168 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 A total of 165 delegates from MedCruise member ports, associate member organisations, more than 20 cruise lines and eight international media outlets attended both conference sessions and networking events during the 66th MedCruise General Assembly MEDITERRANEAN: REPORT The 66th MedCruise General Assembly had one key message: collaboration is critical for the sustainable growth of cruising in the Mediterranean and its adjoining seas. Rebecca Gibson reports Stronger together Photos: Port Authority of Cartagena/MedCruise
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