The digital transformation of Greek tourism is no longer optional but essential in an era of rapid change that has fundamentally reshaped the travel experience. This was a central takeaway from the 40th Philoxenia conference, titled “Philoxenia in a Digital Era: Beyond 4.0 – Innovation, Hospitality, Destinations in the Digital Age,” co-organized by TIF-HELEXPO and the Region of Central Macedonia.
A major highlight was the planned digital overhaul of the Greek National Tourism Organisation (GNTO).
According to GNTO Secretary-General Andreas Fiorentinos, the project—scheduled for completion in April 2026—will enhance Greece’s tourism brand while offering a vital promotional boost to small and medium-sized enterprises. Backed by 7.5 million euros, the initiative includes the development of a unified digital platform serving as an inspiration, information, and service hub for travelers at every stage of their journey.
The platform will map all tourism activities and businesses by destination, showcase products and services, highlight attractions, beaches, and museums, and integrate thematic tourism offerings. Crucially, it aims to consolidate data from across the country into a single information ecosystem.
Yet challenges remain, with Greece lagging sharply behind the EU average in business digitalization and citizens’ digital skills. Since digital adaptation is costly and doesn’t yield immediate revenue, support for businesses is imperative.
According to SETPE President Anastasios Manos—representing Greece’s tech-producing creative and innovative SMEs—digital access for businesses in remote and small communities, including islands and mountainous areas, still lags despite infrastructure improvements.
According to the Greek Tourism Confederation’s (SETE) executive advisor Alexandros Thanos, Greek tourism businesses are evolving at two speeds: large companies are embracing automation, while the many small family-run enterprises remain at a basic level of digital adoption, mostly limited to marketing.
Citing INSETE research, he stressed that full digital transformation could boost tourism GDP by 10%—and urged a shift from digital promotion to true digital governance of destinations through smart data use.
