FITUR Cruises 2025 highlights the rise of blue tourism

International

Experts affirm that cruise passengers are loyal to the cruise experience but not to cruise lines, as they enjoy trying new products and travel styles.

The third edition of the Cruceroadicto Awards honored the best cruise lines, ships, and ports of 2024.

FITUR Cruises, the section dedicated to the world of cruises at the International Tourism Fair organized by IFEMA MADRID, taking place from January 22 to 26, has highlighted the growing popularity and significant increase in cruise travel worldwide. According to industry booking forecasts, more than 37 million passengers will embark on this form of tourism in 2025. Additionally, sector experts have stated that cruise passengers “are loyal to the cruise experience but mostly disloyal to cruise lines, as they enjoy trying new products and travel styles.”

FITUR Cruises has hosted numerous activities and presentations aimed at both professionals and the general public, analyzing the latest trends and future developments in the sector. During the first two days, various events and talks stood out at Cruise Campus. In an innovative format, these sessions successfully presented the world of cruises from every perspective, revealing enlightening data on trends and innovations in both cruise lines and passenger preferences.

Among the presentations, UCM professor Frank Babingerse analyzed the current situation and challenges facing cruise ports, while the team from Baluma Cruises, representatives in Spain of Celebrity Cruises and Azamara, showcased the unique elements of premium cruise lines. Costa Cruises, a popular cruise line, introduced travel agents to its 2025 product offerings and highlighted the convenience of its “All-Inclusive” packages for enjoying “worry-free cruise vacations.” Costa also organized a networking event. Various other talks examined the current state of the cruise industry.

Who is the cruise passenger and what do they seek?

Jesús García, editor-in-chief of Cruceroadicto.com Magazine, analyzed the profile and preferences of cruise passengers in 2025. He identified key reasons for booking a cruise, stating that “cruise passengers are loyal to the cruise experience but mostly disloyal to cruise lines, as they enjoy trying new products and travel styles.” According to García, “the 2025 cruise passenger is more demanding and conscientious, spends more, is increasingly interested in ‘slow traveling,’ leans towards last-minute getaways where price is a determining factor, seeks embarkation points close to home (no more than three hours away), desires to feel sustainable, embraces workations, and is open to off-season travel to avoid overcrowding.” Another presentation focused on the luxury cruise sector. Emerald Spanic revealed the keys to effectively marketing luxury cruises to an audience of travel agents.

FITUR Cruises will continue its program of events and presentations in the coming days, covering topics such as redefining ultra-premium cruises, the keys to the success and popularity of Spanish-language cruise excursions, maximizing vacation enjoyment, travel insurance, and more. Additionally, the popular Cruise Scavenger Hunt, sponsored by Intermundial, will take place over the weekend. Teams will solve clues and visit various cruise stops throughout the FITUR pavilions for a chance to win prizes such as cruises for two, excursion vouchers, or travel insurance.

FITUR Cruises 2025 features significant participation from leading cruise lines such as Costa Cruises (Italy); Baluma Cruises, representing Celebrity Cruises (USA) and Azamara (USA) in Spain; NCL Holding, including Norwegian Cruise Line (USA), Oceania Cruises (USA), and Regent Seven Seas (USA); and Emerald Spanic, representing Emerald Cruises (Australia) and Scenic Luxury Cruises (Australia) in Spain. Also present is Shore2Shore, a company specializing in Spanish-language excursions and tours for cruise passengers.

Cruceroadicto Awards

FITUR Cruises also hosted the third edition of the Cruceroadicto Awards in an event attended by most of the 40 finalists across 16 categories. These international awards give travelers a voice in selecting the best cruise lines, ships, and ports of 2024, with winners determined by passenger votes. The winners are:

BEST ASIA PORT: YokohamaBEST

ATLANTIC EUROPE PORT: Lisbon

BEST CARIBBEAN PORT: San Juan, Puerto Rico

BEST MEDITERRANEAN PORT: Barcelona

BEST NORTHERN EUROPE PORT: Flam

BEST NORTH AMERICA PORT: Miami

BEST MIDDLE EAST PORT: Dubai

BEST SOUTH AMERICA PORT: Rio de Janeiro

BEST GLOBAL HOMEPORT: Barcelona

BEST GLOBAL PORT OF CALL: Valletta

BEST UPPER PREMIUM SHIP: Queen Elizabeth

BEST PREMIUM SHIP: Celebrity InfinityBEST FAMILY SHIP: MSC World Europa