File photo. [AP]
Climate adaptation, higher-quality experiences and stronger digital infrastructure will shape tourism growth over the next five years, according to Nejc Jus of the World Travel & Tourism Council.
In an interview with the Athens-Macedonian News Agency (AMNA) published Saturday, Jus said international tourism continues to expand, with global arrivals rising 5.4% in 2025. The Mediterranean, he added, remains at the center of that momentum.
Looking ahead, Jus said adapting to climate change will be critical. Extreme heat is already reshaping seasonal travel patterns, and destinations will need to extend shoulder seasons or risk losing peak summer demand.
He also pointed to a growing focus on quality, with travelers increasingly seeking meaningful, low-impact experiences that reward destinations offering authentic differentiation.
“Digital infrastructure will be a key driver of competitiveness,” Jus said, citing tools such as smart systems to manage visitor flows, artificial intelligence for personalization and biometric entry systems to enable more secure and seamless travel.
Strong data capabilities, he added, will separate leading destinations from the rest. Advancing seamless, connected travel remains a core priority for the WTTC, with Mediterranean countries best positioned to benefit if they act early. [AMNA]