171 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. MedCruise organised traditional flamenco shows and other entertainment to immerse delegates in the culture of Cartagena MEDITERRANEAN: REPORT 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. Photos: Rebecca Gibson 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 familyowned 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. Photos: Port Authority of Cartagena/MedCruise
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