The annual “This is Athens – Agora” event, in its 10th year, welcomed tourism professionals and stakeholders from 25 countries at the Zappeion Hall earlier this month to shape a sustainable and inclusive tourism strategy for the Greek capital.
Athens is preparing to welcome 10 million visitors this year, and city officials are taking decisive steps to ensure the Greek capital remains attractive, resilient, and well-equipped to handle the influx sustainably.
The annual “This is Athens – Agora” trade event brought together over 200 tourism professionals and stakeholders from 25 countries. With more than 2,500 B2B meetings scheduled, the two-day forum served as a hub for forging new collaborations and highlighting Athens’ diverse tourism offerings.
Athens Mayor Haris Doukas reiterated the city’s commitment to sustainable tourism development which prioritizes the quality of life for its residents. “Athens is not only a city with a rich past but also a destination with a strong present and promising future,” he said.
Addressing the growing concerns around overtourism, Doukas referred to the findings of a recent carrying capacity study. “Before facing signs of overtourism, we used its data to establish the Sustainable Tourism Observatory, helping us shape a long-term strategy that balances growth with livability,” he noted.
Doukas went on to emphasize the importance of positioning Athens as a modern, welcoming destination that offers authentic experiences year-round for travelers and locals alike.
Key industry figures, including Yiannis Paraschis, CEO Athens International Airport SA and Greek Tourism Confederation President; Eftichios Vassilakis, President Aegean Airlines; and Giannis Georgizas, CEO Develop Athens S.A., echoed the need for strategic partnerships to maintain momentum and elevate the city’s global standing.
The event also spotlighted business and conference tourism, with initiatives like Agora Insights focusing on sustainability, innovation, and culture: segments that are redefining Athens as a dynamic and inclusive tourism hub on the international map.
