By
Laura Hyde |
Artificial intelligence (AI) is set to play a predominant role in the cruise industry in the coming years, according to insights shared at the 15th edition of the International Cruise Summit, which took place in Madrid, Spain, from 18-19 November 2025.
AI, which is being used by cruise line decisionmakers to optimise numerous processes including itinerary planning, online sales and environmental impact limitation, was a major topic of discussion. While the scales still tip in favour of humans over AI when it comes to itinerary planning, AI is playing a significant role in operational process optimisation, while in sales, Expedia has launched an AI-powered travel planner expected to be used by 400 million people.
During the ‘Cruise Technology and Innovation’ presentation, MSC Cruises’ chief business innovation officer, Luca Pronzati, shared how AI, data analytics and sensors are being used to offer contextualised and personalised experiences for guests. He noted how the customer has become more “centric” to the onboard experience, driving a need for cruise lines to provide guests with a more consistent, frictionless and customised experience through their digital channels. He shared his belief that digital transformation will provide a way to create “emotional connections” to exceed guest expectations, as long as the balance between human interaction and digital technology that “enriches” the experiences is maintained.
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 Puertos del Estado. Executives and directors from cruise lines, ports, shipping agents, travel agents and tour operators gathered at the two-day event to analyse the challenges facing the industry, as well as consider the new directions the industry may take as it continues to grow.
Read more: almost 40 million people will cruise annually by 2027, predicts CLIA
In the keynote speech, Niels Wammen-Jensen, executive vice president for international regions for Cruise Lines International Association (CLIA), revealed the cruise industry transported around 35 million passengers worldwide in 2024, representing only three per cent of global tourism. The industry generates 440,000 jobs in Europe alone and has a global economic impact estimated at $198 billion, which is an increase of 18 per cent compared to 2023.
Passenger numbers are expected to grow by three million in 2025, but this growth increases the responsibility to operate sustainably; three pillars for action were identified: reducing emissions from ships, investing in environmental technologies, and collaborating with cities and ports for responsible tourism. Wammen-Jensen highlighted the increase in shore power supply, which has doubled in two years, with 25 per cent of the global fleet able to connect to shore power in 2023; this has risen to 50 per cent today and by 2036 it is expected that 85 per cent of cruise ships will have the capability. Cruise ships remain “highly dependent” on green fuels but the ability of ships to use different types of fuels, such as biofuels and synthetics, is increasing.
The topic of sustainable growth was also discussed in the first ‘Great Debate’ session, featuring Wybcke Meier, CEO of TUI Cruises, Ferdinand Strohmeier, CEO of Mystic Cruises, Nick Hoogeweij, general manager of Cruise Port Rotterdam, and Francesca Antonelli Ibáñez, head of cruises and marketing, commercial and business development at Port Authority of Valencia. The panel highlighted the need for coordination between cruise lines and destinations, alongside volume management, which should be determined in coordination with destinations and adapted to seasonality to avoid saturation. Communication was emphasised as a central pillar to change negative perceptions of cruising among local communities, who often underestimate the economic value generated by cruise visitors. The panel suggested developing master tourism plans in destinations, with active participation from industry and the public sector.
ICS 2025 also highlighted growth in the luxury cruise segment, which is growing three time faster that the sector average thanks to the emergence of brands such as Ritz-Carlton, Four Seasons, Orient Express and Aman, as well as their focus on providing passengers with unique experiences.
Other takeaways include the need for cruise lines to use social media channels to create and promote engaging content, which has become “fundamental” for sales strategies. The pros and cons of afternoon and evening cruise calls were also debated, as the conference considered the impact of climate change and the prediction that some cities will be hit with temperatures of around 45 degrees Celsius in the summer months.
ICS 2026 will be held on 10-11 November 2026 at the Hotel Meliá Castilla in Madrid.