The key challenges facing the future of global tourism were identified during the Investopia Global Mediterranean Forum in Limassol, Cyprus, by the Minister of Tourism, Ms Olga Kefalogianni, who emphasized sustainable development, technological progress, strengthening the resilience of destinations, and new trends in demand for enriched travel experiences.
This is an international initiative of the Ministry of Economy of the United Arab Emirates, aimed at strengthening investment flows and forming synergies for the development of the wider Mediterranean region.
Ms. Kefalogianni participated in a panel discussion on “Beyond Borders: Tourism’s Role in Economic Growth and Human Connection,” where she highlighted Greece’s strategic role in connecting the Mediterranean and European markets, as well as the country’s position as an attractive investment destination. She added that tourism is a pillar of economic growth and one of the most powerful mechanisms for empowering people, cultures, and societies, especially in a period of international challenges and geopolitical uncertainty.
During the discussion, the Minister identified the key challenges for the future of tourism worldwide, with an emphasis on sustainable development, technological progress, strengthening the resilience of destinations, and new trends in demand for enriched travel experiences.
In this context, she stressed that “the climate crisis is increasingly affecting travel, which is why we are implementing policies that promote energy efficiency, green infrastructure, and resilience in tourism product design.”
She also referred to Greece’s tourism strategy, which emphasizes quality over quantity, seeking to promote a mix of authentic experiences and spread tourism activity across all regions of the country and throughout the year.
To this end, Ms. Kefalogianni highlighted the goal of developing a multi-theme tourism product, with an emphasis on special forms of tourism such as agritourism, wine and food tourism, yachting, diving, and winter tourism.
The panel included the Minister of Tourism of Lebanon, Ms. Laura Khazen Lahoud, the Deputy Minister of Tourism of the Republic of Cyprus, Mr. Costas Koumis, the Executive Board’s nominee for Secretary-General of the World Tourism Organization, Ms. Shaikha Al Nowais, and the CEO of Thanos Hotels & Resorts and President of the Cyprus Hoteliers Association, Mr. Thanos Michaelides, while the discussion was moderated by the founder and CEO of IMR – University of Nicosia, Ms. Christina Kokkalou.
The Minister also held bilateral meetings with the Minister of Economy of the United Arab Emirates and with the Executive Board’s nominee for Secretary-General of the World Tourism Organization.
During the Forum, it was announced that the next Investopia Global Mediterranean Forum will be held in Greece in 2026, marking the strengthening of the country’s international role as a hub for investment, innovation, and green tourism development.
As Ms. Kefalogianni stated: “I am delighted to participate in the Investopia Global Mediterranean Forum here in Cyprus. We were honored to announce, together with Minister of Economy Abdulla bin Touq Al Marri, that the next Forum will be held in Athens. This is an important opportunity to strengthen dialogue and cooperation in key areas of the economy, including tourism. The event brings together investment communities from the region and around the world to explore current trends in investment as a whole, while highlighting the opportunities that connect the region with strategic markets.”
