The digital transformation of the Greek tourism sector was the subject of a meeting between the Minister of Digital Governance Dimitris Papastergiou and Telekom’s Senior Vice President of B2B Europe Commercial Development, Elvira Gonzalez, at the DT pavilion at MWC in Barcelona. Elvira Gonzalez referred to Greece’s digital transformation in recent years, which has led it to become an example to be emulated in Europe and beyond.
More specifically, the discussion focused on the digital transformation of the Greek tourism sector, with an emphasis on “mAiGreece”, a mobile application that leverages artificial intelligence to improve the experience of visitors to Greece.
During the discussion, the role of innovations based on artificial intelligence for the evolution of the tourism industry, the characteristics and impact of “mAiGreece”, as well as the key success indicators and future plans for the digital transformation of tourism were highlighted.
Papastergiou pointed out that “mAiGreece” is a Digital Assistant, which, through the use of Artificial Intelligence, functions as a personalised travel “companion” for all visitors to the country.
Travellers can chat with “ mAiGreece” by submitting their question in natural language, written or voiced. Using geo-location technology (GPS), “ mAiGreece” offers information based on the area in which visitors are located, supports 31 languages, including the 24 official languages of the EU, as well as Albanian, Chinese, Japanese, Turkish, Hebrew, Arabic and Korean. This ensures that visitors can easily navigate and explore Greece’s rich tourism product in their own language.
The project was implemented by OTE, Accenture and UBITECH, while the technology provider is Microsoft with Azure Open AI technology.
In her statements, Tourism Minister Olga Kefalogianni focused on the fact that mAiGreece was designed to enhance the travel experience in Greece and is part of the Ministry of Tourism’s broader digital transformation strategy. It guides the user in real time and provides a wealth of useful information via an AI chatbot.
Athens-Macedonian News Agency is the Media Partner of the Greek delegation at MWC 2025.

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