19 and operate almost emission-free while in port, so we are using it wherever possible,” says Meier. “Although the European Union has mandated that every major port in the region must provide shore power for cruise ships by 2030, there hasn’t been much progress. We’ll continue to provide early call forecasts to give ports the certainty that shore power facilities will be used regularly if they build them.” In June 2025, Meier joined other cruise executives, shipyard representatives, EU policymakers and regional stakeholders at TUI Group’s Policy Breakfast in Brussels, Belgium, to explore how the cruise industry can help to drive decarbonisation in Europe. As part of this, the group discussed how the EU’s Sustainable Transport Investment Plan could be used as a vehicle to mobilise investments in green infrastructure and sustainable fuels. Participants also considered how the cruise sector could help drive industrial innovation and economic growth in Europe, given that 97 per cent of the world’s cruise ships are already built at European shipyards during projects that provide over 400,000 jobs. “The cruise sector is more than just an important part of European tourism, it’s a strategic industrial asset,” says Meier. “Cruise lines are long-term industrial partners. Every vessel ordered in Europe strengthens local supply chains, drives environmental innovation and supports European jobs. We are consistently focusing on energy efficiency and have equipped our ships with advanced propulsion technologies and other pioneering sustainable innovations that benefit other sectors.” The cruise sector has a positive economic impact on tourism and local communities too. “There is a misperception that cruise lines and their guests don’t spend much in destinations, but it’s actually the opposite,” says Meier. “TUI Cruises’ economic contribution to European tourism destinations from port fees and shore excursions alone amounts to €53 million ($41 million) per year. Guests spend more money on top of that in places such as shops, restaurants and bars. Cruise lines must have close dialogues with ports and local communities to overcome these misperceptions and share best practices to ensure cruise tourism works for everyone.” With stakeholders across the cruise industry and other sectors working together to drive change, Meier believes there is “tremendous room for growth” in the cruise market in Europe and other regions around the world. “Cruise Lines International Association predicts 37.7 million passengers will cruise globally in 2025, but this is still only around two per cent of global tourism, so there’s a lot of potential for us to attract new guests,” she says. “Cruise lines are building more ships, but they’re also phasing out older, less efficient vessels so the industry is growing in a modest, yet healthy and sustainable, way. It’s still a niche form of travel but more people are recognising that cruises offer a safe, comfortable and cost-effective way to meet new people and explore the world.” KEYNOTE Mein Schiff Relax was christened during a ceremony at the Port of Malaga in Spain in April 2025 Photo: Christian Wyrwa/TUI Cruises “ The cruise sector is more than just an important part of European tourism, it’s a strategic industrial asset”
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