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The tourism industry is one of the fastest growing industries globally. It is one of the pillars, on which the Greek economy has been based on. In this context, new digital technologies play a critical role in the industry's development and performance improvement. Greek tourism enterprises should adopt digital transformation in order to meet the changing demands of customers experience and stay competitive in a constantly evolving industry. The requirements that the organisations need to meet are the right approach to innovation and technology, in accordance with the customer-centric and data-focused organisational culture. Implementing a digital transformation strategy is very important for Greek tourism SMEs in order to successfully adapt to the new technological changes and enhance customer experience, structural changes, changes in value creation and organisational performance. In addition, there is a lack of understanding around the factors that define the digital transformation of the tourism industry, due to the lack of prior research on the subject. Decision-makers satisfaction is one of the major components for the evaluation of digital transformation strategies. Taking this fact into consideration, the purpose of this study is to evaluate the level of senior managers' satisfaction, related to digital transformation strategy of Greek tourism SMEs, using multicriteria decision analysis. The research was conducted in Thessaloniki, Greece using a structured questionnaire. Data were collected from SMEs in the tourism industry. All the relevant data were processed using the MUSA method (MUlticriteria Satisfaction Analysis). The results of the study present that senior managers are not particularly satisfied, mainly with the implementation of new digital technologies and the needed skills for managing them. This paper provides further implications related to how tourism organisations could succeed in the digital era. Moreover, it attempts to help managers address this challenge more systematically, and also provides a set of criteria which could possibly be used as a guideline for managers and senior managers when they attempt to formulate a digital transformation strategy in the tourism industry. [ABSTRACT FROM AUTHOR]