| MSM STUDY TOUR 2026 | |
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| Porto |  |
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Lisbon
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As part of the MSM Study Tour 2026, students of the MSM – Master in Services Management, Athens University of Economics & Business will attend an academic seminar at the University of Porto, Porto, Portugal, further strengthening the Program’s international orientation and its collaboration with leading universities and business schools abroad.
The seminar on “AI Applications in Customer Experience and Service Management” reflects MSM’s strong focus on contemporary developments shaping service industries and customer-centric organizations. The MSM Study Tour, now celebrating 16 years of international academic visits, remains a cornerstone of the Program’s global learning experience.
MSM STUDY TOUR EXPERIENCE #1: From Snow to Sunshine
MSM – Master in Services Management, Athens University of Economics & Business
From the breathtaking, snow-covered peaks of the Alps to the warm, sunlit skies of Porto — the MSM Study Tour 2026 has officially begun!
Our journey kicked off with a stopover in Zurich, offering a stunning aerial view of winter landscapes before heading to a completely different setting: a vibrant, spring-like Porto.
Same trip, two seasons — one unforgettable start.
Stay tuned as we dive into an exciting international experience filled with learning, exploration, and global connections.
MSM STUDY TOUR EXPERIENCE #2: Porto – Where History Meets Energy
MSM – Master in Services Management, Athens University of Economics & Business
From iconic landmarks to vibrant city life, Porto welcomed us with a unique blend of heritage and authenticity.
Standing by the impressive Dom Luís I Bridge, overlooking the Douro River, you instantly feel the pulse of a city that connects past and present.
At the historic São Bento Railway Station, art meets everyday life — with stunning azulejos narrating Portugal’s rich cultural story.
A city full of character, colors, and contrasts — Porto is not just a destination, it’s an experience.
Stay tuned as we continue exploring, learning, and connecting across borders.
Post #3 – PORTO: Into the World of Wine
MSM – Master in Services Management, Athens University of Economics & Business
From vineyards to senses, from science to storytelling… our visit to the WOW – Wine Experience in Porto was more than a museum — it was a full journey into the world of wine.
An immersive experience that blends culture, history, and innovation, showing how wine is not just a product, but a craft shaped by geography, people, and passion.
From understanding flavors and aromas to exploring global wine production (with a proud nod to Greece), every step added a new perspective.
A perfect reminder that behind every glass… there’s a story worth discovering.
MSM STUDY TOUR EXPERIENCE #4: – A Taste of Chocolate
MSM – Master in Services Management, Athens University of Economics & Business
From cocoa origins to global brands, our visit to the WOW – The Chocolate Story was a journey through time, culture, and… pure indulgence.
An interactive experience that goes beyond taste — exploring history, production, branding, marketing, and the evolution of chocolate as a global product.
From ancient civilizations to modern storytelling (and yes… a few nostalgic ads along the way), every corner connected knowledge with experience.
And as the day unfolded, stepping back into the streets of Porto reminded us:
some cities, just like chocolate… stay with you long after the taste is gone.
MSM STUDY TOUR EXPERIENCE #5: – University of Porto | School of Economics and Management
MSM – Master in Services Management, Athens University of Economics & Business
A truly enriching experience at the School of Economics and Managemen School of Economics and Management, where we had the opportunity to attend an executive seminar on: “AI Applications in Customer Experience and Service Management: From Reactive Support to Predictive, Intelligent Service Ecosystems.”
An intensive session that bridged theory with real-world applications, highlighting how AI is reshaping service ecosystems — moving from reactive models to predictive, intelligent interactions.
Beyond the content, what made this experience truly special was the people.
A heartfelt thank you to Professor Amélia Brandão, Director of the “sister” MSc in Service Management, for the warm hospitality and the outstanding organization, along with her excellent team.
On a symbolic note, celebrating this academic exchange on March 25th, Greece’s National Day, and placing the Greek flag in the Senate Room during the certificate ceremony, added an extra layer of meaning to this experience.
And of course, a highlight: stepping into the University’s iconic amphitheater, where the impressive skylight — the very symbol of the University of Porto — perfectly reflects the idea of openness to knowledge and perspective.
A day that truly captured what the MSM Study Tour is all about:
learning, connection, and global mindset.
MSM STUDY TOUR EXPERIENCE #6 – Lisbon
MSM – Master in Services Management, Athens University of Economics & Business
Lisbon -the capital of Portugal- is a city that effortlessly blends history, culture, and everyday life into a uniquely authentic urban experience.
Our journey through the historic neighborhood of Alfama revealed a maze of narrow streets, traditional balconies, and timeless architecture—capturing the essence of old Lisbon. Walking through its alleys, you can truly feel the city’s soul.
At the iconic Praça do Comércio, one of Lisbon’s most emblematic squares, the city opens up toward the Tagus River, offering a sense of space, light, and connection to the sea. From there, the impressive Rua Augusta leads to the magnificent Arco da Rua Augusta, a monumental gateway that symbolizes Lisbon’s resilience and grandeur.
The city’s character is further enriched by its distinctive details: the famous yellow tram navigating the hills, the elegant azulejos decorating historic buildings, and vibrant street life that blends tradition with modern energy.
A particularly meaningful moment was visiting the Ukrainian Orthodox Church of Saint Spyridon, where the serene interior, rich iconography, and spiritual atmosphere offered a moment of reflection and cultural depth.
Lisbon is not just a destination—it is an experience shaped by contrasts, history, and a strong sense of identity.
Stay tuned for our final post in the series, dedicated to the iconic Castelo de São Jorge.
MSM STUDY TOUR EXPERIENCE #7
Castelo de São Jorge – Where History Meets the Soul of Lisbon
MSM – Master in Services Management, Athens University of Economics & Business
Perched high above Lisbon, the iconic Castelo de São Jorge offered us far more than breathtaking views. It was a journey through centuries of history, culture, and identity.
Originally founded by the Moors in the 11th century, the Castle has witnessed the evolution of Lisbon from medieval stronghold to vibrant European capital. Walking through its ancient stone walls, towers, and courtyards felt like stepping directly into the city’s historical memory.
From the top, the panoramic views over Lisbon, the Tagus River, and the magnificent 25 de Abril Bridge were simply unforgettable — a perfect reminder of how geography, history, and culture shape the character of a city.
And, of course, no visit to Castelo de São Jorge would be complete without meeting its famous peacocks, proudly roaming the castle grounds and adding a unique charm and color to this extraordinary landmark.
A truly fitting finale to our MSM Study Tour experience in Portugal: a place where history, architecture, nature, and inspiration coexist in remarkable harmony.
