Tourism officials from Cyprus, Greece and Lebanon gathered in Limassol this week to discuss the future of the sector amid geopolitical uncertainty, climate risks and the growing influence of artificial intelligence.

Cyprus Deputy Minister of Tourism Kostas Koumis, Greece’s Minister Tourism Olga Kefalogianni, and Lebanon’s Minister of Tourism Laura Kazin Lahoud delved into these issues during a panel discussion at the Investopia Global Mediterranean Forum.

They were joined by president of the Cyprus Hoteliers Association (Pasyxe) Thanos Michaelides and Shaikha Al Nowais, the first woman set to take over as Secretary-General of the World Tourism Organisation (WHO) from 2026.

Connectivity, seasonality and workforce shortages were among the key concerns raised. Speakers also pointed to growing demand for authentic experiences, sustainable destinations and personalised travel offerings shaped by digital tools.

Koumis said that, following the pandemic and the loss of the Russian market, “our top priority, in March 2023, was to restore the sector to pre-pandemic levels.”

He admitted this was not easy, noting that efforts focused on improving connectivity, identifying new markets and launching promotional campaigns.

“But thank God we succeeded,” he added, recalling that last year was a record year for arrivals and tourism revenue.

Now, he said, the goal is to transform Cyprus into an ecological, year-round destination.

The whole region, he stressed, continues to suffer from tourism seasonality, which is why “we must work hard to improve our connectivity and create an attractive tourist destination, especially during the winter season.”

Cyprus is investing heavily in its mountainous areas, local gastronomy and cultural events, he explained, while also pushing forward with major infrastructure projects.

Koumis emphasised the marinas in Limassol and Ayia Napa, noting that Protaras marina is expected to be delivered in 2026.

He also said the Deputy Ministry hopes to launch the tender process for a new marina in Paphos “within a month,” describing it as a top market for tourist arrivals.

He also confirmed that his Ministry is preparing a new policy framework for the creation of large-scale, internationally recognised theme parks and expressed confidence that these projects will help boost arrivals during the off-season.

On his part, Greece’s Tourism Minister said that the region must remain focused on international market developments while not losing sight of ongoing geopolitical risks.

Kefalogianni said that emerging markets such as China and India are becoming increasingly relevant and underlined the importance of understanding the shifting demographics of global travellers, especially the distinct needs of Generation Z and Millennials.

She warned that climate change must be taken seriously.

“The tourism sector must not only take them into account, but be at the forefront of addressing them,” she said. AI was also flagged as both an opportunity and a challenge.

While she acknowledged its role in transforming how travellers are targeted, she cautioned that “we recognise that new technologies will take over certain jobs, so we must ensure that we have the right balance.”

Lebanon’s Minister of Tourism referred to the country’s efforts to re-establish itself on the global tourism map, citing the need for closer collaboration with other nations.

“We believe that travellers need more substantial and responsible tourism,” she said, insisting that Lebanon offers “a cultural depth that people need to rediscover.”

Lahoud added that the government is implementing reforms and taking the necessary measures to reposition Lebanon as a tourist destination.

Meanwhile, Shaikha Al Nowais said she was honoured to attend the panel, her first official appearance following her appointment as the next Secretary-General of the UN WHO.

She noted that the sector is especially vulnerable to geopolitical disruption.

“That is why we must be prepared,” she said.

One of the biggest challenges going forward, she noted, is securing the right workforce, people who understand emerging trends and can leverage technology to deliver better experiences.

“It is very important that we remain flexible as an industry and know how to evolve, depending on the interests and needs of travellers,” she said.

Michaelides also pointed to shifting dynamics. Travel, he said, has become more affordable thanks to broader economic growth, but the preferences of younger travellers are redefining the industry.

“It is our job to be able to serve these needs,” he said, noting the potential of technology to transform marketing strategies.

However, he also underlined that staffing remains a significant concern. “We need people who embody what we call the ethos of hospitality, so that they can meet the demands of our industry,” Michaelides concluded.