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25 Apr 2025

IAPCO President Attends the HSMAI Europe Commercial Strategy Forum 2025

IAPCO President Sissi Lignou attended the HSMAI Europe Commercial Strategy Forum 2025, where she participated in a panel discussion and actively advocated for the global IAPCO community.

Sissi Lignou, President of the International Association of Professional Congress Organisers (IAPCO), the Hellenic Association of Professional Congress Organizers & Destination Event Specialists (HAPCO & DES), and CEO of AFEA Congress, attended the Hospitality Sales and Marketing Association International (HSMAI) Europe Commercial Strategy Forum 2025, held on 23 April at the Electra Metropolis Athens, Greece, where she proudly represented the global IAPCO community.

The HSMAI Europe Commercial Strategy Forum 2025 gathered international and local leaders to explore the future of commercial strategy, featuring sessions focused on economic outlooks, innovation in revenue management, the growing potential of the MICE sector, and the transformative impact of AI on the events and hospitality industries.

The event opened with a welcome by Ingunn Hofseth, President & CEO of HSMAI Region Europe, followed by a European economic and geopolitical outlook from moderator Thanos Papasavvas, CFA, Founder and CIO of ABP Invest. Brian Hicks, President & CEO of HSMAI Americas and HSMAI Global, also shared valuable market insights from the USA.

Sissi Lignou joined a distinguished panel of Greek hospitality leaders, contributing her unique perspective as President of IAPCO and HAPCO & DES, and CEO of AFEA Congress. Moderated by Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts, the discussion brought together key voices shaping the future of the industry, including Panos Almyrantis (Ella Resorts, EHMA), Dr John Fotis (Webhotelier | primalres), George Spyropoulos (Electra Hotels), and Natalia Strafti (Grivalia Hospitality).

During the session and throughout the event, Sissi Lignou, in her capacity as President of IAPCO, actively advocated for IAPCO’s mission and the vital impact of the global meetings industry. She reinforced the vital role that professional congress organisers (PCOs) play in driving economic and social development through business events. Her presence reflected IAPCO’s ongoing commitment to excellence, advocacy and collaboration across the international events community, and ensured that the importance of professional congress organisation was front and centre in discussions about innovation, growth, and industry strategy. 

The programme also featured Lightning Rounds with rapid-fire insights from sponsor representatives including Stefano De Angelis (Lighthouse), Evgenios Petoumenos (Wallbid), Vasilios Riavoglou (Hotel Insider HBIS), Elena Klouda (The Hotel Network), Nikos Giokas (Plusgrade), and George Ergazakis (Revitup). Attendees engaged in breakout sessions including a workshop on MICE potential by Mark Struik and Thijs Peters (CONVENTUS Consultants), and roundtable discussions on direct bookings, revenue synergy, and the practical application of AI in hospitality, all moderated by industry experts. 

Special thanks to HSMAI for the invitation and opportunity to be part of this insightful and important forum.

To learn more, visit: hsmai.eu 

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