DEPARTMENT OF TRAVEL AND TOURISM

MING CHUAN UNIVERSITY

MODULE: CONVENTION MANAGEMENT

ANALYSIS OF MICE INDUSTRY IN ATHENS

Headteacher: CHARLES SHIH

Student: NINH HOANG DIEM QUYNH
Student ID No: 09483680
 TABLE OF CONTENT

ANALYSIS OF MICE DEVELOPMENT IN ATHENS............................................................... 4

I. INTRODUCTION OF ATHENS CITY.................................................................................... 5
II. PAST EVENTS IN ATHENS................................................................................................ 5
1. Remarkable events in Athens........................................................................................ 5
1.1. Major Conference : Athens Democracy Forum 2023............................................ 5
1.2. Convention: 21st European Congress of Internal Medicine, (ECIM).....................6
1.3. Exhibition: Athina Art Expo 2023...........................................................................7
2. Prominent industries.......................................................................................................8
III. MAIN VENUES IN ATHENS............................................................................................... 9
1. Major Hotels................................................................................................................... 9
1.1. Grand Hyatt Athens.............................................................................................. 9
a. Floor Plan: There are two main venues for special meetings or events.............9
b. Capacity Chart..................................................................................................10
c. Facilities............................................................................................................10
d. Services............................................................................................................10
1.2. Hotel Grande Bretagne........................................................................................11
a. Floor Plan......................................................................................................... 11
b. Capacity Chart.................................................................................................. 11
c. Facilities............................................................................................................12
d. Services............................................................................................................12
2. Conference Center........................................................................................................... 13
a. Floor Plan......................................................................................................... 13
b. Capacity............................................................................................................13
c. Facilities............................................................................................................14
d. Services............................................................................................................14
3. Convention Center: Athens Metropolitan Expo............................................................ 14
a. Floor Plan......................................................................................................... 15
b. Capacity Chart..................................................................................................15
c. Facilities............................................................................................................16
d. Services............................................................................................................17
4. Alternative Venue: Technopolis City of Athens.............................................................17
a. Floor plan..........................................................................................................18
b. Capacity Chart..................................................................................................18
c. Facilities............................................................................................................18
d. Services............................................................................................................19
IV. MICE TOURISM SUPPORT SYSTEM............................................................................. 20
1. Transportation Network................................................................................................ 20
2. Government Sector...................................................................................................... 21
3. Planners & Organizers................................................................................................. 22
a. ERA Ltd............................................................................................................ 22
b. Hellenic Association of Professional Congress Organizers – HAPCO.............22

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V. WHAT ARE THE CURRENT TRENDS?........................................................................... 23
VI. REFERENCES................................................................................................................. 24

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ANALYSIS OF MICE DEVELOPMENT IN ATHENS
ABSTRACT: This report delves into the analysis of the Meetings, Incentives,
Conferences, and Exhibitions (MICE) industry in Athens, the capital of Greece. It
draws insights from a diverse array of documents sourced from various outlets.
Through this examination, we aim to discern the prevailing trends and gauge the
developmental potential of the MICE sector in the city. Notably, the focus extends to
forecasting the trajectory of this industry, particularly in the context of the prevailing
economic crisis.

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 I. INTRODUCTION OF ATHENS CITY
Athens, the capital of Greece, is a city steeped in history and cultural significance.
Nestled on the Attica Peninsula in the southeastern part of the country, Athens is
known as the birthplace of Western civilization. With a population exceeding 3
million in the greater metropolitan area, Athens is a bustling metropolis that
seamlessly blends ancient charm with modern vibrancy. Athens is characterized by
historical landmarks, including the Acropolis, Ancient Agora, and Syntagma Square.

Spectacular view of Acropolis (Source: Sven Hansche/Shutterstock)

II. PAST EVENTS IN ATHENS

1. Remarkable events in Athens
1.1. Major Conference : Athens Democracy Forum 2023
The main aim of the event, spanning the Athens Democracy Forum and the
subsequent "Wellbeing and Democracy" program at Costa Navarino, 80 speakers and
7 moderators were invited to address and explore new ways to bring balance to
individual lives and the broader global community. At a time when democracies and
the planet face various threats, the event sought to foster discussions on the
interconnectedness of democracy, technology, and personal well-being.

