Over 214 executives discussed sustainability, digitalisation and new opportunities during panel sessions and a record 500 business-to-business meetings at the 67th MedCruise General Assembly in Croatia. Rebecca Gibson reports Famed for its temperate climate and picturesque beaches and coastlines, the Mediterranean is a popular region for cruise guests to visit in the summer, but could it become a yearround cruise destination? According to speakers at the 67th MedCruise General Assembly held in Šibenik, Croatia, from 30 September to 3 October, the answer is a resounding yes. To extend the season beyond the traditional summer months, speakers suggested ports capitalise on their cultural heritage, showcase their natural attractions, adapt their shore excursion offerings, develop more authentic experiences involving locals and use seasonal celebrations and festive events such as Christmas markets to attract guests. “Forget the name ‘winter cruising’; it’s ‘year-round cruising’ in the Mediterranean,” said Mark Robinson, managing director of BC Cruise Services, referencing MSC Cruises’ yearround operations in Barcelona, Spain, as an example. Panellists cited fewer crowds, easier access to attractions, the chance to offer new cultural experiences involving locals, and the ability to more evenly distribute economic benefits throughout the year as major advantages of off-peak cruising. However, they also identified challenges such as stores and attractions closing during winter months as key barriers to year-round cruising in the region. Despite these issues, speakers agreed the growing cruise fleet and the limited number of global destinations make year-round Mediterranean cruising “inevitable”. “We’re seeing a huge surge in demand for cruising and inevitably, we need to find different destinations,” said Ryan Baird, manager of destination communication, guest experience and product development at Holland America Line. “The world is only so big, so instead of finding new destinations, we need to rethink what that concept of a destination is – year-round cruising in the Med, for example.” Leaders of Cruise Norway, MedCruise, Cruise Saudi and Cruise Lines International Association (CLIA) Europe urged regional and international cruise associations to capitalise on this new growth opportunity and overcome shared challenges. They emphasised the importance of regular meetings, sharing best practices and improving dialogues with policymakers. “Cruise tourism is positive if it’s positive for everyone,” said Theodora Riga, president of MedCruise and president of Corfu Port Authority. Cruise associations must also engage with local communities to drive sustainable socioeconomic impact, said Thanos Pallis, professor of port and maritime economics and policy at the University of Piraeus. Monica Berstad, CEO of Cruise Norway, agreed, saying: “We need to find a way for those who live in a destination to understand why people want to come to visit their beautiful place.” A separate panel discussion also examined the direct and indirect economic impact of cruise activity. Speakers highlighted benefits such as tourist spending, job creation and new investment opportunities, but acknowledged it is crucial for What is the future for cruising in the Med? ASSOCIATION HIGHLIGHTS: REPORT Photo: Rebecca Gibson 80 Šibenik’s Old Town
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