As the global tourism landscape continues to evolve, 2026 marks a critical turning point for the industry. Market dynamics are shifting, traveller expectations are being redefined, and Artificial Intelligence is rapidly transforming both demand and supply.
At the same time, geopolitical developments and rising cost pressures are reshaping travel flows, reinforcing the importance of resilience, adaptability, and strategic foresight.
The Digital Workshop will take place on May 7th, 15.00 – 16.30, and will explore how these forces are converging to redefine the future of travel, with a particular focus on:
- Emerging market shifts and their implications for tourism in Europe and Greece
- The evolving needs and expectations of today’s travellers
- The growing role of AI across the travel value chain
- How the industry can leverage technology to enhance customer experience, efficiency, and competitiveness
AGENDA
Webinar Opening
Setting the scene for the discussion and outlining the key challenges and opportunities ahead.
Maria Gatsou, General Manager, SETE
Travel in transition: market shifts, evolving traveller behaviours and AI adoption
Where the travel market is heading, how traveller expectations are shifting, and the role of AI in the next wave of change.
Stefania Filippone, Accenture Travel Cluster Lead
Reinventing the traveler experience & Greek success case
From static journeys to conversational, agentic, and data-driven experiences (Gen UI, new UX, agentic research).
Laura Michieli, Design Director, Accenture Song
The impact of digital transformation and AI through applied solutions
Unlocking the impact of digital transformation and AI across the tourism value chain through real-world applications.
Nikos Diamantopoulos, General Manager, Marketing Greece
Transforming content and asset creation in the age of Artificial Intelligence
AI is reshaping the creative landscape, enabling teams to produce smarter and scale content like never before.
Arianna Galante, Travel Account Lead, Accenture Song
Rethinking customer service as a lever for engagement
From reactive to proactive support, AI-powered customer service, and the strategic priorities ahead
Alessandro Simeone, Service Practice Senior Manager, Accenture Song
Q & A | Closing Remarks
Due to limited availability, priority will be given to SETE Members.
The access link will be shared with participants on the day of the workshop.
