Marking a pivotal moment in the Mediterranean’s cruise tourism landscape, The 8th Posidonia Sea Tourism Forum (PSTF) takes place in the port city of Heraklion, Crete, 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 framed the magnitude of the opportunity- and the challenge - facing the cruise sector:
“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:
“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.”
The Commissioner announced the EU’s forthcoming Ports Strategy, due to be unveiled later this year: “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.
Julie Green, Deputy Director General of Cruise Lines International Association (CLIA), challenged the public narrative about overtourism: “Cruise tourism makes up just 2% of global tourism numbers, yet it drives significant economic impact - nearly US$50 billion annually across Europe. In Greece alone, that figure stands at about US$2 billion. We need to reframe the conversation: cruises are not the cause of overcrowding - they are often the most regulated and manageable form of tourism.”
Theodora Riga, President of MedCruise and of Corfu Port Authority, emphasised the need for data and local engagement to build trust: “In Santorini, only around 5% of visitors arrive by cruise ship, yet cruise passengers often bear the blame for congestion. We must better communicate the facts and demonstrate the socio-economic benefits. In Corfu, for instance, cruise tourism supports approximately 1,500 jobs every year. When communities are equipped with that understanding, collaboration replaces conflict, and harmony can be achieved.”
Chris Theofilides, CEO of Celestyal, called for more precision in how the industry defines and addresses congestion: “We need to stop using vague or sensationalist terms like ‘overtourism.’ The real issue is peak-time clustering. Cruise guests often make up a small fraction of daily visitors in these destinations. By collaborating with port authorities, municipalities, and tour operators, and by leveraging smart technology, we can better manage arrivals and create a more balanced, enjoyable experience for all.”
Kerry Anastassiadis, Senior Advisor for Institutional and Maritime Affairs, MSC Group, outlined a strategic approach that combines innovation with community care: “Our industry’s long-term health depends on three things: effective capacity management, genuine engagement with local communities, and the strategic development of alternative destinations. We’ve seen progress - ports like Mykonos and Santorini are applying berth allocation systems that ease pressure on infrastructure. But this must go further. We must sit down with mayors, local chambers, and residents to co-create holistic tourism models that deliver lasting value - not just volume.”
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.
Marcus Puttich, Director of Destinations, TUI Cruises, highlighted how private destination models can successfully coexist with immersive regional tourism.
Ana Karina Santini, Associate VP, International Destination Development, Royal Caribbean Group offered a more cautious view, noting that while private islands transformed the Caribbean cruise experience, replicating the model in the Mediterranean - or other European regions - presents unique challenges.
Sandi Weir, Senior Director, Global Government Relations & Public Affairs, Norwegian Cruise Line Holdings (NCLH), underscored the broader benefits of private island developments.
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.
Barbara Buczek, Chief Destination Experiences Officer, Cruise Saudi, noted that Saudi Arabia’s uniquely young population - almost 70% under the age of 35 - is redefining how cruise travel is discovered and consumed in the Kingdom. “The way our youth engage with travel is very different from traditional markets,” she explained.
The “Small Ships” panel explored the rising trend of boutique cruising, discussing how smaller vessels can offer personalized experiences and access to lesser-known ports, thereby contributing to the diversification of cruise itineraries. Spyros Almpertis, VP, Port and Destination Operations, Guest Port Services, The Ritz-Carlton Yacht Collection; Aleksander Bieniek, VP, Marine Operations, Star Clippers; Adria Bono, Director, Destination Experiences, Crystal Cruises; Elisabetta De Nardo, Senior VP Global, Port Relations & Commercial Services, MSC Cruises – Explora Journeys; and Constantine Venetopoulos, Brand Director, Variety Cruises exchanged views on the role smaller vessels will play in the further growth of the cruise industry.
Stavros Arnaoutakis, Governor of the Region of Crete, said: “This world-renowned event opens a great window of opportunity for Crete, strengthening our joint effort to promote the island as a top destination in the cruise sector. Crete, equipped with quality and modern infrastructure and a focus on sustainable tourism, continues its journey across the world’s seas.
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.
2nd day of the forum
Forum’s Day 2 tackled with bottlenecks in port infrastructure, community impact, the need for cruise lines and local authorities to realign priorities, Ports, People, and Pressure as Cruise Industry Heavyweights Call for More Data From and Dialogue with Destination Authorities.
How can ports built for a bygone era keep up with 21st-century cruise ships - and the millions of tourists they bring? That question dominated the second day of the Posidonia Sea Tourism Forum in Heraklion, Crete, as industry leaders, port operators, and local authorities tackled a trio of challenges: infrastructure bottlenecks, community pressures, and the urgent need for better alignment between cruise lines and destinations.
During a dynamic discussion, ‘Cruise Ports: Can Infrastructure Keep Up With Demand?’ the burning issues of port suitability, berth availability, and local community integration were tabled to a panel of experts from some of the world’s biggest cruise lines, port authorities, and terminal operators.
“Ports were built for ships fifty years ago - vessels today are a different beast entirely,” said Manolis Alevropoulos, VP, Marine Operations, Celebrity Cruises - Royal Caribbean Group. “We need to upgrade port infrastructure across the board, and we must do it while helping the communities we work in. From waste management to freshwater generation and clean shore energy, the technology already exists - it’s time to deploy it, especially in the Med, where we’ve got wind, sun and waves year-round.”
Isabelle Côté, International Terminal Operations Management Consultant, Virgin Voyages, emphasised the urgency of interim solutions: “The long-term plans are important, but what about now? We need quick wins - smarter, creative refurbishments and adjustments to ease pressure while we wait for major redevelopments to catch up.”
