Sync. Shift. Shape: Driving the Dialogue on the Future of Tourism at the HAPCO & DES Annual Meeting 2026

The conference served as a vital platform for strategic dialogue, focusing on the alignment of industry practices with international trends (Sync), the transition toward new operational models (Shift), and the collective effort required to define the future of business events (Shape).

A Strategic Approach to Destination Management 

A recurring theme throughout the congress was the necessity for cohesive action to position Greece as a leading destination for international events.

During the event, Mr Elissaios Sarmas, CEO of Develop Athens, delivered remarks on behalf of the Mayor of Athens. He outlined the city’s strategic pivot from simply promoting the destination to actively managing its growth. “Tourism development, especially in the meetings and conference sector, requires more than promotion”, he noted. “It requires management, evidence-based planning and strategic consistency.”

This perspective was further elaborated during the panel discussion titled “Synching Voices Shaping Perceptions | Aligning Destination Narratives with Stakeholder Expectations.” Here, the President of Develop Athens, Mr Vangelis Marinakis, discussed the concrete steps the city is taking toward sustainable tourism development. “Tourism is not an end in itself. It is a tool to make the city better,” he stated, highlighting the recent implementation of the Carrying Capacity Study and the establishment of the Sustainable Tourism Observatory. The panel facilitated a robust discussion alongside representatives from the Athens Hoteliers Association, the Thessaloniki Convention Bureau and Marketing Greece S.A.

This panel also featured Paola Padovani, Business Development Director, BU Congress & Association Management; Evgenios Vassilicos, President, Athens Hoteliers Association; Dimitris Ganitis, Managing Director, Thessaloniki Convention Bureau; Nikos Diamantopoulos, General Manager, Marketing Greece S.A and Alexia Panagiotopoulou, Sustainable Tourism Development & Destination Management Consultant.

Infrastructure Developments: The Hard Rock Hotel & Casino Athens 

The conference also provided updates on major infrastructure projects that will enhance the city's capacity to host large-scale events. A key highlight was the presentation of the Hard Rock Hotel & Casino Athens development at Ellinikon, anticipated to open in 2029. This landmark project will feature a 41-storey, 5-star hotel and a state-of-the-art 23,000 sq.m. conference centre specifically designed to attract major MICE business. It is projected to create 3,000 permanent jobs and draw thousands of daily visitors, significantly bolstering the destination's appeal.

The Need for Institutional Synergy 

Ultimately, the HAPCO & DES Annual Meeting underscored the importance of unified industry efforts. A key highlight for our team was the shared consensus on establishing a National Convention Bureau. The Greek Meetings Alliance (GMA) is an  powerful synergy aiming at the most effective promotion and development of Conference Tourism in our country. It’s an initiative that puts our shared goals into practice. Such a dedicated body would effectively coordinate public and private initiatives, ensuring Greece remains a highly competitive destination for global events. 

Our participation in such forums ensures that This is Athens-CVB remains aligned with the needs of our members and the broader market, working together to make Athens an accessible and reliable destination for international event organisers.

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