“Over the past few years, tourism has faced complex and global challenges, such as geopolitical and economic instability, the intensifying effects of the climate crisis, and the impacts of the health crisis,” said the Minister of Tourism, Olga Kefalogianni, speaking at the 35th Greek Economic Summit organized by the Greek-American Chamber of Commerce. “However, at the same time, a new environment is being shaped in tourism, determined by demographic trends, new consumer patterns, new trends in tourist demand, and certainly rapid developments in digital technology,” she added.

Ms. Kefalogianni noted that “tourism has a particularity. You need a long-term strategy, but at the same time, you need to have the tools to address crises that force you to adapt. No one can create a strategy today without using new technologies.”

It is critical, the Minister of Tourism emphasized, “to ensure that tourism will continue to bring benefits to the national economy and local communities in the future.” She briefly outlined the targeted interventions aimed at this goal:

• Creation of a new model for managing destinations by establishing a framework and providing incentives for the operation of Destination Management and Promotion Organizations across the country.
• New, modern tools for collecting data and information on tourism activities in our country.
• Upgrading tourism education and training in Greece so that the human resources in tourism can respond to new trends in tourism supply and demand.
• Funding investments for upgrading infrastructures that support special forms of tourism, such as mountain and winter tourism, maritime tourism, agritourism, gastronomic tourism, diving tourism, and health and wellness tourism.

“We aim for tourism development based on the quality of a multi-thematic tourism product, but also on balance and moderation. This is a model that respects the natural environment and local communities, ensuring sustainability and long-term prosperity,” emphasized Ms. Kefalogianni.

She then discussed efforts to upgrade traveler information through projects involving the development of innovative digital applications and promotional tools, using artificial intelligence technology.

Providing modern, more personalized, and useful services to visitors, added the Minister of Tourism, will highlight the diversity of the natural environment and the great cultural capital of Greece. And it will strengthen our efforts to extend tourism activities throughout the year and across the entire territory. She emphasized:

“We are working for a resilient, multifaceted, and competitive tourism product, as well as development that benefits the entire society. The ultimate goal is clear: To establish our country as a model of resilience and quality tourism development with sustainability at a global level.”

The Minister of Tourism participated in a panel during which she was asked about how the approach to Generation Z is being planned, in light of a relevant study by Deloitte on how younger generations perceive tourism.

Ms. Kefalogianni particularly focused on the upcoming collaboration with the social media platform “TikTok” with content designed to appeal to younger generations.

She mentioned further digital presence through the Greek National Tourism Organization (GNTO) to promote and showcase Greece in the international tourism market across all age groups, and referenced a study included in the Recovery and Resilience Fund for the development of “SilverTourism.”

The Minister of Tourism also responded to a question about the seasonality of tourism, pointing out the success of Athens, which now attracts visitors year-round and has become a “city break” destination. She highlighted the legislative initiative by the Ministry of Tourism regarding operational and safety specifications, as well as the government intervention that established a regulatory framework for short-term rental properties in the historic center of Athens.

She added: “We are utilizing all the tools available to us to achieve year-round tourism in all regions. We are working towards this direction, and it is a major challenge for the next decade.”