24/06/2026
Collaborative Event Ecosystems: Insights from the ICCA Mediterranean & France - Benelux Joint Chapter Meeting 2026
From June 17 to 19, 2026, the team of This is Athens CVB participated in the ICCA Mediterranean & France - Benelux Joint Chapter Meeting in Thessaloniki, which brought together 174 professionals from the international conference, event, and business meetings industry from 17 countries.
As an official supporter of this key regional meeting, we contributed directly to the business programme and working sessions to exchange best practices with tourism executives from across Europe. The three-day forum focused on how shared goals among destinations, suppliers and industry professionals drive actual regional development.
Designing Collaborative Frameworks
Our bureau powered a hands-on working session titled "Designing Collaborative Event Ecosystems: Thriving Through Uncertainty Together". Introduced by Vasiliki Dalla, Head of Business Development, and facilitated by Steen Jakobsen, CEO of GainingEdge, the interactive workshop provided participants with practical tools and actionable strategies. Attendees exchanged operational experiences, addressed real market challenges, and co-created frameworks to shape the future of international conferences and business events.
Managing City-Wide Impact
During the "10 Minutes of Impact" member storytelling session, Lina Korizi, Head of International Business, presented a practical case study titled "The City as a Stage: How Athens uses Culture to Shape its Story and Value". The presentation focused on the This is Athens City Festival, demonstrating how a strategy of spreading events city-wide creates a measurable, positive impact on the wellbeing of local residents and international visitors. This fast-paced storytelling session allowed participants to learn directly from real-life examples of how innovation and strategic partnerships create tangible value across the business events industry.
Strategic Dialogues and Partnerships
Strategic sessions throughout the event highlighted the specific mechanisms behind destination competitiveness. The panel titled "Mega Events: Catalysts for Destination Development" examined the role of major international gatherings - including the Eurovision Song Contest in Turin, the Paris 2024 Summer Olympics, Milano Cortina 2026, and the Athens Euroleague Final Four 2026 - as catalysts for economic growth, international visibility, and urban regeneration. Parallel to this, the "Why Collaboration Wins: Shaping the Future Together" session focused on partnerships between destinations, organisations, and businesses, demonstrating that structured cooperation remains a core requirement for success in the modern meetings industry.
Our participation in ICCA Joint Chapter Meeting 2026 strengthened valuable networks and brought fresh insights to support our mission of positioning Athens as a smart, sustainable and globally connected destination.
