The tourism industry should remain constantly vigilant, according to Dimitris Bouchalis, a professor at Bournemouth University, who spoke to MONEY & TOURISM from ITB Berlin 2026.
As he emphasised, international developments are constantly creating new challenges for the tourism sector, which requires businesses and destinations to remain constantly vigilant.
He referred in particular to the financial pressures faced by European travellers, noting that British people continue to travel, but often opt for shorter holidays or destinations closer to home.
At the same time, he emphasised that in some areas, Greece is now considered expensive in relation to the products 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 pointed out, businesses and destinations should immediately adopt new technologies in order to remain competitive.
Finally, he emphasised that education and cooperation between stakeholders are key tools for the successful adaptation of tourism to the new conditions.
Source: money-tourism.gr