Athens played host to the IFES MasterClass 2024, held on November 7–8, 2024, at the “Stratos Vasilikos” Hotel. Organized by the International Federation of Exhibition and Event Services (IFES) in collaboration with the Greek Meetings Alliance (GMA), the event centered on the theme: “Innovate & Communicate: AI Tools and Intercultural Strategies.”

This high-level workshop featured practical exercises aimed at enhancing cross-cultural communication and leveraging artificial intelligence tools. It also included insightful presentations by industry experts on emerging trends in trade fairs and corporate events. Bringing together 50 professionals from across Europe, South Africa, and the UK, the MasterClass provided an excellent networking platform, facilitating exchange and collaboration in the exhibitions and events sector.

Highlights from the two-day workshop included:

• Lee Ali, Founder of Expo Stars Interactive, delivered an engaging opening session on mastering cross-cultural communication.
• Dr. Kyriakos Kyriakopoulos, Professor of Strategy and Marketing at ALBA Graduate Business School, highlighted the importance of improvisation in business for adaptability and flexibility.
• Han Leenhouts, Founder of Sales and Pepper, shared strategies to transform casual interactions at exhibition venues into enduring business relationships.
• Sissy Lignou, President of HAPCO & DES, introduced the Greek Meetings Alliance initiative and its role in strengthening Greece’s convention and exhibition industry, while outlining synergies between Professional Congress Organizers (PCOs) and Exhibition Specialists.
• Tina Toribaba, PR Manager at This is Athens Convention & Visitors Bureau, showcased Athens’ strengths as a premier destination for international meetings.
• Marc Lauckhardt, Creative Director at Holtmann+, concluded the event with an innovative session on harnessing artificial intelligence and neuroscience to inspire storytelling and creativity.

The MasterClass was part of the memorandum of cooperation signed between GMA and IFES, reinforcing a shared commitment to advancing innovation and collaboration in the global exhibitions industry.

With the successful conclusion of the IFES MasterClass 2024, the Greek Meetings Alliance continues its mission to foster innovation and cross-cultural partnerships, positioning Greece as a premier destination for international conferences and events.

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About the Greek Meetings Alliance (GMA)

The Greek Meetings Alliance (GMA) is a national coalition that unites key stakeholders from Greece’s exhibition and meetings sector to promote the country as a premier destination for international events. Formed by the This is Athens Convention and Visitors Bureau, the Thessaloniki Convention Bureau and the Hellenic Association of Professional Congress Organizers, the GMA enhances professional growth and global competitiveness through partnerships, education, and strategic actions promoting the national Meetings Industry. By joining forces, the GMA sends a strong message about the power of collaboration and Greece’s potential as a leading conference destination. For more information, go to https://www.linkedin.com/company/greek-meetings-alliance/

About IFES:

The International Federation of Exhibition & Event Services (IFES) is the worldwide trade association dedicated to the specific needs of exposition designers and providers of tradeshow and events services. Over 300 companies representing more than 43 countries are proud network members. The purpose of IFES is to promote the commercial, professional and socio-political interests of its members on an international level and generate and promote a business and knowledge exchange platform for its active members in the global market. For more information about the International Federation of Exhibition and Event Services, go to www.ifesnet.org