With cruise itineraries diversifying and passenger expectations continuing to rise, destinations are under growing pressure to demonstrate not only appeal, but also performance. Today, cruise lines are not assessing potential ports of call purely on scenic value or berth availability, but on how effectively a visit translates into a seamless, commercially productive and brand-aligned experience.
Building this kind of experience requires an understanding of both passenger preferences and how they behave throughout their visit. While passenger satisfaction is valuable, it is not the only metric that destinations should be paying attention to, according to Ioannis Bras, CEO of Five Senses Consulting & Development.
“I never treat passenger satisfaction as a headline score,” he says. “It’s a strategic decision-making tool. The metrics that truly matter are those explaining how passengers interact with the destination and how that interaction translates into local economic impact. This is why we measure the experience in layers: how informed passengers feel before arrival, ease of orientation and accessibility onshore, distance to activities, transportation flow, availability of things to see, shopping experience, local cuisine, time sufficiency and overall appeal.”
Ioannis Bras is CEO of Five Senses Consulting & Development
It’s therefore important for destinations to go beyond simply collecting feedback, Bras suggests. “Our approach goes further,” he says. “We analyse results, set clear key performance indicators, implement targeted improvements, and then compare passenger findings with cruise line data and onboard feedback. This dialogue allows destinations to validate assumptions, identify gaps and align operational improvements with cruise line expectations.”
Destinations cannot simply rely on tourist attractions or scenic landscapes – they need to know exactly what they can deliver to cruise lines. “The highest-scoring cruise ports start with a clear understanding of who they are and which cruise lines they are best suited to serve,” says Bras. “They understand what their berths, anchorage, tender operations, terminal flows, road network, guides, attractions and local businesses can realistically support. Then, they match their experience offering to brands operating in the appropriate cruise categories, whether that is contemporary, premium, luxury or expedition, instead of trying to be everything to everyone.”
In Bras’ view, this approach helps destinations design shore excursions. “High-performing destinations curate their product in a way that helps cruise lines clearly understand what works, for whom, and under what conditions,” he says. “Structured tools such as excursion planning guides allow destinations to present experiences with clear storytelling, logistics, pacing and value, making it easier for shore excursion teams to build strong, reliable programmes.”
Operational precision is equally critical in shaping the passenger experience. High-performing destinations anticipate how every touchpoint – from docking to disembarkation – affects the guests’ perceptions, ensuring that logistics, signage and traffic flows support a smooth arrival process. “Operational factors shape passenger satisfaction more than most destinations realise,” says Bras. “Before a guest evaluates an excursion or a cultural experience, they judge how the destination feels in the first moments onshore.”
He highlights the importance of stakeholders coordinating their efforts to produce a coherent destination identity and experience. “When port authorities, municipalities, transport providers, guides, security and local businesses operate in silos, passengers sense confusion instantly,” says Bras. “When they operate as one system, the experience feels calm, safe and welcoming. By aligning signage, language, behaviour and storytelling around a clear destination identity, operations and emotion reinforce each other.”
Claudine Pohl, CEO of tourism consulting firm Lemoneight, echoes the need for integration. “Lemoneight implements improvements through an integrated approach, engaging all stakeholders involved in cruise terminal operations – from tour operators delivering memorable experiences to port teams ensuring safe and efficient terminal performance,” she says.
Claudine Pohl is CEO of Lemoneight, a tourism consulting firm
She adds that worker training and physical infrastructure must go hand in hand. “We have developed more than 25 training workshops based on an innovative, practical and high-impact methodology to help destinations learn ‘how to do it right’ with a positive, passenger-centric mindset. In addition, we design and optimise high-volume cruise terminals, creating smart, safe and modern passenger flows that enhance the guest experience and strengthen the destination’s overall competitiveness.”
As cruise lines continue to refine itineraries and prioritise calls that deliver measurable value, destinations can no longer rely on charm or convenience alone. Success hinges on understanding behaviour, aligning operations and curating experiences to deliver both enjoyment and visible impact.
By integrating stakeholders, clarifying their identity and designing seamless onshore experiences for passengers, ports can transform each call into a strategic advantage – benefiting guests, cruise lines and local communities alike. The destinations embracing this holistic, data-informed approach will not only attract more calls but also set the standard for what a truly exceptional cruise experience should be.
Port performance
Ports and destinations across the world outline the improvements they are making to deliver an outstanding experience to cruise lines and their guests
Le Havre, France
Le Havre Croisières designs every cruise call around one priority: the guest’s experience. Three new terminals will open in early 2026, all of which have been purpose-built to ensure smooth passenger flows for cruise ships during transit or turnaround calls. The seamless experience continues onshore: guests step straight into the Unesco-listed city centre, or further enrich their onshore experience by exploring the landscapes, culture and gastronomy of Normandy and Paris, which are both within easy reach of Le Havre. The port offers dedicated on-site parking, car and bike rentals and other easy transport options for guests, giving them the freedom to discover more onshore attractions and encouraging them to return.
