Embarking on a cruise provides a unique opportunity for exploration, allowing travellers to visit locations steeped in history, enjoy outstanding local cuisine and explore remote natural landmarks over the course of a single, well-planned voyage. Such excursions allow guests to go beyond the surface level of a destination and have a glimpse of its real character. However, in order to run these excursions, cruise lines must carry out a rigorous process of research, collaboration and organisation.
For Saudi Arabian operator AROYA Cruises, the starting point for this process is identifying experiences that will fit with its own brand identity.
“Our goal when selecting shore excursions is to deliver experiences that are culturally immersive, memorable and true to our ‘Remarkably Arabian’ brand values,” says Vitor Alves, executive director of guest experience and product development at AROYA Cruises. “We look for local partners and experiences that provide genuine cultural depth, whether through heritage sites, regional gastronomy or meaningful engagement with local communities.”
The line must also cater to a diverse mix of regional and international guests, including families travelling across generations. “Accessibility, comfort, activity levels and the time available onshore are important factors in ensuring a varied and well-balanced selection,” says Alves. On its Mediterranean itineraries, experiences include exploring the Acropolis in Athens, sea kayaking at Kaş and visiting the beaches of Lindos.
AROYA Cruises works alongside local partners to pinpoint excursions at each destination (Photo: AROYA Cruises)
Swan Hellenic also makes cultural immersion central to its approach, but its expedition focus means it looks for experiences that go beyond conventional sightseeing.
“Everything begins with our core ethos: ‘See what others don’t’,” says Luke Clarke, senior sales director for the UK, Ireland, India and Africa at Swan Hellenic. “Our guests are intellectually curious, culturally minded and well-travelled; they aren’t looking for standard coach tours or tick-box sightseeing. We identify experiences by looking at destinations through the lenses of cultural depth, geographical rarity and genuine immersion.”
Examples include securing exclusive access to an archaeological site with a historian, arranging a culinary exchange with local producers or making expedition-led Zodiac landings in remote locations. “It’s about uncovering hidden narratives,” says Clarke.
Swan Hellenic aims to visit lesser-known destinations for more authentic excursions (Photo: Swan Hellenic)
Identifying the right experiences also requires a realistic assessment of each destination. AROYA Cruises begins by working closely with local tourism boards, port authorities and destination management companies, carrying out assessments to pinpoint distinctive local activities and sights.
“Proposed excursions undergo rigorous operational evaluation, considering journey times, site capacities, accessibility and safety protocols,” says Alves. “We also assess how each experience fits within the time available in port, allowing guests to explore at a comfortable pace.”
Guest feedback is then used to refine the programme. “Having welcomed guests of more than 100 nationalities, we recognise the importance of offering different ways to discover a destination,” says Alves.
Swan Hellenic’s approach varies depending on the port. “In popular ports, the challenge is curation and avoiding the crowds,” says Clarke. “Our approach is to peel back the layers and take guests off the beaten track to discover authentic, lesser-known perspectives.” In remote destinations, meanwhile, the line must adapt to a lack of tourism infrastructure.
“Rather than viewing the lack of infrastructure as a limitation, we treat it as an opportunity,” says Clarke. “Because our boutique ships carry a small number of guests, we have the agility to navigate secluded bays, deploy Zodiacs and create responsible, bespoke landings where larger cruise lines simply cannot go.”
Local partnerships are essential to both cruise lines. AROYA Cruises works with destination partners, tour operators and local authorities to develop experiences that provide time in each destination while aligning with the ship’s schedule.
“Our partners bring the local knowledge that makes these experiences distinctive,” says Alves. “We work with them to align delivery with AROYA Cruises’ brand values, guest expectations and service requirements, while ensuring that local heritage and storytelling remain central to the experience.”
Coordination continues throughout the excursion, with ticketing, transport, guiding and visit timings carefully managed to ensure smooth transitions between ship and shore. Alves says shore excursions can also support local economies. “By including local artisans, heritage sites and regional businesses in the guest experience, we can enrich destination discovery while creating opportunities for the communities that welcome our guests,” he says.
Clarke agrees that authentic travel must be anchored in local experience. “Swan Hellenic collaborates directly with local experts, community leaders and native guides who live and breathe these regions,” he says. “They understand the nuances that guidebooks miss: the untold local stories, the living traditions, who to engage with and, crucially, where not to tread to protect delicate cultural and ecological heritage.”
