On the theme of Beer Tourism and with the presence of representatives from the academic community, the business sector and government bodies, the event organized by the Department of Organization Management, Marketing & Tourism of the International Hellenic University, in collaboration with the Research Laboratory of Tourism & Services Management “TourLab”, took place on Friday, 14th of November, within the framework of the 40th International Philoxenia Tourism Exhibition.
This eagerly awaited conference, which the Department organizes every year, has become an established institution of the Exhibition and this year a special surprise awaited participants, reflected in the title of the event: “Beer Tourism! Beer Tourism in Greece & Internationally”. Attendees enjoyed a unique tasting experience thanks to two (2) different collector’s beers, bottled with the label “OMMT Philoxenia Event 2025” bearing the official logo of the Department, and brewed especially for the event with the support of the Region of Central Macedonia (represented by the Regional Councillor and Head of Professional Bodies Sector, Mr I. Koufidis, who delivered a greeting).
Immediately following the greetings, the official opening of the event was declared by the President of the Department, Associate Professor Dr P. Kassianidis. The speakers’ panel included Mr G. Alexakis [Owner – Brewer, Hoppy Pub & 3 Brothers], A. Kaniatsakis [Owner, Model Microbrewery of Thessaloniki Sknipa], V. Tserkezis [Co-founder – Brewer, Utopia] and V. Fakas [Owner – Brewer, Marmita], who shared their expertise with the audience regarding the contribution of breweries to the development of tourism in Greek and international destinations. The discussion was moderated by Professor Dr G. Skoufas, who notably stated: “Behind beer lies an entire culture and a global trend that is reshaping the tourism map.”
Throughout the duration of the exhibition, visitors to the Department’s stand (Hall 13) were informed about the conference proceedings, had the opportunity to taste the beers “ZythoXenia” and “PhiloZythos” bottled exclusively for the event, and raised a toast “To Your Health” to the continuous distinctions of the Department, which now holds the No.1 position at the International Hellenic University (in terms of number of admissions, first preferences of candidates and an “excellent” rating by the Hellenic Authority for Higher Education – HAHE). Visitors experienced true “Philoxenia” in a unique way and renewed their appointment for the 41st Philoxenia 2026!
