Planning a cruise itinerary is more than just choosing ports – it’s about curating the best onshore adventures to complement guests’ onboard experience.
Over 34 million people chose a cruise holiday in 2024 according to Cruise Line International Association’s (CLIA) State of the Cruise Industry Report 2025, with travellers citing the chance to visit multiple destinations and value for money as the top reasons for choosing this kind of holiday. With passenger numbers predicted to hit 42 million by 2028, ports and destinations across the globe are investing to ensure their offerings remain relevant and attractive to cruise lines and their guests.
Guest feedback influences decisions on future ship deployments, and growing demand for destination authenticity is therefore reshaping how itineraries are designed. But how do you balance showcasing the well-known highlights of a destination with offering passengers an authentic experience?
“It’s a bit like composing a great piece of music; it’s not just about the big crescendo, it’s about the subtle notes in between that make the whole journey unforgettable,” says Claudine Pohl, founder and CEO of hospitality and tourism consulting firm, Lemoneight.
Pohl believes shore excursions are a crucial part of the cruise experience and says lines must design them to bring a destination to life. “Guests come eager to see the postcard moments, such as the cathedral, the ancient ruins, the famous square, but if that’s all they experience, they leave with photos, not with stories,” she says. “The real magic happens when you guide guests beyond the obvious, when you spark their curiosity and gently open the door to something they didn’t expect. It comes down to storytelling. Imagine standing before a landmark – everyone’s seen it on social media – but instead of rattling off dates and facts, the guide weaves a tale. Suddenly, that building isn’t just stone and history; it’s alive with human drama, with laughter, with secrets only the locals whisper about. That’s when guests lean in, when their minds open, and when the experience shifts from sightseeing to soul-touching.”
Cap de Creus Natural Park in Costa Brava, Spain, is where the Pyrenees meet the Mediterranean Sea (image credit: Dani Salvà/Arxiu Images)
Just as a story has chapters, Pohl believes the best shore excursions have rhythm. “After the ‘big scene’, you guide guests into quieter, more intimate moments: tasting bread from a family bakery, meeting an artisan in their workshop, or joining a community activity that feels unrehearsed and genuine,” she says. “These staged but authentic touchpoints become the heartbeat of the experience. In the end, the balance isn’t about choosing between the iconic and the authentic; it’s about weaving them together into a journey that feels complete.”
In the face of rising concerns over sustainable tourism, ports, destinations and cruise lines are collaborating to limit the industry’s impact on both local communities and the wider environment. Ports across the globe are installing shore power infrastructure, and upgrades are being made to cruise terminals to ensure operations run smoothly while reducing carbon emissions.
There’s also growing demand from cruise guests for shore excursions that incorporate low-impact transportation, support locally owned enterprises and provide conservation and heritage preservation education, helping to deepen their connection and understanding of the destination.
So, what can ports and destinations do to improve their cruise offerings? “As cruising is a people-focused business, ports can improve the guest experience by developing docking locations closer to city centres, making it easier for guests to access attractions and explore independently during their limited time in port,” says Martin Lister of Fred. Olsen Cruise Lines.
Ports must ensure cruise line itinerary planners have a clear sense of their destination’s unique value and how it differentiates from others. “This enables destinations to communicate effectively with itinerary planners, demonstrating the distinct value and diversity they bring to an itinerary, and how their inclusion enriches the overall journey narrative,” says Justin Poulsen, head of itinerary planning, destination experiences and ground handling at Explora Journeys.
Aziz Gungor, regional director East Med for Global Ports Holding, stressed the importance of getting support from the local community, saying: “It doesn’t matter whether you have a great facility if the community is not supportive. Sustainability or growth plans can become a source of tension rather than pride, which is why it’s so essential to have the locals engaging in your growing plans and all your plans.”
For Pohl, it’s important to ensure guest expectations align with local priorities. “The focus for the future should be on sustainability, personalisation and local partnerships,” she says. “Sustainability is not only about protecting the environment; it is about protecting the soul of a destination. That means making sure the experiences we create are not extractive but regenerative, leaving communities stronger than before. Personalisation is about giving guests something truly meaningful, something that feels like it was crafted just for them, while local partnerships are the magic thread that ties everything together, allowing travellers to connect with the authentic heartbeat of a place.
“But at the heart of all three is one simple truth: none of it works without collaboration. It’s not just about where we take guests but about how we take them there and who we bring along in the journey. With collaboration and training as the glue, sustainability, personalisation and local partnerships won’t just be buzzwords; they’ll be the very fabric of unforgettable, responsible travel.”
Destination delights
CFIP highlights some of the ports and destinations around the world that have it all!
