When Jon Olav Stedje was port operations manager at Norway’s Port of Flåm, he was bombarded by criticism about visiting cruise ships from locals almost every day. “I couldn’t even go to the shop without people looking at me badly,” he said.
Flåm is just one of many ports around the world that has faced backlash from locals who are concerned that cruise ships bring nothing but overcrowding, noise, pollution and other issues to their hometowns. While these concerns are valid, MedCruise, its members and cruise brands are keen to dispel this misconception and encourage support for growing the cruise industry in ports across the Mediterranean and its adjoining seas. But how can they achieve this goal?
It’s a question many cruise executives, port representatives and industry experts were asked during multiple panel sessions at the 66th MedCruise General Assembly, which welcomed 165 delegates to Cartagena, Spain, in June 2025. The general consensus was that it is critical for ports, destination authorities and cruise lines to work together to community disruption while maximising positive local impact.
Speaking in a panel session, Stedje, who is now sustainability and community engagement manager at MSC Cruises, advocated for “open, transparent and meaningful communication” between all stakeholders. He encouraged ports and cruise lines to listen to locals’ concerns, educate them about both the positive and negative impacts of cruising, and explain how they are working to alleviate any issues. Stedje also outlined how this approach, combined with initiatives such as inviting locals onboard ships, had helped to reverse the negative public sentiment in Flåm.
“Open communication, not only with our industry friends, but the local communities and critical voices as well, is important,” said Stedje, before calling for ports to help with this. “Every port is unique, so we can’t do copy and paste. We need your [ports] advice, inputs and suggestions of how we can help each other.”
Panel moderator Laura Cimaglia, vice president of MedCruise, agreed. “We hear every day about the pressure of the cruise sector on the local communities and we cannot ignore that. We need to go deep into the community, share our knowledge, improve communication and foster dialogue because we must build a more balanced relationship between ports, cities, cruise lines and citizens.”
Fellow panelist Abigail Crossley, senior manager of global sourcing and shore excursions at Carnival Corporation, argued that it is “critical” for cruise lines to engage with ports and locals when designing onshore experiences to minimise the negative impact of guests in destinations.
“It’s about looking at how we can manage the guest experience, making sure we include the highlights of the destinations but also move people around so we’re not causing congestion and overcrowding,” she said. “If we work together, we can align all the different products we’re going to be offering, and we can create a better story that markets the destination more comprehensively so everyone benefits from cruise, not just the main attractions.
Cartagena has a modern amphitheatre, which hosts regular performances throughout the year
Managing growing passenger numbers will be crucial to driving sustainable cruise tourism in the Mediterranean and its adjoining seas, said José Sánchez, director of Agenda AIVP 2030, projects and content at AIVP. Sánchez also gave an update on the second phase of the AIVP-MedCruise working group, which is focusing on two key priorities to enhance port-city interactions. The first aim is to evaluate cruise lines’ community engagement strategies, while the second priority is to develop flow management solutions for port cities experiencing high visitor volumes.
Mark Robinson, general manager of BC Tours, also backed the call for improved communication between the various stakeholders, saying it could lessen the impact of large ships on local transportation networks, the availability of guides, overcrowding at attractions and more.
In another session, panellists discussed how investing in port infrastructure could help to improve the onshore experience for both guests and locals. They advised ports to build well-designed terminals with the flexibility to accommodate vessels of various types and sizes, as well as to invest in technologies like artificial intelligence, biometrics, smart gates and data platforms to monitor and optimise operations and resources in real time, expedite processes, and predict, plan for and rapidly respond to unforeseen or emergency situations.
Again, panellists emphasised the need for ports to forge strong relationships with cruise companies and local communities. Fiona Noone, marine planning and port operations manager at Marella Cruises, urged ports to look beyond the infrastructure to “focus on the stuff we can’t see”. She said: “We need to build better relationships to build better communication. Better communication means better planning, and that means we are prepared for everything. Ultimately, the end goal is more harmony within the industry.”
Echoing Noone’s sentiments, Odette McFarlane, director of port and shore operations at Carnival UK, said: “We need to go beyond the infrastructure itself and look at the ecosystem that supports it. We have to focus on the small things and all play our part to bring a great experience to the guest.”
Throughout the event, Cartagena was showcased as an example of a port that is successfully growing its footprint by collaborating with cruise lines, the city council and other stakeholders to ensure a positive experience for both cruise guests and locals.
“One of the thing we did at the very beginning was to collaborate with stakeholders to create a community where we could all meet and talk about the different things that need to be handled during a cruise call,” said Hortensia Sánchez, head of business development at the port authority. She highlighted how this approach has led to the development of a ‘Cruise Friendship’ project, which encourages local establishments to open during cruise calls.
While other panel sessions at the event explored the need for increased shore power facilities, itinerary planning trends, how to cater to changing guest preferences, the role of artificial intelligence in destination services, and how to turn the Mediterranean into a year-round destination, the central message remained the same. Stakeholders across the cruise sector must join forces to develop best practices, initiatives, technologies and other solutions to overcome the challenges they face, both today and in the future.
“When we are talking to each other, and being open and understanding of each other, that’s where we find the best solutions,” said McFarlane.
Maipe Horse Ranch offers cruise guests the opportunity to meet and learn about pure-bred Andalusian horses
Cruising into Cartagena
Located in Spain’s Murcia region, Cartagena has been inhabited for over 2,000 years and boasts a rich cultural heritage influenced by the Moors, Byzantines, Romans and others. The cruise port, which is being remodelled, is set to host a record 192 calls and 250,000 guests in 2025. It also will be equipped with shore power by 2030.
Most attractions are within walking distance of the port and include multiple museums about modern art, the civil war, naval history and underwater archaeology.
History lovers can talk a walk through the largely pedestrianised Old Town to explore historic sites, including Concepción Castle, the Punic Wall, Roman Forum, and the Roman Theatre and Museum (pictured), a Unesco World Heritage Site.
A short drive from the port, the family-owned Maipe Horse Ranch offers cruise guests the opportunity to meet and learn about pure-bred Andalusian horses, watch a traditional equestrian flamenco performance and dine on tapas dishes.
Groups of up to 45 cruise guests can tour the museum and factory at Experiencia 43, the production facility for Liquor 43. Here, they can learn about the local brand’s history and international expansion, and sample cocktails.
“Cartagena offered not only a stunning backdrop steeped in history and culture, but also a compelling example of how strategic vision and collaboration can transform a port into a leading cruise destination,” said Theodora Riga, president of MedCruise. “In a world defined by constant change, the greatest challenge for our ports and destinations is to identify future trends and determine how best to respond to them.”
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.