The Alicante Costa Blanca Tourism and Cruisers Association (ALCTC), in partnership with MSC Cruises and the Alicante Provincial Council, hosted the fifth edition of the Alicante Costa Blanca Conference. The forum offered an in-depth look at the current landscape and the projected future of cruise tourism in the city and its surrounding province.
This important event took place at Santa Barbara Castle and was moderated by the director of Esatur Services in Alicante, Luis María Pizana. A roster of esteemed industry experts shared insights on the economic potential and social impact of cruise tourism for the region.
Speakers highlighted several key opportunities, including the development of a central port to anchor cruise activity for Alicante and the wider province starting in the summer of 2022.
ALCTC welcomed the forecasts presented by Fernando Pacheco, CEO of MSC Cruises. Pacheco outlined plans for growth from 18 departures in 2022 to 32 departures from the Alicante base port in 2023. Such expansion is expected to boost visitors to the city and set a benchmark for other shipping lines considering Alicante as a home port.
The discussion also touched on ways to make Alicante better known and to showcase lesser-known provincial towns through mountain experiences and curated content. Emphasis was placed on sustainability, including the introduction of electric buses to reduce emissions and enhance travel experiences.
Luis Blanes of MSC Cruises spoke about expanding excursion options and experiences, noting that more local promoters would emerge to market Alicante as a destination and to broaden the city’s appeal beyond traditional cruise stops.
Throughout the forum, invited experts shared perspectives and recommendations aimed at enriching the tourist offering for all industry stakeholders.
At the opening of the meeting, the President of the Costa Blanca Provincial Tourist Board, Jose Francisco Mancebo, thanked MSC Cruises for its commitment to Alicante. He expressed confidence that the day’s outcomes would guide both private sector efforts and public administration in prioritizing future work.
Elena Lumbreras, head of the Alicante City Council Tourist Board Service, noted that the collaboration between the Port of Alicante, ALCTC, and the Municipal Tourism Board demonstrates a genuine public-private partnership in action.
Lumbreras announced upcoming port improvements designed to enhance the first impression cruise passengers receive upon arrival. Several tourist sites, including the Castillo de Santa Bárbara, have already benefited from revitalization, improved services, better accessibility with lifts and shuttle options, and a stronger promotional presence.
Mónica Bautista, commercial director of the Alicante Port Authority, stressed that the port needs ongoing improvements to ensure a pleasant, clean, and welcoming first contact for passengers. She praised the collaboration between the Port Authority and the Deputy Mayor for effective execution.
Francesco Balby, president of ALCTC, expressed gratitude for MSC Cruises’ trust and the Municipal Council team’s support. He noted that reaching the port and establishing it as a dream base has helped Alicante gain recognition on the map of cruise destinations.
Jorge Rodríguez, vice president of ALCTC, referred to the Alicante Cruise Friendly project as a quality seal for shops, dining venues, museums, tourist routes, and hotels. He encouraged participation to increase visits to these establishments during cruise ship calls in the city and province.
Victoria Puche, president of the Alicante Provincial Hotels and Tourist Accommodation Association (APHA), highlighted concerns about cleanliness, access, and services at venues that welcome cruise passengers, including the harbor entrance and the Esplanade paseo.
Lalo Díez, head of the Alicante State Association of Music Supporters and Festivals and director of Torrevieja Culture, praised the summer season for delivering unprecedented concerts, venues, and festivals that boosted hospitality and entertainment.
Each participant urged continued reflection on Alicante’s strengths for cruise tourism and on areas needing improvement in the city’s offerings.
The conference concluded with closing remarks from Francesco Balby, president of ALCTC, who echoed gratitude for the collaborative work that positions Alicante as a premier cruise destination in the region.