82 EYEBROW One of the most popular attractions near Šibenik is Krka National Park, which is home to Skradinski Buk waterfall, the longest tufa barrier in Europe recommended ports identify key operational challenges and learn about the capabilities of different technologies before investing in new tools. “Technology only works when it actually solves problems that exist,” he explained. Alberto Delgado, director of digital transformation consulting at Seidor, stressed the importance of sharing expertise, explaining that his company has formed the Blue Community Project to help ports boost their digital skills via practical tips, best practices and expert insights. “Digitalisation wins when the port or the cruise company learns about, applies and shares technology in the best way.” Participants agreed that true digital transformation is driven by visionary leaders who understand how technology can be practically applied to solve real issues. “We need people with this kind of vision who want to take risks to show the others the way,” said Luz Marina Espiau Moreno, head of the commercial and business development division at Tenerife Ports Authority. “We are not thinking about development anymore; we have to be in the digital era right now, our sector has to make the real jump.” Ports and cruise lines were also encouraged to prioritise social media – particularly LinkedIn – as a critical tool for showcasing destinations, building relationships and achieving their business goals in a workshop led by Scott Eddy, hospitality and social media strategist, and Andrea Baigorria, CEO and founder of The Tourism Lab. Both speakers highlighted the business benefits of social media, with Eddy explaining the platforms can allow ports to “tell stories that are impossible to get out there otherwise” and Baigorria adding they are “another way of being able to expose opportunities, create synergies, generate ideas and continue conversations.” They advised ports to set aside time for social media, commit to posting regularly, use employees as advocates and experiment with different types of content such as static posts, videos and carousels to find what resonates best with their target audience. “People say they don’t have the time for social media but… everybody can cut five minutes here and there,” said Eddy. “The reason you don’t have time is because it’s not a priority. You need to schedule it just like any other important meeting. You have no idea of the potential reach you can actually have if you just put in a little bit of effort.” MEDITERRANEAN: REPORT Founded in 1066 AD, Šibenik is the oldest town on Croatia’s Adriatic coast and is located in central Dalmatia, where the Krka river meets the Adriatic Sea. Smaller cruise ships can berth on the city’s waterfront, while those over 228 metres anchor at Zablaće fishing village, eight kilometres south of Šibenik. The port will host 95 calls and 35,000 cruise guests in 2025, but expects a record 116 calls in 2026, when it will also open a new passenger terminal. Notable attractions include St. Michael’s Fortress, Barone Fortress, St. John’s Fortress and the Cathedral of St. James, a Unesco World Heritage Site (pictured). Other popular options include boat tours along St. Anthony’s Channel to St. Nicholas Fortress, the city’s second Unesco World Heritage Site, or trips to the Red Coral Museum on Zlarin Island. Visitors can also take a short drive to Krka National Park to walk the waterfall circuit and see highlights such as Skradinski Buk Waterfall, tour historic watermills or take a boat to the island on Visovac Lake, which is home to a museum and an active monastery. Read our interview with Joško Šupe, deputy general manager at the Port of Šibenik Authority, to learn more: bit.ly/3JyraOe Sailing into Šibenik Photos: Rebecca Gibson
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