The following is the full article as published by Tornos News, translated from Greek:
Greek tourism is entering a phase where digital transformation no longer concerns simply the sales channels, but the very way in which the traveler searches, compares and ultimately chooses experiences and destinations. In an environment where the digital economy is gaining ever greater weight, the tourism sector is emerging as one of the key pillars of online activity, directly influencing the strategy of hospitality businesses.
Speaking to “Tornos News”, Evi Boukorou-Georgouda, CEO of Generation Y, points out that “according to the most recent data for 2025, the total online turnover of businesses in Greece exceeded 36 billion euros, confirming that e-commerce is now a structural pillar of the economy.” Within this context, tourism services, with emphasis on accommodation and tickets, remain perennially among the strongest categories of online transactions, making tourism a protagonist of the digital transition.
At the same time, one of the most substantive changes now being recorded in the Greek market concerns the way in which the traveler conducts their search. The entry of AI chatbots and conversational tools is gradually functioning as a new generation of “search engines”, where the user is not limited to filters and lists, but seeks personalized suggestions based on their budget, profile and purpose of travel. This evolution directly affects the way tourism businesses organize their content, data and overall digital presence.
In the same context, Ms. Boukorou-Georgouda underlines to “Tornos News” that “major platforms such as Booking.com and TripAdvisor remain pivotal, without however functioning monopolistically any longer.” 2025 confirms a clear shift towards strengthening direct bookings, better use of data and the adoption of more mature and targeted digital strategies by tourism businesses.
The change in traveler behavior is not a theoretical approach, but is reflected in measurable results in the market. “At Generation Y we see in practice how the transition from traditional search engines to AI-driven tools and conversational interfaces directly affects online bookings”, she notes, explaining that digital in tourism translates into more direct bookings, better control of customer acquisition cost and meaningful utilization of data generated by platforms, websites and CRM.
She concludes that “2025 confirms that tourism businesses that integrate technology and artificial intelligence strategically and not in a fragmented way gain a clear and sustainable competitive advantage.” In a market where the digital traveler is becoming increasingly demanding, digital transformation ceases to be an option and evolves into a determining factor of sustainability and growth for Greek tourism.
Christina Kousouni
30 January 2026,
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