Over the last few decades, expedition cruising has transformed from a niche, specialist product into a clearly defined segment of the cruise industry. And it’s growing dramatically. According to the Cruise Lines International Association’s 2025 State of the Cruise Industry report, there was a 22 per cent increase in passengers choosing expedition cruises from 2023 to 2024, significantly outstripping growth in the industry as a whole.
Expedition Cruise Network, a commercial business-to-business association with nearly 30 expedition cruise line members, aims to promote the sector. CEO Akvile Marozaite has been working in the sector for over a decade and puts the recent growth down to a convergence of factors.
“We’re seeing significantly increasing awareness about the sector among consumers, driven by several different sources,” says Marozaite. “As the travel trade talks more about expedition cruising, consumers hear more about it, become curious and realise it might fit their interests. Popular culture also plays a role – documentaries or other media can spark viewers to ask the question ‘Can I go there?’. Social media is playing its part too, with influencers making the remote destinations expedition cruise lines visit a more desirable and ‘cool’ option for their audiences. Once that curiosity is triggered, people start looking for ways to make it happen.”
Consumers who might once have perceived expedition travel as a specialist pursuit now see it as an experiential form of luxury that offers unique itineraries, high staff-to-guest ratios and authentic shore programmes.
“The luxury travel market itself is evolving,” says Marozaite. “In many ways, expedition cruising is a luxury product, and the profile of the luxury client is changing. A greater range of people are able to afford these kinds of trips now, and their interests are more diverse. This shift aligns well with what expedition cruising brands have to offer.”
Expedition cruises operated by brands such as HX (Hurtigruten Expeditions) take guests to remote destinations like Orne Harbour in Antarctica (Photo credit: Oscar Farrera)
Increasing passenger demand is prompting more brands to enter the market with newer and more polished vessels. These ultra-luxury expedition yachts combine the expedition experience with high-end hospitality.
“There are more ultra-luxury expedition ships than before, with beautiful interiors and Michelin-standard food and beverage options,” says Marozaite. “But they are still very much expedition ships because of the types of experiences they provide. The expedition teams onboard are highly professional and very good at what they do.”
These new vessels contrast with the older, traditional ships that retain a rough-edged but intimate feel. However, Marozaite still sees room for them alongside the luxury options.
“There’s absolutely a place for older ships and more traditional expedition cruise companies,” says Marozaite. “Those smaller ships have more of a close, family feel onboard, reminiscent of the experience onboard the original Soviet research ships that were the first used for expedition cruises. There’s less of a distance between the crew and guests, which some consumers love. It’s about understanding the differences in those experiences and communicating them to guests so they can identify what’s most important to them. There’s an expedition ship for everyone.”
Canada’s Maple Leaf Adventures has an ongoing project to remove marine debris from the British Columbia coast (Photo credit: Jordan Lambe)
With sector growth comes greater attention, however. Operators, suppliers and destinations are now adjusting to a market that is being subjected to tougher rules and clearer environmental commitments. New operating limits are already influencing the way in which expedition cruise lines are portraying themselves, suggests Marozaite.
“From this year, ships carrying more than 200 passengers are no longer allowed in certain areas, which impacts some operators more than others,” she says. “However, this can also be viewed as a positive shift because it puts the focus on places like Svalbard in Norway as extraordinary, exclusive cruise destinations that are special because of their entire ecosystem – landscapes, flora, migratory birds, marine life and more. It will encourage the industry to present a more realistic, balanced narrative.”
Protecting these sensitive ecosystems is also a priority for an industry that faces significant scrutiny about its environmental sustainability credentials.
“It’s important to acknowledge that maritime travel has a significant environmental footprint,” says Marozaite. “Fuel use in particular is a major challenge for our sector. Expedition companies operate in remote areas and must remain self-sufficient for long stretches, so having more sustainable fuels available globally is a long-term goal we all need to work towards. But the task extends beyond fuels into energy efficiency, waste reduction, community impact and social responsibility.”
Marozaite highlights the efforts being made by larger expedition operators to invest in refitting their vessels with environmental technologies and carry out R&D projects.
“Ponant recently secured a European Union grant to help develop a carbon-neutral ship by 2030, and a new brand, Selar, will launch in 2026 with a vessel designed to run on 85 per cent renewable energy,” she says. “HX (Hurtigruten Expeditions) has taken a holistic approach, not only by reducing waste and improving efficiency but also by being transparent about its sustainability reporting and broader issues such as diversity and inclusion.”
Ponant’s Swap2Zero ship will use wind and green hydrogen-powered fuel cells to operate without emissions (Photo credit: Ocean Wings Stirling Design International)
Smaller operators have focused on local, high-impact measures and community partnerships.
“These operators are often deeply embedded in the regions they serve and can make a highly localised but significant impact,” says Marozaite. “For instance, Maple Leaf Adventures in Canada has worked closely with other small vessel operators to clean marine debris along the British Columbia coast – a project that continues today. It’s important to recognise this dual effort: large operators can drive innovation at scale, while smaller ones excel at community-level engagement and environmental stewardship. Both approaches are essential.”
Brands are changing their deployment strategies too. Polar seasons have long absorbed the bulk of expedition capacity, but seasonal redeployments to warm-water itineraries are becoming of greater interest to both cruise lines and their guests.
“I’m especially enthusiastic about warm-water expeditions,” says Marozaite. “I’ve been fortunate to visit some of these places, and regions like the South Pacific islands or Australia’s Kimberley coast have huge potential. As demand grows, we may see ships deployed more widely rather than concentrated in Antarctica during the season, helping to spread tourism across different geographies.
“This shift could also help support local communities in these areas. Expedition cruise ships are still relatively small, bringing a manageable number of travellers who are curious, respectful and seeking authentic experiences. This creates meaningful exchanges without the disruptive footprint of mass tourism. It’s exciting to see the industry exploring new destinations.”
Marozaite predicts the expedition cruising sector will continue to grow and change as operators find new opportunities to engage travellers and differentiate their offerings.
“We’re gaining attention and people are curious, but I’d still say that this sector is something of a mystery to people more used to the larger cruise industry,” she says. “So, we have a unique opportunity to keep raising awareness among consumers, and I think people will continue to fall in love with what is an incredible way to see the world.”
Discover more insights like this in the Autumn/Winter 2025 issue of Cruise & Ferry Review. Don’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.