Arena Market: Greece

It’s a good time to be touring Greece at the moment. “The international touring market in Greece is thriving and showing vital signs of recovery and growth,” says Giannis Paltoglou, owner of Detox Events. “We have several festivals ready to take place in 2024, and Ejekt Festival, one of the country’s largest and most significant, has been extended to four days for the first time.”

Genres like pop, rock, and electronic are “vibrant,” he says, with major cities such as Athens hosting numerous festivals and concerts all year round. Florence & the Machine, Kraftwerk, and Herbie Hancock have all had shows recently; Måneskin, Korn, and Bring Me The Horizon are some of the most prominent festival bookings. International comedy touring has started gaining popularity, too.

Outside of festivals, most A-list superstars and musical artists opt to play the OAKA Spyros Louis Olympic Stadium, named after the first modern Olympic marathon gold medallist in 1896. Capable of holding 69,618 people in the main stadium, most artists perform at the adjacent 18,500-capacity indoor hall, which opened in 1995. Coldplay, Rammstein, and Queens of the Stone Age will all play in 2024.

“The international touring market in Greece is thriving and showing vital signs of recovery and growth”

It’s all part of what Paltoglou calls a stable demand for live music, a demand that he says “will continue to grow, with all promoters, artists, and agents striving to achieve the best results for international touring.” Tourism will help with this; so will the growing music festival scene and the country’s economic recovery. “Alongside some of our unique venues, these can be leveraged to help venues, promoters, and artists generate enthusiasm and create memorable music events.”

Of course, challenges remain – many are similar to those facing other markets. The high cost of travel and accommodation can be problematic, and Greece’s geographic layout can make travel challenging. Yet, despite these obstacles, Paltoglou is bullish. “Greece’s rich cultural  heritage, stunning venues, and enthusiastic audiences continue to attract international artists worldwide,” he says.

In Thessaloniki, the 9,500-capacity P.A.O.K. Sports Arena, built in 2000, is another touring option. Used mostly for basketball matches, it has nonetheless hosted some high- profile artists with The Prodigy, Pet Shop Boys, and Enrique Iglesias having all graced its stage.