Greece: digital transformation, key public-private partnerships for tourism development

Digital transformation is a prerequisite for the development of tourism and other key sectors of the Greek economy, but its swift implementation requires the close cooperation of both private and public sectors, a study carried out by the consulting firm Accent find.

Title “The digital transformation of Greek tourism – A strategic roadmap”, the study was carried out for INSETE – the research organization of the Greek Confederation of Tourism (SETE), and presented to professionals and journalists at an online event Thursday.

Through its research, Accenture was able to confirm that the digital transformation of Greek companies is still on its way. preliminary steps. The study also recognized the importance of digital technology for increasing competitiveness in entrepreneurship and the tourism sector in particular.

As highlighted during the event, due to the coronavirus pandemic (Covid-19), the Greek tourism industry is facing major challenges that require the acceleration of digital transformation. Already 95 percent of the world’s tourism businesses are moving forward with the adoption of new technologies in an effort to adapt to the ever-changing environment and meet their emerging needs.

“The economic and social environment formed during the pandemic has created the need for a faster adaptation to the digital world … The acceleration of the recovery in the tourism sector and the improvement of its sustainability will be based on the adoption of new technologies ”, SETE President Yiannis Retsos noted.

Greek Tourism – A Strategic Roadmap

The Strategic roadmap for the digital transformation of the tourism industry presented by INSETE and Accenture is based on the following principles five pillars of action:

• Data center
The creation of a data hub with analytics and information for the entire tourism ecosystem is seen as of paramount importance. The data center will be used by private and public companies and organizations, non-governmental organizations, etc.

• Numeric identity
The digital identity will gather digital information about visitors (vaccination certificates, passports, travel preferences, etc.)

• Smart destinations
The development of smart destinations includes as a first step the creation of an application through which visitors can easily carry out travel procedures, for example book tickets; purchase travel products and services and research information.

• Smart businesses
Building smart businesses is possible with the transition to digital operations enabled through Property Management Systems (PMS) and Revenue Management Systems (RMS). For example, with the adoption of the right technology, smart hotels and airports could ensure their optimal internal functioning and increase their revenues, while providing enhanced experiences for their customers.

• Digital skills
The coordination and management of tourism training is a prerequisite for the adoption of digital technologies. This is possible thanks to the creation of a digital skills training center with the contribution of the private and public sectors. Essential digital skills include customer service, data analytics, big data, business intelligence, digital security, social media, digital marketing, online booking, revenue management and more.

Technology and sustainability

During the event, the President of SETE Yiannis Retsos also mentioned the important role of technology in the development of sustainable destinations.

“Sustainable destinations are based on the management of five elements: water, energy, health, transport and waste. Technology must become a basic tool for the development of sustainable destinations in order (for them) to be able to achieve specific goals and offer certain benefits. Close cooperation of the public and private sectors is also a prerequisite, ”said Yiannis Retsos.

Promotion Public Private Partnerships (SDIT) in the information technology sector is one of the main priorities of the Greek government for the coming months, according to the Minister of Digital Governance Kyriakos Pierrakakis.

Speaking at the same event, Pierrakakis stressed that the promotion of 5G technology is at the heart of the government’s strategy as it is expected to decisively affect the tourism ecosystem.

“We estimate that 5G technology will cover 94% of the Greek population over the next five and a half years,” he added.


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