By Ms. Eirini Papagiannouli | Marketing & Communications Director of John Papagiannouli Bros S.A., Board Member of the International Natural Stone Institute
Marmomac 2024 once again showcased global trends and new challenges in the natural decorative stone sector (marble, granite, limestone, etc.). In an era where markets are turning towards sustainability, innovation, and quality, Greek marble plays a central role by leveraging its unique heritage and comparative advantages. Participation in this exhibition was pivotal for the sector’s growth, fostering new collaborations and opportunities.
Sustainable Development and Technological Advancements: The Future of Natural Decorative Stones
Beyond design and the unparalleled beauty of natural stones, which serve as a source of inspiration at Marmomac every year, this year’s exhibition emphasized the growing importance of sustainable development. Global interest in environmentally friendly materials has positioned marble as an ideal choice due to its natural durability and ecological benefits. Its low environmental footprint during production—most processes being performed naturally and only minimal human intervention required—sets marble apart from artificial materials, which continue to gain market share and represent a significant competitor.
A major initiative in this direction was a meeting of representatives from 10 countries, including Greece, led by the Natural Stone Institute, to officially launch a global partnership under the title Global EPD Collaboration.
Environmental Product Declarations (EPDs) are a crucial tool for differentiating natural stone products in a global market that demands transparency and accountability. Greece’s active participation in such initiatives enhances the profile of Greek marble as a material that combines aesthetic excellence with environmental sensitivity. Demonstrating environmental performance has become vital for establishing marble’s value in large-scale international projects. This meeting underscored the international market’s orientation toward certified and technically documented materials.
Greek Marble: Investing in Innovation and International Visibility
Greek marble made a strong impression at Marmomac thanks to the strategic collaboration initiated in 2022 between the Greek Marble Association (SEMMTH) and Enterprise Greece.
The brand Greek Marble | Then. Now. Forever, developed as part of this strategic promotional plan, highlights the rich history and enduring quality of Greek marble while showcasing its ability to adapt to contemporary market challenges.
For the second consecutive year, the Greek Marble pavilion, advertisements in prominent exhibition locations, and a promotional video shown at the Marmomac Theater during the event drew widespread acclaim, delivering a powerful message: Greek marble holds a central place in global markets.
Greek companies also had a dynamic presence, with 40 businesses showcasing impressive booths both indoors and outdoors. Particularly noteworthy was their participation in Hall 1, titled “A Matter of Stone,” a Marmomac and Elle Decoration initiative to shape trends and inspire architects and designers with the potential of natural stones. Other highlights included the Marmomac Theater and Walk of Stone, a creative initiative by the exhibition.
This year’s event also featured two significant awards:
- Stonetech received the Best Communicator award for the best international booth, confirming the capability of Greek companies to innovate and adapt in an ever-evolving environment.
- My personal recognition as “Marble Ambassador” by the Italian Women in Marble Association, honoring collective efforts to promote Greek marble and natural stones globally. This recognition reinforces the commitment to maintaining a strong presence in international exhibitions and initiatives.
Prospects and Strategies for the Future
The exhibition demonstrated that the industry’s future lies in combining tradition and innovation as well as in fostering collaborations. International markets seek not only high-quality products but also materials that align with sustainability and accountability standards. Greek marble is well-positioned to lead this transition, leveraging its excellent natural properties, rich history, and ability to integrate cutting-edge extraction and processing technologies.
The strategic direction for the sector includes strengthening extroversion through targeted international collaborations and continued investment in research and development. Greek companies must differentiate themselves not only through the aesthetics and quality of their materials but also by adopting certifications and documented specifications that highlight their responsibility and ecological sensitivity.
Greek Marble’s Leadership Role on the Global Stage
Marmomac 2024 confirmed that Greek marble possesses all the qualities needed to enhance its position worldwide. Emphasis on sustainability, coupled with investments in innovation, paves the way for new markets and opportunities. Simultaneously, continuous efforts to strengthen branding and international visibility, supported by institutional and business collaborations, will help maintain Greek marble’s leadership position.
The creation of the new brand and its integration into Enterprise Greece’s strategic planning mark a decisive development for the sector. We are optimistic that Greek marble will maintain a strong presence not only at future Marmomac exhibitions but also at other events shaping market trends.
The journey of Greek marble in international markets demands strategic thinking, collective effort, and ongoing adaptation to the challenges of a constantly evolving landscape. With the right moves, Greece can continue to be a global ambassador for quality and innovation in natural marble, remaining a reliable and leading player on the international stage.
