Greece Joins China, Italy, South Korea, Portugal, Japan, And More In Embracing The Power Of AI To Shape The Future Of Tourism, Focusing On Personalization, Smart Destinations, And Sustainable Growth

Published on
November 4, 2025

Greece Joins China, Italy, South Korea, Portugal, Japan, and More in Embracing the Power of AI to Shape the Future of Tourism, Focusing on Personalization, Smart Destinations, and Sustainable Growth. By adopting artificial intelligence (AI) technology, Greece is positioning itself alongside leading global tourism players to revolutionize the way travelers experience destinations. This strategic move is not only about enhancing visitor personalization but also about creating smarter, more efficient destinations and promoting sustainability in the tourism sector. As countries like China, Italy, South Korea, Portugal, and Japan lead the way in AI adoption, Greece’s focus on AI promises to transform its tourism landscape, fostering economic growth while ensuring a more sustainable and customized travel experience for visitors.

As the tourism industry continues to evolve, Greece is at the forefront of adopting artificial intelligence (AI) technology, joining a growing number of countries such as China, Italy, South Korea, Portugal, and Japan in reshaping how visitors experience destinations. With tourism playing a crucial role in the Greek economy, the adoption of AI is not just about improving the visitor experience; it is also about optimizing destination management, enhancing sustainability, and driving growth. By embracing these innovations, Greece is setting itself up for another year of impressive tourism performance in 2025.

Greece’s Tourism Growth in 2025: The Role of AI

According to the latest data from the Bank of Greece, the first eight months of 2025 saw tourism revenues soar to €16.7 billion, marking a 12% increase from the previous year. Non-resident arrivals grew by 4.1%, while the average spending per trip increased by 7.2%. This performance is the result of years of strategic planning and a commitment to both expanding the tourism season beyond the traditional summer months and embracing new technologies like AI to make the industry more efficient.

Tourism Minister Olga Kefalogianni highlighted that the government’s efforts to extend the tourist season have paid off, with increased arrivals and spending during the winter and shoulder periods. However, the true game changer lies in how AI is being used to streamline operations, enhance customer service, and promote Greece’s diverse tourism offerings.

Personalizing the Visitor Experience: AI’s Role in Tailored Travel

One of the key areas where AI is making an impact in Greece is through personalized travel experiences. Similar to other nations, Greece is leveraging AI-powered tools to offer tailor-made itineraries based on individual preferences. Using advanced machine learning algorithms, AI tools analyze user behavior, past travel data, and real-time inputs such as weather and location, to suggest activities, accommodations, and even dining options that best suit each visitor’s desires.

This not only provides travelers with a more customized experience but also supports the local economy by encouraging visitors to explore less-known destinations outside the crowded hotspots. Greece’s implementation of these technologies is already being hailed as a model for other countries to follow. For example, the Ministry of Tourism has been working closely with AI developers to integrate personalized travel planning tools into the official Greece Tourism website, enabling visitors to create their perfect Greek getaway with a few clicks.

AI-Driven Destination Management: Streamlining Operations and Reducing Crowds

Beyond personalizing experiences, AI is revolutionizing the way destinations are managed in Greece. As tourism grows, managing the flow of visitors becomes increasingly challenging, especially during peak seasons. With the help of AI, Greece is improving crowd management, optimizing public transport, and ensuring that popular tourist sites are not overwhelmed.

AI tools are now being used to monitor foot traffic and predict visitor numbers in real-time, helping local authorities make data-driven decisions about when to allocate resources such as transport and security. This proactive approach not only enhances the visitor experience but also reduces the environmental impact of overcrowding.

Furthermore, AI is being deployed to forecast visitor trends, allowing Greece to tailor marketing campaigns based on the expected demand for certain regions. This data-driven marketing approach ensures that even less-visited areas receive attention and tourists are spread out across the country, easing the pressure on popular destinations and ensuring a more balanced distribution of tourism benefits.

Sustainability at the Forefront: AI Supporting Eco-Friendly Tourism

Sustainability is another critical area where AI is helping Greece strengthen its tourism industry. With growing awareness around overtourism and environmental impact, AI is being utilized to promote more sustainable travel practices. From reducing energy consumption in hotels to optimizing the use of local resources, AI is paving the way for eco-conscious tourism in Greece.

AI-driven platforms are helping travelers make environmentally friendly choices by recommending sustainable accommodations, restaurants, and activities. For instance, some AI applications now inform tourists about the carbon footprint of their travel options, allowing them to opt for greener alternatives. This aligns with the broader goals of the Greek government to foster responsible tourism, minimize environmental impact, and preserve the natural beauty that makes Greece such a sought-after destination.

