In Cartagena, MedCruise Charts the Future of Sustainable and Inclusive Cruising
Cartagena, Spain – June 13, 2025 – MedCruise, the Association of Mediterranean Cruise Ports, successfully concluded its 66th General Assembly in the historic port city of Cartagena, celebrating both the ongoing growth of cruise tourism in the Mediterranean and the 150th anniversary of the Port of Cartagena.
Held from 10th to 13th June at the Auditorio El Batel conference centre, the event gathered over 26 delegates from more than 20 cruise lines, 47 MedCruise member ports, 22 associate members and representatives from international media outlets. Organised together with the Port Authority of Cartagena and supported by the City of Cartagena, the Assembly marked a milestone in the city’s transformation into a leading cruise destination.
The MedCruise General Assembly served as a key forum for discussing the future of cruise tourism in the Mediterranean, with a strong focus on sustainability, innovation and local community engagement.
The Assembly also highlighted the growing importance of social impact and community engagement within the cruise sector. These topics resonated strongly with attendees, reflecting a shared commitment among MedCruise members and cruise lines to foster meaningful connections with local communities across the Mediterranean.
The President of MedCruise Theodora Riga stated “On the occasion of the 66th General Assembly of MedCruise, Cartagena has offered not only a stunning backdrop steeped in history and culture, but also a compelling example of how strategic vision and collaboration can transform a port into a leading cruise destination. In a world defined by constant change, the greatest challenge for our ports and destinations is to identify future trends and determine how best to respond to them.”
During the General Assembly, three new Associate Members were formally introduced to the MedCruise community. Amalfi Coast Cruise Terminal, Gelasakis Shipping Agency and Global Cruises each had the opportunity to present their organisations and express their interest in contributing to the Association’s work and initiatives.
Strategic Panels and Forward-Thinking Discussions
The Assembly featured an array of high-level panels, working groups and B2B sessions tackling critical industry topics such as itinerary evolution, artificial intelligence in tourism, environmental innovation and the role of local communities in shaping cruise experiences.
Rethinking Itineraries for a Changing Mediterranean
The opening panel, “The Future of Mediterranean Cruise Itineraries,” moderated by Virginia López Valiente, CEO of Cruise News Media Group, brought together leaders such as Giora Israel, President of Giora Israel LLC, Crystal Morgan from Seabourn, Simone Frontini from Costa Crociere, and Mark Robinson from BC Tours. Speakers discussed the shift towards more flexible itineraries, the rising demand for overnight calls, and the role of sustainability in itinerary planning.
Smart Tourism: AI Meets Cruise Travel
The session on AI, titled “The Future Of Destination Services & AI”, with Eric Benedict, Vice President & Chief Administration Officer in Access Cruise Inc,explored how technology is transforming the cruise passenger journey—from intelligent multilingual chatbots and predictive analytics to smarter destination marketing. Case studies like Benidorm showcased how ports and destinations can adopt tech-driven models to better engage cruise visitors and meet evolving expectations.
Ports and People: Strengthening the Connection
Moderated by Laura Cimaglia, from Taranto Port and MedCruise Vice President the panel on “Cruise Passenger Experience & Community Engagement” included Jon Olav Stedje from MSC Cruises, Abigail Crossley from Carnival Corporation, José Sánchez from AIVP, Hortensia Sánchez from the Port Authority of Cartagena, and Ioannis Bras from Five Senses Consulting & Development. The discussion emphasised a people-first approach, with ports and cruise lines working in tandem to minimise community disruption while maximising positive local impact. The inclusion of crew members as vital cultural bridges was also highlighted.
Towards a Greener Cruise Industry
The discussion panel, “Charting a Greener Course – Innovations for Sustainable Cruising in the Med,” moderated by Valeria Mangiarotti from Sardinian Ports and Member of the Board of Directors of MedCruise, featured insights from Sacha Rougier from Orient Express, Sylviane De Tracy from Ponant, Ana Lourenço from the Port of Lisbon, and Francesca Antonelli from Valencia Port. The conversation centred on emissions reduction, LNG bunkering, OPS readiness and smart water use. Cartagena’s own efforts in electrifying cruise berths were applauded as a model for regional progress.
The Future of Port Infrastructure
During the discussion panel “Looking to the Future of Port Infrastructure” moderated by Anne-Marie Spinosi from Corsica Ports and MedCruise Senior Vice President, experts such as Odette McFarlane from Carnival UK, Fiona Noone from Marella Cruises, Gilson Cruz from Cabo Verde Ports, and Serafin Blazquez from Cruise Saudi contributed to a session on new terminal development. Discussions focused on building flexible, future-proof infrastructure that accommodates both large and niche vessels, enhances passenger flow and integrates technology for operational efficiency and customer satisfaction.
Exploring the region
On the final day of the Assembly, delegates had the opportunity to unwind and explore the region through a selection of tailored shore excursions. Participants could choose from three immersive experiences: a scenic catamaran tour of Cartagena’s historic port followed by a cultural walk through its Roman and modernist heritage; a trip to Cabo de Palos featuring a coastal boat tour, swimming and a seafood lunch; or a cultural journey to Murcia, where guests visited the majestic Cathedral, the ornate Real Casino and enjoyed a stroll through the vibrant city centre. These excursions offered a memorable conclusion to the Assembly, combining relaxation, discovery, and a deeper appreciation of the host region’s rich maritime and cultural legacy.
MedCruise extends its sincere thanks to all those who helped organise and deliver these experiences, whose dedication ensured a warm welcome and an unforgettable day for all participants.
In addition, MedCruise would like to extend its heartfelt thanks to the Port Authority of Cartagena, the City of Cartagena, and all the partners and sponsors whose support and cooperation made the 66th General Assembly such a resounding success. Their warm hospitality, commitment and dedication were instrumental in delivering an unforgettable experience for all attendees.
About MedCruise
The Association of Mediterranean Cruise Ports.
The mission of MedCruise is to promote the cruise industry in the Mediterranean and its adjoining seas. The Association assists its members in benefiting from the growth of the cruise industry by providing networking, promotional, as well as professional development opportunities.
Established in Rome on the 11th of June 1996, by a collaborative agreement between 16 ports in seven different countries, the MedCruise membership spreads today in 22 countries and is located in three different continents, Africa, Asia and Europe. MedCruise represents more than 159 ports and 50 associate members.
For more information, visit the MedCruise website.
