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.