Executives and managers from cruise lines around the world met at the fifteenth edition of the International Cruise Summit in Madrid, and analyzed all operational areas of the cruise industry, where AI is destined to play a predominant role.
The fifteenth edition of the International Cruise Summit, held on November 18 and 19 in Madrid, addressed all the challenges of the industry, where AI is gaining ground every day in the optimization of processes such as itinerary planning, online sales, and even the prevention of environmental impacts.
The ICS 2025 was inaugurated by Carolina Toledo Martínez de Galinsoga, Deputy Director General of Tourism Promotion of the Community of Madrid, and Gustavo Santana Hernández, 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.
The cruise industry reached 35 million passengers in 2024, generating 440,000 jobs in Europe alone and a global economic impact of $198 billion, an 18% increase over the previous year. Despite this, government authorities are not fully aware of the benefits this type of tourism provides to local communities and continue to create new tourist taxes that negatively impact the industry. Therefore, the importance of better communicating the value of cruise tourism was emphasized, especially given its leading role in implementing sustainability measures.
The application of AI across all operational areas of the sector dominated much of the discussion. For example, in sales, Expedia has launched an AI-powered travel planner estimated to be used by 400 million people, and the e-Hoi Group also plans to launch an AI-powered sales assistant. Regarding itinerary planning, there are still factors that tip the scales in favor of humans over AI, but in areas such as optimizing operational processes, it already plays a significant role.
The luxury segment is growing three times faster than the industry average, with the addition of new companies emerging under hotel brands such as Ritz-Carlton, Four Seasons, Orient Express or Aman.
Jonathan L. Wilson, president and CEO of Aman at Sea, was interviewed by Virginia López Valiente, CEO of CruisesNews Media Group, where he shared exclusive details about the product they will offer starting in the summer of 2027 on their yacht, Amangati. The 94 passengers on this luxury oasis will be attended to by 207 crew members who will provide experiences such as embarkation and disembarkation by helicopter. Wilson defined luxury as "something money can't buy," which is why his company will focus on providing the means for its guests to create unique memories, such as larger suites with 3x3 meter windows, Japanese-inspired design, and stops in some of the most exclusive locations in the world.
Other highlights:
– Both in the luxury sector and in standard companies, there is an increasing focus on providing unique experiences for passengers, from routes through locations where films have been shot, to transforming a simple transfer from the airport to the ship into a train excursion through a natural park.
– These experiences are also generating opportunities to create content to promote cruises on social media, a channel that has become fundamental for companies in their sales strategies.
The impact of climate change on the sector was also analyzed, with cities expecting temperatures around 45°C in the summer, making it impossible for passengers to enjoy excursions at their destination as usual. Some cities are beginning to develop contingency plans, and the ICS discussed the advantages and disadvantages of cruise ships making stops and therefore offering excursions in the afternoon or evening.
The dates for ICS 2026 have already been announced; it will be held on November 10th and 11th at the Meliá Castilla Hotel in Madrid.
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