Rouen, France
Rouen is redefining cruise tourism through its ‘Innovative Heritage’ approach, with a cruise terminal located in the heart of a pedestrianised, historic city centre. The city, Haropa Port, tour operators and port agents work together to ensure smooth operations, efficient passenger flow and a seamless arrival experience. The terminal will be fully upgraded in 2026, enabling it to welcome ships and passengers more efficiently. It is also prepared to provide shore power once operational.
Onshore, guests can enjoy the Seine riverfront, explore 2,000 years of history, Impressionist art and Norman gastronomy. The tourism board works with cruise lines to curate experiences such as private candlelit organ recitals, creating lasting memories and supporting heritage preservation.
Napoli, Italy
Boarding a cruise ship at the Naples Maritime Station is a unique experience. The new terminal security gates are modern and equipped with fast and efficient X-ray machines. Once through the gates, guests will embark on a journey through history by recreating the streets of ancient Naples, enriched by shop windows displaying high-quality Campanian artisanal products. Naples therefore greets its guests with culture and authentic hospitality, right from the start of their holiday.
Hong Kong
Hong Kong welcomes cruise visitors with a blend of globally recognised sights and rich cultural immersion. From viewing the iconic skyline to attending horse racing nights or sipping cocktails at renowned bars, the city provides a diverse range of shore excursions found nowhere else.
Beyond its signature attractions, Hong Kong also offers access to extensive natural adventures, from scenic hikes to island escapes. Meanwhile, its diverse mix of neighbourhoods showcase the quintessential spirit of Hong Kong – where tradition meets modernity, East meets West, and every journey becomes a lasting memory. Together, these elements make Hong Kong a compelling call in Asia-Pacific cruise programmes.
Singapore
Marina Bay Cruise Centre Singapore (MBCCS) opened in 2012 and underwent its most extensive enhancements to date in October 2025. The terminal expansion was designed to elevate the passenger experience, boost operational efficiency and meet growing cruise demand in Asia. By focusing on efficiency and accessibility, the enhancements expand MBCCS’s capacity to handle dual-ship calls, accommodate larger passenger volumes, and ensure greater comfort and convenience. The new Ground Transport Area and dedicated check-in hall enable the terminal to manage larger ships and higher passenger volumes more efficiently, while delivering a premium experience. These improvements reinforce Singapore’s position as Asia’s premier cruise hub, helping to attract more cruise lines and drive the growth of regional cruise tourism.
Taiwan
Taiwan International Ports Corporation (TIPC) continues to enhance service quality and operational efficiency to meet the evolving needs of the cruise industry. Ongoing efforts include upgrading passenger terminal facilities, optimising passenger flow and strengthening coordination among customs, immigration, quarantine and security to ensure smooth and reliable operations. In 2026, four e-Gates will be introduced separately at the Keelung Port West Passenger Terminal and the Penglai Cruise Terminal – Pier No.9 of TIPC, further improving passenger clearance efficiency.
Beyond terminal facilities, TIPC works closely with local governments and tourism operators to develop diversified shore excursions, improve external transportation connections, and provide multilingual visitor information.
Aruba
Aruba’s cruise tourism industry continues to evolve with a strong focus on sustainability, enhanced service quality and unforgettable shore experiences. The Aruba Tourism Authority (ATA) is investing in training programmes designed to help local partners and operators elevate service excellence and achieve responsible tourism. Sustainability initiatives focus on reducing environmental impact of cruise calls, improving waste management and encouraging low-impact shore excursions that highlight Aruba’s culture, nature and community. The ATA collaborates with cruise lines to reduce environmental impact and showcase authentic island culture. These efforts reinforce Aruba’s reputation as a premier, sustainable Caribbean cruise destination.
British Virgin Islands
Guests’ first impressions of the British Virgin Islands ports are shaped by people. At BVI Ports Authority, ongoing customer service and security training ensures frontline officers welcome cruise passengers and crew with professionalism, warmth and efficiency. Well-prepared staff not only maintain safety and smooth operations but also provide friendly guidance, helping guests navigate ferries, tours and local experiences. By investing in knowledgeable, enthusiastic personnel, the BVI Ports Authority transforms first impressions into lasting memories, creating a seamless, welcoming gateway to the beauty, culture and charm of the British Virgin Islands.
Cabo Verde
Shipping Agência Viking (SAV) continues to enhance service quality and operational efficiency through integrated ship agency and tour operations across Cabo Verde. Close coordination with Nôs Ferry enables flexible, punctual inter-island transfers, ensuring smooth guest flow and logistics. SAV prioritises low-impact, small-group excursions that feature local guides, family-run restaurants and community-led projects, directly supporting Cabo Verdean livelihoods. From agricultural experiences in Santo Antão to marine conservation initiatives in São Vicente, each programme is designed to deliver authentic cultural engagement while preserving the islands’ ecosystems, traditions and economic resilience.
