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PSTF 2025 Drops Anchor in Heraklion as Cruise Industry Charts a Sustainable Course

The 8th Posidonia Sea Tourism Forum (PSTF) opened today 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 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. TUI has recently begun including private island calls in its Arabian Sea itineraries, and Puttich believes the model holds promise for this region. “If you do it correctly and tie it into the culture and tourism appeal of the area, it can be quite a successful offering,” he said.
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. From sustainability pressures to infrastructure limitations, the private island concept may not translate easily. “No one has demonstrated yet that this may be possible,” she said, highlighting the many unknowns facing developers looking to apply this model elsewhere.
Sandi Weir, Senior Director, Global Government Relations & Public Affairs, Norwegian Cruise Line Holdings (NCLH), underscored the broader benefits of private island developments. She described how the company’s operations in The Bahamas and Belize have created meaningful employment for surrounding communities - from engineers to skilled tradespeople - helping to anchor local economies beyond just tourism. “The benefits for the local communities go in all different directions,” she said, suggesting a blueprint for how cruise tourism can be a catalyst for inclusive growth.
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. “We’re seeing click-through rates driven by ads placed in food delivery apps, and a growing trend of extremely late bookings. There’s also a noticeable rise in solo travel and demand for immersive, one-of-a-kind experiences. This generation wants to travel deeper, faster, and further—they’re seeking meaningful journeys, not just typical vacations.”
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.
The forum continues tomorrow with more high-impact panels, regional workshops, and private roundtables on topics such as regulatory evolution, innovation in ship design, and strengthening regional cooperation.
Backed by the Region of Crete and the Heraklion Port Authority, and organized by Posidonia Exhibitions, the forum is more than just a conference - it’s a catalyst for industry evolution. Its two-day program features keynote addresses, high-level panels, and networking sessions designed to spark actionable ideas and cross-sector collaboration. As the cruise industry rebounds post-pandemic and sets ambitious new benchmarks for growth and environmental responsibility, PSTF continues to serve as the essential meeting point for shaping the future of sea tourism in the Mediterranean and beyond.
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.