Greek Tourism Minister Unveils Digital Transformation Strategy for the Sector

Greek Tourism Minister Olga Kefalogianni speaking at the GenAI Summit SE Europe. Photo source: Tourism Ministry

Greek Tourism Minister Olga Kefalogianni on Monday presented a comprehensive strategy for the digital transformation of Greece’s tourism sector.

Speaking during the GenAI Summit SE Europe, held at the Stavros Niarchos Foundation Cultural Center in Athens, Kefalogianni outlined the ministry’s efforts to leverage emerging opportunities and address the evolving challenges within the tourism industry.

She emphasized the importance of adapting to new trends in travel demand and technological advancements, all while aiming to meet the strategic goals of Greek tourism and create lasting value.

Key initiatives

Photo source: Tourism Ministry

According to Kefalogianni, the ministry’s key initiatives for the digital transformation of Greek tourism include:

• Promotion of Agritourism and Gastronomy: The ministry is establishing a national network that integrates agrifood, gastronomy, and tourism, functioning as a Destination Management Organization (DMO).
• Digital Platforms for Niche Tourism: The development of platforms to promote mountainous, agritourism, coastal, and diving destinations.
• Spa Tourism App: The creation of a dedicated app to support spa tourists, highlighting key locations and attractions.
• Revamping GNTO’s Digital Presence: The digital transformation of the Greek National Tourism Organization(GNTO), focusing on a new, innovative information system for travelers, set to replace the current visitgreece.gr website.
• “mAI Greece” App: A new mobile app designed to enhance the traveler experience, offering personalized, comprehensive travel information throughout Greece.

“We are at a pivotal moment in the global tourism landscape,” said Kefalogianni. “This is a period of significant opportunities for Greek tourism, and it is essential that we adapt to the changing demands of travelers and embrace innovation.”

The minister reaffirmed the tourism ministry’s commitment to both short-term improvements and long-term strategies, stating that Greece is ready to meet the evolving challenges of the tourism sector with clear, actionable goals.

The GenAI Summit is the largest conference focused solely on GenAI in the region, organized with the support of the European Investment Bank, the Liaison Office of the European Parliament in Greece, the Hellenic Development Bank (HDB), the Hellenic Development Bank Group (HDBI), and under the auspices of the Ministry of Digital Governance of Greece.