Industry leaders convened at the fifteenth International Cruise Summit in Madrid (Spain) to analyze operational challenges, with a predominant focus on the expanding role of artificial intelligence. The 2-day forum, inaugurated by government tourism and port authorities, featured executives from more than 25 cruise lines and related sectors.
Discussions highlighted the industry's substantial economic impact, citing 35 million global passengers in 2024 and a worldwide economic contribution of US$198 billion. A key point of consensus was the need to better communicate this economic value and the sector's sustainability leadership to government authorities, who were noted as sometimes implementing counterproductive tourist taxes.
The application of AI was a central theme, with its integration into sales platforms, itinerary planning, and environmental impact prevention cited as key developments. Presenters noted that while human oversight remains critical in certain planning functions, AI is increasingly instrumental in optimizing operational processes.
Concurrent with technological trends, the luxury segment was identified as growing at a rate triple the industry average. In an interview, Jonathan L. Wilson, President and CEO of Aman at Sea, detailed the company's forthcoming yacht, Amangati, which will prioritize exclusive experiences and a high crew-to-guest ratio. This reflects a broader industry shift toward creating unique, memory-driven journeys for passengers, from exclusive shore excursions to enhanced onboard content for social media promotion.
The summit also addressed operational challenges posed by climate change, including the viability of traditional daytime excursions in cities experiencing extreme summer heat. Contingency plans and the potential for shifting port calls to evening hours were debated as potential adaptations. The dates for the subsequent summit in 2026 were confirmed for November.