It was a perfect venue for the start of something big.The American Society of Travel Agents (ASTA) officially kicked off its annual destination expo this past weekend. This year, Athens is the site of the event with a focus on a Greek brand that is rising as quickly as any other destination.Every year, the ASTA Destination Expo (ADE) chooses a location for a unique and face-to-face learning experience that blends an intensive learning atmosphere alongside partnership and networking opportunities for a truly epic experience for travel agents. As in the past with China in 2017, Kenya in 2016, and so many more, agents will leave Athens more confident and competent to sell Greece to their customers.The venue for the opening session was the Ancient Odeon of Herodes Atticus atop the Acropolis. Countless performances have taken place in the amphitheater throughout the years from classical and operating singers known worldwide to more recent and recognizable acts like Elton John and the Foo Fighters.MORE Travel AgentWelcoming more than 300 travel agents and 200 suppliers and executives, ASTA President Zane Kerby gave a moving speech about what Greece has meant to him as a travel professional."For me, coming to Greece is very personal,” Kerby said. “My mother taught history and English courses to elementary school students. She loved Greek mythology. She was able to visit the Parthenon after many years of showing pictures of it to her students. While she is no longer with us, I’m sure she’s looking down with great pride.”“The Greece Destination Expo is more than a FAM,” Kerby continued. “It provides deep understanding and impactful experiences that empower our agents to sell an international destination for decades to come. Ninety-eight percent of our attendees plan to use the supplier contacts they make for future bookings. The best way to establish trust with local supplier partners is through in-person, face to face meetings."Luminaries joining Kerby to welcome the crowd included Greek Minister of Tourism Elena Kountoura, U.S. Ambassador to Greece Geoffrey R. Pyatt, and FedHATTA President Lysandros Tsilidis.“Our mission is to immerse the U.S. travel agent community in the local character, natural beauty, flavors and incredible history we have to offer,” said Kountoura.“Aiming to establish Greece as a global 365-day destination, we extended the summer season and promoted tourism in the winter season," he continued. "We introduced new thematic tourism products and new Greek destinations. The United States is an important market for us and through our targeted actions, we experienced double-digit growth in the last three years. About one million Americans now visit Greece, and demand is growing from year to year. We look forward to welcoming many more American travelers as a result of this partnership with ASTA.”