Last week, the 12th edition of Seatrade Europe – Cruise & River Cruise Convention convened at Hamburg Messe und Congress, drawing over 3,000 industry professionals from about 100 countries. The event, held 10-12 September 2025, saw more than 250 exhibitors and participation from 75 cruise line brands, representing a reported 30% attendance growth compared to the 2023 show.
The exhibition floor included new formats this year: a Destination Discovery Zone to present emerging cruise destinations, a Tech Zone focused on innovation needs such as shore power and technology suppliers, and a Newcomers Boulevard showcasing up-and-coming brands and services.
Conference programming under the theme “Future Forward” featured over 140 speakers addressing topics that included decarbonisation, guest experience, community engagement, shore power, and alternative fuel supply. A heightened focus was placed on river cruising during a dedicated River Cruise Day, where representatives from cruise lines, shipyards, ports, and suppliers discussed vessel design, sustainable technologies, and the expansion of river destinations.
This year’s edition introduced special access days: Travel Agent Days (11–12 September) allowed agents free entry, while Destination Discovery Friday opened the doors to private cruise enthusiasts for the first time. The event also hosted the 19th Seatrade Cruise Awards, recognising excellence across multiple categories.
Following the convention, the Hamburg Cruise Days will occur from 12-14 September, transforming the Port of Hamburg with illuminated harbour displays, a ship parade, and a shoreside programme—eight cruise ships will participate.
Seatrade Europe is biennial. The next editions are confirmed for 15-17 September 2027 and 12-14 September 2029.