AROYA Cruises’ plans for its Red Sea seasons illustrate its approach to marrying local knowledge with operational planning. The line is preparing an exclusive shore excursion to AlUla in north-western Saudi Arabia.
“AlUla is home to Hegra, Saudi Arabia’s first Unesco World Heritage Site, renowned for its ancient Nabataean tombs carved into the rock,” says Alves. “This planned excursion will be a distinctive element of AROYA Cruises’ shore offering, connecting guests with the Kingdom’s heritage and landscapes while reinforcing the brand’s Arabian identity.”
Swan Hellenic’s signature experiences, meanwhile, include a trip to Cenderawasih Bay in West Papua, where guests can safely enter the water alongside whale sharks gathering near traditional bagan fishing platforms. “It’s an intimate, life-changing wildlife encounter that no documentary can match,” says Clarke. In West Africa, excursions go “well beyond textbook history” to provide a taste of everyday life, ranging from visiting regional food markets and learning about music traditions to attending sacred ceremonies and meeting artisan communities.
Whether the focus is on cultural heritage, local communities, wildlife, food or remote landscapes, cruise lines are looking for experiences that give guests a deeper connection with the destinations they visit and the people who live there. “Our role is to bring the care and attention that define our hospitality to these experiences, while allowing local heritage and storytelling to lead,” says Alves.
Creating connection
Claudine Pohl, founder and CEO of hospitality and tourism consulting firm Lemoneight, shares her perspective on how destinations can create unforgettable moments for guests
Claudine Pohl, CEO of Lemoneight, helps destinations create memorable experiences for guests (Photo: Lemoneight)
Meaningful interaction with local communities is increasingly important to cruise guests, who want more than beautiful scenery and photographs. They want to connect with the people, culture, food and traditions that make each destination unique. The most memorable experiences often come from genuine human connections, whether that means meeting a local artisan, learning a family recipe or hearing stories passed down through generations.
Cruise lines and destinations can create these opportunities by working closely with local communities, involving residents in experience design and giving them a platform to share their stories. Authentic storytelling across digital channels can also inspire guests to visit. When my youngest daughter watched IShowSpeed try a Jamaican patty during a livestream, she immediately wanted to cruise to Jamaica to try one herself. It showed how a single authentic moment can spark curiosity and travel demand. Ultimately, tourism is human to human: helping guests move beyond seeing a destination to feeling connected to it.
Discovering destinations
CFIP asks cruise destinations across the world to highlight signature experiences that showcase their distinct identity
Honfleur, France
Honfleur is located in the Normandy region of France (Photo: Edouard Salmon)
Honfleur combines the charm of a historic port with a rich artistic heritage, remarkable landscapes and the flavours of Normandy. Cruise guests can follow in the footsteps of the Impressionists, meet local artists and craftspeople or explore the countryside in vintage cars to visit local producers and taste cheeses, ciders and calvados. From the historic harbour to the surrounding villages, Honfleur offers cruise lines a wide range of shore experiences, bringing together culture, gastronomy and authentic local encounters in one distinctive port of call.
Valencia, Spain
A new immersive shore experience is taking cruise guests beyond the city of Valencia to discover the Muixeranga of Algemesí, one of the region’s most distinctive living traditions. Combining traditional music, local gastronomy and direct engagement with the community, the experience forms part of a Valenciaport initiative to promote greater social sustainability in cruise tourism. By encouraging visitors to explore destinations across the wider Valencia region, the initiative aims to distribute cruise flows more effectively, extend the positive economic and social impact of cruise activity to local communities, and complement Valencia’s city attractions with authentic cultural experiences.
Port Milwaukee, USA
Port Milwaukee, located on Lake Michigan’s scenic shores in Wisconsin, offers natural beauty, vibrant city life and Midwestern charm. The port’s downtown cruise dock provides easy access to award-winning restaurants, unique architecture and cultural highlights. These include the world-famous Harley-Davidson Museum, Pabst Mansion, and the National Bobblehead Hall of Fame and Museum. Parks, trails and beaches, as well as artisan microbreweries and James Beard-recognised restaurants, solidify Milwaukee as a premier Great Lakes cruise destination. A second dedicated cruise dock, located minutes from downtown, features two berths designed for deeper-draft vessels. Both cruise docks have direct coach-to-vessel transfer, with local tourism experts welcoming each guest.
