The Association of Mediterranean Cruise Ports (MedCruise) continues to strengthen its commitment to sustainability, innovation, and value creation within the cruise industry. The organization is currently developing three key initiatives that showcase its leading role as a driver of transformation for ports and destinations across the Mediterranean and its adjoining seas: the Economic Impact Assessments, the Blue Community digital project, and a joint European study on the Impact of Cruise Tourism on Destinations.
Measuring the value of cruise tourism for local economies
The first project, Economic Impact Assessments, is led by Lorenzo Vera, Chief Commercial Officer at the Port Authority of Motril and a member of the MedCruise Board of Directors. This initiative evaluates the socio-economic impact of cruise tourism across MedCruise destinations.
The study analyses the direct spending of cruise lines, passengers, and crew members, as well as employment creation and value added to local economies. Through this analysis, MedCruise aims to highlight how cruise activity contributes to regional development in a sustainable way, engaging local communities and identifying new opportunities for balanced growth.
Blue Community: accelerating the digital transformation of cruise ports
The second initiative, Blue Community, is coordinated by Luz Marina Espiau, Head of Commercial and Business Development at the Port Authority of Santa Cruz de Tenerife and member of the MedCruise Board of Directors responsible for Digitalisation and Innovation.
This project promotes digital transformation among MedCruise members, encouraging a shared digital culture based on data, efficiency, and collaboration. Blue Community empowers ports to adopt digital tools that streamline operations, strengthen data management, and enhance the visitor experience. In doing so, MedCruise reinforces its role as a collaborative network helping its members face the technological challenges of the future.
A shared European approach to sustainable cruise tourism
The third project, Impact of Cruise Tourism on Destinations, is the result of a joint survey carried out by MedCruise, Cruise Europe, Cruise Baltic, Cruise Britain, and Cruise Norway. The study examined the economic, social, and environmental impact of cruise tourism across various European destinations.
Its main findings reveal that, although cruise passengers represent less than 10% of total tourist arrivals, they generate high local spending and significantly contribute to job creation and local business revenues. Moreover, 40% of destinations have implemented strategies to promote alternative attractions and reduce pressure on historic centres, ensuring a more balanced distribution of benefits.
The report also highlights strong sustainability efforts, including the deployment of onshore power supply systems, environmental fees, and digital management tools. Remarkably, 97% of residents expressed a positive perception of cruise tourism, underlining its social value when managed responsibly.
Through these three initiatives, MedCruise reaffirms its leadership in promoting a smarter, more sustainable, and better-connected cruise tourism industry, showing that collaboration between ports, institutions, and local communities is key to the future of the Mediterranean.
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