Tourism | Greeks of the diaspora as a catalyst for upgrading – Katerina Balilaki (BrainReG
Source: Tornos News
- Interview by Christina Kousouni | Katerina Balilaki, General Manager of BrainReGain
Despite the dynamic growth of tourism, Greece still faces significant shortages in highly specialized personnel, while only 3% of applications to the BrainReGain mentoring program come from professionals in the sector. Katerina Balilaki, General Manager of BrainReGain, explains to Tornos News why this figure reveals the need for a shift in mentality, how leveraging Greeks of the diaspora can become a catalyst for upgrading, and why the future of Greek tourism lies in sustainability, innovation, and a new strategic narrative.
The full interview is as follows:
- One of the most critical issues is the return of Greeks from abroad with international experience. What skills and expertise do professionals of the diaspora bring that could transform Greek tourism?
Greeks working today in international tourism groups, hotel chains, or travel tech companies bring more than experience. They bring with them a different mindset. Revenue management, sustainability strategies, global-scale digital marketing, customer journey design — these are all skills that can change the way we perceive Greek tourism. But more importantly, they bring a mentality of quality and outward-looking thinking, where short-term profit does not undermine the visitor experience or the well-being of local communities.
- What is needed for the tourism sector to take the next step? Under what conditions can it combine sustainable development with digital innovation to meet the new expectations of both visitors and local communities?
The next step is clear: Greek tourism must move from the traditional hospitality model to the new era of sustainable and digitally enhanced experiences. Visitors now seek authenticity, green infrastructure, and personalized services. On the other hand, local communities demand growth that doesn’t exhaust their resources. This can only be achieved through the combination of technology — such as big data, AI, smart hospitality — and sustainability, meaning ESG practices, responsible resource use, and genuine connection to local culture.
And here is where the contribution of Greeks of the diaspora is crucial: they’ve worked in environments where these elements are already embedded and know how to bring them to Greece.
- BrainReGain acts as a “bridge” between Greeks abroad and businesses in Greece. To what extent can such initiatives help address the issue of workforce shortages and boost the competitiveness of Greek tourism?
BrainReGain is precisely that “bridge.” Through our programs, we connect Greeks abroad with businesses in Greece, creating success stories of return. In tourism, this is hugely important, as shortages are not just in numbers, but primarily in quality. Revenue managers, sustainability experts, marketing executives with international experience — these are the profiles we lack.
And let me share one insight: out of the applications we receive for the mentoring program, only 3% relate to tourism professionals. This is telling. It shows that Greeks abroad who work in the sector are hesitant. Why? Because they see beyond the traditional dysfunctions. They want a values-driven culture, sustainability, serious prospects — not short-sighted mindsets focused on quick profit at the expense of service quality.
- Despite continuous growth in tourism, businesses still report shortages in key positions such as revenue managers, sustainability experts, and marketing professionals with international experience. What needs to change for Greece to become more attractive to highly specialized professionals?
Greece needs to change its narrative. Talking about “sun and sea” isn’t enough when you’re trying to attract talented professionals. We need to offer competitive compensation packages, but also an environment that supports innovation, allows for career growth, ensures work-life balance, and demonstrates a genuine commitment to ESG practices.
We also need to address the systemic dysfunctions that discourage repatriation: bureaucracy, uncertainty, short-term thinking.
And we already have an example: on our Board of Directors is Mr. Haris Siampanis, CDIO of Phaea Resorts, who, with his international experience, demonstrates how the sector can leap forward by leveraging diaspora talent. That’s the path — from basic management to strategic transformation.
The original article: belongs to Tornos News .