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Athens Democracy Forum 2023 - Do We Dare To Hope (Source: Athens Democracy Forum)

1.2. Convention: 21st European Congress of Internal Medicine, (ECIM)

21st European Congress of Internal Medicine, (ECIM) joint with the 12th
International Congress of Internal Medicine, (ICIM) took place at the Megaron
Conference Centre in the historic city of Athens from 15 – 18 March 2023. Over 1450
specialists representing 74 countries from all around the globe, who had submitted
1712 abstracts, highlighted the prevention, diagnosis, treatment, and compassionate
care of adults across the spectrum from health to complex illness.

21st European Congress of Internal Medicine (Source:EFIM)

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1.3. Exhibition: Athina Art Expo 2023

Athina Art Expo 2023 (Source:Athina Art Expo)

Athina Art Expo 2023 was held to celebrate its 30th anniversary establishment on
14th - 17th September, 2023 at the Zappeion Mansion, under the patronage of H.E. .
the President of the Hellenic Republic, Katerina Sakellaropoulos. This anniversary
displayed a total of 67 art galleries from Greece and nine other countries, featuring a
rich program of parallel events, panel discussions and educational activities.
1.4. Special event: The Athens Marathon 2023
The Athens Marathon is known as a special athletic event, engaging thousands of
runners, promoting the vital role of a healthy lifestyle and community spirit. In 2023,
more than 17,000 participants from all over the world arrived at the Panathenaic
Stadium to take part in the race.

Athens Marathon Race 2023 (Source: WatchAthletics)

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2. Prominent industries
Meetings serve as an opportune platform for businessmen, specialists, politicians, and
various professionals to articulate their individual perspectives on diverse topics.
Notably, a survey conducted for the Journal of Education Innovation and
Communication in 2019 by the Communication Institute of Greece revealed that the
predominant activity for a significant majority of Professional Congress Organizers
(PCOs) (96.7%) revolves around medical congresses. This specific type of congress
not only proves to be the most lucrative but also stands out as the most frequent. In
contrast, all other categories of congresses constitute only a minor portion of the
activities undertaken by Greek PCOs.
Given the heightened profitability and frequency of medical congresses, there exists a
substantial opportunity for the expansion of international events hosted in Athens.
This potential growth can be realized through the implementation of suitable policies
and strategies. Additionally, Athens boasts a favorable climate, making it conducive
for conferences throughout the year. While local events are typically avoided in
August due to the Greek holiday season, foreign events could seamlessly fill this gap,
further enhancing the city's appeal as a premier destination for international
gatherings.

The 41st Annual Panhellenic Medical Congress (Source: Free spirit)

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III. MAIN VENUES IN ATHENS
1. Major Hotels
1.1. Grand Hyatt Athens
Located on Syngrou Avenue connecting the cultural and modern center of the city
with the magnificent Athenian Riviera. Grand Hyatt Athens offers the ultimate
hospitality experience in a city with a heady mix of history and edginess with 2,000 sq
meters of event space with seven flexible multi-functional meeting spaces that can
accommodate up to 1,000 guests

Caryatids Meeting Room (Source: Hyatt)

a. Floor Plan: There are two main venues for special meetings or events.

Floor plan Lower Ground 1 (Source: Hyatt)

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 Floor plan Lower Ground 1 (Source: Hyatt)

b. Capacity Chart

Source: Cvent

c. Facilities
● Rooms & Suites
● Infinity Pool
● Lobbies
● Fitness Center

d. Services
● Vast Meeting and Event Space
● Audio Visual Equipments
● Catering Area
● Meeting Room Internet Access (High Speed & Wireless)

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 ● Parking Lot

1.2. Hotel Grande Bretagne

The Hotel Grande Bretagne in Athens, housed in a neoclassical architectural gem,
exudes timeless sophistication both externally and internally. It owns 15 meeting
rooms, offering a 1,100m² conference venue for a maximum capacity of 800 people.

One of the Meeting Spaces (Source: Marriott Bonvoy)

a. Floor Plan

Hotel Meeting Rooms’ Floor Plan (Source: Marriott Bonvoy)

b. Capacity Chart

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c. Facilities
● Room & Suites
● Wine Library
● Souvenir Shops
● Indoor Pool

GB Wine Library (Source: Marriott Bonvoy)

d. Services
● Audio-Visual Equipments
● Event Equipments & Supplies
● Catering Area
● Event Services

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2. Conference Center
The Megaron Athens International Conference Centre in Greece features a
modern design with a large main auditorium, smaller conference rooms, and
exhibition spaces. Its architecture blends contemporary elements with classical Greek
influences, providing a versatile venue for various events.

