Piraeus, 21 January 2025

Destination sustainability tops cruise agenda

New Marquee Ports and Over-Tourism in the spotlight at Posidonia Sea Tourism Forum

The 8th Posidonia Sea Tourism Forum (PSTF) will be held on May 6-7, 2025, in Heraklion, Crete, one of Greece's most renowned tourism and cruise destinations.

This year’s theme, ‘The Med: A Compelling Need for New Marquee Ports and Destinations,’ highlights the urgent need for innovation and sustainability in cruise tourism. As Mediterranean cruise tourism continues its resurgence, industry leaders will gather to discuss opportunities and challenges facing the sector, with a particular focus on managing overcrowding and promoting emerging destinations.

In 2023, cruising returned to pre-pandemic year-round operations and generated a total global economic impact of $168.6 billion, an increase of 9% from 2019. A total of 31.7 million passengers cruised in 2023, marking a 7% increase from 2019’s 29.7 million passengers. The number of cruise passengers is estimated to have reached 32 million in 2024 and rise steadily in subsequent years, with an estimated 39.4 million passengers by 2027.

But cruising has recently come under intense scrutiny as an over-crowding factor in some of the Mediterranean’s most popular ports. Although many of these destinations, like Barcelona, Palma de Mallorca, Amsterdam and Santorini are already overwhelmed by conventional tourism, cruising is taking much of the blame.

“Overtourism in a number of cities and destinations throughout the Mediterranean is a reality that the industry needs to address,” said Theodore Vokos, Managing Director of Posidonia Exhibitions S.A. “This year’s focus on new marquee ports and sustainability is more relevant than ever, as the Mediterranean continues to be one of the most dynamic and desirable cruise regions globally.”

He added: “The cruise industry must reconsider its strategies for deployment, itinerary planning, and destination selection to help achieve a more sustainable balance. As the tourism sector with the highest scheduling flexibility, cruising has a unique opportunity to leverage the growing number of emerging port options within accessible distances, particularly in the Eastern Mediterranean.”

The President of MedCruise, Theodora Riga, who will be present in Crete, commented: “The industry is growing and as a result it is facing new challenges, which need to be addressed at an early stage. Mediterranean ports are an essential part of the industry and we strive to assure that increased cruise traffic is benefitting both the destination and the cruise industry, in a sustainable way. MedCruise intends to continue working with fellow associations representing cruise lines, ports, and destinations, as well as policy-makers, to lead initiatives in the sustainable growth of cruise activities in the Mediterranean and adjoining seas. The Posidonia Sea Tourism Forum will offer all stakeholders the opportunity to get together and explore solutions to these new challenges.”

The Forum that will be held at the Mikis Theodorakis Convention Center and feature insights from industry experts, including executives from CLIA, MedCruise, and leading cruise lines.

Other topics that will be discussed during the event include:

• Adoption of green practices and solutions to address environmental challenges.
• Tourism innovation in the areas of marketing, guest satisfaction, and immersive experiences.
• Infrastructure through the showcasing of new port investments and effective berth allocation systems.

“With its rich cultural heritage, excellent hospitality infrastructure, unique tourism offerings, and a thriving port, Heraklion is the ideal location to host this pivotal industry event.

Highlighting the capabilities of Heraklion Port and the significance of Crete as a cruise destination, Minas Papadakis, CEO of Heraklion Port Authority, stated: “Heraklion Port is undergoing substantial investments in infrastructure and services to meet the growing demands of the cruise industry. With state-of-the-art facilities, expanded berth capacity, and a strong commitment to sustainability, we are well-positioned to accommodate increased cruise activity.”

“It is important to emphasize that many destinations, including Crete, possess the capacity to support additional cruise operations and homeporting. The opening of the new International Airport in 2027 is expected to further enhance this potential by facilitating homeporting opportunities in Heraklion. While overtourism is a valid concern for certain destinations, it should not overshadow the conversation, as there are numerous locations capable of serving as viable alternatives. Sustainability has always been a core objective of Crete’s tourism strategy, and we look forward to engaging with industry stakeholders in May to explore solutions to the challenges currently facing the cruise sector”, he continued.

The total economic benefit of cruise tourism in Heraklion and the surrounding area during the period from May 2023 to May 2024 amounted to €60.2 million and supported 521 jobs.

The Forum will also feature a bustling exhibition floor, offering destinations and stakeholders the opportunity to connect with itinerary planners, showcase infrastructure projects, and strengthen industry partnerships. It will underscore the importance of collaboration among cruise executives, destination managers, and service providers to ensure a sustainable and prosperous future for Mediterranean cruise tourism.

Sponsors for the 2025 PSTF include: Diamond sponsor Heraklion Port Authority, Gold sponsor ODAP (Hellenic Organisation of Cultural Resources Development), Silver Sponsor Piraeus Port Authority, Bronze sponsors Celestyal, Heraklion International Airport and  Kyvernitis Travel Group, Sponsor Thessaloniki Port Authority, Official Airline SKYexpress, and is organized under the auspices of the Ministry of Maritime Affairs & Insular Policy and the Ministry of Tourism, and is supported by the Hellenic Chamber of Shipping, the Cruise Lines International Association (CLIA), the Association of Mediterranean Cruise Ports (MedCruise) and the Union of Cruise Ship Owners & Associated Members of Greece.

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For additional information, Press inquiries should be directed to:

Artemis Vamvakopoulou, Posidonia Press Officer, EXTROVERT | Business Communications
Tel: +30 210 6724265, Email: posidoniapress@extrovert.gr

Maria Photou, Marketing & Events Coordinator, Posidonia Exhibitions S.A.
Tel: +30 210 4283608, Email: mphotou@posidonia-events.com