ATHENS BEYOND ACROPOLIS
In a recent interview, Alexia Panagiotopoulou, Head of Strategy, This is Athens Convention and Visitors Bureau, shared compelling details about what makes Athens a unique and thriving tourist destination in Europe.
Timeless Appeal
Athens is historically renowned as the intellectual epicentre of Greece and one of the earliest city-states, and it continues to maintain its reputation as one of the world's most celebrated cities. It was christened in honour of Athena, the goddess symbolising wisdom, who was also the city's guardian deity. Around 508 B.C., Athens pioneered one of the initial implementations of democracy in the ancient world.
But it's not just about the past; modern Athens vibrates with life, reflecting contemporary global developments and artistic expressions. It is a city where the essence of human civilisation – democracy, human rights, and artistic innovation – is palpably experienced by visitors.
Alexia emphasised Athens' rich blend of ancient history and contemporary culture that makes Athens exceptional when delivering luxury travel, conferences, and weddings. The city is renowned for its historical landmarks like the Acropolis and world-class museums such as the Acropolis Museum and the National Archaeological Museum. Alexia explained, “Athens stands out from other European destinations because of its ancient history, the Acropolis, fantastic museums and its modern outlook.”
Tourism Recovery and Growth
In 2019, Athens witnessed a record influx of 6.4 million visitors. While the pandemic saw a downturn, the city's resilience and commitment to safe, reliable, and sustainable tourism have paved the way for a promising recovery. In 2022, Athens was ranked 8th in the world as a destination for conferences and meetings. Alexia anticipates 2023 to surpass previous records, signifying a robust comeback for Athens in the global tourism arena. She added, “We've emerged from the pandemic with a great reputation, trust, and probably record numbers in 2023." Alexia also noted the enormous growth of interest from major film and television productions to work in Athens, promoting the creative industry and nurturing the technology sectors.
Diverse Source Markets and New Focuses
Athens has traditionally enjoyed visitors from the UK, the US, France, Germany, and Italy. However, there's a growing interest from regions like the Middle East and North Africa. The city is also exploring new markets, with India being a prime focus due to shared cultural ties and historical connections and is looking forward to having a direct flight between India and the Athens International Airport in the near future.
Target Segments and Changing Perceptions
While continuing to attract honeymooners and families, Athens has broadened its appeal to younger demographics, including Gen Z from Europe and the US. With a substantial 60 per cent increase in travel spending among Gen Z, this significant surge underscores their commitment to prioritising travel, viewing it as an essential and well-deserved respite.
Athens is no longer just a stopover; it's evolving into a destination where visitors can immerse themselves in local neighbourhoods, street life, and contemporary culture. Sharing her insights, Alexia said, “Athens has changed its outlook, attracting more Gen Z for city breaks and longer trips to enjoy the vibe of the city.”
Hotel Industry Evolution
The hotel landscape in Athens is transforming, with a rise in boutique hotels and upscale accommodations. Hotels are becoming more than just a place to stay, evolving into community hubs offering unique experiences, design-focused interiors, and personalised services.
Scheduled to open in the coming years, the Conrad Hotel represents a profound transformation of the historic Hilton, a property that had long held a distinguished role in the Hilton brand's portfolio. The renovation of the Conrad Hotel is envisioned as a revival of the rich history of the property, a history so influential that it has shaped the identity of the surrounding neighbourhood.
According to Alexia, this shift in one of the city’s most historic hotels also showcases the strength of investment interest from renowned international brands that are preparing to open 5-star properties in the city. It is more than a mere rebranding for Athens; it signifies a redefinition of luxury and heritage in a contemporary setting.
The idea of turning historic buildings into hotels is enticing for a traveller looking to gain a localised experience and it has in fact served well for multiple destinations with rich history and culture. The city aims to harness its rich history besides also making it appealing to a modern-day tourist. Alexia noted, "Traditional Greek culture is contributing to global culture and vice versa." This reciprocal relationship enhances the local way of life and offers a richer experience to visitors, showcasing Athens as a dynamic hub where global and local cultures intertwine.
Beyond the Acropolis
The Acropolis of Athens, an emblematic landmark, served a dual role in the ancient city as both its fortified citadel and a state sanctuary. Its art and architecture, particularly exemplified by the Temple of Athena, established a benchmark in architectural style, now widely recognised as classical architecture. While the Acropolis' style and architectural design stand as iconic symbols in the historical narrative of architecture, Alexia stressed the importance of showcasing Athens beyond its iconic ancient sites. She emphasised, “The city's vibrant neighbourhoods, street art, and coffee culture are aspects that prolong visitors' stays. It's about shifting the tourism mindset from destination-focused to experience-focused travel.” The official visitors guide to Athens online at thisisathens.org is a crucial source of travel inspiration that highlights the vibes of Athens.
A panoramic experience
For those looking to extend their Greek adventure, nearby islands like Aegina, which is famous for its pistachios, great cuisine, and community of artists, will be quite interesting for travellers. Spetses and Hydra offer a mix of tradition and cosmopolitan flair, perfect for short getaways from the urban pulse of Athens. Moreover, Alexia advocated for more experiential tourism, suggesting visitors engage in activities like food tours or contemporary art tours. Encouraging intellectual debates around Athens’ vast history, she shared, "You're really going to see the way people are reinterpreting ancient history and interacting with the world."