FITUR CRUISES

The cruise sector is a tourism segment which is heavily reliant on innovation, in the creation of new experiences for cruise passengers, in models for sustainability and in the strengthening of its competitiveness and profitability. This space is offered in collaboration with CruceroAdicto.com

The cruise industry contributes substantially to local and state economies around the world. Hard hit by the pandemic, cruises have embarked on a path to reactivation based on health safety. At the beginning of the year, CLIA estimates indicated an expected 100% recovery of activity by the summer.

Blue tourism” is a tourism segment that is highly committed to environmental sustainability, protecting destinations and positive impacts on their communities. Cruise passengers spend heavily in the destinations visited and often incorporate these places into their future travel routes, feeding back into the destination's tourism demand.

FITUR Cruises 2023, FITUR section

Following the initiative launched at FITUR 2022, in which, under the name FITUR Cruises, a programme of informative and leisure activities aimed at the end customer was implemented with great success in terms of impact and attendance, FITUR Cruises 2023 will expand its scope of action to include the B2B sphere, in addition to B2C.

FITUR Cruises 2023 will be held over 3 days, from Friday, 20 January through Sunday, 22 January. It will take place in a space located in Hall 10, where stands and an auditorium will be set up to hold the different activities.

Objectives of FITUR Cruises

  • Contributing to boosting cruise sales

  • Strengthening the image of sustainability in the cruise industry

  • Providing a meeting point between the cruise industry and tourist ports and destinations

  • Contributing to making the available range of tourist cruises better known

  • For the travel agents who facilitate the sale

  • For passengers who have not yet discovered this type of tourism

  • Strengthening the loyalty of cruise passengers to this form of tourism

B2B Activities


Approximately 50% of cruise turnover is marketed through brokers. The cruise industry needs travel agents to develop a deep understanding of the value proposition of cruises and to know how to bring this form of tourism closer to passengers and make it desirable.

With the aim of achieving the greatest complicity of all potential cruise sellers working in brokering, under the common objective of attracting more people to the world of cruises, FITUR Cruises will develop, hand in hand with the shipping companies, a training programme for travel agents that will improve the knowledge and involvement of such important brokers.

B2C activities


FITUR Cruises is an opportunity to attract new customers to the world of cruises. The weekend's activities will introduce visitors to FITUR – an audience of tourism lovers, who come to the fair to find out about the possibilities and decide on their next holiday destination – as well as all the attractions and special features of this type of travel. A cruise experience on land that will allow them to discover the new world of possibilities that awaits them on board a cruise ship.


The established cruise passenger also has his or her own space at FITUR Cruises. The weekend programme will be designed to fan the flames of their passion for cruising and to bring them proposals and latest developments that will strengthen their loyalty to this form of tourism.

Cruise MARKET

Always open, the central area of the Fitur Cruises space will have the “Cruise Market” for the first time. A space where shipping companies, institutions, ports, and agencies will be represented at different booths and tables where they can interact with visitors and inform passengers and agents; it is the place to interact, do business, or simply enjoy the most seafaring atmosphere at Fitur. In addition, over the course of the 3 days, different professional networking events will be held, as well as meetings for cruise passengers.


Friday, 20 January

10.00 a.m to 7.00 p.m - CRUISE MARKET

Saturday, 21 January

10.00 a.m to 8.00 p.m - CRUISE MARKET

Sunday, 22 January

10.00 a.m to 6.00 p.m - CRUISE MARKET

Cruise Campus

An innovative system of mini courses distilled into 25-minute sessions that deal with a single aspect or topic related to the cruise experience. Presented in a practical way, experts in different fields from the world of marketing, communication and professional travel address all angles of the cruise experience, from how to choose the right ship for every type of passenger to how to pack a suitcase for an Alaskan journey. This learning space is perfectly complemented by the Cruise Market, the central venue of Fitur Cruises, where different professional networking events will be held among shipping companies, ports, and destinations, as well as meetings for cruise passengers.


Friday, 20 January

11.30 a.m to 2.00 p.m – CRUISE CAMPUS *

4.00 a.m to 5.30 p.m - CRUISE CAMPUS *

(*) 25-minute sessions focused on training cruise agents and marketers, presenting experiences and products in a more practical, and not so commercial, way. They are given both by the sponsors and by companies with a booth or stand

Saturday, 21 January

12.00 a.m to 2.00 p.m - CRUISE CAMPUS

4.00 p.m to 5.00 p.m – CRUISE CAMPUS

Sunday, 22 January

12.00 p.m to 2.00 p.m - CRUISE CAMPUS

Programme of activities


11.00 a.m to 11.20 a.m – Welcome

11.30 a.m to 2.00 p.m – CRUISE CAMPUS *

4.00 a.m to 5.30 p.m - CRUISE CAMPUS *

5.30 a.m to 7.00 p.m – OPEN NETWORKING

(*) 25-minute sessions focused on training cruise agents and marketers, presenting experiences and products in a more practical, and not so commercial, way. They are given both by the sponsors and by companies with a booth or stand


11.00 a.m to 11.30 a.m – Welcome

11.30 a.m to 4.00 p.m - CRUISE SCAVENGER HUNT (An intense game focused on cruise passengers, where teams of 1 or 2 people must locate and visit a series of cruise stopovers by solving clues throughout the Fitur pavilions. All teams that successfully complete the stopovers will be entered into a final draw for a chance to win cruise trips for two or excursion vouchers. Two sponsorship options are open: Game Sponsor, Fitur Exhibitors willing to receive participants)

12.00 a.m to 2.00 p.m - CRUISE CAMPUS

4.00 p.m to 5.00 p.m – CRUISE CAMPUS

5.30 p.m to 6.15 p.m - WHITE PARTY (The most popular party on board a cruise ship returns to Madrid! As a grand finale to this first day open to the general public, an intense day will culminate with the White Party where we will present an exclusive cruise ship performance. A meeting of passengers enjoying the fun experience of a cruise away from a ship).

6.30 p.m to 7.30 p.m - SORTEO DE CRUISE SCAVENGER HUNT (All teams that have successfully completed the stopovers will be entered into a final draw to win cruise trips for two or excursion vouchers).


11.00 a.m to 12.00 p.m – CAFE & CRUCEROS (Shall we have a coffee in Madrid to talk about cruises and get to know each other? An informal gathering of members of the Cruise Passenger Club to chat about cruises, travel experiences, and share tips over a nice cup of coffee. Open option for sponsorship by organisations, destinations/ports and tourism companies.)

12.00 p.m to 2.00 p.m - CRUISE CAMPUS

4.00 p.m to 4.45 p.m – CRUISE NEWS (Live broadcast from Fitur Cruises of the LIVE programme “Cruise News” by Cruceroadicto.com. The weekly meeting on the world of cruises will be presented by Jesus García with all the latest developments in the industry and where there will be connections with mobile units within Fitur that are looking to identity what passengers find appealing. As in every programme, at the end passengers will be given the floor to ask their questions, which will be answered live)

5.00 p.m to 5.45 p.m - ANCHOR AWARDS (The winners of the first cruise awards will be announced, voted 100% by passengers, with no interference and full transparency. From the best ship, shipping line and port to the cruise passenger of the year. Sponsored by CruceroAdicto).