Leading tourism into balance
TOURISM IN BALANCE
COMMENT
How cruise is leading tourism into balance Tourism is searching for new ways to align growth with responsibility, and the cruise sector is quietly leading the way. Anne-Marie Spinosi , Senior Vice President of MedCruise, explains how data, collaboration and community engagement are helping destinations grow better – not just bigger
A s ITB Berlin marks 60 years of global tourism leadership, the cruise sector stands at a critical juncture. Representing less than 10% of visitor numbers yet delivering measurable destination benefits – with more than 40% of ports reporting increased local business revenue – the focus has shifted from growing more to growing better. MedCruise, the world’s largest association of cruise ports, represents 160 port members and 59 associate members across 22 countries in the Mediterranean and adjoining seas. It sits at the forefront of a cruise model that aligns economic value with environmental responsibility, digital innovation and social acceptance – a future increasingly defined by data, digitalisation and collaboration. From an economic perspective, cruise tourism delivers measurable benefits when managed strategically. Across the MedCruise network, ports capture value through passenger and crew spending, port services and excursions, helping diversify local economies and extend the tourism season. Ajaccio, Corsica, offers a clear example of what cruise tourism can deliver. In 2023, more than 400,000 cruise passengers generated over €20 million in turnover, including €13 million in passenger spending, €1.3 million from crew and more than €6 million from excursions. Beyond organised tours, 76% of passengers and crew spent money ashore, supporting around 240 local jobs and helping extend the season into
network, ports are investing in infrastructure and management models aligned with EU priorities such as Fit for 55, including onshore power supply, environmental charging schemes and digital monitoring tools. These investments are essential to building trust and social acceptance, particularly in destinations facing high tourism pressure. Recent research across more than 400 European cruise ports reveals cruise visitors represent a small share of total arrivals yet generate comparatively high local spending, often distributed beyond historic centres through secondary destinations. Collaboration with cities and communities is equally critical. Since 2021, MedCruise has partnered with NGO AIVP through a joint Cruise Port City working group, developing the Cruise Port City Compass – a practical guide to strengthening port–city relations. The initiative’s second phase now turns to governance, citizen engagement, mobility and flow management, helping ensure cruise tourism enhances quality of life for residents as well as visitors. In this context, ITB Berlin's theme Leading Tourism into Balance reflects the course already set by MedCruise and its members. Through cooperation, evidence-based planning and digital innovation, MedCruise demonstrates that cruise tourism can support a competitive, climate-neutral and inclusive tourism economy, turning purpose into practice for the Mediterranean and beyond.
spring and autumn. High satisfaction levels (81%) and a strong intention to return within three years (96%) further reinforce cruise tourism’s lasting value for the destination.
Recognising the importance of credible, comparable evidence,
MedCruise has launched an Economic Impact Assessment Working Group with the University of Piraeus. The aim is to develop a harmonised methodology to measure direct, indirect and induced impacts across ports and regions. In 2026, 10 pilot ports will begin data collection, with initial results expected in 2027. This work will support evidence-based decision making, strengthen transparency with communities and help identify ways to increase local value through better excursions, port–city integration and partnerships with local SMEs. Measuring impact is not an end in itself; it is a tool to shape smarter outcomes. Digitalisation plays a central role in this shift. Through its Blue Community initiative, MedCruise supports members in becoming digital leaders via a collaborative learning platform focused on data management, port ecosystem integration and visitor experience. Anticipation – rather than reaction – is key. By using data to better manage flows and resources, ports can improve efficiency while balancing the impact of cruise activity on destinations. Sustainability and governance underpin these efforts. Across the MedCruise
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