MedCruise, the Association of Mediterranean Cruise Ports, has successfully concluded its 67th General Assembly in the historic coastal city of Šibenik, Croatia. The Assembly brought together 214 attendees representing more than 20 countries, underlining the Association’s role as the largest network of cruise ports in the world.
Held from 30 September to 3 October 2025, the Assembly was co-organised with the Šibenik Port Authority and hosted at the Amadria Park Convention Centre.
The conference served as a unique platform for collaboration, gathering 28 cruise executives from 24 cruise lines, alongside MedCruise member ports, associate members, and international media representatives. Over the course of the Assembly, a record 500 B2B meetings were held, creating valuable opportunities for dialogue, partnership-building, and forward-looking cooperation.
The General Assembly once again highlighted MedCruise’s commitment to fostering sustainable, innovative and inclusive cruise growth across the Mediterranean.
It is also worth highlighting the participation of a delegation from the Port of Palermo, who delivered a presentation during the Assembly in Šibenik as part of the preparations already underway for the 68th MedCruise General Assembly, to be hosted in Palermo from 9–12 June 2026.
Alongside its networking opportunities and B2B meetings, the 67th MedCruise General Assembly featured a comprehensive programme of panels and workshops that explored the most pressing issues shaping the cruise sector.
The Assembly opened with a discussion on regional cooperation, emphasising that associations must work together more closely to tackle shared challenges such as sustainability, regulatory alignment, and infrastructure development. Panellists agreed that collaborative advocacy and joint initiatives are crucial to ensuring the cruise industry continues to thrive in a rapidly changing environment.
A workshop on social media and communication strategies gave delegates practical tools to strengthen visibility and engagement with stakeholders. The session underlined the importance of authentic storytelling and creative digital approaches to showcase destinations, attract cruise lines, and build stronger bonds with communities.
A presentation by FRONTEX offered critical insights into the forthcoming European Travel Information and Authorisation System (ETIAS). Attendees gained a clearer understanding of the system’s operational rollout and its implications for cruise operations, highlighting the importance of proactive planning and coordination among ports and cruise companies.
Sustainability was a central theme throughout the programme. One panel examined how ports can balance infrastructure growth with city well-being, stressing the need for dialogue between port authorities and local communities. Another session explored year-round cruising, focusing on how cultural heritage, nature, and authentic local experiences can be used to extend the season and spread economic benefits more evenly.
The discussion on local economic impact highlighted both direct and indirect contributions of cruise activity, from tourism spending to job creation and investment opportunities. Speakers stressed the need to measure and communicate these benefits more effectively to demonstrate the value of cruise tourism at a local level.
Finally, the panel on digital transformation looked at how innovation can foster collaboration across the sector. From immersive technologies to smarter data management, participants agreed that digitalisation is no longer optional but essential for improving passenger experience and operational efficiency.
Together, these sessions showcased the diversity of expertise within MedCruise and its partners, reinforcing the Association’s role as a leading platform for knowledge exchange and collective action in the cruise sector.
“My sincere thanks go to the Port of Šibenik, to the MedCruise Secretariat, and to all the institutions that supported this Assembly– the Šibenik-Knin County, the City of Šibenik, and the Ministry of the Sea, Transport and Infrastructure.” underlined Theodora Riga, President of MedCruise “I especially wish to acknowledge the representatives of Cruise Norway and CLIA in Europe, for their valuable participation. The record-breaking attendance and the high number of B2B meetings in Šibenik confirm the strength of our General Assembly format. These gatherings are more than just networking opportunities: they are essential moments of in-person dialogue on critical industry themes, and occasions of training and exchange with the top experts shaping the cruise sector’s future.”
Exploring Šibenik and its Surroundings
Beyond the formal programme, delegates experienced the cultural heritage and natural beauty of Šibenik and its surroundings through specially organised excursions. Highlights included a walking tour through Šibenik’s historic old town, showcasing its stone alleys, Renaissance architecture, and UNESCO-listed St. James Cathedral. Delegates also enjoyed a scenic boat trip through St. Anthony’s Channel, offering panoramic views of Šibenik Bay and its fortifications, followed by a visit to a traditional tavern.
Another group ventured to the Krka National Park, where participants explored the park’s lush landscapes and iconic waterfalls, gaining insight into the region’s ecological richness and cultural heritage. These experiences provided not only moments of leisure but also a deeper understanding of the authentic character of Šibenik and the wider region, blending history, nature, and hospitality in a way that reflected the essence of Mediterranean cruising.
MedCruise extends its sincere thanks to the Šibenik Port Authority, the City of Šibenik and all partners and sponsors whose support and dedication made the 67th General Assembly such a resounding success. Their hospitality and commitment ensured that the Assembly was not only productive, but also a memorable showcase of Šibenik as a welcoming and dynamic cruise destination.
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