FITUR Cruises Analyses the Evolution of Cruise Tourism and New Experience Models in the Sector

FITUR Cruises, organised by IFEMA MADRID in collaboration with the online magazine Cruceroadicto.com, celebrates its fifth anniversary as the leading platform for analysis and professional debate within the cruise industry. Launched yesterday as part of the International Tourism Trade Fair, FITUR Cruises brings together cruise lines, experts and industry stakeholders during the professional days to address market evolution, traveller profiles and new onboard experience models.

In this context, the Cruise Campus hosted an extensive programme of talks with strong attendance from industry experts, who outlined future trends for the sector. For the first time, the programme included round-table discussions with cruise line executives and representatives of the Spanish-speaking market, alongside presentations focused on artificial intelligence applied to cruising, premium, luxury and river cruise experiences, the 2026 product offering, and key aspects of cruise product marketing. Networking activities were also organised to strengthen professional relationships across the industry.

Cruise passenger trends in 2026

Jesús García, founder and editor of Cruceroadicto.com, shared key data on the evolution of the sector, which is forecast to exceed 38 million cruise passengers worldwide by 2026, with the traveller firmly at the centre of the industry. According to the data presented, the 2026 cruise passenger will be better informed, more digital and more demanding, with greater sensitivity to the real price of the experience and a more advanced approach to travel planning, with the 2026–2027 seasons already underway. In this context, 18% of cruise passengers already have at least one cruise booked for 2026.

In terms of preferences, destinations remain the main decision-making factor, ahead of the ship or cruise line. Cruise passengers particularly value value for money, onboard service, itineraries and medium-sized ships, preferred by 41% of travellers over megaships. There is also growing demand for more immersive destination experiences, with longer time spent in port, as well as a rise in short cruises of 3 to 5 nights, aimed at attracting new audiences.

The data also revealed a decreasing reliance on brand loyalty: 82% of cruise passengers are loyal to the experience rather than to a specific cruise line, and two out of three switch companies or ships with each trip. In the booking process, 50% continue to rely on traditional or specialised travel agencies, while direct bookings through official websites and onboard reservations are increasing. Among the main concerns highlighted for the sector were rising final prices, the perception of declining quality among some cruise lines, and shortcomings in after-sales service, all of which influence repeat bookings.

The cruise industry through the voices of cruise line executives and representatives

For the first time, FITUR Cruises hosted two round-table discussions featuring top-level professionals from different cruise lines. Moderated by Andrea Baigorria, CEO and founder of The Tourism Lab, the sessions addressed the role of the ship as a destination, innovation, entertainment and experience personalisation. In this context, Eva Sanchidrián (Mundomar Cruceros) highlighted that “the ship has become an experience in itself,” while Jorge Serrano (Costa Cruises) emphasised that “a cruise functions as a floating resort, beyond the itinerary.” Meanwhile, Gustavo Yacobucci (Scenic & Emerald Cruises) underscored exclusivity and privacy, comparing the cruise line to “boutique hotel experiences.”

The second round table focused on the importance of destinations, cultural immersion and exclusive experiences, with contributions from José Antonio de los Reyes (Baluma Cruises), Marco Gil Díaz (AmaWaterways), and Sonia López Corrales (Norwegian Cruise Line). Speakers agreed that travellers are increasingly seeking authentic experiences, longer stays in port and differentiated proposals that strengthen their connection with the destination, particularly in the river cruise and premium segments.

In the final session of the morning, Jorge I. Pérez, Deputy Executive Director of the Puerto Rico Tourism Company, highlighted the island’s many attractions both for cruise passengers and for cruise lines themselves. The second day of FITUR Cruises also featured one of the onboard parties experienced on Virgin Voyages ships.

Winners of the fourth edition of the Cruceroadicto Awards

FITUR Cruises hosted the presentation of the 4th Cruceroadicto Awards 2025, the cruise industry awards decided entirely by the Spanish-speaking traveller community and certified by AENOR. The 2025 edition recorded a participation record, with voting recognising the best cruise line, best ship and best port of 2025, along with several additional subcategories.

• Best Family Cruise Line: MSC Cruises
• Best Premium Cruise Line: Celebrity Cruises
• Best Upper Premium Cruise Line: CroisiEurope
• Best Family Cruise Ship: MSC Euribia
• Best Premium Cruise Ship: Celebrity Infinity
• Best Upper Premium Cruise Ship: Queen Victoria
• Best River Cruise Ship: Emerald Star
• Best Home Port (Global): Barcelona, Spain
• Best Port of Call (Global): Valletta, Malta
• Best Port in Asia: Singapore
• Best Port in Atlantic Europe: Reykjavík, Iceland
• Best Port in the Caribbean: San Juan, Puerto Rico
• Best Port in the Mediterranean: Barcelona, Spain
• Best Port in Northern Europe: Copenhagen, Denmark
• Best Port in North America: Miami, United States
• Best Port in Oceania: Sydney, Australia
• Best Port in the Middle East: Dubai, United Arab Emirates
• Best Port in South America: Buenos Aires, Argentina

A weekend of activities to discover the world of cruising

Over the weekend, FITUR Cruises opens its programme to travellers, offering activities designed to bring the world of cruising closer to the general public. Through the Cruise Campus, visitors can attend specialised talks to learn about the latest developments in the sector. Café & Cruises, conceived as informal gatherings among travellers, provides a space to share enriching experiences.

The popular Cruise Scavenger Hunt, sponsored by Discover Puerto Rico, also returns. Visitors tour the FITUR pavilions following an itinerary of cruise-related “ports of call,” with prizes including major trips, visits and excursion vouchers.