MedCruise, the Mediterranean Cruise Ports Association, has successfully concluded its 67th General Assembly in the historic coastal city of Šibenik, Croatia. The meeting brought together 214 attendees from more than 20 countries, underscoring the Association's role as the world's largest network of cruise ports.
Held from September 30 to October 3, 2025, the Assembly was co-organized with the Port Authority of Šibenik and took place at the Amadria Park Convention Centre.
The meeting served as a unique platform for collaboration, bringing together 28 executives from 24 cruise lines, along with MedCruise member ports, associate members, and representatives from international media. A record 500 B2B meetings took place throughout the event, generating valuable opportunities for dialogue, partnership building, and long-term cooperation.
The General Assembly reaffirmed MedCruise's commitment to the sustainable, innovative and inclusive growth of cruise tourism in the Mediterranean.
Of particular note was the participation of a delegation from the Port of Palermo, which gave a presentation during the Assembly in Šibenik as part of the preparations for the 68th MedCruise General Assembly, to be held in Palermo from June 9 to 12, 2026.
In addition to networking opportunities and B2B meetings, the 67th MedCruise General Assembly featured a comprehensive program of panels and workshops that addressed the most relevant issues shaping the future of the cruise industry.
The Assembly opened with a debate on regional cooperation, highlighting the need for associations to work more closely together to address common challenges such as sustainability, regulatory harmonization, and infrastructure development. Speakers agreed that joint advocacy and collaborative initiatives are essential for the cruise industry to continue thriving in a changing environment.
A workshop on social media and communication strategies provided delegates with practical tools to strengthen visibility and engagement with stakeholders. The session emphasized the importance of authentic storytelling and creative digital approaches to promote destinations, attract cruise lines, and build relationships with local communities.
A presentation by FRONTEX provided key information on the upcoming European Travel Information and Authorisation System (ETIAS). Attendees gained a clearer understanding of its operational implementation and implications for cruise operations, highlighting the importance of proactive planning and coordination between ports and cruise lines.
Sustainability was a central theme throughout the program. One panel analyzed how ports can balance infrastructure growth with the well-being of cities, underscoring the need for ongoing dialogue between port authorities and local communities. Another workshop explored the possibility of year-round cruise operations, leveraging cultural heritage, nature, and authentic local experiences to extend the season and distribute economic benefits more equitably.
The debate on the local economic impact highlighted both the direct and indirect contributions of cruise activity — from tourist spending to job creation and investment — and stressed the need to measure and communicate these benefits more effectively to demonstrate the value of cruise tourism at the local level.
Finally, the panel on digital transformation examined how innovation can foster collaboration across the sector. From immersive technologies to intelligent data management, participants agreed that digitalization is no longer optional, but essential for improving passenger experience and operational efficiency.
Taken together, these sessions demonstrated the diversity of knowledge and experience within MedCruise and its partners, reinforcing the Association's role as a leading platform for knowledge sharing and collective action in the cruise industry.
“My sincerest thanks to the Port of Šibenik, the MedCruise Secretariat, and all the institutions that supported this Assembly: the Šibenik-Knin County Council, the City of Šibenik, and the Ministry of the Sea, Transport and Infrastructure,” emphasized Theodora Riga, President of MedCruise. “I would like to especially acknowledge the participation of the representatives of Cruise Norway and CLIA in Europe for their valuable contribution.”.
The record attendance and high number of B2B meetings in Šibenik confirm the strength of our General Assembly format. These gatherings are much more than networking opportunities: they are essential moments for face-to-face dialogue on key industry issues, as well as opportunities to learn and exchange with the leading experts who are shaping the future of the cruise industry
Beyond the official program, the delegates were able to enjoy Šibenik's cultural heritage and natural beauty through specially organized excursions. Highlights included a walking tour of the Old Town, with its stone alleyways, Renaissance architecture, and the UNESCO World Heritage-listed Cathedral of St. James.
There was also a boat trip along the San Antonio canal, with panoramic views of Šibenik Bay and its fortifications, followed by a visit to a traditional tavern.
Another group visited Krka National Park, where they explored the park's lush landscapes and iconic waterfalls, learning about the region's rich ecology and cultural heritage. These experiences not only provided leisure time but also a deeper connection with the authentic character of Šibenik and its surroundings, reflecting the essence of Mediterranean cruising: history, nature, and hospitality.
