Greek Tourism Minister Olga Kefalogianni. Photo source: Tourism Ministry
Greek Tourism Minister Olga Kefalogianni highlighted Greece’s use of cutting-edge technologies to showcase and preserve its cultural heritage at the 25th World Travel & Tourism Council (WTTC) Global Summit in Rome.
Speaking on the “Rooted in Culture” panel, Kefalogianni stressed that technologies such as artificial intelligence, virtual reality, and specialized digital platforms are central to Greece’s strategy of linking tourism with culture and offering more authentic, sustainable travel experiences.
“The development of cultural tourism is not only about revenue,” she said. “It also generates jobs and business opportunities, especially for women and young people across Greece’s regions.”
Greece turns to culture to attract new markets
Photo source: Tourism Ministry
Culture is central to the ministry’s promotional strategy, which aims to showcase the link between cultural heritage and tourism while drawing new visitors from emerging markets.
According to Kefalogianni, the initiatives feature modern communication tools that bring Greece’s heritage closer to visitors. With augmented and virtual reality applications, as well as interactive platforms, travelers can enjoy personalized experiences and access detailed information about attractions and events.
“New technologies such as AI-driven voice assistants, automated translation, and personalized recommendations are transforming the way visitors experience destinations,” the minister said.
She also underlined the importance of engaging local communities and establishing Destination Management and Marketing Organizations (DMMOs) as part of Greece’s strategy for sustainable destination management. She added that protecting and promoting cultural heritage is key to ensuring Greece’s long-term competitiveness.
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