81 ports to more effectively measure and communicate the value of cruise tourism to locals. Lorenzo Vera Franco, commercial unit manager at Port of Motril, gave an insight into a new MedCruise project to help member ports achieve this goal. Another session explored how ports can continue to grow cruise traffic and expand marine infrastructure while maintaining positive relationships with local communities. Aslı Değer, customer relations assistant manager at Galataport Istanbul, outlined how growing cruise traffic can create new jobs for locals, while Guido Vettorel, head of development and promotion at the Ports of Ancona, Pesaro, Ortona, shared how establishing the Adrijoroutes network and actively engaging communities has helped four Croatian and four Italian ports to drive sustainable cruise growth. Delphine Beudin, head of business development at Ports of Toulon Bay, advocated for ports to use shore power and improve water and waste management to decarbonise their operations. She also invited ports to join the Green Bay project, a European initiative led by Ports of Toulon Bay which has developed sustainability guidelines for passenger terminals. In addition, Josip Rukavina, CEO of Vectorino, suggested ports build digital twins to rapidly test new development ideas and accurately predict the impact they will have on everything from air quality to electricity consumption. Showcasing plans to locals and stakeholders via virtual models makes it simpler to gain their approval too, he said. “Because everything becomes visual it is so much easier for people to understand what will happen.” Generative artificial intelligence (AI) and virtual reality (VR) also have the potential to help ports streamline operations, improve marketing, cut costs and more. The benefits of both technologies were discussed during a panel about digital transformation, where Melissa Witsoe, senior product manager for the Mediterranean, South Pacific and Asia at Windstar Cruises, described how the cruise line is using AI tool Microsoft Copilot to expedite tasks like tour pricing and itinerary planning. Witsoe also participated in a live demonstration showing how VR can reduce the time, costs and safety risks involved in training staff. The demonstration was led by Antonis Karydis, managing director of VR technology provider Mativision, who Photo: credit Some of the 214 delegates who joined business-to-business meetings, networking sessions and conference sessions at the MedCruise General Assembly in Šibenik “MedCruise General Assemblies are key moments of collaboration, bringing together ports, cruise lines and institutional partners to exchange ideas, share best practices and collectively drive the growth of sustainable cruising across the Mediterranean and its adjoining seas. They are dynamic forums where innovation, dialogue and partnership translate into tangible action for greener, more inclusive destinations. We will celebrate 30 years of MedCruise at our next assembly in Palermo, Sicily, from 9-12 June 2026, honouring our shared achievements and renewing our commitment to a responsible and resilient future for cruising.” Theodora Riga president of MedCruise Photo: MedCruise Photo: Rebecca Gibson Small cruise ships access the naturally protected harbour in Šibenik’s city centre via St. Anthony’s Channel
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