The digital projects being implemented through the Recovery and Resilience Fund and the establishment and operation of Destination Management and Marketing Organizations (DMMOs) at the regional level were the main topics of the 5th session of the Regional Tourism Council, chaired by the Minister of Tourism, Olga Kefalogianni.
In her introductory speech, Ms. Kefalogianni spoke about the digital transformation promoted by the Ministry with the aim of upgrading Greece’s image and identity as a travel destination, while also enhancing the quality and modern communication of information for visitors from all over the world. She also emphasized the importance of establishing and operating DMMOs, which she highlighted as a new governance framework aimed at strengthening cooperation between the government, local authorities, and the private sector to foster sustainable development of the country’s destinations.
“The main goal of the Ministry of Tourism’s strategy is to utilize the most advanced communication tools to promote and showcase the destinations and the tourism product. We aim to significantly enhance Greece’s image and identity as a travel destination, create high added value for destinations and businesses, and showcase the unique characteristics of our country’s tourism product,” said Ms. Kefalogianni.
Specifically, in presenting the new digital tools, she mentioned:
Mountain Tourism: The platform for mountain tourism will be a powerful tool for showcasing Greece’s mountainous regions. In addition to the destinations, it will feature activities in mountain areas as well as cultural and historical attractions of each region.
Diving Tourism: The platform for diving and underwater tourism will include features such as an interactive map of diving and underwater destinations and a digital guide to diving centers. It will also have an AI-powered virtual assistant that will provide personalized recommendations based on users’ interests. This project aims to diversify the tourism product while ensuring the protection of underwater areas.
Agro-tourism and Gastronomy: A digital platform for agro-tourism and gastronomy will include an interactive map for mapping agro-tourism and gastronomic resources throughout the country. It will develop a Network for the Integration of Agri-food, Gastronomy, and Tourism. This system will function as a thematic national Destination Management Organization (DMO) for gastronomy and agro-tourism and will include the cataloging of products and services, agro-tourism units, and related businesses.
Wellness Travelers Support: An application will inform travelers about wellness topics and highlight related areas and points of interest. It will use AI-powered voice recognition technology for quick and easy guidance. The app will also feature a Wellness Map of the country and provide step-by-step guides for users in cases where their travel is affected by unforeseen factors (e.g., health issues).
Attracting and Servicing Digital Nomads: The platform will provide necessary information from their initial setup and throughout their stay in Greece.
Digital Transformation of the Hellenic Tourism Organization (EOT): This involves developing an innovative information system for travelers, which will be an evolution of the Visitgreece platform. The system will use 2nd generation AI technology to provide travel information in a fast and simple manner. It will include a range of features such as tourist guidance and translation services, search for attractions, and information on fares and tickets. Additionally, the system will function as an automated Information Desk using AI.
Digital Tourism Map: A detailed mapping of tourist resources for all destinations will be carried out. The database will be enriched with modern and accurate content (e.g., texts, photos, and audiovisual material) presenting the tourism offerings of each destination.
Enhancing User/Traveler Stories with Generative AI: The system will provide access to maps, the ability to submit questions/complaints, and the option to search for cultural topics. It will also highlight cultural points of interest, with one of the main goals being to showcase the country’s cultural heritage. This project seeks to connect tourism activities with Greece’s culture.
Digital Repository of Tourism Resources: This will host the entire digitized historical archive of the EOT. The repository will function as a library useful for relevant stakeholders (local authorities, DMMOs, hotel associations, etc.) to execute a well-planned promotional strategy.
Digital Transformation of the Ministry of Tourism’s Services: This includes developing an Information System for the Registry of Tourism Enterprises and providing advanced online services. Additionally, an information system for real-time recording of arrivals and departures of travelers at tourist accommodations will be developed for the Ministry’s immediate use.
The Minister of Tourism characterized DMMOs as a strategic development tool for the future of Greek tourism. She emphasized that the project aims to conduct necessary studies and provide technical support for their establishment and operation and is intended for all regions of the country.
A key condition for a region to participate in the program is that the same type of service is not funded by another financial instrument. Participation in the program will require signing a Memorandum of Cooperation between the Ministry of Tourism and each region. It is also a basic requirement for regions that receive the services to establish DMMOs within a certain timeframe.
The Minister stressed that adapting to the new tourism supply and demand landscape and innovation are crucial.
“We need to respond to changing traveler preferences, integrate new technologies and their applications into tourism, and utilize promotional and marketing digital tools that will support the qualitative growth of Greek tourism in the new era,” concluded Ms. Kefalogianni.
