Famed for its temperate climate and picturesque beaches and coastlines, the Mediterranean is a popular region for cruise guests to visit in the summer, but could it become a year-round cruise destination? According to speakers at the 67th MedCruise General Assembly held in Šibenik, Croatia, from 30 September to 3 October, the answer is a resounding yes.
To extend the season beyond the traditional summer months, speakers suggested ports capitalise on their cultural heritage, showcase their natural attractions, adapt their shore excursion offerings, develop more authentic experiences involving locals and use seasonal celebrations and festive events such as Christmas markets to attract guests.
“Forget the name ‘winter cruising’; it’s ‘year-round cruising’ in the Mediterranean,” said Mark Robinson, managing director of BC Cruise Services, referencing MSC Cruises’ year-round operations in Barcelona, Spain, as an example.
Panellists cited fewer crowds, easier access to attractions, the chance to offer new cultural experiences involving locals, and the ability to more evenly distribute economic benefits throughout the year as major advantages of off-peak cruising. However, they also identified challenges such as stores and attractions closing during winter months as key barriers to year-round cruising in the region. Despite these issues, speakers agreed the growing cruise fleet and the limited number of global destinations make year-round Mediterranean cruising “inevitable”.
“We’re seeing a huge surge in demand for cruising and inevitably, we need to find different destinations,” said Ryan Baird, manager of destination communication, guest experience and product development at Holland America Line. “The world is only so big, so instead of finding new destinations, we need to rethink what that concept of a destination is – year-round cruising in the Med, for example.”
Leaders of Cruise Norway, MedCruise, Cruise Saudi and Cruise Lines International Association (CLIA) Europe urged regional and international cruise associations to capitalise on this new growth opportunity and overcome shared challenges. They emphasised the importance of regular meetings, sharing best practices and improving dialogues with policymakers.
“Cruise tourism is positive if it’s positive for everyone,” said Theodora Riga, president of MedCruise and president of Corfu Port Authority.
Cruise associations must also engage with local communities to drive sustainable socioeconomic impact, said Thanos Pallis, professor of port and maritime economics and policy at the University of Piraeus. Monica Berstad, CEO of Cruise Norway, agreed, saying: “We need to find a way for those who live in a destination to understand why people want to come to visit their beautiful place.”
A separate panel discussion also examined the direct and indirect economic impact of cruise activity. Speakers highlighted benefits such as tourist spending, job creation and new investment opportunities, but acknowledged it is crucial for ports to more effectively measure and communicate the value of cruise tourism to locals. Lorenzo Vera Franco, commercial unit manager at Port of Motril, gave an insight into a new MedCruise project to help member ports achieve this goal.
Another session explored how ports can continue to grow cruise traffic and expand marine infrastructure while maintaining positive relationships with local communities. Aslı Değer, customer relations assistant manager at Galataport Istanbul, outlined how growing cruise traffic can create new jobs for locals, while Guido Vettorel, head of development and promotion at the Ports of Ancona, Pesaro, Ortona, shared how establishing the Adrijoroutes network and actively engaging communities has helped four Croatian and four Italian ports to drive sustainable cruise growth.
Small cruise ships access the naturally protected harbour in Šibenik’s city centre via St. Anthony’s Channel
Delphine Beudin, head of business development at Ports of Toulon Bay, advocated for ports to use shore power and improve water and waste management to decarbonise their operations. She also invited ports to join the Green Bay project, a European initiative led by Ports of Toulon Bay which has developed sustainability guidelines for passenger terminals.
In addition, Josip Rukavina, CEO of Vectorino, suggested ports build digital twins to rapidly test new development ideas and accurately predict the impact they will have on everything from air quality to electricity consumption. Showcasing plans to locals and stakeholders via virtual models makes it simpler to gain their approval too, he said. “Because everything becomes visual it is so much easier for people to understand what will happen.”
