Posidonia Sea Tourism Forum opens in Heraklion, Crete

The 8th Posidonia Sea Tourism Forum (PSTF) opened yesterday in the port city of Heraklion, Crete, marking a pivotal moment in the Mediterranean’s cruise tourism landscape. Hosted for the first time on Greece’s largest island, the forum brought together over 200 senior executives, policy makers, port authorities, and tourism experts to explore the future of sustainable sea tourism under the theme: ‘The Med: A Compelling Need for New Marquee Ports & Destinations’.

The opening session featured welcoming remarks from key government and regional figures, including Minas Papadakis, CEO of the Heraklion Port Authority; Anna Karamanli, Greece’s Deputy Minister of Tourism; Stavros Arnaoutakis, Governor of the Region of Crete; and Apostolos Tzitzikostas, EU Commissioner for Sustainable Transport & Tourism.

In his keynote address, Commissioner Tzitzikostas (pictured) framed the magnitude of the opportunity- and the challenge - facing the cruise sector, saying: “In Greece alone, there were almost 5,500 cruise port calls in 2024, bringing around eight million passengers to our shores. That’s a remarkable number that reflects how vital this sector is to our national and regional economies. But growth cannot come at the expense of sustainability. Competitiveness and environmental responsibility must go hand-in-hand if we are to secure a future for the next generation of travellers.”

He also drew attention to the changing values of the cruise market’s emerging demographics, adding: “Interest in cruise holidays among young people has risen by more than 55% in the past five years, showing a renewed appetite for the experience. At the same time, environmental awareness is surging- concerns about the cruise industry’s impact on the planet have grown by 32% among this same group. We must listen and respond.”

Commissioner Tzitzikostas announced the EU’s forthcoming Ports Strategy, due to be unveiled later this year. He said: “This comprehensive plan will focus on strengthening the competitiveness of European ports while advancing sustainability, accelerating the energy transition, improving working conditions, and increasing resilience to geopolitical and economic disruptions. Crucially, the cruise industry will be an essential voice in developing and implementing this strategy.”

He concluded with a strong message of balance: “We understand that without competitiveness, there is no sustainable future. I will do everything in my power to ensure that our green policies are designed to enhance—not hinder—the strength of this vital industry.”

The panel session that followed – ‘Balancing Growth and Sustainability in Mediterranean Cruise Tourism’ - delved deep into the pressing issues affecting popular destinations, including visitor congestion, infrastructure strain, and the need to support local communities.

Following the opening panel, the forum turned its attention to the evolution of sea tourism with a dynamic discussion on the future of cruise destination development. Senior executives from established cruise lines and emerging markets explored how the industry is adapting to meet new traveller expectations while navigating sustainability challenges and regional opportunities.

One of the central themes was the rise of private islands as marquee ports of call—particularly their ability to offer controlled, high-quality experiences while also integrating meaningfully with local culture and economies.

The session also touched on the shifting demographics of cruise travellers, particularly the rising expectations of younger generations who value sustainability and cultural connection. This trend is already influencing how cruise lines design itineraries, develop destinations, and invest in future growth.

A ‘Small Ships’ panel then explored the rising trend of boutique cruising, discussing how smaller vessels can offer personalised experiences and access to lesser-known ports, thereby contributing to the diversification of cruise itineraries.

The Posidonia Sea Tourism Forum (PSTF) has established itself as the leading platform for dialogue, strategy, and collaboration in the Eastern Mediterranean cruise and yachting sectors. Now in its 8th edition, PSTF 2025 convenes key industry players - from cruise lines and port authorities to policymakers and tourism professionals - to explore sustainable pathways for the future of sea tourism.

The first day of the Posidonia Sea Tourism Forum ended with optimism, determination, and a shared sense of responsibility to shape a cruise industry that supports both economic development and cultural preservation across the Mediterranean.