The dynamics of artificial intelligence, adaptation to climate change, new sources of data and information and the constant search for authentic experiences were the protagonists of the event “Tomorrow’s Tourism: Mapping Greek Tourism”, co-organized by SETE, INSETE and Marketing Greece in the context of the Philoxenia 2025 exhibition.
The focus was on the strategic transformation of Greek tourism, with an emphasis on travel trends, the opportunities that are opening up and the obstacles that require new solutions.
As stated by the Executive Advisor of SETE, Alexandros Thanos: “Many times, when talking about digitalization and analyzing a tool today, after a few months, its usefulness may be past.
In trying to identify the needs of tomorrow’s tourism, we have identified two important issues. The first is the major problem in the specialization of human resources that all businesses face. The second is how businesses will respond to the new data and what they can expect in the near future.
At SETE, we try to predict and prepare for technological developments, which bring new data to both the promotion and the management of destinations. While the country’s tourism potential seems to be developing smoothly for 2026, the challenges are becoming more and more intense for all of us.
“Tourism is rapidly transforming due to technological developments, market dynamics, the need for continuous human resource development and the pressures of climate change,” emphasized INSETE’s Scientific Director, Aris Ikkos, in the first section entitled “Tourism in Evolution: Data, Technology, Talent and Resilience.”
He also emphasized that “INSETE systematizes and disseminates knowledge, creating tools that help businesses and institutions in Greek tourism to understand changes and adapt effectively to developments, thus strengthening their resilience and competitiveness.”
“Today, tourism is being radically reshaped. Travel is no longer a simple visit, but the pursuit of becoming part of the place. The visitor is aware and seeks personalized experiences, utilizing technology. The travel experience is a lifetime experience, while respect, quality and joining forces are the keys to responding to this new context”, said the General Manager of Marketing Greece, Nikos Diamantopoulos, during the second section entitled “Preparing for the next era of tourism: Actions and initiatives of Marketing Greece”.
Tourism is changing and Greece is preparing for the next day, with strategy, partnerships and knowledge. Through the continuous mapping of the tourism environment, the three organizations contribute to the development of strategies that will make the country’s tourism product sustainable, resilient and able to stand out in a sector that is becoming more competitive every year.