Rouen, France
Rouen Tourism works in partnership with cruise lines to curate exclusive shore excursions that reveal the destination’s five heritage pillars: the historical grandeur of medieval streets and landmarks such as Rouen Cathedral and the Gros Horloge; the artistic richness of Impressionist masterpieces; glimpses of its industrial heritage; the serene beauty of the Seine; and the flavours of Unesco-recognised gastronomy. With accessible port facilities and a commitment to sustainable tourism, Rouen Tourism ensures each cruise visit is seamless, luxurious and deeply memorable.
Gibraltar
The Gibraltar Tourist Board works closely with cruise lines, port operators and local partners to ensure guests have access to clear, reliable information on the wide range of excursions available. Gibraltar offers a unique blend of culture, history, and nature, from the Rock’s iconic Barbary macaques and lively Main Street to historic landmarks such as the newly restored World War II Tunnels. Upcoming attractions, including the Northern Defences and the revitalised Moorish Castle, will further enrich the visitor experience. By providing up-to-date resources, the tourist board helps cruise lines showcase Gibraltar at its best and ensure memorable, sustainable guest visits.
Costa Brava, Spain
Costa Brava Cruise Ports provides a wide range of options for cruise visitors, who are quickly captivated by the climate, nature, culture, gastronomy, leisure, activities and the hospitality of the region’s inhabitants. Cruise guests can enjoy scuba diving, hiring a boat or hiking trails where they can connect with nature, all within easy access of the cruise port. Cities and towns like Girona and Begur stand out for their rich cultural heritage, while the local gastronomy offers an array of delicious fresh fish and seafood dishes. The region also hosts several events and festivals throughout the year that enrich the cultural offering of the area.
Malta
Malta’s heritage, culture and Mediterranean charm are showcased in the shore excursion offerings from Mifsud Brothers, which works closely with cruise lines to design authentic and memorable shore experiences for cruise and yacht guests. From iconic landmarks and Unesco sites to genuine local encounters, the excursions immerse travellers in the true spirit of Malta. With smooth operations, personalised service and a strong focus on sustainability, Mifsud Brothers prides themselves on delivering authentic experiences to ensure every cruise guest discovers the very best of Malta.
Thessaloniki, Greece
Thessaloniki is a modern, multicultural European city which serves as the main gateway for the Balkans and the southeastern, central and eastern European region. With a modern, fully equipped cruise terminal and upgraded services, visitors can explore 15 Unesco World Heritage sites and more than 30 museums within walking distance of the port. Beyond Thessaloniki, visitors can explore Northern Greece’s iconic treasures, from Vergina and Dion to Mount Olympus, Amphipolis, Ancient Pella, and Halkidiki. Thessaloniki and the broader region offer cruise visitors an array of unique and unforgettable cultural, historical, archaeological and gastronomic experiences.
Szczecin, Poland
Set on the banks of the River Odra just steps from the harbour, Szczecin’s Old Town invites cruise guests to wander its charming streets. Visitors can explore the city as soon as they step off the ship, discovering the historic castle and visiting the iconic philharmonic. Afterwards, they can unwind near the old city hall at the intimate Old Market Square, follow the local Beer Trail for a sustainable sip of regional brews or relax in the city’s lush green spaces, which range from sprawling parks and riverside boulevards to forest trails and scenic water areas. Szczecin offers cruise visitors a perfect blend of culture, flavour and nature.
Jamaica
JamVac, through the Jamaica Cruising brand, works closely with cruise lines to maximise economic benefits for both the cruise industry and the destination. These benefits include revenue generation that supports local jobs and small to medium-sized tourism enterprises, such as taxis, craft vendors, attractions, and restaurants. Jamaica also gains from port fees, increased visitor spending, and, importantly, repeat and referred visits from satisfied cruise passengers. To further enhance efficiencies, the website – jamaicacruising.com – provides cruise lines with access to licensed attractions and activities near port areas, ensuring seamless logistics and a world-class visitor experience.
Martinique
Martinique’s unique blend of French sophistication and authentic Creole culture provides an outstanding location for cruise visitors. Martinique Tourism Authority collaborates with cruise lines to develop bespoke experiences that go beyond standard tours, focusing on cultural immersion, history and gastronomy. In Fort-de-France, guests can enjoy curated historical tours exploring sites like the Schoelcher Library and Saint-Louis Cathedral. Beyond the capital, the authority offers excursions to the Unesco-listed Mount Pelée volcano and lush rainforests, prioritising small, personalised tours to ensure high guest satisfaction and promote sustainable tourism.
St. Kitts
Through close collaboration with its cruise line partners, the St. Kitts Tourism Authority has developed new tours designed to deliver authentic eco-adventure experiences, along with unique opportunities to step back in time through the island’s historic ruins. The island experience is further enriched by the tourism authority’s commitment to customer service excellence. Consistent training programmes, offered in partnership with leading cruise lines, ensure seamless synergy between land and sea, making every moment in St. Kitts unforgettable.
Discover more insights like this in the 2026 issue of Cruise & Ferry Itinerary Planning. Don’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.