Conference Tourism: Exploring Economic Prospects in the Post-COVID-19 Era—Qualitative Research on Greek Hotel Executives

Abstract

As is widely known, the COVID-19 pandemic has affected tourism and related activities globally. Due to the restrictive measures implemented for gatherings and movements in order to limit the spread of the virus, conferences and conference tourism received a strong shock since the majority of them were canceled or postponed. At the end of the first quarter year, many countries, like Greece, started organizing digital and hybrid conferences. Therefore, there was a reset in the conference industry as the time when travel was limited allowed the organizers, as well as others involved, to work remotely. The present study aims to investigate the effects of the COVID-19 pandemic on conference tourism and, more specifically, how hotels and their conference facilities were affected. In addition, the pursuit of potential opportunities through the ‘New technologies’ adopted, as well as the shaping of the industry in the post-COVID-19 era, are studied. This is achieved through a qualitative methodology using semi-structured interviews with 27 executives of hotels that offer conference facilities in Athens, Thessaloniki, Heraklion and Rhodes in order to examine whether this specific sector has adapted to the new reality. The analysis of data in this form of research revealed that the pandemic had benefited conferences to some extent, but only under certain circumstances.