Marine tourism is expanding as a dynamic sector in cruise travel, gaining momentum with projections of historic figures by year-end, notably in Spanish ports that emphasize this floating leisure concept with wide Mediterranean appeal. Following the pandemic, 2023 was anticipated as the year when normalcy would return to this segment, a view echoed by the Cruise Lines International Association (CLIA).
This employer federation includes leading operators such as Royal Caribbean, MSC Cruises, Norwegian Cruise Line and Costa Cruises, among others. It predicts that Europe’s major ports will welcome close to 50 million cruise passengers this year, with Spain expected to account for nearly 20% of the global volume. In Spain, where health restrictions have eased, registrations for large cruise vessels now exceed pre-pandemic booking levels for the first time, signaling strong demand.
According to CLIA data, cruise tourism contributes about 2.8 billion euros to Spain’s GDP. Experts note that while the passenger market remains relatively small within the broader travel and tourism sector, it continues to grow as new destinations and experiences expand its appeal.
Alfredo Serrano, national director of CLIA, attributes the sector’s strong progress to the easing of pandemic-related restrictions last year, allowing fuller operational capacity and stronger bookings.
summer record
Seasoned industry observers note a spike in bookings following a summer marked by unusually high temperatures in the Mediterranean. Even with climate concerns, cruise demand remained robust, with travel agencies already securing options for 2024 and 2025. The sector is clearly forward-looking and resilient.
Companies have reported substantial growth in passenger numbers and revenue. In Spain, MSC Cruises—one of the world’s largest lines—reports notable gains, with 40% to 50% of 2019 volumes being achieved in the current period, according to Fernando Pacheco, general manager in Spain.
Spain surpassed 8,400,000 cruise passengers by the end of the third quarter of 2023, a 56% rise from 2022, according to the latest statistical bulletin from Puertos del Estado, part of the Ministry of Transport, Mobility and Urban Agenda. Mediterranean resorts attracted about two-thirds of Spain’s cruise visitors, with Barcelona leading as a key port. A total of 431 ships docked in Spanish ports last September, with Barcelona, the Balearic Islands, Las Palmas and Santa Cruz de Tenerife accounting for the bulk of traffic so far this year.
Economic analyses show cruise tourists spend an average of around 230 euros per person per day, with other estimates placing the figure between 270 and 300 euros depending on port visits and passenger mix. The typical cruise passenger in Spain tends to be in his early forties and stays about a week, younger than pre-pandemic averages but still above the global norm. The largest foreign markets include the United States, Britain and Germany.
The rapid growth in cruise activity has intensified discussions on sustainability. Ports are accelerating decarbonization plans, with electrification of docks and shore power becoming a priority. Barcelona aims to electrify all docking facilities by 2026, while current movements include a substantial share powered by liquefied natural gas. Valencia is advancing its electrification program at Transversal and plans to connect ships with electrical networks. In the Valencia region, the future Baleària terminal will feature pier-side power outlets for docked vessels.
Some regions have already imposed restrictions on ship traffic to prevent terminal congestion and urban disruption.
Industry leaders such as Costa Cruises and Carnival acknowledge that about half of their fleet can plug into shore power, but they caution that electrification across European ports remains slow, with only a minority of global ports currently equipped for clean energy. The debate continues over how to balance tourism growth with urban and environmental considerations.
Efforts to manage tourism spillover have included scheduling agreements among port authorities, state bodies and autonomous communities. For example, Palma’s port calendar for 2023 and 2024 reserves three overlapping cruise calls per day, a policy designed to curb overcrowding and preserve city life. Authorities also remind travelers that certain high-traffic sites like Granada, Barcelona’s Sagrada Familia, Valencia’s central market and Málaga’s Larios may see restricted access during peak periods to protect residents and local services.
Smaller, luxury fleets emerge as a response to crowds and sustainability goals.
During the Towards a New Cruise Tourism conference organized by Hosteltur, Costa Cruises Spain and Portugal highlighted the need for active distribution strategies that prevent city congestion through smart technology and public-private cooperation. The industry is increasingly focusing on distributing passengers to avoid hotspots while maintaining high service standards.
New fashion
Valencia Port Authority Chief Francesca Antonelli says a newer, more sustainable trend favors luxury cruises that carry fewer guests yet offer premium experiences. Luxury ships, typically carrying 500 to 700 passengers, contrast with traditional vessels that host 2,000 to 3,000 guests. This approach aims to reduce crowding and protect city infrastructure as new ships enter the market. Barcelona, Palma, Malaga, Alicante and Valencia have already supported these selective initiatives. A Seabourn Purusuit ship, part of the Seabourn fleet based in Seattle, exemplifies this premium segment with high-end entertainment, water sports and excursions at a premium price. Tickets start at around 3,200 euros per person, underscoring the upscale nature of these experiences. The Mediterranean coast now features prominently on the global map of luxury maritime travel. Are ports ready for this shift?—sources: CLIA and industry reports [Cited sources].