Andreas Palaiokrassas

• C. BENEKI
• K. VOGKLIS
• N. MYLONAS

The proposed research explores the impact of artificial intelligence and digital transformation on the tourism industry in Greece. The research focuses on how technologies such as AI-powered booking systems, smart tourism platforms, predictive analytics, and personalized digital services are reshaping tourism businesses and destination management.

The study also examines the challenges associated with this transition, including issues related to regulation, transparency, privacy, cybersecurity, and the ethical use of artificial intelligence. Particular emphasis is placed on the influence of European policies, such as the EU AI Act and the General Data Protection Regulation, as well as on how Greek tourism organizations may adapt to these new legal requirements.

Through interviews, surveys, policy analysis, and case studies, the research investigates the level of preparedness of the Greek tourism sector for the next phase of digital transformation. It also explores the role of public institutions, local authorities, and private businesses in creating effective governance mechanisms for artificial intelligence and digital technologies.

The overall aim of the research is to develop a realistic and practical governance framework that encourages innovation while simultaneously supporting sustainability, accountability, and public trust in the future of Greek tourism.