Conference tourism is increasingly proving to be the strongest card for extending the tourist season in Crete. Rethymno, which combines a charming old town and developed hospitality infrastructure, is starting to capitalize on the potential of this sector, spearheaded by Theartemis Palace and its new conference center.
Occupancies that make a difference
The dynamics of conference tourism are reflected in the figures: last May, the occupancy rate of Theartemis Palace reached 85%, while the majority of Rethymno hotels recorded low performance. Today, in the middle of summer, the picture in the city is predictably positive, with the old town bustling with visitors; however, the real challenge is to extend the season beyond October.
This is where Theartemis Palace makes a difference: thanks to conference tourism, it will keep the hotel open until mid-November, hosting scheduled conferences and events. Thus, Rethymno takes a tangible step towards the long-awaited extension of the season.
A hotel-example of cooperation
Theartemis Palace belongs to the Tsourlakis and Birlirakis families, who in 1988 joined forces to create a landmark hotel unit for Rethymno. On the one hand, the entrepreneurs and landowners Stelios, Giorgos and Kostas Tsourlakis, on the other hand, the experienced hoteliers Nikos and Manolis Birlirakis, decided to invest together, a collaboration that has continued uninterrupted for 37 years.
The architectural design was signed by the distinguished architect Alkis Stragalis, while the name Theartemis Palace was born as a tribute to the mothers of the partners – Theopisti and Artemis. Today, the second and third generations of the two families continue this path, investing in new infrastructure and services, with the conference center being the most recent and most strategic move.
Rethymno with perspective
While the movement of large tour operators such as TUI seems to leave a limited economic footprint on the local market – as their clients are mainly directed to privately owned or partnered units – Rethymno is gradually building an alternative strategy. Conference tourism breathes new life into the city, creates flows beyond the summer season and strengthens the local economy in a period that until recently was considered “dead” in terms of tourism.
In conclusion, conference tourism can be the “key” to keeping Crete – and especially Rethymno – its tourism alive until the fall. And Theartemis Palace is showing the way, proving that the right investments in infrastructure bring tangible results.
