Expo Star’s, Lee Ali advanced session on intercultural and interpersonal communication kicked things off at MasterClass 24 (Athens). Building on his previous workshop in Frankfurt, Lee guided attendees through strategies for navigating tricky communication scenarios, helping us fine-tune our approach to both personal and professional relationships. It was interactive, insightful, and packed with tips we can all use when working with diverse teams and clients.

Tina Toribaba of This is Athens presented the organisation’s pivotal role in promoting Athens as a premier destination for congresses and business meetings, highlighting the city’s competitive advantages, such as its strategic location, rich cultural heritage, advanced infrastructure, and growing expertise in hosting international events. Additionally, she introduced the Greek Meetings Alliance, a collaboration among This is Athens – Convention & Visitors Bureau, Thessaloniki Convention Bureau, and the Hellenic Association of Professional Conference Organizers (HAPCO & DES). This alliance is focused on establishing Greece as a leading destination for congresses and large-scale professional gatherings, leveraging the strengths of each organization to enhance Greece’s global profile in the industry..

Another highlight came in the form of a fresh perspective from Professor of Strategy and Marketing at Alba, Dr Kyriakos Kyriakopoulos with his session on improvisation and how it relates to business. Using jazz as a metaphor, he showed us how being agile, creative, and adaptable is crucial in today’s fast-paced environment—a message that definitely resonated in the room.

Han Leenhouts of Sales and Pepper kept the energy high with his interactive workshop on boothmanship, breaking down the art of engaging booth visitors. His practical tips on turning casual interactions into long-term business relationships hit home, with attendees walking away ready to take their booth game to the next level.

Sissi Lignou, President of HAPCO & DES, began day 2 with an inspiring look at how collaboration can fuel growth in the meetings and exhibition industry. Her case study on the Greek Meetings Alliance showed just how much can be achieved when organisations team up. She then shared how IFES’ partnership with the alliance is set to bring even more value to our industry on a global scale – a thought – provoking session that left everyone considering how they can apply these ideas to their own businesses.

Rounding things off, Holtmann+’s Marc Lauckhardt explored the future of storytelling, showing us how AI and neuroscience are shaping creativity. His session opened our eyes to new ways of breaking through creative blocks and pushing the boundaries of what’s possible.

Of course, no visit to Greece would be complete without embracing the local culture! The Greek Dance Class, sponsored by HAPCO, was an absolute blast. Even those of us with two left feet got into the swing of the Zorba Dance, guided by expert choreographers. It was a brilliant way to bond and have fun before we headed to the Olympias Rooftop Bar for a memorable dinner under the stars.

Throughout the event, the Stratos Vassilikos Hotel’s commitment to sustainability was evident. Their eco-friendly practices, from energy-saving systems to sustainable sourcing, really aligned with IFES’ focus on reducing our industry’s environmental impact. It was great to see these values in action, right down to the venue we chose.

Looking Ahead
The IFES Masterclass 2024 was more than just a chance to learn—it was an opportunity to collaborate, connect, and be inspired. As we wrap up this fantastic event, we’re excited about what’s next for our industry and for IFES. The future looks bright, and we’re ready to keep pushing boundaries together.