By Virginia López Valiente
Managing Director of Cruises News Media Group and Editor of CruisesNews magazine
Editorial from CruisesNews magazine no. 73 – June 2025
Today, communication is not an option, it's a responsibility
For years, communication in this industry has taken place in closed environments: trade shows, conferences, and institutional press releases. But the real challenge lies not within, but outside. It lies in public perception, on television, radio, in the press, on social media, and in everyday conversations. It lies in those who have never been on a cruise but label it an ecological threat, or in those who have never read a sustainability report but claim that "cruise ships are the emblem of predatory tourism.".
The communication strategy needs a change of direction, and it needs to be decisive. It's not enough to react, nor to speak in technical jargon. What's needed is courageous, clear, educational, and emotionally resonant communication. Communication that isn't afraid to admit what still needs improvement, but that firmly defends what's already being done well.
We need to open up, move beyond corporate monologues, and engage in social dialogue.
The sector has been propped up for too long by figures, jobs created, and regulatory compliance, but that's no longer enough. Today, reputation isn't built on data, but on trust. And trust stems from transparency, approachability, and genuine commitment.
It's time to stop fearing scrutiny and start harnessing it. Open up the ships, the ports, the decision-making centers. Show how this industry works from the inside and share, explain to humanize it. While companies communicate with a focus on growth, the industry as a whole remains in defensive mode.
With few exceptions, where are the campaigns showcasing the innovative efforts behind each new generation of ships? Where are the voices of the crew, the technicians, the actual cruise passengers? Where are the stories that connect with what matters today? Where are the messages that reach all of society?
This isn't about making excuses, but about leading the narrative. Because if the industry doesn't do it, others will. And the media, influencers, governments, and citizens' groups are already doing it, many of them with a critical perspective, not always with complete information, but with a powerful voice.
The industry has a lot to say and a lot to gain if it does it right. Effective communication means providing context, meaning, and above all, solutions, and of course, it requires planning. A single campaign isn't enough. It requires a communication strategy, defining messages, unifying the tone, identifying target audiences, maintaining a constant media presence, collaborating with external voices, fostering transparency, activating internal teams, training spokespeople, and measuring impact.
The biggest challenge is reaching those who are currently far away. Not partners, not experts. Not those with a negative image but without direct experience. Not those who have heard more criticism than arguments. Not those who believe this industry has no future, and not those of us who can prove it does.
That is our task as communication professionals and it should be, without further delay, the firm commitment of the sector.
Because in the end it all boils down to one certainty: there is no future without reputation, and there is no reputation without communication.
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