Nansy Kouroupi is a Visiting Lecturer and Associate Researcher at Les Roches Global Hospitality Education, Switzerland. She also serves as Board Member and Area Consultant for Greece at EMEA CHRIE (former EuroCHRIE). She brings more than 20 years of leadership across the services sector, spanning marketing, tourism, events, and sales, with senior roles in multinational organisations and hands-on work in hospitality operations. She is also the co-founder and Managing Partner of the award-winning hospitality brand Salina Villas & Residences, recognised with a Greek Tourism Award in 2025. Her work sits where digital change meets real people, and her research examines responsible uses of the Metaverse and XR (VR/AR) technologies to strengthen services experience, sustainability, and destination/organization resilience.