Executives and directors from cruise lines worldwide gathered at the fourteenth edition of the International Cruise Summit in Madrid, where they discussed the latest trends, including overnight stays in port, the integration of artificial intelligence into administrative and creative processes, and the emergence of new boutique cruise lines.
The fourteenth edition of the International Cruise Summit, held on November 12-13 in Madrid, examined the latest trends in the cruise industry, including overnight port stays, the digitalization of boarding processes, and a true boom in new small cruise lines.
ICS 2024 was inaugurated by Carolina Toledo Martínez de Galinsoga, Deputy Director General of Tourism Promotion for the Community of Madrid, and Álvaro Rodríguez Dapena, President of Puertos del Estado. The event featured the participation of prominent directors and executives from over 25 cruise lines, ports, tour operators, travel agents, shipping agents, consulting firms, and companies in the sector from around the world.
After a record-breaking 2023, cruise industry is on track to surpass its own milestone in 2024, with over 34,7 million passengers, an increase of 9,5% over 2023. European ports main goals are to reduce atmospheric emissions, advance digitalization, and incorporate AI into administrative processes. In this regard, many ports are undertaking cruise dock electrification projects to supply ships with onshore power, allowing them to shut off their engines while docked.
Several new cruise lines were introduced at the conference, such as Alma Cruceros, Spain’s first boutique cruise line, which will operate a small 186-passenger ship featuring cuisine by Michelin Star chef Martín Berasategui; the new Saudi line AROYA Cruises; and Silenseas, a ship scheduled to begin operations in June 2026 under the Orient Express brand, which will sail using a mix of clean energy and rigid sails.
The new EES/ETIAS border control system being implemented in the Schengen Area, which includes biometric data collection, presents a logistical and operational challenge for both cruise lines and ports. The head of the ETIAS division at Frontex provided several examples of its implementation during the ICS.
The session on overnight port stays left a lasting impression on attending ports, as this trend—growing among luxury and premium cruise lines—brings substantial benefits to all parties involved. Passengers, on one hand, can enjoy the city longer, from a different perspective and likely without crowds.
For the city, this translates into a significant increase in economic impact, with additional spending in local shops, restaurants, nightlife, etc. Finally, cruise lines benefit from lower fuel consumption, and thus fewer emissions, along with increased excursion sales, though port fees do increase.
In terms of cruise marketing, various cruise lines shared their different approaches, from luxury lines with loyal clients due to onboard staff to large cruise lines that captivate new cruisers with their ships, and those targeting luxury travelers who have yet to consider a cruise. All continue to rely on travel agents as the main sales channel, capable of offering the right cruise for each type of passenger.
Once again, the International Cruise Summit successfully gathered in Madrid the most prominent directors and executives in the industry for an event that has become a must on their calendar.
Other Highlights:
- The sector defends itself against accusations of overcrowding destinations. In Santorini, for example, cruises account for only 5% of tourists visiting the island.
- With a magnificent 2023, cruise lines celebrate finally moving past using 2019 as a benchmark for growth.
- Up to 80% of cruise passengers and many crew members who spend the night in port leave the ship to enjoy the city on their own or take exclusive excursions, such as stargazing in the Canary Islands, traveling to Madrid by high-speed train from accessible ports, or enjoying nightlife in Ibiza, Mykonos, or Funchal, among other examples.
The dates for ICS 2025 have already been announced: it will be held on November 18-19 at the Meliá Castilla Hotel in Madrid.
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