International Cruise Summit 2024 Now Underway in Madrid

The International Cruise Summit 2024 will be held in Madrid on November 12 and 13. The Hotel Meliá Castilla was chosen as the venue for this essential event, a must on the agenda of all tourism stakeholders involved in cruise travel worldwide.

The first day began with a few words in memory of those affected by the DANA storm in various Spanish provinces, especially in Valencia. Then, key Spanish authorities spoke, starting with Carolina Toledo Martínez de Galinsoga, Deputy Director General for Tourism Promotion of Madrid, who remarked on the city’s commitment to tourism.

Álvaro Rodríguez Dapena, President of Ports of Spain, the country’s major port authority, emphasized that digitalization and the pursuit of renewable energy sources are the biggest but achievable challenges facing Spanish and global ports. Rodríguez Dapena highlighted the contributions of Spain’s maritime sector, which adds €4.5 billion in value and creates 400,000 jobs annually. He also underscored the strategic importance of ports such as Ceuta, Melilla, and those in the Canary Islands, which face unique challenges due to their intercontinental locations but benefit from strong support within Spain’s port and maritime community.

The event was presented by Virginia López and Nicky Guerrero, President of ICS 2024.

Following their introductions, Kelly Craighead, President and CEO of Cruise Lines International Association (CLIA), began the summit program. She noted that responsible growth in cruise tourism has become a decisive factor for consumers, with demand increasing since 2020, reaching 107% of pre-pandemic levels in 2023. She also shared economic data collected by CLIA, revealing a global impact of €156 billion and 1.6 million jobs created by the cruise industry.

The first expert panel focused on strategies for a thriving cruise industry. Panelists included Theodora Ruga from the Thessaloniki Port Authority, Juan Trescastros, President of Virgin Voyages, Simone Maraschi from Cruise Europe (sponsor of this session), Jonathan Daniels of the Maryland Port Authority, and moderator Olga Piqueras from International and S. The discussion centered on the “real formula” for sustaining the industry, with recommendations that government authorities support infrastructure improvements and respect local community needs, as environmental commitment is essential. Panelists agreed on the role of digitalization and new technology, as well as the importance of reinforcing companies' commitments to local communities and collaborating with their business networks.

Shannon McKee, President of Access Industry Inc. and cruise industry expert, presented “Entrepreneurship and Artificial Intelligence in the Industry.” The charismatic influencer shared valuable insights on entrepreneurship, brand building, and productivity management, focusing on HITL (Human-in-the-Loop) AI, a model that integrates human interaction. McKee pointed to the potential of this technology to enhance human effort in business and entrepreneurship.

Next, Vianney Vautey, COO of Orient Express Silenseas, presented on “one of the smallest yet most luxurious cruise ships in the world.” He noted the iconic reputation of the Orient Express trains, a legacy now translated into an ultra-luxury hotel ship that will connect Paris and Istanbul by sea. This reinvention of luxury will feature the world’s largest sail-powered cruise ship.

After a short networking break, other presentations included Fernando Pacheco, Director of MSC Cruises in Spain, who discussed the benefits of leasing cruise ships—a common practice for smaller companies in the luxury sector aimed at personalizing the guest experience. Another presentation highlighted the educational partnership between Les Roches and Silversea in offering a Diploma in Cruise Leadership at the renowned hospitality school. The presenters noted that finding highly skilled professionals for the high-luxury cruise market can be challenging, given the exclusivity of this segment, and encouraged collaborative training efforts across companies in the industry.

Alexandre Costa Gonçalves, Team Leader of ETIA Central Unit, gave a presentation titled “The Rules of Travel in Europe are Changing,” which covered the upcoming regulations for travel and transport visas in the European Union beginning in 2025. The new rules will streamline border control by eliminating manual passport stamping and expediting procedures for travelers and cargo entering the EU by sea.

A highly relevant presentation followed, delivered by Lisa Parnell and John Arque, directors of Cruise Dialysis, an initiative allowing dialysis patients to travel without interrupting treatment. Cruise Dialysis offers the necessary equipment and tools for continuous medical care, ensuring that illness need not prevent travel, though it does require additional planning.

The day continued with a second panel featuring Matias Lira, Gabriella Fonzo, Etne Williamson, Giles Hawke, Kevin Bubolz, and Leonardo Massa, moderated by Gabriele Bassi, Editor-in-Chief of Cruising Journal, and sponsored by MedCruise, the Mediterranean association of cruise ports. Panelists discussed the cruise product in terms of commercial operations, sales strategies, product development, and marketing opportunities for port industry brands.