ATHENS:
ATTRACTING A NEW GENERATION OF TRAVELERS

Ancient Greek Parthenon temple with tall columns, partially damaged, set against a clear blue sky.

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. 

The 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.

The Solution

Our youth were convened virtually in a think tank to ideate, strategize and problem-solve.  The responses came from youth in 40 different countries.

The insights framed a strategic think tank in Athens with 50 stakeholders (government, media, youth travel specialists, local Millennial entrepreneurs) developing a framework for building new products to support young travelers vital to the economic development of Athens.

The Results

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, Entrepreneur