Shaping the Future of Cruise Tourism
From September 30 to October 3, 2025, the city of Šibenik took center stage in the world of cruise tourism as it proudly hosted the 67th General Assembly of MedCruise. The event was not only of great importance for Croatian ports but also for the entire Mediterranean cruise community.
Founded in Rome in 1996, MedCruise represents more than 150 ports across 22 countries, along with dozens of associate members. Its mission is to promote sustainable growth, foster innovation, and unite ports, destinations, and stakeholders in the cruise sector. The association provides a powerful platform for collaboration, advocacy, and international visibility – ensuring the Mediterranean remains one of the world’s leading cruise destinations.
Croatia is strongly represented within MedCruise through the ports of Dubrovnik, Split, Zadar, Šibenik, and Rijeka, as well as Zadar Cruise Port – Gaženica as an associate member.
This year’s assembly, hosted at the Amadria resort near Šibenik, gathered more than 200 delegates, including senior executives from global cruise lines and international media representatives. Over several days, participants engaged in lectures, panel discussions, B2B meetings, workshops, and networking events – all focused on shaping the future of Mediterranean cruising.
Sustainability, Digitalization, and Passenger Experience at the Forefront
The key theme of the assembly was sustainability – in both environmental protection and in balancing the needs of cruise lines, local communities, and destinations. The strong message delivered was clear: sustainable, long-term growth is the only path forward. Without it, the very cultural and natural treasures that draw visitors would be at risk.
The cruise industry is one of the fastest-growing sectors of global tourism, and Mediterranean cities are eager to embrace its benefits beyond the peak summer months. Year-round cruising, which can bring visitors during cooler, less crowded periods, was identified as one of the industry’s greatest opportunities – and challenges.
Speakers emphasized that extending the season requires not just marketing, but also responsible destination management, stronger involvement of local businesses, hospitality, transport, and communities. The Mediterranean, second only to the Caribbean as the world’s most popular cruise region, must embrace cooperation and sustainable practices to secure its position.
Alongside sustainability, innovation and digitalization were central topics. Discussions explored how smart technologies can enhance the passenger experience, improve port efficiency, and reduce negative impacts on the environment and local life.
Year around cruising discussion, USA and UK cruise companies repersentatives with Croatian tourist experts/ source: Cruiseclipping.com / author: Zagorka Stančić
Vrulje Pier Terminal – A Milestone for Šibenik’s Cruise Future
Šibenik’s role as host also spotlighted a major infrastructure project: the new maritime-passenger terminal at Vrulje Pier. With a value of more than €8 million and financed by EU funds, the terminal is being developed in two phases to raise service and safety standards for both cruise visitors and local passengers.
This investment reflects one of the key benefits of cruise tourism – its power to stimulate infrastructure development, generate jobs, and boost local economies. Once complete, the Vrulje terminal will strengthen operational standards, improve the reception of vessels of various sizes, and firmly position Šibenik as a rising star on the Mediterranean cruise map.
Cruise Tourism’s Positive Impact on Infrastructure: The New Maritime Passenger Terminal at Vrulje Pier” / source: Cruiseclipping.com / author: Zagorka Stančić
A Cultural Showcase in the Heart of Dalmatia
Beyond the formal sessions, the MedCruise Assembly gave international delegates the chance to experience the rich cultural heritage of Šibenik, a city boasting two UNESCO World Heritage sites.
The program included guided tours, excursions, and a gala evening, presenting Šibenik and its surroundings in the best possible light.
By combining professional dialogue with authentic cultural experiences, the City of Šibenik and the Šibenik Port Authority highlighted not only their readiness to host global industry events but also the unique appeal of their destination.
This year’s assembly confirmed Šibenik’s growing importance in Mediterranean cruising – and its ambition to be a leader in shaping a sustainable future for the industry.
