Athens Selected by IFES to Host Annual MasterClass 2024
The International Federation of Exhibition and Event Services (IFES) chose Athens as the host city for its annual MasterClass 2024. The event took place on November 7–8, 2024, at the “Stratos Vassilikos” Hotel. Organized in collaboration with the Greek Meetings Alliance (GMA), the MasterClass was supported by the This is Athens – Convention and Visitors Bureau (operating under the Athens Development and Destination Management Agency), the Thessaloniki Convention Bureau, and HAPCO & DES (the Hellenic Association of Professional Congress Organizers and Destination Event Specialists).
Theme: “Innovation & Communication: AI Tools and Cross-Cultural Strategies”
The MasterClass focused on practical exercises aimed at enhancing cross-cultural communication and leveraging artificial intelligence (AI) tools. Alongside the hands-on sessions, distinguished speakers delivered presentations on emerging trends in the trade fairs and corporate events sectors.
A High-Profile Networking Opportunity
This high-caliber two-day workshop brought together 50 professionals from Germany, Italy, the Netherlands, Poland, South Africa, Switzerland, and the United Kingdom. It provided Greek companies with an excellent opportunity to network with international industry leaders.
Keynote Speakers and Highlights
- Lee Ali, founder of Expo Stars Interactive, opened the event with a compelling session on the importance of cross-cultural communication and effective strategies for its implementation.
- Dr. Kyriakos Kyriakopoulos, Professor of Strategy and Marketing at ALBA Graduate Business School, discussed the significance of improvisation in business, highlighting adaptability and flexibility as key skills for success.
- Han Leenhouts, founder of Sales and Pepper, taught participants how to transform casual interactions at trade shows into lasting business relationships.
Showcasing Greece’s Meeting Industry
- Sissy Lignou, President of HAPCO & DES, presented the Greek Meetings Alliance initiative, emphasizing its importance in the development of Greece’s conference and exhibition industry. She also highlighted opportunities for collaboration between Professional Congress Organizers (PCOs) and exhibition organizers.
- Tina Toribamba, PR Manager of This is Athens – Convention and Visitors Bureau, showcased the advantages of Athens as a premier destination for international meetings and events.
Inspiring Creativity with AI and Neuroscience
The MasterClass concluded with a presentation by Marc Lauckhardt, Creative Director at Holtmann+. He explored how AI and neuroscience can enhance storytelling and drive creativity in the events industry.
Promoting Cross-Cultural Innovation
The workshop was part of the Memorandum of Cooperation signed between the Greek Meetings Alliance and IFES.
With the successful conclusion of the IFES MasterClass 2024, the Greek Meetings Alliance continues its mission to foster innovation and cross-cultural collaboration, solidifying Greece’s reputation as a top destination for international events and conferences.