Generative artificial intelligence (AI) and virtual reality (VR) also have the potential to help ports streamline operations, improve marketing, cut costs and more. The benefits of both technologies were discussed during a panel about digital transformation, where Melissa Witsoe, senior product manager for the Mediterranean, South Pacific and Asia at Windstar Cruises, described how the cruise line is using AI tool Microsoft Copilot to expedite tasks like tour pricing and itinerary planning.
Witsoe also participated in a live demonstration showing how VR can reduce the time, costs and safety risks involved in training staff. The demonstration was led by Antonis Karydis, managing director of VR technology provider Mativision, who recommended ports identify key operational challenges and learn about the capabilities of different technologies before investing in new tools. “Technology only works when it actually solves problems that exist,” he explained.
Alberto Delgado, director of digital transformation consulting at Seidor, stressed the importance of sharing expertise, explaining that his company has formed the Blue Community Project to help ports boost their digital skills via practical tips, best practices and expert insights. “Digitalisation wins when the port or the cruise company learns about, applies and shares technology in the best way.”
Participants agreed that true digital transformation is driven by visionary leaders who understand how technology can be practically applied to solve real issues. “We need people with this kind of vision who want to take risks to show the others the way,” said Luz Marina Espiau Moreno, head of the commercial and business development division at Tenerife Ports Authority. “We are not thinking about development anymore; we have to be in the digital era right now, our sector has to make the real jump.”
One of the most popular attractions near Šibenik is Krka National Park, which is home to Skradinski Buk waterfall, the longest tufa barrier in Europe
Ports and cruise lines were also encouraged to prioritise social media – particularly LinkedIn – as a critical tool for showcasing destinations, building relationships and achieving their business goals in a workshop led by Scott Eddy, hospitality and social media strategist, and Andrea Baigorria, CEO and founder of The Tourism Lab.
Both speakers highlighted the business benefits of social media, with Eddy explaining the platforms can allow ports to “tell stories that are impossible to get out there otherwise” and Baigorria adding they are “another way of being able to expose opportunities, create synergies, generate ideas and continue conversations.”
They advised ports to set aside time for social media, commit to posting regularly, use employees as advocates and experiment with different types of content such as static posts, videos and carousels to find what resonates best with their target audience.
“People say they don’t have the time for social media but… everybody can cut five minutes here and there,” said Eddy. “The reason you don’t have time is because it’s not a priority. You need to schedule it just like any other important meeting. You have no idea of the potential reach you can actually have if you just put in a little bit of effort.”
Sailing into Šibenik
Founded in 1066 AD, Šibenik is the oldest town on Croatia’s Adriatic coast and is located in central Dalmatia, where the Krka river meets the Adriatic Sea. Smaller cruise ships can berth on the city’s waterfront, while those over 228 metres anchor at Zablaće fishing village, eight kilometres south of Šibenik. The port will host 95 calls and 35,000 cruise guests in 2025, but expects a record 116 calls in 2026, when it will also open a new passenger terminal.
Notable attractions include St. Michael’s Fortress, Barone Fortress, St. John’s Fortress and the Cathedral of St. James, a Unesco World Heritage Site (pictured). Other popular options include boat tours along St. Anthony’s Channel to St. Nicholas Fortress, the city’s second Unesco World Heritage Site, or trips to the Red Coral Museum on Zlarin Island.
Visitors can also take a short drive to Krka National Park to walk the waterfall circuit and see highlights such as Skradinski Buk Waterfall, tour historic watermills or take a boat to the island on Visovac Lake, which is home to a museum and an active monastery.
“MedCruise General Assemblies are key moments of collaboration, bringing together ports, cruise lines and institutional partners to exchange ideas, share best practices and collectively drive the growth of sustainable cruising across the Mediterranean and its adjoining seas,” said Theodora Riga, president of MedCruise. “They are dynamic forums where innovation, dialogue and partnership translate into tangible action for greener, more inclusive destinations. We will celebrate 30 years of MedCruise at our next assembly in Palermo, Sicily, from 9-12 June 2026, honouring our shared achievements and renewing our commitment to a responsible and resilient future for cruising.”
Theodora Riga, president of MedCruise