Olga Kefalogianni, Minister of Tourism of the Hellenic Republic
The new VisitGreece.gr, the official online portal for Greek tourism, officially launched on 1 July 2026, marking a new chapter in Greece’s digital tourism promotion and communication. Presenting the new platform, Greek Minister of Tourism Olga Kefalogianni said it represents a new approach to showcasing Greece’s tourism identity internationally and engaging with visitors through the possibilities of modern technology. The redesign of VisitGreece.gr is part of the "Digital Transformation of the Greek National Tourism Organisation" project, funded by the Recovery and Resilience Facility.
In her address, Minister of Tourism Olga Kefalogianni stressed that Greece’s natural and cultural heritage is now acquiring a new digital dimension, further highlighting the authenticity, quality and richness of the experiences the country has to offer. She noted that Greek tourism is in a strong growth phase, with 2025 marking a third consecutive record year. Revenues rose by 10% compared with 2024, outpacing arrivals and reflecting an upgrade in travel quality. She also pointed to continued growth beyond the summer season, with the first four months of 2026 showing a 37% increase in tourism revenues year-on-year. “These figures give us reason for optimism, but not for complacency,” she said, noting that the international environment is constantly evolving.
The Minister underlined the goal of turning strong performance into long-term value for local communities, businesses and workers, while boosting the competitiveness of Greek destinations through diversification and special-interest tourism. These efforts are supported by Recovery and Resilience Facility-funded projects, including investments in infrastructure, accessibility and skills. Referring to the Digital Transformation of the Greek National Tourism Organisation, she stressed that it goes beyond a new website, aiming to create a comprehensive digital ecosystem connecting information, culture, technology and the visitor experience.
In her address, Minister of Tourism Olga Kefalogianni stressed that Greece’s natural and cultural heritage is now acquiring a new digital dimension, further highlighting the authenticity, quality and richness of the experiences the country has to offer. She noted that Greek tourism is in a strong growth phase, with 2025 marking a third consecutive record year. Revenues rose by 10% compared with 2024, outpacing arrivals and reflecting an upgrade in travel quality. She also pointed to continued growth beyond the summer season, with the first four months of 2026 showing a 37% increase in tourism revenues year-on-year. “These figures give us reason for optimism, but not for complacency,” she said, noting that the international environment is constantly evolving.
The Minister underlined the goal of turning strong performance into long-term value for local communities, businesses and workers, while boosting the competitiveness of Greek destinations through diversification and special-interest tourism. These efforts are supported by Recovery and Resilience Facility-funded projects, including investments in infrastructure, accessibility and skills. Referring to the Digital Transformation of the Greek National Tourism Organisation, she stressed that it goes beyond a new website, aiming to create a comprehensive digital ecosystem connecting information, culture, technology and the visitor experience.
The new “VisitGreece.gr”
As the Minister explained, the project is developed along three main pillars:
- The Digital Tourism Map, which through extensive recording, organisation and documentation of Greece’s tourism assets will serve as a tool for planning, promotion and the sustainable development of each destination.
- The Digital Repository and the Digital Interactive Tourism Museum. For the first time, a vast volume of the Greek National Tourism Organisation’s (GNTO) historical archive has been organised and digitised. A valuable part of the history of Greek tourism is now preserved and made accessible to citizens, researchers and future generations.
- The complete redesign of VisitGreece and the creation of a unified digital experience through the new website and the VisitGreece app.
The Minister also referred to the cooperation between the Greek government and ElevenLabs, one of the world’s leading companies in voice AI. Through the new VisitGreece platform, this technology is brought directly to the public, offering multilingual communication and a new personalised information experience. At the same time, it serves as a valuable tool for regions, municipalities, local communities and tourism businesses.
Artificial intelligence is at the core of the new digital ecosystem, powering the AI Recommendation Chatbot and the Virtual Tourist Office. Operating through two complementary modes—Chat Mode for personalized trip planning and InfoDesk Mode for verified information on visas, ferry services, accessibility, and other travel essentials—the system provides visitors with reliable, official guidance throughout their journey. The redesigned mAI Greece application has also been fully integrated into the new Visit Greece app, creating a seamless digital experience.
Going beyond traditional text-based interaction, the AI assistant now supports natural voice conversations through speech-to-text and text-to-speech technologies, developed in collaboration with ElevenLabs. Visitors can speak in their own language, ask questions naturally, and receive spoken responses, significantly improving accessibility and making trusted travel information more immediate and intuitive.
The new Visit Greece portal and app further enhance the visitor experience by offering a fully personalized digital companion. Users can plan itineraries with the AI Trip Planner, navigate using their device’s GPS, and receive live updates on events and activities. Greece’s cultural heritage is brought to life through the Visit Greece AR App, which enables visitors to explore 3D models and digital reconstructions of cultural assets and reliefs, both on-site and remotely. The experience is completed with Traveler Stories, an interactive platform that allows visitors to share their own travel memories and experiences through intelligent content creation tools.
The Digital Transformation of the Greek National Tourism Organisation (GNTO)
This is the most comprehensive and sophisticated digital infrastructure programme ever undertaken in the history of Greece’s public tourism sector, creating a unified, interoperable ecosystem of national scale. The project encompasses the simultaneous development of multiple interconnected digital solutions, including the new VisitGreece.gr portal, its companion mobile application, and AI-powered assistants—the AI Trip Planner and AI Chatbot—designed to deliver personalized visitor services.
The programme also integrates a Digital Geographic Map featuring 15,000 documented points of interest, alongside initiatives to preserve and showcase the historical archive of the Greek National Tourism Organisation (GNTO) through a 3D Interactive Museum and the Visit Greece AR App. Supporting this innovative digital ecosystem is a robust backend infrastructure powered by advanced Big Data Analytics and digital management systems for local tourism businesses.
The history of Greek tourism is preserved through the platform by means of two interconnected tools: the Digital Repository and the Digital Interactive Tourism Museum. Thousands of historical assets from the archives of the Greek National Tourism Organisation (GNTO)—including iconic posters, photographs, publications, and films—have been digitized, catalogued, and preserved. This unique collection is now accessible to the public, while the 3D Digital Interactive Tourism Museum allows users to explore the evolution of the Greek tourism brand from the 1950s to the present day through an immersive virtual experience, accessible directly from their computer.
The history of tourism campaigns in Greece demonstrates the evolution of the country’s destination branding, as tourism itself has been transformed over the years searching for experience and authenticity in a digital globalized world
With its long coastline, islands and warm climate, Greece is an ideal destination for summer sports. Visitors can enjoy activities such as sailing, windsurfing, kitesurfing, diving, running and beach sports throughout the summer season from May to October across the mainland and the Greek islands.
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GNA; MINTOUR; AMNA; THEOPIN.
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