MedCruise, the Mediterranean Cruise Ports Association, successfully concluded its 66th General Assembly in the historic port city of Cartagena, celebrating both the continued growth of cruise tourism in the Mediterranean and the 150th anniversary of the Port of Cartagena.
Held from June 10-13 at the El Batel Auditorium, the event brought together more than 26 delegates from over 20 cruise lines, 47 MedCruise member ports, 22 associate members, and representatives from international media. Organized in collaboration with the Cartagena Port Authority and with the support of the Cartagena City Council, the Assembly marked a milestone in the city's transformation into a leading cruise destination.
The MedCruise General Assembly served as a key forum to discuss the future of cruise tourism in the Mediterranean, with a strong focus on sustainability, innovation and the involvement of local communities.
The Assembly also highlighted the growing importance of social impact and community engagement within the cruise sector. These themes resonated deeply with attendees, reflecting a shared commitment among MedCruise members and cruise lines to fostering meaningful connections with local communities throughout the Mediterranean.
MedCruise President Theodora Riga stated: “On the occasion of the 66th MedCruise General Assembly, Cartagena has provided not only a stunning backdrop steeped in history and culture, but also a compelling example of how strategic vision and collaboration can transform a port into a leading cruise destination. In a world defined by constant change, the greatest challenge for our ports and destinations is to identify future trends and determine how to respond to them.”
During the General Assembly, three new associate members were officially presented to the MedCruise community: Amalfi Coast Cruise Terminal, Gelasakis Shipping Agency, and Global Cruises. Each had the opportunity to introduce their organizations and express their interest in contributing to the Association's work and initiatives.
The Assembly featured high-level panels, working groups and B2B sessions focused on key industry issues, such as the evolution of itineraries, artificial intelligence in tourism, environmental innovation and the role of local communities in creating cruise experiences.
Rethinking Itineraries for a Changing Mediterranean:
The opening panel, “The Future of Cruise Itineraries in the Mediterranean,”moderated by Virginia López Valiente, CEO of Cruise News Media Group, brought together leaders such as Giora Israel, President of Giora Israel LLC, Crystal Morgan of Seabourn, Simone Frontini of Costa Crociere, and Mark Robinson of BC Tours. The panelists addressed the transition to more flexible itineraries, the growing demand for overnight stops, and the role of sustainability in route planning.
Smart Tourism: AI at the Service of Cruises.
The session entitled “The Future of Destination Services and AI,” with Eric Benedict, Vice President and Chief Administrative Officer of Access Cruise Inc., explored how technology is transforming the passenger experience, from intelligent multilingual chatbots and predictive analytics to more effective destination marketing. Case studies like that of Benidorm demonstrated how ports can adopt technology-based models to better connect with visitors and meet their expectations.
Ports and People: Strengthening the Connection.
Moderated by Laura Cimaglia of the Port of Taranto and Vice President of MedCruise, the panel “Cruise Passenger Experience and Community Engagement” included Jon Olav Stedje of MSC Cruises, Abigail Crossley of Carnival Corporation, José Sánchez of AIVP, Hortensia Sánchez of the Cartagena Port Authority, and Ioannis Bras of Five Senses Consulting & Development. The discussion emphasized a people-centered approach, with ports and cruise lines working together to minimize the impact on communities and maximize local benefits. The role of crews as essential cultural bridges was also highlighted.
Towards a Greener Cruise Industry:
The panel “Charting a Greener Course – Innovations for Sustainable Cruising in the Mediterranean,”moderated by Valeria Mangiarotti of Sardinian Ports and a member of the MedCruise Board of Directors, featured contributions from Sacha Rougier of Orient Express, Sylviane De Tracy of Ponant, Ana Lourenço of the Port of Lisbon, and Francesca Antonelli of the Port of Valencia. Topics discussed included emissions reduction, LNG supply, Onshore Power Supply (OPS) readiness, and smart water use. The Port of Cartagena’s efforts in dock electrification were applauded as a model of regional progress.
The Future of Port Infrastructure:
During the panel “Looking Towards the Future of Port Infrastructure,” moderated by Anne-Marie Spinosi of Corsica Ports and Senior Vice President of MedCruise, experts such as Odette McFarlane of Carnival UK, Fiona Noone of Marella Cruises, Gilson Cruz of Cabo Verde Ports, and Serafín Blázquez of Cruise Saudi discussed the development of new terminals. The discussions focused on building flexible, future-proof infrastructure that accommodates both large and small vessels, improves passenger flow, and integrates technology for greater operational efficiency and customer satisfaction.
On the final day of the Assembly, delegates had the opportunity to relax and explore the region through a selection of customized excursions. Participants could choose from three immersive experiences: a scenic catamaran tour of Cartagena's historic port followed by a cultural walk through its Roman and modernist heritage; an excursion to Cabo de Palos with a coastal boat trip, swimming, and a seafood lunch; or a cultural trip to Murcia, with visits to the majestic Cathedral, the Royal Casino, and a stroll through the lively city center.
MedCruise expressed its gratitude to the Cartagena Port Authority, the Cartagena City Council, and all partners and sponsors, whose support and cooperation made the 66th General Assembly a success. Their hospitality, commitment, and dedication were key to providing an unforgettable experience for all attendees.
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