CLIA’s Deligianni: The cruise industry underpins the success of the European maritime sector

The cruise industry is reviving, revamping and rebounding, putting the pandemic crisis behind and adapting to the challenges posed by the war in Ukraine and sustainability.

Maria Deligianni, National Director Eastern Mediterranean of the Cruise Lines International Association (CLIA) and a speaker at the upcoming Maritime Cyprus 2023, talks about the economic importance of the industry and offers a glimpse of what the future holds.

How important is the cruise industry to the overall Mediterranean economy? How would you evaluate the strength, dynamism and potential of the maritime tourism industry?

The Mediterranean today is the second most popular cruise destination market in the world after the Caribbean and it continues to show great dynamics and growth potential. This year, cruise tourism is forecast to reach 31.5 million passengers worldwide, which is 106% of the 2019 figure. In fact, cruise tourism is rebounding faster than international tourism arrivals and the Mediterranean is playing a great role in this success and can benefit from this increased trend. From an economic perspective, the cruise industry underpins the success of the European maritime sector, generating €57.6 billion for European economies in 2019 and supporting around 414,000 jobs, out of the $154.5 billion that cruise tourism generates globally. And the Mediterranean plays a great role in this, too. At the same time, more than six in 10 cruise passengers (63%) say they have returned to a destination that they first visited via cruise ship, meaning that cruising benefits land-based tourism as well. These figures are only a small reflection of the industry’s strength and potential, as the intention to cruise is now higher than it was before the pandemic, with 85% of those that have cruised stating they will cruise again (6% higher than in 2019) – a trend that began in the last quarter of 2020, following the industry’s responsible and safe restart, even amidst the pandemic.

How does the global focus on sustainability affect the cruise industry?

Sustainability is not a new priority for our industry. CLIA and its Member Lines are committed to making cruising the best way to discover the world sustainably. Our latest CLIA sustainability report (released on 7 September 2023) confirms a step change in cruise industry uptake of new environmental technologies and shows investment in technologies and alternative fuels that will accelerate the maritime transition towards net zero. The 2023 orderbook data shows that cruise lines are continuing to invest in new vessels with 44 new and technologically advanced ships on order during the next five years, representing an investment of $62 billion since 2019. Our commitment to a sustainable future is based on three pillars of action: reducing the carbon footprint of ships at berth and at sea, investing in advanced environmental technologies onboard and partnering with cities and ports on sustainable tourism.

Cruise ships and cruise operations are becoming more efficient every year, incorporating the latest environmental technologies onboard to reduce air emissions, waste and sort materials, treat wastewater to a higher standard and reduce underwater noise and vibration. More cruise lines are diversifying energy solutions by incorporating multi-fuel engines, trialing fuel cell technology, wind (including solid sail) technology, as well as photovoltaic solutions and battery storage for power shaving. Equally important is the dialogue between the cruise industry and ports and destinations, which is at the heart of responsible cruise tourism. Every destination is unique, so for us there is no “one-size-fits-all” approach. We work closely with many destinations so as to establish through responsible tourism management customized models of sustainable tourism in the places we visit. And our strategy has had visible results! As cruise lines continue to advance their sustainability initiatives, more international travellers say they have a more positive view of the industry’s leadership. According to CLIA data, the percentage of travellers who view the cruise industry as a leader in responsible travel reached 51% in 2022, a 9% increase over the previous year, and this is a very important message for the industry.

What are the current market trends that the cruise industry needs to adapt to? What does

the future hold for the sector?

The future of cruising is the younger generation – and it’s getting younger –while the average age of a cruiser today is 46.5 years. What will be key for the future of cruising is the deployment of vessels, while the opening of new destinations plays a key role in this discussion. I would like to emphasize that the Eastern Mediterranean is really important in that sense, as it is considered to be a region full of opportunities for the cruise industry with a potential that has not yet been unlocked. Another emerging trend is luxury cruising with 30% of newbuilds being smaller luxury cruise ships. Accessibility is another growing need and a cruise is often the only holiday travel option for travellers with limited mobility. And of course, sustainability, with specific environmental goals, new shipping fuels and our commitment for zero emissions, is a top and ongoing challenge which we are turning into an opportunity for a better future. The way people travel around the world is changing fast, especially after the pandemic experience. We have to be flexible and adapt to change but, at the same time, maintain the same high levels of quality, responsibility and sustainability. Our goal is to continue offering a unique experience to every guest and for cruising to remain the best way to discover the world!

This interview first appeared in the September edition of GOLD magazine. Click here to view it.