoming for everyone.

Managing Sustainable Growth 

During the event’s press conference, Athens Mayor Haris Doukas outlined the necessity of managing the city's rising prominence as an international destination. He noted that while increased arrivals and overnight stays reflect strong momentum, this success requires clear regulations, such as addressing the pressures of short-term rentals. Develop Athens CEO Elissaios Sarmas and President Vangelis Marinakis reinforced this approach, stating that the objective is to secure high quality tourism development that respects everyday life and delivers tangible value to residents.

Experiencing the Destination 

To complement the formal meetings, the final phase of the event focused on the practical experience of the city. International participants took part in curated cultural activities, city tours, and after-hours networking. 

The itinerary included an insightful walk through Plaka with Athenian Tours, an educational field trip at Pnyx focused on the history of Democracy by Hellas Revival, and a curated visit to the Maria Callas Museum. Guests also engaged in an interactive workshop at the National Garden by Narratologies and a traditional dance workshop led by Dora Stratou, Greek Dances Theater.

Evening networking provided further opportunities to strengthen professional ties in informal settings. Amphitrion Prisma ensured safe and efficient transportation across off-site networking events. Participants' experience started with a welcome reception at Wild Poppies and they continued their daytime discussions over a seated dinner at Nyn Esti, located within the National Museum of Contemporary Art (EMST). The programme concluded with a final networking gathering at Balthazar, allowing suppliers and buyers to connect one last time before departure.

These experiences & networking events highlighted local gastronomy and public spaces, offering buyers a direct understanding of the authentic experiences that shape our destination.

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