Greece Discusses Role of AI in Reshaping Greek Tourism, Boosting the Competitiveness And Promoting Sustainable Development Growth

Published on November 25, 2025

Artificial Intelligence is rapidly emerging as a transformative force in Greek tourism, with Minister of Tourism Olga Kefalogianni outlining its pivotal role in the sector’s future at the 4th GenAI Summit SE Europe held at the Stavros Niarchos Foundation Cultural Centre. The Minister took center stage at Europe’s largest AI-focused conference to say Greek tourism’s future is premised on authenticity, quality, and innovation, all driven by Artificial Intelligence.

Kefalogianni emphasized the fact that AI technology will not only enhance the travel experience but also play a central role in increasing Greece’s competitiveness on the global tourism stage. The comments made by the Minister stressed the role of digital transformation in the field of tourism, securing Greece’s position in the rapidly changing global tourism market. She has also pointed out that for technology to be effective, it has to be underpinned by sound governance structures and precise strategic goals.

New Governance Model to Enhance Destination Management and Promote Local Communities

A cornerstone of Greece’s AI-driven tourism strategy is the establishment of Destination Management and Marketing Organizations (DMMOs). These AI-powered hubs will coordinate destination management and ensure that Greek tourism operates cohesively at national and regional levels. By utilizing AI insights, DMMOs will be able to make evidence-based decisions that optimize resource allocation, enhance tourist satisfaction, and promote the sustainable development of Greek destinations.

This governance model will boost local economies by ensuring that tourism grows in a balanced and sustainable way, benefiting both urban and rural areas. AI-enabled destination management will improve the flow of tourists across Greece, ensuring that resources are used effectively, which in turn supports local businesses, restaurants, and community-based tourism initiatives. The introduction of DMMOs allows for more coordinated marketing efforts, ensuring that Greece is not only attracting more visitors but also ensuring that the economic benefits of tourism reach local communities. This collaborative approach will contribute to the future growth of Greece’s tourism sector, especially in lesser-known regions of the country that may not have historically seen the same level of tourism activity as cities like Athens or Santorini.

AI Enhances Travel Experience and Supports Greece’s Wellness Tourism Growth

AI’s integration into Greece’s tourism strategy goes beyond destination management and aims to directly improve the visitor experience. The VisitGreece.gr website, for example, is undergoing a complete redesign that will incorporate next-generation AI technologies to deliver personalized content based on a traveler’s interests and preferences. By offering dynamic, tailored recommendations, Greece will provide a more individualized travel experience, allowing visitors to discover destinations and activities that suit their unique desires, whether they are interested in cultural heritage, gastronomy, or wellness tourism.

Wellness tourism is another area where AI is playing a pivotal role in enhancing the tourist experience. Greece is positioning itself as a global leader in wellness travel, offering a mix of traditional health treatments, spa services, and modern wellness retreats. AI-powered platforms will allow tourists to find the best wellness experiences, from spa treatments to yoga retreats, providing personalized recommendations that enhance their stay.

mAiGreece: AI-Powered Travel Assistance Enhancing Greece’s Global Appeal

A major leap forward in improving Greece’s tourism services is the mAiGreece app, developed in collaboration with the Ministry of Digital Governance. This app uses AI to offer personalized travel guidance and real-time, multilingual support to tourists. The app provides instant access to essential information, such as tourist destinations, transportation options, and even emergency assistance through the 112 system, ensuring tourist safety and a seamless travel experience.

The introduction of such AI-powered tools enhances Greece’s tourism appeal, making it easier for international visitors to navigate the country, understand local customs, and make the most of their stay. These tools are also helping to ensure that tourists have a positive experience from start to finish, building brand loyalty and increasing the likelihood of repeat visits to Greece in the future.

Tourism Impact: Economic Growth and Sustainable Development

AI’s impact on Greece’s tourism sector extends well beyond enhancing the visitor experience. By utilizing AI tools for destination management and marketing, Greece will improve resource allocation, optimize tourist flows, and generate a higher economic return from tourism. The country is well-positioned to capture a larger share of the global tourism market, thanks to its personalized travel experiences, AI-enabled platforms, and cutting-edge technologies that appeal to a modern traveler’s preferences.

The economic growth from this digital transformation is expected to benefit local communities, with AI-powered tourism tools creating opportunities for entrepreneurs, local service providers, and small businesses in regions across Greece. By promoting sustainable tourism practices through smart technology, Greece ensures that its tourism sector can continue to thrive without compromising its cultural and environmental assets.

Looking Ahead: The Future of Greek Tourism with AI and Digital Innovation

With the continuous development of AI and digital technologies, the future of Greek tourism is set to be framed by innovative, sustainable, and personalized services. Embracing AI-driven solutions also places Greece in a strategic position to gain a leading role in wellness, cultural tourism, and eco-tourism, satisfying modern travelers with personalized, safe, and immersed experiences.

The successful incorporation of AI into Greece’s tourism strategy will contribute not only to the country’s higher standing in global tourism ranking but also to long-term economic resilience and sustainable development. Through continuous improvement in tourism management, enhancement of the visitor experience, and adoption of eco-friendly and technologically advanced solutions, Greece will continue to stay well ahead in the future of global tourism by creating lasting value for both tourists and local communities.