The connection between technological production, innovation, and tourism is a matter of paramount importance for Greece, as tourism makes a decisive contribution to GDP and employment, as well as to the country’s international image. The need to adopt new technologies, sustainable practices, and smart tools is not merely a choice, but a prerequisite for enhancing competitiveness and upgrading the visitor experience. Nikos Karampekios, PhD, an executive at the National Documentation and Electronic Content Center, in an interview with Tornos News, analyzes the role of innovation in transforming Greek tourism, the technologies driving the change, and the challenges in creating a resilient, sustainable, and digitally mature ecosystem.
The full interview is as follows:
How critical is the connection between technology, innovation, and tourism for Greece today? How can this interaction shape the future of the sector?
The connection between technological production, innovation, and tourism is of paramount importance for Greece, given that the tourism sector contributes significantly to the country’s GDP and serves as a key driver of employment and development. The need to adopt new technologies and innovative business models—such as digital tools, smart applications, sustainable practices, and collaborative ecosystems—is immediate and pressing, both for ensuring the competitiveness and quality of tourism services and for promoting the country as a leader in innovation. Leveraging innovation enhances the visitor experience, creates new opportunities for domestic entrepreneurship, and supports Greece’s strategy to evolve into a creative and technologically advanced tourist destination.
The link between innovation and tourism also takes on particular significance for another reason: the country is systematically seeking to transform its production model and strengthen its presence in high-tech sectors by adopting innovative solutions and practices. The introduction of new technologies in tourism contributes to improved service quality, the development of new business models, and strengthens both sustainability and Greece’s international competitiveness, while simultaneously creating bridges between tradition and technological innovation.
How can innovation contribute to the development of the tourism sector and to enhancing the visitor experience?
Innovation leads to the creation of new tourism products and services, enhances the competitiveness of destinations, and increases value for both businesses and visitors. In particular, the integration of technologies such as Artificial Intelligence, big data, and smart applications improves the tourist experience and enables the delivery of personalized, interactive, and sustainable tourism products.
For example, the link between innovation and tourism in Greece is being advanced through the Smart Attica Digital Innovation Hub, which aims to encourage the adoption of cutting-edge technologies in the sector, and is expected to be significantly strengthened through the utilization of the AI factory Pharos. With the computing power of “Daedalus” and advanced AI tools, a robust platform will be provided for the development of personalized, interactive, and sustainable tourism applications that improve the visitor experience.
Which technologies are considered critical for innovation in tourism today, and how are they transforming the traveler experience?
The technologies playing a catalytic role include AI for analyzing preferences and making recommendations, big data for understanding traveler needs, virtual and augmented reality for immersive experiences, mobile applications for easier travel management, and Internet of Things integrations for “smart” destinations with optimized functionality. In addition, technologies facilitating the transition to sustainable business models are crucial—promoting green infrastructure, the use of renewable energy sources, digital solutions for visitor flow management, and reducing environmental footprint.
At the same time, focus must be given to technologies such as digital twins and advanced digitization techniques that allow faithful representation and documentation of cultural sites and monuments, as well as remote sensing technologies and geophysical measurements that support mapping, monitoring, and risk prediction for cultural heritage. Also important are technologies related to the development of digital documentation mechanisms that ensure the integrity, authenticity, and long-term sustainability of cultural heritage data, contributing to awareness and the protection of cultural identity.
How can tourism serve as a driver of innovation and technological advancement at the national level?
Tourism can contribute to the diffusion of knowledge and social capital, encourage cross-sector collaboration, and promote the development of technological services that can be adopted in other areas of the economy. Studies show that high revenues and increased activity in inbound tourism, when combined with research and development and commercial activity, “ignite” innovation and allow tourism to play a complementary and supportive role in national innovation policies.
What are the major challenges for adopting innovation in Greek tourism, and which synergies could accelerate the transition?
The main challenges include insufficient digital infrastructure, a lack of digital skills, privacy and data security issues, and the digital exclusion of small businesses or visitors. Additionally, the fast pace of technological developments requires constant adaptability and investment, while innovation adoption demands collaboration between the public and private sectors. The need for stronger and more intensive interconnection between the Greek innovation ecosystem and the tourism sector is critical. Modern literature and experience from developed ecosystems show that interactions between start-ups, research institutions, Technology Transfer Offices, and the tourism sector lead to sector-specific solutions with high added value. The same applies when open and interactive knowledge exchange is pursued, which is further enhanced through processes such as hackathons, innovation competitions, and internships for students and pupils.
(Nikos Karampekios, PhD, works at the National Documentation and Electronic Content Center. His new book has just been published, titled “Geopolitics of Technology: Scientific and Technological Policy in the 21st Century”, by Propobos Publishing.)
