From pioneering Cyprus’ first vegan beach restaurant to redefining what true luxury means, Farah Shammas shares how conscious hospitality, sustainability, and balance are shaping the future of tourism and leadership

You’ve pioneered plant-based dining and wellness concepts at St Raphael Resort & Marina, even creating Cyprus’ first fully vegan beach restaurant. How do you see conscious hospitality transforming the future of tourism on the island and beyond?

Conscious hospitality is no longer a niche—it’s the future of tourism. Travelers today are not just looking for a room or a meal; they’re looking for experiences that align with their values. They want authenticity, connection, and a sense that their choices are making a positive difference. By introducing plant-based dining and wellness concepts, we’ve tapped into a demand that is not going away—it’s only growing. On the island and globally, I believe conscious hospitality will set the new standard, where wellbeing, sustainability, and meaningful experiences are woven seamlessly into luxury travel. Hotels that embrace this shift will not only thrive but also create loyal communities of guests who return because they feel part of something bigger than themselves.

Hotels today are being asked to do more than offer comfort, they must also lead on sustainability. What steps do you believe hospitality leaders should be taking now to reduce environmental impact while still delivering luxury experiences?

Sustainability must be at the heart of modern hospitality. We need to lead with our hearts, not just our wallets. Luxury and profitability can absolutely coexist with responsibility—but it requires courage and vision. Every decision we make, from energy use to food sourcing to waste management, is an opportunity to reduce harm and set an example. True luxury today is not gold taps and chandeliers; it’s the knowledge that you are enjoying yourself without costing the planet. For hospitality leaders, this means investing in renewable energy, reducing plastic and food waste, supporting local producers, and rethinking what luxury looks like in a world where future generations depend on our actions. The question we should always ask is: what kind of planet do we want to leave behind, not just what profit can we make today?

As a woman leading in an industry often dominated by men, you’ve become a role model for many. What advice would you give to women in Cyprus and globally who aspire to leadership roles in business and tourism?

Thank you for the complement first of all! My biggest piece of advice to young women, especially those who may want to have a family one day, is to learn as much as you can as early as you can. Fill your tank with real, hands-on experience—good and bad. Learn from mentors, but also from mistakes—both your own and others’. Don’t chase glamour or fortune too soon; instead, spend a decade building a strong foundation of knowledge and resilience. Once you know your craft inside out, you’ll know what to delegate and how to lead with confidence.

And remember this: yes, we can have it all, but not necessarily at the same time. Life comes in seasons. There will be moments of growth, moments of sacrifice, and moments of triumph, but it’s all worth it. Leadership is not about perfection—it’s about balance, vision, and staying true to your values.

You are a managing director, entrepreneur, podcast host, mother, and advocate for healthy living. How do you balance these roles, and what practices keep you grounded while continuing to push boundaries in your industry?

This is the question I get asked most often! In fact, I’ve written an entire book on balance because it’s something we all seek in our own way. The truth is that balance looks different for everyone. Personally, I’m naturally energetic and thrive when I fill my day with diverse projects, but for others, balance may mean slowing down. The key is to know yourself and honour the rhythm that works for you.

What grounds me is remembering that time is our most precious resource—we all have 1,440 minutes in a day. Even when we subtract 7–8 hours for ideal sleep, that leaves us with over 1,000 sixty-second opportunities each day to learn, grow, connect, and make a difference. I try to use those minutes intentionally, being present in the moment and maximizing what matters most.

My advice to others is simple: never stop learning, giving, loving, and being kind. Prioritize what feeds your soul and health, and let go of what doesn’t. The ripple effect of even the smallest positive actions is huge—whether in business, family, or community. That’s what keeps me motivated and balanced.

Author: Elisabeth V. Toufexis

Elisabeth Villiger Toufexis Elisabeth Villiger Toufexis is a woman of resilience and courage, who has navigated life’s turbulences, tamed her fears, and undertaken an incredible...