Baie-Comeau, Canada
The Port of Baie-Comeau is enhancing guest satisfaction through targeted investments in service quality, cultural authenticity and improved onshore experiences. Its partnership with Tourism Pessamit is creating a First Nation educational programme to train guides and elevate Indigenous cultural tourism for cruise visitors. Small but impactful upgrades – such as using whisper systems on every tour – ensure smoother, more enjoyable guest experiences. The port is also upgrading its infrastructure with new cruise-grade fenders to support safer operations. In addition, ongoing tourism development plans include opening a new interpretation space, offering an audio guide and expanding support for local attractions.
Miami, USA
PortMiami is widely recognised as the ‘Cruise Capital of the World’ and its modern cruise terminals serve as homeports for many of the industry’s largest brands. In 2025, the port set a new milestone by welcoming more than 8.5 million passengers, a rise fuelled by its easy-to-access terminals and focus on security and customs operations. With continued investment in next-generation terminals built for the world’s largest cruise ships, PortMiami is shaping the future of cruising with a focus on efficiency, innovation and sustainability. Backed by strong partnerships across the cruise industry and government, the port remains a powerful driver of tourism, jobs and economic growth for Miami-Dade County and beyond.
Milwaukee, USA
Port Milwaukee is working to leverage its tourist assets to enhance passenger experience. It operates secure, access-controlled facilities during vessel calls, working in coordination with experienced maritime security providers. This ensures safe, efficient operations while providing 24/7 access and on-site staffing for passengers, crew and cruise line partners. The port has two dedicated cruise ship docks, with a third opening for operations in the 2026 season. It offers dockside services including baggage screening and transportation transfers, as well as space for ship refuelling by truck, potable water hookups and sewage services. Milwaukee offers a range of shore excursions, including the world-famous Harley-Davidson Museum, Pabst Mansion, and Milwaukee Public Market. Parks, beaches artisan microbreweries and James Beard-recognised restaurants solidify Milwaukee as a premier Great Lakes cruise destination.
Montréal, Canada
Montréal is a niche, non-tidal destination focused on growing its passenger volumes. Its capacity for steady, long-term growth, both at the Grand Quay and island-wide, combined with its wealth of authentic experiences and pre- and post-cruise stay options, make Montréal ideal for overnights and turnarounds. Steps from the terminal, Old Montréal, with its European charm, blends with vibrant neighbourhoods, world-class restaurants, festivals, and culture. The modern terminal follows strong environmental practices, including direct dockside wastewater connections and local sourcing for ship provisioning. Montréal is also the only St. Lawrence port – and one of about 38 worldwide – offering a shore power system.
Port Canaveral, USA
The world’s busiest cruise port, Port Canaveral is home to seven leading cruise brands operating over 1,000 sailings aboard 18 ships, including some of the newest and largest in the world, offering varied itineraries from weekend getaways to week-long adventures. Port Canaveral is a strong drive-to market, with approximately 80 per cent of passengers travelling to their cruise by car. The port is committed to enhancing the guest experience, including by using technology to save time and improve efficiency of arrivals and departures. It has also launched the Port Canaveral Advantage, a $912 million five-year capital improvement programme that includes upgraded terminal facilities and expanded parking.
Seattle, USA
The Port of Seattle ensures Alaska-bound cruise ships and passengers are well supported from embarkation to disembarkation. Beyond terminal operations, the port works with destination marketing organisations to position Seattle as a compelling pre- and post-cruise destination to drive additional tourism and economic impact. Currently, 53 per cent of the 2.1 million Alaska cruise passengers visiting Seattle stay for an average of 1.7 nights, spending $569 per party.
In partnership with Visit Seattle, the port has developed a dedicated section on the Visit Seattle website, with tailored destination content addressing cruise visitors’ specific needs. This includes an attractions and testimonials video created through curated travel agent familiarisation tours; sample itineraries for one, two and three days; and short two-, four- and six-hour options.
Vancouver, Canada
The Port of Vancouver continues to welcome visitors to its Canada Place cruise terminal in the heart of downtown Vancouver. A focus on technology and collaboration is helping sustainably grow Vancouver cruise operations, including the recent addition of facial biometrics for embarkation. This system dramatically improved terminal efficiency and cut US border processing times by up to 94 per cent to just 10 seconds per passenger. Plans are now underway to expand shore power capability so more visiting cruise ships can plug in starting 2027. Customer satisfaction for the port reached 92 per cent in a 2025 survey and over 1.4 million passengers are forecast for 2026.
Marlborough, New Zealand
Port Marlborough is a customer-led port that works in close partnership with cruise lines to deliver a smooth, well-coordinated experience from arrival to departure. The port focuses on delivering efficient operations and forging strong relationships with local operators to support positive outcomes for cruise lines, guests, and the wider community.
In addition, Port Marlborough continues to invest in infrastructure and operational practices to improve service reliability and consistency for its cruise line partners. Alongside this, it takes a considered, sustainability-focused approach to cruise activity management to meet the expectations of cruise partners and make Marlborough a destination they are proud to include in South Pacific itineraries.
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