THE CHALLENGE Athens is a city with an ancient past and a pressing need to look to the future.  To ensure that the city can continue to excite and enchant a new generation of visitors while giving local young Athenians a stake in the city’s future, a bold new approach was needed.


BACKGROUND: The Athens Development and Destination Management Agency (ADDMA) and Aboutourism came to International Connector with the aim of building a product portfolio that will put the city on the map for Millennials, an increasingly influential and affluent demographic.

International Connector built a tailor-made think tank that brought together an extensive network of youth travel experts, city authorities and cruicially, local young entrepreneurs.  The cross-section of stakeholders provided a unique forum for sparking innovation

Global Millennial Think Tank In addition, IC brought together 20 Millennials from 20 countries to consult in an Online Think Tank. Their challenge: What would draw you to travel to Athens this year?

This online content framed the conversation in Athens on how to attract the burgeoning millennial market.

OUTCOMES: Youth Travel Brands - Europe’s biggest youth travel brands are now promoting the city to clientele and developing specific products for this region.

Local Entrepreneurs - Influential Athenian entrepreneurs have developed strong collaborative relationships with tourism authorities to develop products and services.

Media - The think tank attracted media interest at home and overseas, placing Athens in the global spotlight.

Such events help those leading the city to understand the perspective of others. We should have many more of them. - Akis Laopodis, Greek Entreprenuer