Executives and managers from cruise lines around the world met at the fourteenth edition of the International Cruise Summit in Madrid, and analyzed the latest trends, including nights in port, the incorporation of artificial intelligence into administrative and creative processes, and the emergence of new boutique cruise lines.
The fourteenth edition of the International Cruise Summit, held on November 12 and 13 in Madrid, analyzed the latest trends in the cruise industry, including overnight port calls, the digitization of boarding processes, and a real boom in new small-ship cruise lines.
The ICS 2024 was inaugurated by Carolina Toledo Martínez de Galinsoga, Deputy Director General of Tourism Promotion of the Community of Madrid and Álvaro Rodríguez Dapena, President of State Ports and was attended by prominent directors and executives from more than 25 cruise lines, ports, tour operators, travel agents, shipping agents, consultancies and companies in the sector from all over the world.
After a record-breaking 2023, Spain is on track to break its own record in 2024, with over 12 million passengers and an economic impact of €4.5 billion. The State Ports Authority has identified the reduction of atmospheric emissions, digitalization, and the integration of AI into administrative processes as key objectives. In this regard, many Spanish ports are implementing projects to electrify cruise ship docks, supplying ships with shore power while in port so they can shut down their engines.
The congress featured several new shipping companies, such as Alma Cruceros, the first Spanish boutique cruise line that will operate a small 190-passenger ship with cuisine by Martín Berasategui in its culinary offerings; the new Saudi cruise line AROYA Cruises; as well as Silenseas, the ship that will begin operating in June 2026 under the Orient Express brand and will sail with a mix of clean energy and rigid sails.
The new EES/ETIAS border control system being implemented in the Schengen area with biometric data collection represents a significant logistical and operational challenge for both shipping companies and ports, and the Frontex ETIAS team leader offered several examples of its implementation during the ICS.
The session on overnight port calls left a lasting impression on the participating ports, as this increasingly common trend among luxury and premium cruise lines offers significant benefits for all involved. For one thing, passengers can enjoy the city for longer, with a completely different perspective, and very likely, without the crowds.
For the city, this represents a significant increase in economic impact, with higher spending at local businesses, restaurants, nightlife venues, and so on. Finally, the shipping company benefits from lower fuel consumption and therefore reduced emissions, as well as increased excursion sales, although port fees also increase.
Regarding cruise marketing, various cruise lines presented their different approaches, ranging from luxury lines with loyal customers thanks to their onboard staff, to large cruise lines where the ship itself dazzles all first-time cruisers, and those targeting the luxury traveler who hasn't yet considered a cruise. All of them continue to rely on travel agents as their primary sales channel, capable of offering the right cruise for each type of passenger.
Once again, the International Cruise Summit brought together the most prominent directors and executives of the industry in Madrid for an event that has become essential on their calendar.
Other highlights:
- The sector is defending itself against accusations of overcrowding destinations. In Santorini, for example, cruise ships only account for 5% of the tourists who visit the island.
- With a magnificent 2023, shipping companies are pleased to finally stop using 2019 as a reference point for calculating growth.
- Up to 80% of cruise passengers who spend the night in port leave the ship to enjoy the city on their own or take exclusive excursions such as stargazing in the Canary Islands, traveling to Madrid by AVE high-speed train from ports where possible, or enjoying the nightlife in Ibiza or Mykonos.
The dates for ICS 2025 have already been announced; it will be held on November 18th and 19th at the Meliá Castilla Hotel in Madrid.
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