Artificial Intelligence to Redefine Travel Experience in Greece

Artificial Intelligence (AI) is emerging as a transformative force in the evolution of Greek tourism, according to Minister of Tourism Olga Kefalogianni, who addressed the 4th GenAI Summit SE Europe at the Stavros Niarchos Foundation Cultural Centre.

Speaking at Europe’s largest AI-focused conference, the Minister stated that “the future of Greek tourism is built on authenticity, quality, innovation, and enhancing the travel experience through digital technology.” She emphasized that technology—especially AI—will be central to boosting competitiveness and ensuring sustainable development across Greek destinations.

During the discussion, Kefalogianni underscored that effective digital tools must be supported by robust governance frameworks, clear strategic objectives, reliable data, and coordinated destination management.

New Governance Model for Tourism

The Minister highlighted the creation of Destination Management and Marketing Organizations (DMMOs), a modern governance model intended to function as strategic hubs for the management, promotion, and branding of destinations. These organizations will operate through close collaboration between the state, local governments, and private-sector tourism stakeholders.

Kefalogianni explained that DMMOs will oversee integrated destination management, ensuring cohesive strategy and execution at national and regional levels. AI-enabled data insights will support evidence-based decision-making and ensure more efficient destination management.

AI Reshaping Travel Experience and Strategy

The Minister noted that AI is fundamentally changing how destinations design services, understand traveler needs, make strategic decisions, and craft communication strategies.

A key digital initiative underway is the complete redesign of the official national travel portal, VisitGreece.gr, which will integrate next-generation AI technologies to deliver personalized and dynamic content. She also announced the development of specialized digital platforms supporting niche tourism sectors, such as mountain and winter tourism, agritourism, gastronomic tourism, marine and diving tourism, and wellness tourism. These platforms will provide customized recommendations and improved traveler services through AI-driven systems.

Kefalogianni highlighted the growing role of augmented reality (AR) in enhancing destination experiences, especially for younger travelers. AR, she said, significantly enriches cultural tourism by making visits to monuments and heritage sites more interactive and engaging.

She also pointed to the mAiGreece application—developed in collaboration with the Ministry of Digital Governance—which uses AI to offer personalized travel guidance, multilingual support, and instant access to emergency assistance via the 112 system.

Concluding her remarks, the Minister stressed that Greece’s priority is to ensure each traveler experiences the country’s unique character while tourism strengthens local communities.
“This is the future we are building for Greek tourism,” she said. “Digital technologies such as AI help us deliver upgraded services, understand travel trends, and better promote and protect our destinations.”

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Artificial Intelligence, augmented reality, digital transformation, DMMO, GenAI Summit, Greece news, Greece tourism, Greek government, Greek news, Olga Kefalogianni, Smart Tourism, sustainable tourism, Travel Technology, VisitGreece