Megaron Conference Space (Source: MCH)

a. Floor Plan

Conference Suite I (Source: Megaron Athens Concert Hall)

b. Capacity
Megaron Athens International Conference Centre can accommodate
400–2,000 people depending on the specific demands of the conference There
are four main auditoria that are available: the Christos Lambrakis Hall, the

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 Alexandra Trianti Hall, the Dimitris Mitropoulos Hall, the Nikos Skalkotas
Hall, and the Banqueting Hall. In addition, the Concert Hall has twelve
conference rooms that can hold up to 180 people each, complete with all the
modern amenities needed to organize even the most sophisticated conferences.

c. Facilities
● Conference Suites
● Exhibitions Spaces
● Concert Halls

The Friends of Music Society Traditional Show (Source: Megaron Concert Hall)

d. Services
● Technical
● Connectivity
● Event Support
● Security & Parking
● Accessibility for people with disabilities

3. Convention Center: Athens Metropolitan Expo

Metropolitan Expo is an exhibition and convention center near the Athens
International Airport. It typically features modern and functional design, providing
versatile spaces for various events, including exhibitions, conventions, and trade
shows .The building complex has 4 main halls for exhibition events as well as 2
conventions area that can fulfill up to 600 attendees.

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 Metropolitan Expo (Source:HORECA)

a. Floor Plan

Metropolitan Expo’s Floor Plan (Source:AME)

b. Capacity Chart

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 Metropolitan Expo’s Capacity Chart (Source: AME)

c. Facilities
● Halls
● Lobbies
● Catering Areas
● Parking Area Spaces

Halls 1,2 &3 for Exhibition Events & Conferences (Source: AME)

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 Trade Fair Venue (Source: Fair Point)
d. Services
● Organizer Services
● Technical Services
● Catering Services
4. Alternative Venue: Technopolis City of Athens
Technopolis, which has 7 buildings and 2 open areas in the old Athens gasworks
facility, can accommodate all forms of cultural and corporate events, offering limitless
possibilities while satisfying the needs of every customer. The natural benefits of the
venues are complemented by high-tech audiovisual equipment and exceptional
services provided by their highly trained and certified crew.

View of Technopolis Athens at night (Source: Kongres)

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a. Floor plan

Event Venues (Source: Athens Technopolis)

b. Capacity Chart

Technopolis City of Athens Meeting Space (Source: Cvent)

c. Facilities
● AV Capabilities
● Furniture
● Internet Accessibility
● Lighting
● Onsite Restaurant

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 Miltiadis Evert Hall (Source: Athens Technopolis)

d. Services
● Event Spaces
● Conference and Meeting Rooms
● Event Planning and Coordination
● Catering Services
● Technical Support & Networking Spaces

Machine Works Venue (Source: Athens Technopolis)

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IV. MICE TOURISM SUPPORT SYSTEM
1. Transportation Network
The transportation infrastructure in Athens is enhanced by a fleet of modern vehicles,
including the efficient Metro and Train systems, convenient shuttle services, and
readily available taxis. This comprehensive network ensures that individuals can
effortlessly reach their desired venues,

Athens International Airport offers efficient connectivity to the city. Dedicated shuttle
services and a well-connected metro system ensure seamless travel to major event
locations. Megaron International Conference Centre is a good example as most people
know this place and it is also easy to get to. From the Athens International Airport,
folks can take bus Χ95, or a 35 minute ride on the Metro will bring them to the
Concert Hall.

Direction from ATH to MICH (Source: Google Map)

In addition, the Athens Metropolitan Expo is only 2 km away from the Athens International
Airport. Due to its convenient location, Athens Metropolitan Expo is likely to be such an
ideal place for individuals who want to admire while waiting for their flight just by taking
taxi service, metro or shuttle buses within only 3 to 6 minutes.

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 Direction from ATH to AME (Source: Metropolitan Expo)

2. Government Sector
This is Athens Convention & Visitors Bureau (ACVB) which was established in
2008, plays a crucial role in promoting Athens as a MICE destination, collaborating
with government agencies to enhance infrastructure and services. They have
collaborated with more than 100 travel companies in Athens and earned recognition
as Europe’s Leading City Tourist Board at the World Travel Award in 2018.

Source: ACVB Facebook Page

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3. Planners & Organizers
a. ERA Ltd

Source: ERA Ltd Facebook Page

ERA Ltd is a combination of a Professional Congress Organizer (PCO) and

Destination Management Company (DMC). It has been established since 2003
as a consultant to organizing committees, headquarter organizations,
institutional bodies or multinational corporations. Until now, ERA Ltd has
successfully organized more than 800 congresses, 300 Business Meeting &
Events and 10.000 Incentive & Business Trips.

b. Hellenic Association of Professional Congress Organizers – HAPCO

Hellenic Association of Professional Congress Organizers – HAPCO has
been operated for 27 years with the participation of 120 members with the
primary purpose to bring together the professional congress organizers and
companies from the whole range of services and products of the conference
market at an institutional level as well as their representation. Furthermore, on
an international level, HAPCO has raised its profile, by participating in the
establishment of the European Federation of the Associations of Professional
Congress Organizers (EFAPCO).

