Athens has reaffirmed its position on the global convention circuit after successfully hosting the fifth edition of the ICCA Future of Healthcare Meetings (20–22 September). Organised by the This is Athens Convention & Visitors Bureau in close collaboration with the International Congress and Convention Association (ICCA), the City of Athens, through its development agency, Develop Athens, spearheaded the bid, local coordination, and delivery of this flagship industry event.

The three-day conference brought together 160 high-level MICE professionals, including representatives from more than 30 international medical associations and healthcare bodies across 15 countries. Beyond providing a showcase for the city’s world-class convention infrastructure, the event facilitated direct networking between Athens’ local scientific ecosystem and key global meeting planners and decision-makers.

Vangelis Marinakis, President of Develop Athens, commented: "Hosting a prestigious international gathering like the ICCA Future of Healthcare Meetings validates the momentum Athens has built within the global meetings industry. We actively invest in high-impact events that elevate our international profile, connect us with influential global organisations, and foster meaningful partnerships. Our goal is to ensure every major conference hosted here leaves a lasting legacy, sparking knowledge exchange, new networks, and long-term value for the city and its community."

Elissaios Sarmas, CEO of Develop Athens, added: "Attracting high-value international conventions is central to the City of Athens’ strategy to enhance its global competitiveness. Through Develop Athens, we systematically pursue events that create tangible opportunities for the destination. Events like the ICCA Future of Healthcare Meetings allow us to not only highlight our infrastructure and capabilities, but, more importantly, sit at the same table with the international decision-makers shaping the future of global conventions."

Under the central theme "Shaping the Next Era of Healthcare Meetings," the conference explored the major forces transforming the medical meetings landscape, from artificial intelligence and MedTech innovation to patient-centric design, accessibility, transparent partnership models, and long-term impact measurement.

A major highlight was the release of ICCA’s landmark report, "Wavelength Report: Science for Better Healthcare Meetings." Synthesising data from over 2,000 published studies, the report evaluates meeting effectiveness and provides evidence-based insights to help association leaders design more impactful events.

Key conclusions from the panel sessions included evolving conference models, with healthcare meetings transitioning from standalone educational events into strategic, year-round platforms for scientific advancement and knowledge exchange.

Delegates stressed the importance of involving patient representatives early in event planning, establishing robust governance for AI implementation, and evaluating success based on long-term outcomes rather than attendance metrics alone.

This means Convention bureaus and host cities are evolving beyond venue suppliers into strategic partners, connecting association planners directly with local universities, teaching hospitals, research centres, and innovation hubs.

The event supports the City of Athens’ long-term economic development strategy to attract top-tier business events and cement the Greek capital’s role as a leading international hub for knowledge-sharing and association meetings.

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