For Aziz Güngör, Regional Director, East Med Ports, Global Ports Holding, the challenge is as much bureaucratic as it is physical.
Minas Papadakis, CEO, Heraklion Port Authority, spoke candidly about the transformation of Greek ports and the scale of the challenges involved: “Ports are no longer just passenger or cargo hubs - they are evolving into energy hubs, and that shift requires enormous capital investment, smart planning, and a modernised legal framework. For ports like Heraklion, which are close to urban centres, this is especially sensitive. The local community sees itself not just as a stakeholder, but as a shareholder in the port’s future. That means every step we take - in master planning, redevelopment, or investment - must be taken with public trust in mind.”
“It’s a paradox: today, it’s easier to build a cruise ship than the port it docks at,” said Gianluca Suprani, Senior VP, Port Development, MSC Cruises. “We support OPS [onshore power supply] initiatives, especially near urban ports, and we want berth allocation systems to be transparent and publicly accessible. With half of our guests disembarking for excursions, better coordination with local authorities is essential to avoid congestion and preserve the destination experience.”
Adam Sharp, Deputy Deal Director, Cruise Terminals International, summed up the discussion in stark terms: “Part of the solution is simply acknowledging there’s a problem.”
One of the highlights of the event included the announcement of a two-year strategic partnership between the Posidonia Sea Tourism Forum and MedCruise. Theodore Vokos, Managing Director of Posidonia Exhibitions S.A. said: “We would like to thank MedCruise for their constant support of PSTF, as they were one of the first organisations to recognise our commitment to promote the cruise industry an create a platform conducive to the strengthening of relations between Mediterranean ports and the industry, and today we formalise this long-term collaboration with a strategic agreement that binds us to work together for many PSTFs to come in the future.” MedCruise’s presence at this year’s PSTF was again strong, with both President Theodora Riga and the Secretary General Nicky Guerrero joining panel discussions and providing insight into the ports’ perspective.
The second panel of Day 2 of the Posidonia Sea Tourism Forum, ‘Cruise Lines & Destinations: ‘The Need for an Earnest Dialogue’ picked up where the first left off: with a call to action for deeper cooperation between cruise lines and destinations. In a standout panel, speakers tackled what one participant described as the lingering disconnect between visitor satisfaction and community wellbeing. What emerged wasn’t just a series of soundbites, but a compelling roadmap for a more collaborative, sustainable future.
Ligia Balea, Product Manager, Shore Excursions, Carnival Cruise Lines, opened the discussion with a ground-level perspective: “Small innovations can go a long way,” she said, pointing to curated cultural experiences that not only delight guests but strengthen local economies.
Dimitris Bekos, Head of Greece, Cyprus, Egypt & UAE, Intercruises, expanded on this theme, urging the industry to confront the growing unease among residents in popular cruise destinations.
From a more operational angle, Michele Bosco, Manager, Shore Excursion & Operations, Princess Cruises, focused on the logistics that can make or break destination experiences.
Taking a step back, Alessandro Carollo, Associate VP, Government Relations, Royal Caribbean Group, highlighted a structural challenge: the fragmented nature of destination governance.
Carollo’s point was clear: effective dialogue must be preceded by local coherence. Only when destinations define their identity can they invite the cruise industry into a productive conversation.
Finally, Thanos Pallis, Professor, Maritime & Port Economics, Department of Maritime Studies, University of Piraeus, grounded the discussion in pragmatism and data.
“We need less buzzwords and more facts,” he said bluntly. “Long-term stability in sea tourism depends on sound planning, and for that we need data - shared, accessible, and understood by all stakeholders. It’s the only way we’ll move from reactive adjustments to proactive strategies.”
The second and final day of the Forum also included parallel sessions on ‘Coastal & Short Sea Shipping and ‘Yachting & Marinas, to examine the evolution of maritime transport towards greener practices and the development of marina infrastructure to support the growing yachting sector.
The afternoon concluded with the ‘YES to Sea Tourism Forum’ session, focusing on youth engagement and education in the maritime sector. This session underscored the importance of nurturing the next generation of maritime professionals and fostering a culture of sustainability and innovation within the industry.
Backed by the Region of Crete and the Heraklion Port Authority, and organised by Posidonia Exhibitions, PSTF 2025 is doing more than spotlighting best practices; it's setting the agenda. As the Mediterranean cruise sector seeks its future compass points—collaboration, resilience, and sustainability—forums like PSTF are essential landmarks on the map.
Sponsors for the 2025 PSTF include: Diamond Sponsor Heraklion Port Authority, Gold sponsors Region of Crete and Hellenic Organisation of Cultural Resources Development (ODAP), Silver Sponsors Greek National Tourism Organization and Piraeus Port Authority, Bronze sponsors Celestyal and Kyvernitis Travel Group, Sponsors Five Senses Consulting & Development, Minoan Lines, and Thessaloniki Port Authority, Supporters Heraklion International Airport and Creta Interclinic, Official Airline SKY express, and is organised under the auspices of the Ministry of Maritime Affairs & Insular Policy, the Ministry of Tourism, and the Municipality of Heraklion and is supported by the Hellenic Chamber of Shipping, the Cruise Lines International Association (CLIA), the Association of Mediterranean Cruise Ports (MedCruise), the Union of Cruise Ship Owners & Associated Members of Greece, and the Panhellenic Ship Suppliers and Supporters Association.
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