Cruise line, port and destination executives and industry professionals from around the world, together with a large number of Spanish travel agents, gathered at the 16th International Cruise Summit to analyse the sector’s operational and commercial challenges and strengthen collaboration among all its stakeholders.
The 16th edition of the International Cruise Summit (ICS), organised by Cruises News Media Group and held in Madrid on 10 and 11 November, brought together cruise lines, ports, destinations and suppliers from around the world, as well as a large group of Spanish travel agents, to discuss the key challenges facing an industry that continues to grow sustainably and carried 37 million passengers worldwide in 2025.
In Europe, the cruise industry supports 445,000 jobs and contributes €28.3 billion to GDP. Moreover, up to 60% of cruise passengers return to a destination they first visited on a cruise for a longer stay, so the benefit of each port call to the local and regional economy extends well beyond the day of the visit. Even so, a growing number of local governments are pushing for tourist taxes that could put future calls at risk.
Leonardo Massa, Vice President Southern Europe of MSC Group’s Cruise Division, stressed the industry’s full willingness to work with local authorities on managing visitor flows: “No other sector of tourism can say two years in advance on what day, at what time and how many people will be at a place they are visiting, as we in cruising can.” This ability to forecast is a huge advantage when it comes to managing tourism responsibly.
Collaboration between destinations and cruise lines was precisely the focus of the Great Debate. Now in its second edition, it examined whether the future growth of cruising depends on closer alignment between the two, with the participation of Marella Cruises, Fred. Olsen Cruise Lines, Copenhagen Malmö Port and the Port Authority of Valencia.
It is also a resilient industry, able to adapt quickly to geopolitical change. Following the outbreak of the conflict in the Middle East, cruise lines have chosen to redeploy their ships to the Mediterranean in winter, and also to Northern Europe, a destination that is growing again after the slowdown it suffered at the start of the war in Ukraine.
Beyond geopolitical and tax changes, the sector continues to evolve along several clear trends: the development of private destinations on islands in the Bahamas and the Caribbean, and the boom in luxury and ultra-luxury cruising driven by hotel brands. Both topics had their own sessions at the ICS: Carnival Cruise Line and Azul Destinations analysed the private destination model, while The Ritz-Carlton Yacht Collection, Aman at Sea, Silversea and Oceania-Regent Seven Seas debated who will win over the ultra-luxury guest. Many speakers and delegates predicted that private destinations will also emerge in Europe within the next ten years.
Virginia López Valiente, CEO of Cruises News Media Group, interviewed Samantha Stimpson, CEO of Fred. Olsen Cruise Lines, which focuses mainly on the British market. Beyond her executive role, Stimpson revealed a more personal side and looked back on a career that began in her family’s travel agency.
López Valiente also spoke on stage with Omar Al Jaber of Qatar Tourism, who outlined the organisation’s plans to revive the sector once the conflict in the region comes to an end. Meanwhile, Dr Anas Rakha of the Suez Canal Authority quantified the economic and environmental cost to the maritime sector of sailing around Africa instead of reaching the Mediterranean through the canal, and offered the cruise lines in attendance a significant reduction in fees.
The programme also featured presentations from Japanese cruise line Asuka Cruise and French brand Club Med, with its sailing cruises.
Artificial intelligence is increasingly present across all professional fields, and the cruise industry is no exception, although its application is still at an early stage. Its use in travel planning is becoming established, and AI tools were presented at the ICS that allow each traveller to find plans and products tailored to their preferences.
In this regard, cruise lines expressed concern about ensuring that passengers receive accurate information, as AI tools sometimes draw it from forums, review websites and other sources that may be outdated or contain errors. They are therefore working to ensure that AI has access to the most reliable information possible.
The organisers have already announced the dates for the next edition: ICS 2027 will take place on 16 and 17 November at the Hotel Meliá Castilla in Madrid.
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