By Viki Tryfona
World Tourism Day is a good reason to look ahead. The sector that currently accounts for 25% of Greece’s GDP is changing at a pace that is difficult to perceive in everyday life.
The World Travel & Tourism Council (WTTC), in its latest study on the economic impact of tourism, predicted strong growth in the next decade.
According to the report, by 2035:
The sector will support 4.5 million additional jobs, reaching a total of over 30 million, strengthening its decisive role in the EU economy and society.
One in seven workers in the region will be employed in tourism, making it one of the most strategically important sectors.
Tourism’s contribution to GDP is expected to reach almost 2.3 trillion euros, with a share of the economy just under 11%, exceeding the broader EU economic growth (10-year CAGR 1.8% vs. 1.3%).
The sector will generate over €900 billion annually in tax revenues for EU governments.
International visitors are expected to spend around €730 billion over the next decade, while domestic visitor spending will exceed €1.2 trillion.
These forecasts highlight the tourism landscape as one of the most dynamic and critical sectors in Europe, with a strong impact not only on the economy but also on the social life of citizens.
What will we see in 2035?
Three different scenarios outline the possible paths of tourism, both in Greece and internationally.
Scenario 1: Artificial Intelligence Tourism
Travelers in 2035 don’t need to go to a travel agency or “search” on platforms. A personal AI concierge takes care of the entire journey: from searching and booking to tailoring experiences to the traveler’s mood.
Hotels and vacation rentals have “smart rooms” that adjust lighting, temperature, and services based on the guest’s profile.
Tickets, tours, and even dining are completely personalized.
The experience is more comfortable, but the challenge is protecting personal data and maintaining the human dimension in hospitality.
Scenario 2: Green and sustainable tourism
Climate change and environmental pressures have already forced destinations to rethink their models. In 2035:
Resorts operate with a zero carbon footprint.
Airlines use synthetic fuels and electric short-haul aircraft.
Mass tourism is limited by visitor quotas in sensitive areas (e.g. Santorini, Venice).
The quality of life of residents becomes a central indicator of success. For Greece, this means that the strategy of “hyper-tourism” development will have given way to a more balanced relationship between visitors, local communities and the environment.
Scenario 3: Tourism of experience and identity
The mass consumption of experiences gives way to a more authentic and local model. The traveler of 2035 does not want to take a photo in front of the Parthenon, but to experience Athens as its inhabitants do:
Participating in cooking classes with local chefs.
Living in traditional houses in small communities.
Cultural networks that connect the tourist with the history, arts and gastronomy of a place.
Tourism is becoming a tool for cultural exchange and rediscovery of identity.
The most likely future: A mosaic
In reality, in 2035 we will not see just one scenario. The elements of technology, sustainability and authentic experience will be combined in different proportions. The question is how countries like Greece will manage to position themselves in time to ensure that tourism continues to be a source of prosperity without becoming a source of pressure.