AI and the Hospitality Sector: Enhancing Services and Efficiency

The integration of AI into the hospitality sector is another area where Greece is leading the charge. Hotels, resorts, and other accommodations in Greece are increasingly adopting AI technologies to streamline their operations and improve guest satisfaction. From AI-driven customer service chatbots to automated check-ins and room management, the hospitality sector is embracing AI to create a seamless experience for guests.

AI tools can now analyze booking patterns to help hotels adjust their pricing dynamically, ensuring they remain competitive while maximizing revenue. Moreover, AI-based predictive maintenance systems allow for the early detection of potential issues, reducing downtime and enhancing the quality of service.

The Greek Ministry of Tourism has been actively supporting this technological transition by offering incentives to businesses that adopt AI solutions. This has helped create a more tech-savvy hospitality industry, positioning Greece as a forward-thinking tourism destination that caters to the modern traveler’s needs.

AI in Marketing: Reaching the Right Audience

AI is also playing a significant role in how Greece markets itself to potential visitors. The tourism sector is leveraging AI tools to create highly targeted advertising campaigns based on user data. By analyzing social media behavior, online search patterns, and past travel histories, AI is helping Greece refine its marketing strategies and reach the right audience.

For instance, AI is being used to optimize digital advertising campaigns, ensuring that they are shown to individuals who are most likely to visit Greece based on their preferences and behaviors. This approach is proving to be more cost-effective and efficient than traditional marketing methods, and it’s helping Greece maintain its position as one of the top European destinations for international travelers.

Collaboration with Other Countries: Learning from Global AI Tourism Trends

Greece’s adoption of AI is not happening in isolation. The country is joining a growing list of nations such as China, Italy, South Korea, Portugal, and Japan, all of which are exploring AI’s potential to boost tourism.

• China: China has long been a leader in AI-driven tourism, using AI for personalized itineraries, real-time crowd management, and immersive experiences for visitors. The country’s AI-driven smart tourism initiatives have set a benchmark for efficiency, allowing for better management of popular destinations while offering personalized experiences to travelers.
• Italy: In Italy, AI-powered chatbots and itinerary planners are helping visitors organize their trips and navigate destinations with ease. These tools provide personalized suggestions for activities, restaurants, and accommodations based on individual preferences, making Italy a highly responsive destination for tourists.
• South Korea: South Korea has integrated AI into tourism infrastructure, utilizing the technology for crowd management and optimizing tourism services. AI applications are also used to enhance traveler experiences, including virtual tours and real-time service updates, making it easier for visitors to explore the country.
• Portugal: Portugal has been recognized for its smart tourism initiatives, including AI-based tools for destination management and marketing. AI is helping optimize visitor flows, predict trends, and offer personalized recommendations to travelers, enhancing their experience while promoting sustainable tourism.
• Japan: Japan is another leader in AI-driven tourism, with AI applications being used for everything from hotel check-ins to real-time assistance at tourist sites. The country is also focusing on integrating AI into its transportation systems to improve the overall efficiency of tourism services.

By learning from these countries, Greece is able to adopt best practices and ensure its AI initiatives are aligned with global trends. This international collaboration fosters innovation and helps Greece remain competitive in an increasingly digitalized tourism market.

The Future of AI in Greek Tourism

Looking ahead, the future of AI in Greek tourism is bright. The country is investing in further research and development to explore new AI applications in the sector. For example, Greece is exploring the potential of AI to enhance virtual reality (VR) and augmented reality (AR) experiences, allowing tourists to virtually explore destinations before visiting or enjoy interactive, immersive tours once they arrive.

Moreover, the rise of AI-powered travel assistants and virtual concierge services will continue to revolutionize how visitors interact with the country. These digital tools will allow tourists to access real-time information about local attractions, dining options, and cultural events, all personalized to their specific interests.

As Greece continues to innovate with AI, the tourism sector is poised to see even greater growth, attracting more visitors while ensuring that the country remains a leader in sustainable and efficient tourism management.

Greece’s adaptation of AI technology is set to reshape the tourism industry, offering travelers a more personalized, efficient, and sustainable experience. As the country joins forces with China, Italy, South Korea, Portugal, Japan, and more in embracing AI, Greece is not only enhancing the tourism experience for visitors but also positioning itself as a forward-thinking destination ready to meet the challenges and opportunities of the future.

Greece Joins China, Italy, South Korea, Portugal, Japan, and More in Embracing the Power of AI to Shape the Future of Tourism, Focusing on Personalization, Smart Destinations, and Sustainable Growth. By adopting AI technology, Greece aims to enhance visitor experiences through personalized travel options, optimize destination management, and promote sustainability, positioning itself as a forward-thinking leader in global tourism.

With AI technology at the helm, Greece is ensuring that tourism continues to be a key driver of economic growth, job creation, and competitiveness in 2025 and beyond. The integration of AI into all aspects of the tourism sector—from personalized travel planning to sustainability initiatives—signals a new era for Greek tourism, one that is both innovative and responsible.