Opening ICS 2025, Carolina Toledo Martínez de Galinsoga, Deputy Director General of Tourism Promotion for the Community of Madrid, and Gustavo Santana Hernández, President of Puertos del Estado, highlighted the strategic relevance of cruise tourism not only for Spain but for destinations worldwide. The forum provided insights into the sector’s strong recovery and the challenges it continues to face.
The global cruise industry reached 35 million passengers in 2024 and generated an estimated USD 198 billion in economic impact—an 18% increase year-on-year. In Europe alone, the sector supports around 440,000 jobs. Despite these indicators, speakers noted that many government authorities remain unaware of the value cruise tourism brings to local economies and continue to introduce additional tourist taxes. Industry leaders reiterated the need for clearer communication around the sector’s economic, social and sustainability contributions.
Throughout the summit, AI stood out as the most influential emerging tool. In sales, Expedia has already launched an AI-powered travel planner expected to reach 400 million users, while e-Hoi is preparing its own AI sales assistant. In itinerary planning, human expertise remains essential, yet AI is increasingly used to streamline processes and optimise operations behind the scenes. Environmental monitoring and predictive sustainability management were also cited as key areas where AI will expand its impact.
Luxury cruising is currently the fastest-growing segment in the market, expanding at three times the industry average. Major hotel groups – including Ritz-Carlton, Four Seasons, Orient Express and Aman – are accelerating their entry into the sector.
Aman-at-Sea
A highlight of the event was the interview with Jonathan L. Wilson, President and CEO of Aman at Sea, conducted by Virginia López Valiente, CEO of CruisesNews Media Group. Wilson shared exclusive information about the brand’s first vessel, the yacht Amangati, scheduled to launch in summer 2027. Designed for just 94 passengers served by 207 crew members, the yacht will offer ultra-luxury experiences, including helicopter embarkation. Wilson described luxury as “something money can’t buy,” emphasising the focus on creating personalised memories through large suites with 10×10-foot windows, Japanese-inspired design and itineraries visiting some of the world’s most exclusive destinations.
The summit also highlighted broader experience-driven trends across the industry. Cruise lines are enriching pre- and post-cruise moments, from themed itineraries inspired by film locations to transforming airport transfers into scenic train journeys through natural parks. These curated experiences are also becoming valuable content for social media, now a central channel for sales and brand engagement.
Climate change was another major discussion point, with summer temperatures expected to reach 45ºC in some destinations, making traditional daytime excursions less feasible. Some cities are developing contingency plans, and ICS participants explored whether afternoon or evening excursions could become a practical solution.
The dates for the next edition of the International Cruise Summit have already been confirmed. ICS 2026 will take place on 10–11 November at the Hotel Meliá Castilla in Madrid, continuing the sector’s dialogue on innovation, sustainability and growth.