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 Source: HAPCO Official Website

V. WHAT ARE THE CURRENT TRENDS?

According to the ICCA, Athens is progressively turning into a MICE (meetings,
incentives, conferences, and exhibits) destination, hosting 109 international
conventions with 40,000 people in 2022, which means the city was ranked eighth as a
top-performing, in-person meetings location. If we exclude the reason for the COVID
pandemic, we can take years like 2018 (90 meetings with more than 36,000
participants) or 2019 (107 meetings with more than 43,000 participants) as
comparison milestones. Even though it has not increased significantly in number,
Athens has still been showing good changes in the development of this professional
tourism industry.

Number of meetings 2022 (Source: ICCA)

Number of meeting per city 2018 and 2019

(Source: ICCA)

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In conclusion, MICE tourism is considered one of the most profitable types of
alternative tourism today. For a city like Athens, especially during economic crises,
it’s essential to focus on becoming a major destination for the MICE industry. By
utilizing existing infrastructure and leveraging comparative advantages, Athens can
attract significant events and enjoy substantial financial benefits.

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VI. REFERENCES
1. ΤΕΧΝΟΠΟΛΗ ΔΗΜΟΥ ΑΘΗΝΑΙΩΝ | ΕΚΔΗΛΩΣΕΙΣ | ΜΟΥΣΙΚΗ ΑΘΗΝΑ |
http://athens-technopolis.gr/, https://athens-technopolis.gr/index.php/en/. Accessed 3
January 2024.
2. “Home.” Hapco, https://hapco.gr/index.php/en/. Accessed 3 January 2024.
3. Metropolitan Expo: Αρχική, https://www.metropolitanexpo.gr/el/. Accessed 3 January
2024.
4. Professional Congress Organiser and Event Management Company, https://era.gr/.
Accessed 3 January 2024.
5. “Homepage.” This is Athens, https://www.thisisathens.org/acvb/. Accessed 3 January
2024.
6. “Find Meeting Venues and Event Spaces.” Cvent, https://www.cvent.com/venues/.
Accessed 3 January 2024.
7. Metropolitan Expo: Αρχική, https://www.metropolitanexpo.gr/el/. Accessed 3 January
2024.
8. “Amman Conference Rooms: Amman Conventions, Jordan: Grand Hyatt.” Hyatt,
https://www.hyatt.com/en-US/hotel/greece/grand-hyatt-athens/athgh/special-events/m
eetings. Accessed 3 January 2024.
9. Mitsides, Christos. “5 star Hotel in Athens | Hotel Grande Bretagne, a Luxury
Collection Hotel.” Marriott,
https://www.marriott.com/en-us/hotels/athlc-hotel-grande-bretagne-a-luxury-collectio
n-hotel-athens/overview/. Accessed 3 January 2024.
10. “MICE Tourism: Athens Welcomed 40,000 Business Travelers in 2022 | GTP
Headlines.” GTP Headlines, 14 June 2023,
https://news.gtp.gr/2023/06/14/mice-tourism-athens-welcomed-40000-business-travel
ers-in-2022/. Accessed 3 January 2024.
11. Athens as a Major Congress Destination and the Role of Professional Congress
Organizers (PCOs). Journal of Education, Innovation, and Communication
(JEICOM), December 2019. Accessed 30 12 2023.
12. Athens Democracy Forum: Home, https://www.athensdemocracyforum.com/.
Accessed 3 January 2024.
13. “Marathon Race - Results 2023.” Athens Marathon,
https://www.athensauthenticmarathon.gr/site/index.php/en/news-en/101-news-2023-e
n/784-aam-2023-results-mar-en. Accessed 3 January 2024.
14. Expo! Expo!: Home, https://www.myexpoexpo.com/. Accessed 3 January 2024.
15. ECIM 2023: Home, https://ecim2023.efim.org/. Accessed 3 January 2024.

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16. “Art Athina 2023: 30-year anniversary edition.” Greek News Agenda,
https://www.greeknewsagenda.gr/art-athina-2023-30-year-anniversary-edition/.
Accessed 3 January 2024.

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