Re-engineering Greek Tourism is an initiative to bring together the best practice, expertise, talent and innovations that will help Greece re-engineer its tourism offering and create synergies to enhance the competitiveness of both the private and public tourism sectors. It comes from the realisation that it is not the Greek State that will be in a position to drive development and competitiveness. It is also evident that Greece will not benefit from yet another brand or heavy advertising in expensive media. Instead best global innovation and practice supported by scientific methodologies and evidence will need to be employed. Technology and eTourism is critical for illustrating the Greek beauty and resources globally, organise, cluster and reposition the tourism product, engage in conversation with stakeholders and develop a neural agile network to implement intelligent strategies and promotions. To preserve the future generations, emphasis needs to be given to sustainability of environmental and cultural resources but also of economic resources, entrepreneurship and profitability.