Prince Edward Island, Canada
Prince Edward Island is a popular port on Canada–New England itineraries (Photo: Tourism Prince Edward Island)
Prince Edward Island (PEI) delivers what today’s cruise travellers increasingly seek: authentic, immersive experiences that create lasting memories. A standout port on Canada–New England itineraries, PEI combines literary heritage, world-class coastal scenery, acclaimed culinary experiences and genuine community connections in a compact, easily accessible destination. From the global appeal of Anne of Green Gables to the international attention generated by Netflix’s adaptation of This Summer Will Be Different, PEI offers compelling cultural storytelling alongside engaging shore excursions. For cruise lines seeking high guest satisfaction, memorable experiences and a destination that consistently exceeds expectations, PEI transforms every port call into a story that guests are eager to share.
Toronto, Canada
Toronto’s waterfront offers cruise passengers an opportunity to experience the city through its rich blend of culture, history and urban energy. A popular shore excursion is exploring the nearby Distillery District, where visitors can discover Victorian-era architecture, local art, independent shops and Canadian culinary experiences. Along the way, landmarks such as Biidaasige Park, St. Lawrence Market, the CN Tower and Harbourfront provide an authentic introduction to one of North America’s most diverse cities. With its walkable downtown, vibrant neighbourhoods and welcoming atmosphere, Toronto invites visitors to connect with the city like a local and return for more.
Port of San Diego, USA
The Port of San Diego is ready to surprise and delight with activities just steps away from the cruise terminals, allowing guests to enjoy rich culture, adventure, relaxation and more by day or night. With pleasant weather year-round, San Diego shines during the day, with opportunities to explore world-famous destinations like the San Diego Zoo and Petco Park. Once the sun sets, San Diego transforms and invites guests to indulge in fine dining and a vibrant nightlife. With the Port of San Diego, they can discover the Embarcadero, Seaport Village, and the Historic Gaslamp Quarter all just steps away from the cruise terminals.
Aruba
To truly experience Aruba, visitors need to go beyond the beach and connect with its culture, history, food, art and local communities. Experiences that showcase Aruba’s heritage and allow visitors to meet local people offer a much deeper connection to the island. A visit to San Nicolas enables cruise guests to discover the island’s creative and cultural side through its vibrant street art, local history and community. When combined with an authentic local food or cultural experience, a visit allows cruise passengers to experience a different side of Aruba and discover the people and stories that make the island unique.
British Virgin Islands
As the sun sets over Cane Garden Bay in Tortola, cruise passengers can paddle out in illuminated glass-bottom kayaks with Paradize Water Sports, a locally rooted adventure brand founded by Clyde D. Hodge. Guests can glide across calm waters while the kayaks reveal marine life beneath the surface after dark, a side of the British Virgin Islands that most visitors never see. In the daytime, a variety of land- and water-based recreational activities are on offer to give visitors a unique experience of the island, including kayaking, flyboarding, water tricycles, and other adventures.
Grenada
Cruise guests can visit the House of Chocolate in St. George’s to learn about Grenada’s history of cocoa production (Photo: Grenada Tourism Authority)
Discover the sweet side of Grenada with a journey through the island’s rich cocoa and chocolate heritage. Visit the House of Chocolate in the heart of St. George’s to learn about Grenada’s history of cocoa production and its importance to the island’s culture and economy. Continue to a local chocolate factory for a hands-on, bean-to-bar experience, following locally grown cacao from bean to finished chocolate while learning about fermentation, roasting and production. Along the way, taste Grenada’s delicious chocolate and locally inspired flavours. This immersive experience connects visitors with Grenada’s agricultural heritage, local craftsmanship and culinary identity.
Jamaica
For Jamaicans, the value of cruise tourism extends well beyond the port. When passengers step onshore, their spending and interactions support a network of Jamaican businesses and communities, from attractions, such as ATV rides at Yaaman Adventure Park in St. Mary, to restaurants, craft vendors, entertainers and producers of Jamaican products such as Blue Mountain coffee and Appleton Estate Jamaican rum. Increasingly, travel advisors say cruise passengers are looking for authentic experiences, local culture and meaningful interaction with the people they meet, which is why Jamaica Vacations strives to strengthen those connections by encouraging visitors to explore more of the island. This increases the economic footprint of each visitor so more Jamaican businesses and communities can benefit from cruise tourism.
Discover more insights like this in the 2027 issue of Cruise & Ferry Itinerary Planning. To get content like this on a regular basis, subscribe to the print editions or free digital editions of our Cruise & Ferry publications.