67th MedCruise General Assembly: Investment, Luxury and New Horizons for Cruising

Against the backdrop of the Mediterranean, which remains the world’s second leading cruise region after the Caribbean, the city of Šibenik in Croatia hosted the 67th MedCruise General Assembly. More than 200 port representatives and 28 senior cruise line executives exchanged views on the trends that will shape the future of the industry. The focus was on investment, new passenger experiences, and the growth of luxury cruising, with the common goal of building a more sustainable and attractive cruise offering for the decades ahead.

Key Takeaways from the Sessions
• Year-round cruising: The need to extend the season was a central theme. Cultural heritage, authentic experiences, and local gastronomy were highlighted as essential elements to attract passengers during shoulder months.

• Sustainability and local communities: Participants emphasized that cruise development must generate direct and measurable benefits for residents, from economic impact to quality of life. One of the strongest messages was: “Cruise tourism, yes, but in a way that fits the local community.”

• Digital transformation: New technologies were identified as critical for the next decade. Smart-port systems, real-time passenger information tools, and green energy management solutions were highlighted as priorities for port upgrades.

• Luxury and new target groups: The growing importance of luxury cruising was underlined, with operators in this segment seeking destinations that combine high service standards, authenticity, and seamless accessibility.

• Collaboration between ports, destinations and cruise lines: It was made clear that no investment can succeed without cooperation at every level. The success of a destination depends not only on the port itself but on the entire experience offered by the city and the surrounding area.

Contribution of Ioannis Bras
Ioannis Bras, CEO of Five Senses Consulting, delivered a workshop on cruise destination development, presenting practical tools such as SWOT and Trend Analysis, Cruise Excursion Books, and Port Evaluation Reports. The discussion focused on how destinations can shift from being potential options in itineraries to becoming must-call ports, a message that resonated strongly with delegates aiming to strengthen their competitive positioning.

Updates from Greek Ports
As CEO of Five Senses Consulting, Ioannis Bras presented the latest developments from Greek ports represented by the company:
• Mykonos: A new tender pier improving access and passenger flow to Matogiannia.
• Paros: A new interface point soon to open in Naousa, doubling the options available for luxury cruise operators.
• Agios Nikolaos: Installation of two new 200-ton bollards, enhancing safety and allowing the port to accommodate vessels up to 250m.
• Kythira: A new ISPS pier for tenders, along with innovative experiences such as pottery workshops, wine tasting, beekeeping, and unique local cooking classes.
• Patras: A dynamic destination reintroducing itself to the cruise market, linking culture with the connectivity of Greece’s third largest city.

Greek Cruise Line Participation
The presence of two Greek cruise lines, Celestyal Cruises and Variety Cruises, added to the strong national representation and further highlighted Greece’s role in Mediterranean cruising.

Regional and International Developments
• Eastern Mediterranean: The region holds strong potential for year-round cruising, but geopolitical developments will determine when itineraries with this scope can be reintroduced.
• Luxury cruising: Luxury brands are actively seeking new destinations that align with the characteristics of this high-end segment. Four Seasons Yachts, Crystal, Ritz-Carlton, Orient Express, and Explora Journeys have already announced an expanded presence in the Mediterranean and in Greece in the coming years.

People Make the Difference
Beyond announcements and projects, the General Assembly remains a forum for people. Networking, exchanging experiences, and strengthening relationships continue to drive the industry forward and inspire destinations to evolve.

Looking Ahead

The discussions in Šibenik made one thing clear: the cruise industry is evolving rapidly, with 70 new ships and 185,000 additional berths entering the global fleet by 2036. Destinations must adapt, investing in upgraded infrastructure, authentic passenge

Ioannis Bras

CEO Five Senses Consulting - Seatrade Ambassador