More than 60 representatives of major international tourism companies (buyers) will gather on April 20 and 21 in Athens as part of This is Athens – Agora 2026, organized once again this year by the City of Athens through the Athens Convention & Visitors Bureau of Athens Development S.A., in collaboration with the European Travel Association (ETA).

The leading tourism event in Athens, which brings together Greek industry representatives and the international market, is expected to further boost the city’s visibility abroad this year, creating significant opportunities for collaboration.

Over 60 international buyers and more than 1,500 B2B meetings

The 11th edition of the event has established itself as a dynamic international forum for the Greek capital, bringing together tourism, culture, and entrepreneurship, with a steadfast focus on sustainable development.

This is Athens – Agora, which will take place this year at the Grande Bretagne Hotel, is hosting 62 buyers from the United States, Europe, India, and Canada, as well as 120 representatives from a total of 80 tourism businesses in Athens and the rest of Greece. Over the course of the two days, more than 1,500 B2B meetings are expected to take place.

The Mayor of Athens, Haris Doukas, emphasized: “Athens is evolving into a more modern, open, and sustainable destination that strategically invests in international cooperation and outreach. This is Athens – Agora is one of our key tools for strengthening the city’s presence on the global tourism map, creating new opportunities for the local economy, and highlighting Athens’ unique identity.”

Agora Insights: The discussion on the future of tourism

A central feature of the program is Agora Insights, a series of thematic panels that bring together representatives of tourism trade associations, creators, organizations, and decision-makers.

The discussions focus on critical issues such as improvements to infrastructure and superstructure, the city’s experience in organizing major events and the partnerships required to host them, the role of creators and local communities in shaping the city’s identity, the challenges and prospects of the meetings, incentives, conferences, and exhibitions (MICE) industry, as well as the importance of collaboration, inclusion, and sustainability in tourism.

At the same time, participants will get to know Athens through themed familiarization visits (fam trips) that highlight the city’s authentic experience. Activities include an interactive exploration game in the National Garden (treasure hunt), a guided tour of the Maria Callas Museum and Plaka, as well as a lesson in traditional Greek dances.

In a statement, Vangelis Marinakis, President of Athens Development S.A., noted: “Through This is Athens – Agora, we are strengthening Athens’ connection with the international tourism market and creating the conditions for meaningful partnerships. The event serves as a meeting point for industry professionals, ideas, and strategies that contribute to the sustainable development of the destination.”

For his part, the CEO of Athens Development S.A., Elissaios Sarmas, stated: “This is Athens – Agora continues to evolve as a dynamic international meeting point, connecting tourism with culture, creativity, and innovation. Our goal is to strengthen Athens’ competitiveness and create a strong framework for cooperation with international partners.”

The City of Athens’ “This is Athens – Agora” is an established event designed to promote the city in the international tourism market, bringing together leading industry professionals and actively contributing to the establishment of Athens as a modern and sustainable destination.