Mediterranean Tourism Forum & Research Forum
26–27 November 2025
The Mediterranean Tourism Forum & Research Forum, chaired by Prof. Dimitrios Buhalis, will convene for its third edition in 2025. This symposium brings together researchers from across the region and beyond to share knowledge, present findings, and discuss the latest developments in Mediterranean tourism in its widest sense.
A special highlight will be the publication of abstracts, showcasing the diversity and depth of academic and applied research presented during the two-day forum. Beyond formal presentations, the Research Forum offers a unique networking platform, enabling collaboration not only among researchers, but also with policymakers, entrepreneurs, and tourism practitioners.
This edition strengthens the Forum’s mission to act as a bridge between academia, industry, and government, ensuring that research insights directly inform tourism strategy and innovation. Participants will explore emerging trends, challenges, and opportunities in areas such as sustainable development, digital transformation, heritage valorisation, mobility, and destination competitiveness.
Mediterranean Tourism Forum
28 November 2025
The Mediterranean Tourism Forum will open on the morning of 28 November with a plenary session and keynote under the overarching theme of the “Mediterranean SEA”. This theme will be explored through two lenses:
• As the Mediterranean Sea itself – delving into its role in shaping cultural identity, driving economic activity, supporting the blue economy, and sustaining fragile environmental systems.
• As an acronym (Sustainability, Experience, AI) – the three ingredients that, when combined, form the recipe for the future success of tourism. Sustainability ensures resilience, Experience defines value, and Artificial Intelligence opens new frontiers of innovation.
Top international speakers will address these dimensions, inspiring dialogue and setting the stage for forward-looking discussions. More than 1,500 delegates from over 49 countries are expected to attend, making it one of the largest and most influential tourism gatherings in the Mediterranean region.
Following the plenary, the Forum will unfold into 10 parallel masterclasses, each designed as a mini-conference on a critical theme. These sessions will provide practical insights, case studies, and interactive exchanges, allowing participants to deep-dive into issues that matter most for the future of Mediterranean and global tourism.
