The tourism industry should be on constant alert, according to Bournemouth University professor Dimitris Bouchalis, who spoke to MONEY & TOURISM from ITB Berlin 2026.
As he emphasized, international developments are constantly creating new challenges for Tourism, which requires businesses and destinations to be on constant alert.
He referred in particular to the economic pressures faced by European travelers, noting that British people continue to travel, but often choose shorter holidays or closer destinations.
At the same time, he emphasized that in some areas Greece is now considered expensive in relation to the product it offers.
He placed particular emphasis on the role of artificial intelligence, which, as he estimated, will radically change the tourism product and the way the entire industry operates.
As he noted, businesses and destinations should immediately integrate new technologies in order to maintain their competitiveness.
Finally, he emphasized that education and cooperation between stakeholders are key tools for the successful adaptation of Tourism to the new conditions.
Source: money-tourism.gr