The market for thematic events (MICE, concerts, productions) is emerging as an “ace in the sleeve” of Greek tourism. This market not only coordinates with the trend of modern consumers to travel more and more on the occasion of major musical events and special interests but also offers unique advantages in attracting quality tourism and employment.
As the president of the Hellenic Association of Event Equipment Rental Companies (HERCA), Mr. Panagiotis Podimatas, points out in his statements to Tornosnews.gr, the thematic tourism event market yields 5.5 to 7 times higher spending per visitor compared to the average tourist in the country and covers 77 professions. At the same time, the turnover of 4 to 5 billion The €100 million generated annually in Greece by MICE (meetings, incentive trips, conferences, and events) could be further boosted by 10% to 15% in relation to concert tourism, if the promotion of the thematic tourism event product is improved.
The aim is to improve the holding of events of the entire spectrum in our country, from a simple corporate conference from abroad to a major concert, “so that the mediation of foreign companies is not deemed necessary,” emphasizes Mr. Podimatas.
In this context, HERCA, representing professional event equipment in Greece, has the vision to develop thematic tourism with MICE, concerts, and productions, on two axes: the spread of large events and concerts in Greece and safety across the entire spectrum of events, for spectators and artists, with innovation, sustainability and the exploration of international collaborations as parameters.
Strong “lead” in the 2024 record
The industry’s goal is to stand worthy of the record levels of events held in 2024. Last year, HERCA recorded over 30,000 events, sealing one of the best years in the history of the thematic tourism events market in Greece.
The first indications for 2025 point to a similar number of events to 2024. Although numerous upcoming events have already been included in the “calendar”, it is too early to draw conclusions for this year, since in the main body of the annual budget, which is corporate events, the time spent informing the destination has shrunk significantly.
As it appears so far, the main international markets that will support MICE events, concerts, and productions in Greece in 2025 are European, with very good examples from France, Germany, England, and the Scandinavian countries.
It is noted that, according to a study by Statista (2023), the “pie” of the European music events industry, of which Greece also claims a share, amounts to almost 9.5 billion. dollars, while at the MICE level, the main competitors are Spain, Italy, and in particular Barcelona, Vienna, Paris, and London.
The first major event of 2025
At the same time, great momentum is expected to develop in the sector if Greece actively enters the “game” of its international promotion as a major event venue. In this direction, attracting major events lays the foundation for further development of the sector since they advertise Greek destinations abroad as ideal for holding large-scale events.
“We must prove that we are able to organize a major MICE event in Greece, and, for this, we must promote the events that have already been planned in the country. Large and important jobs will advertise the destination abroad,” points out Mr. Podimatas. One such major event for 2025 is a major car model launch event, scheduled for February, to be held in the wider Attica region, as well as major concerts scheduled for the summer.
Niche tourism is coming
At the same time, in the most recent international travel trends, mainly among the millennial and Gen Z generations, there is a rise in Niche tourism, a new model linked to thematic event tourism, since it promotes the continuous search for attractive and unique experiences.
According to a report by GlobalData, Niche tourism is now considered “mainstream” and has evolved as a differentiating factor for brands, constituting a critical element for companies that aspire to attract 21st-century travelers and not just part of the specialized offer of small and independent brands.
Large travel groups have integrated Niche tourism into their offerings. The TUI group has acquired numerous small tour operators and travel agencies specializing in gastronomy and wine, skiing, adventure, and “dark” tourism, while the “Expedia Local Expert” allows tourists to personalize their trips by choosing activities that differ by destination. The same trend is recorded with the flourishing of boutique hotels, which offer personalized and unique experiences.
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