Greece’s Digital Plans to Transform Tourism Introduced to Regional Governors

Photo source: Visit Greece

Greek Tourism Minister Olga Kefalogianni outlined plans for a digital transformation in tourism, funded through the Recovery and Resilience Fund, while recently presiding over the 5th Regional Tourism Council.

Speaking to Greece’s regional governors, Kefalogianni also detailed the establishment and operation of Destination Management and Promotion Organizations (DMMOs) at the regional level.

In her opening remarks, Kefalogianni emphasized the ministry’s commitment to upgrading Greece’s global image as a travel destination through “cutting-edge digital initiatives” and collaborative governance frameworks. The aim, she noted, is to enhance visitor experience while supporting the sustainable development of tourism in partnership with government bodies, local authorities, and the private sector.

“The core goal of the Tourism Ministry’s strategy is to leverage modern communication tools to promote Greece’s destinations and elevate its tourism offerings,” said Kefalogianni. “Our aim is to create high added value for businesses and communities, highlighting what makes Greece’s tourism product unique.”

Digital projects to revolutionize tourism

Greek Tourism Minister Olga Kefalogianni with Deputy Tourism Minister Elena Rapti (left) and Tourism Ministry Secretary General Vasia Koutsoukou. Photo source: Tourism Ministry

Kefalogianni presented several planned digital platforms aimed at diversifying Greece’s tourism offerings and utilizing advanced technologies:

• Mountain Tourism
  The platform will spotlight Greece’s mountainous regions, showcasing destinations, activities, and cultural or historical attractions.
• Marine Tourism
  A comprehensive tool will map Greece’s tourist port infrastructure, offering a detailed view of the country’s marine tourism network.
• Diving and Underwater Tourism
  Features include an interactive map of diving destinations, a guide to diving centers, and an AI assistant offering personalized suggestions. This initiative also prioritizes underwater ecosystem protection.
• Agritourism and Gastronomy
  A digital platform will connect agritourism and culinary experiences nationwide, supported by an interactive map. It will also serve as a thematic national DMO for gastronomy, linking products, services, and agritourism businesses.
• Wellness Tourism
  The application will provide travelers with wellness-focused information, interactive maps, and AI-driven guidance for addressing unforeseen travel challenges like health issues.
• Digital Nomads
  A platform designed for digital nomads will offer essential resources, from relocation assistance to practical support during their stay in Greece.
• Transformation of the Greek National Tourist Organization (GNTO)
  An enhanced VisitGreece platform will leverage next-generation AI to deliver personalized travel information, virtual tours, translation services, and automated help desk assistance.
• Digital Tourist Map
  The rich-content map will catalog Greece’s tourist resources, using high-quality visuals and detailed information to showcase local destinations.
• Traveler Story Enrichment with AI
  The initiative will enable users to share experiences, explore cultural content, and access tailored recommendations, emphasizing Greece’s cultural heritage.
• Digital Repository of Tourism Resources
  A centralized archive of the GNTO’s historical material will support promotional strategies by local authorities and tourism stakeholders.
• Ministry Service Enhancements
  Plans include a Tourism Business Registry and real-time tracking of accommodation data to improve decision-making and service delivery.

DMMOs: Paving the Way for Strategic Tourism Growth

Kefalogianni highlighted Destination Management and Promotion Organizations (DMMOs) as essential tools for shaping the future of Greek tourism and announced a program addressed to the country’s regions.

“This initiative will provide the necessary studies and technical support for establishing and operating DMMOs effectively,” she said.

The program is open to all regions, provided they are not already receiving funding for similar services through other financial mechanisms. Participation requires signing a Memorandum of Cooperation between the Tourism Ministry and each region, which will also commit to establishing operational DMMOs within a specified timeframe.

Kefalogianni stressed the importance of embracing innovation to meet shifting traveler preferences.

“We must integrate new technologies and tools to support tourism growth in the modern era,” she said. “By adopting digital promotion and visibility strategies, we can ensure Greek tourism remains competitive and sustainable.”