Athens takes a leading role in the global tourism market with This is Athens – Agora 2026

With the participation of leading representatives of the international tourism market, the This is Athens – Agora of the City of Athens officially opened today. It is a highly significant B2B tourism event, organised by Develop Athens, the city’s development agency, in collaboration with the European Tourism Association (ETOA).

The 11th edition of the event confirms Athens’ steady upward trajectory as a destination, while this year’s theme, “Athens as a global stage” highlights the city’s capacity to operate as a modern international stage, capable of hosting major events, conferences, and global gatherings.

The Mayor of Athens, Haris Doukas, stated:
“This is Athens – Agora is not merely an event; it is a strategic tool for the city. It brings together people, ideas, and markets, creating the conditions for sustainable growth. In recent years, Athens has turned a page. From being a stopover, it has evolved into an independent and strong destination, the leading one in the country. This momentum is consistently reflected in the data: increased international arrivals, more overnight stays, and a significant rise in revenue.

However, this success also brings new challenges. In this context, we are calling on the State to establish clearer regulations for short-term rentals to address the pressure caused by unregulated tourism development. We propose that such activity be treated in planning terms as a tourism use rather than a residential use. In addition, we are seeking a fair allocation of resources generated by tourism activity, so that municipalities have the means to invest in quality of life and in the infrastructure required by increased visitor numbers. For us, tourism is a means to make Athens a better city for its residents, its visitors, and those who invest in it.”

The President of Develop Athens S.A., Vangelis Marinakis, noted:
“Strengthening outward-looking engagement and building strong partnerships are key pillars of our strategy for Athens. Through major events such as This is Athens – Agora, we invest in a form of tourism that creates value for the city and its residents, with respect for sustainability and everyday life.”

The CEO of Develop Athens S.A., Elissaios Sarmas, added:
“This is Athens – Agora is a strategic platform that strengthens Athens’ connectivity with international markets and creates the conditions for sustainable, high-quality tourism development. We aim to continually highlight new opportunities for the city and tourism professionals.”

Participation of 62 international and 80 Greek tourism businesses

Taking place on 20 and 21 April at the Hotel Grande Bretagne, This is Athens – Agora 2026 brings together 62 representatives from international tourism businesses across key markets (Europe, the United States, Canada, and India) alongside 80 Greek tourism enterprises, with more than 120 participants overall.

Over the two days, more than 1,500 B2B meetings are scheduled to foster meaningful partnerships and business opportunities for the Greek tourism market.

As part of the event, a press conference was held with the participation of the Mayor of Athens, Haris Doukas; the Director of Communications and Marketing at Athens International Airport, Ioanna Papadopoulou; AEGEAN’s Chief People & Corporate Affairs Officer, Pepi Stamati; the Executive Advisor of the Greek Tourism Confederation (SETE), Alexandros Thanos; and the CEO of Develop Athens S.A., Elissaios Sarmas.

Athens’ rising prominence as an international destination was underscored, alongside the vital role of public–private collaboration in advancing tourism development rooted in sustainability and quality.

Over the course of the two days, distinguished speakers are taking part in Agora Insights, a series of discussions focusing on the contemporary challenges and prospects of tourism, with an emphasis on infrastructure, partnerships, and the sustainable development of the destination.

Representatives from the tourism industry, local government, and the market are contributing to a meaningful dialogue on the future of Athens, highlighting the conditions necessary to sustain and strengthen its momentum.

As part of This is Athens – Agora, the Mayor of Athens, Haris Doukas, also took part in a panel entitled “This is My Athens | The Creators’ Stage”. He was joined by radio producer Zoe Pre, actress and Cultural Diplomacy Ambassador for Greece and Cyprus Maria Korinthiou, and decorated chef Georgianna Chiliadaki, showcasing the experiences Athens offers as a cultural, cinematic, and gastronomic destination.