Artificial intelligence is shaping the future. The 15th edition of the International Cruise Summit, held in Madrid on November 18 and 19, reached a clear conclusion: artificial intelligence has gone from being a promise to becoming an indispensable tool in virtually every area of the cruise industry.
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This event, opened by Carolina Toledo Martínez de Galinsoga, Deputy Director General of Tourism Promotion of the Community of Madrid, and by Gustavo Santana Hernández, President of State Ports, brought together executives from more than 25 shipping companies, ports, tour operators and companies in the sector at a crucial moment for the industry.
The economic context surrounding the congress confirms the sector's robust health: in 2024, cruises carried 34.6 million passengers and generated a global economic impact of $198 billion, an 18% increase over the previous year, in addition to creating 440,000 jobs in Europe. However, the speakers agreed that much of this value remains unknown to the general public and, especially, to certain authorities who continue to impose taxes that negatively impact the development of cruise tourism. During the "Great Debate," it was emphasized that the industry must better communicate its true contribution and combat unfair perceptions, such as the indiscriminate use of the term "greenwashing" applied to ships and ports.
In 2024, cruise ships carried 34.6 million passengers and generated a global impact of $198 billion
In parallel, the companies demonstrated tangible progress in sustainability. Currently, 58% of ships have shore power connections, and this figure is expected to reach 85% by 2035, a technological transition that demonstrates that decarbonization is a shared goal.
Innovation, data, and security: the new reality of the sector.
Artificial intelligence was present in many of the discussions, covering operations, sales, and customer experience. MSC Cruises, for example, presented the new AI features integrated into its mobile app, designed to offer personalized alerts and streamline onboard processes. It also explained how the use of facial recognition is enabling faster and more efficient boarding at its new Miami terminal. Expedia, meanwhile, anticipates that up to 400 million people will use its AI-powered trip planner in the coming years, confirming the growing role of these tools in the booking process and in inspiring travelers. Companies like e-Hoi are working on conversational assistants capable of guiding passengers from itinerary selection to final purchase.
But technological advancement also brings risks. Sali Osman, a cybersecurity expert, warned about the vulnerability of critical systems both in ports and on board ships, and pointed out that investments in digital protection are minimal compared to the cost of a potential attack. In an increasingly connected sector, security is no longer an option, but a necessity.
Innovation has also reached marketing and the way companies approach their customers. Celestyal presented its commitment to content creators and video as a central element of its communication, while Costa Cruises detailed the creation of its own department dedicated to generating audiovisual material and its collaboration with travel agents whose social media they directly manage. The speakers agreed that posts featuring people generate much more impact, and that even emails will evolve toward audiovisual formats in the short term.
The Rise of Luxury and the Search for Unforgettable Experiences:
The luxury segment was one of the main protagonists of the International Cruise Summit 2025. This niche is growing three times faster than the rest of the industry, driven by the entry of hotel brands such as Ritz-Carlton, Orient Express, Four Seasons, and Aman. The presentation by Jonathan L. Wilson, president and CEO of Aman at Sea, generated particular excitement. Wilson shared details of the Amangati, his ultra-luxury yacht, slated for launch in 2027, which aims to bring the privacy and serenity characteristic of Aman hotels to the sea.
The ship will feature suites designed for extended stays, with floor-to-ceiling windows three meters by three meters to connect guests with the surrounding landscape, and an aesthetic inspired by Japanese culture. In a subsequent interview, Wilson explained that many Aman clients seek “experiences that money can’t buy,” and therefore they will offer exclusive services such as helicopter embarkations. The new cruise line expects half of its clientele to be “Aman Junkies,” loyal followers of the brand, while the other half will come from other luxury cruise lines.
The search for unique experiences isn't limited to the premium segment. Princess Cruises highlighted the success of itineraries based on film locations, while Ritz-Carlton noted that, in their case, the demand for private tours far exceeds that of group excursions, with an average of twenty private requests for every shared one. Royal Caribbean offered another example: transforming a simple airport transfer to the ship in Alaska into a scenic train ride through a national park, adding value to every moment of the journey.
Destinations, Sustainability, and the Impact of Climate Change:
Another key theme was the role of destinations in the overall cruise experience. The session dedicated to new ports emphasized the need for guides who speak passengers' languages and for involving both local authorities and the port community to provide a consistent and high-quality welcome. It was also stressed that destinations must understand that their true customers are passengers, not cruise lines, and that this understanding is crucial for long-term tourism development.
The meeting also addressed the potential impact of climate change on tours and excursions. With increasingly hot summers and some cities approaching 45°C, the possibility of reorganizing visits to take place at sunset or even at night, especially during the hottest months, was raised. At the same time, pre- and post-cruise programs continue to gain popularity: 60% of passengers spend one or more nights at the port of embarkation, and companies like Silversea offer exclusive experiences such as gourmet dinners in the Empordà region or private tours of the Palace of Versailles.
Looking to the future
Before the end of this edition, which was attended by directors and executives from 22 countries, Virginia López and Nicky Guerrero announced the dates of the next International Cruise Summit, which will be held on November 10 and 11, 2026 at the Meliá Castilla Hotel in Madrid.
The 2025 edition confirms that the cruise industry is undergoing a profound transformation. Driven by artificial intelligence, the pursuit of new experiences, and a growing commitment to sustainability, the industry is moving towards a future where innovation and personalization will be essential. Madrid, once again, proved to be the ideal setting to discuss, anticipate, and shape that future.
Master ICS
Frank Schoenmaker, from Cruise Port Amsterdam, emerged victorious in a particularly close edition of the Master ICS and Gloria Frau, representing BilbaoPort, the competition's sponsor, presented him with his trophy.
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