The global meetings industry is at record levels, with an economic impact of$1.83 trillion, supporting more than 24 million jobs and attracting over 2 billion visitors annually.
The sector is not merely a branch of tourism, but an autonomous, high-value industry. These figures were announced at Europe’s largest conference trade show, IMEX Frankfurt 2026, by the global organization IAPCO, and highlighted by its president, Sissy Lignou, at the 10th Regional Conference of POX in Agrinio.
Ms. Lignou made it clear from the outset that the sector has a distinct identity from general tourism, as “the meetings and events sector diverges somewhat from tourism and is internationally referredto as ‘The Meetings Industry’; it is not merely tourism, as the global industry’s footprint is both social and economic.”
Greece ranks 47th globally and lags far behind its competitors
Despite the country’s strong brand and international appeal, Greece ranks 47th in the world in conference tourism. The sector’s contribution to the national economy remains at 2 billion eurosannually, a figure that highlights enormous untapped potential, especially when compared to countries of similar size. It is worth noting that competing countries, such as Portugal, contribute 6 billion euros to their national economies, while Italy records much higher revenues.
“The sector’s contribution is around 2 billion euros, whereas Portugal’s is 6 billion and Italy’s is much higher. So we have a longway to go and a unique opportunity to capitalize on the sector now.”
Strengths and missed opportunities in promotion
Ms. Lignou, as part of the proceedings of the 10th Regional Conference of the Panhellenic Hoteliers Federation and during the panel titled: “Sustainable Development of Tourism Destinations, ” spoke clearly about the gap observed at IMEX Frankfurt. While competitors presented targeted, professional conference profiles, Greece appeared with images of the sea, mountains, and nature.
“The brand is indeed very strong. The momentum for Greece to move forward as a top destination for hosting conferences is unique. We must capitalize on it now,” said the IAPCO president.
It is worth noting that after years of efforts, a collaboration with the Greek National Tourism Organization (GNTO) has begun to create specialized promotional materials, which is a positive step.
Special mention was made of the issue of capacity, as many international organizations wish to hold conferences in our country, but the lack of suitable venues is a deterrent. In this context, the announcement by the Region of Attica regarding the creation of a new Conference Center in Athens is viewed as a promising development.
The message and the opportunity
In closing, Sissy Lignou sent a clear message about the urgent need for action. Greece does not lack advantages; it lacks coordination, vision, and investment in the sector. This potential, if properly harnessed, can transform the country’s economic role on the global map of the MICE conference industry.
“There are so many international organizations that want to hold their conferences in our country; the Greek destination serves as an added value for organizers. All the infrastructure we have across the country is capable of hosting exceptional conferences, but we can achieve much more, and we must move in this direction quickly, ” concluded Ms. Lignou.
Source: ertnews.gr