Šibenik Hosts the 67th MedCruise General Assembly
From September 30 to October 3, 2025, the historic city of Šibenik, Croatia, hosted the 67th MedCruise General Assembly, an event of major importance for the cruise industry in the Mediterranean and beyond.
Organized by the Šibenik Port Authority and the MedCruise Association, the 67th MedCruise General Assembly served as a crucial moment for dialogue, networking, and strategic planning among the leading cruise ports of the Mediterranean. United by a shared goal, the assembly focused on the development of a cruise tourism sector that is sustainable, innovative, and inclusive.
sibenik
Group Picture 67GA
The opening ceremony, held on September 30 at the Šibenik City Hall, officially marked the beginning of the Assembly. It underscored the event’s role as a platform for cooperation between Mediterranean ports and their global partners. Leaders of the Association, along with Croatian national and local authorities, emphasized the importance of a cruise sector that balances economic growth with respect for local communities, while also promoting innovation and environmental sustainability.
Paško Dželalija, General Director of the Šibenik Port Authority, highlighted the value of responsible growth, growth that aligns with the needs of local territories and populations. Theodora Riga, President of MedCruise, reaffirmed that the General Assemblies are true “milestones” in shaping the future of cruise tourism in the Mediterranean.
The event’s agenda was rich and multifaceted, featuring sessions, workshops, B2B meetings, and in-depth discussions. The inaugural day included a press conference at Šibenik City Hall, followed by dedicated sessions for working groups on the economic impact of cruises and internal constitutional matters of the association. In the afternoon, the MedCruise Board of Directors convened to discuss long-term strategic directions.
The second day proved to be the core of the event, filled with high-level strategic discussions shaping the future of the Mediterranean cruise industry. Opening with a welcome address by MedCruise President Theodora Riga, the day unfolded with a series of sessions focusing on key topics to strengthen cooperation and shared development among member ports.
The main session, titled “Associations in Conversation – Strengthening Regional Cooperation,” was moderated by Serafin Blazquez, Executive Director of Operations at Cruise Saudi, and featured prominent figures from the industry including Dario Barbarić from the Port of Dubrovnik, Monica Berstad of Cruise Norway, Nikos Mertzanidis of CLIA Europe, and Professor Thanos Pallis, an expert in maritime economics and policy.
welcome reception
Press conference (1)
The discussion highlighted how regional and international associations serve as powerful tools in addressing shared challenges in the sector such as environmental sustainability, safety, and evolving market trends, while also fostering the discovery of new opportunities for growth and innovation.
Following this, a practical workshop titled “Social Media Made Simple – Tools, Tips & Visibility” provided participants with concrete tools to enhance the digital presence of cruise ports, aiming to increase visibility and engagement through strategic social channels. Led by Cristina De Gregori from Ports of Genoa, Andrea Baigorria from The Tourism Lab, and hospitality expert Scott Eddy, the workshop offered valuable advice on how to best utilize social platforms to showcase offerings, engage local communities, and attract new visitors—elements that are increasingly essential in a highly competitive and digitalized global market.
The day also included a full schedule of Business-to-Business meetings. In this setting, ports and cruise lines had the opportunity to engage in direct, targeted dialogues aimed at creating new collaborations and strengthening operational partnerships. These meetings represented a unique occasion to exchange information, share ideas, and plan concrete actions to enhance the cruise experience in the Mediterranean, thus supporting the economic and tourism development of the involved territories.
The day concluded with an elegant gala dinner, a moment of conviviality and networking that further consolidated relationships among participants in a warm and informal atmosphere.
The following day was rich with in-depth discussions on current and highly relevant topics for the cruise sector. Among the most significant sessions was the presentation by FRONTEX, which drew considerable interest by providing updates on the European Travel Information and Authorisation System (ETIAS) and its concrete impact on the cruise industry—an essential factor for simplifying and securing passenger flows.
Plenary Sessions (3)
Plenary Sessions (2)
Another key moment was the debate on sustainable port development and the delicate balance between modern port infrastructure and quality of life in port cities. Industry experts discussed how to reconcile economic growth with the protection of urban environments and the well-being of local communities, highlighting the importance of ever-closer collaboration between ports and cities. The conversation then turned to year-round cruising, a crucial topic for making the most of the rich natural, cultural, and historical heritage of Mediterranean destinations. The goal is to extend the tourist season beyond peak periods to ensure lasting economic and social benefits for the involved communities.
Attention then shifted to the local economic impact of cruise activities, with analyses based on concrete data and case studies demonstrating how the sector significantly contributes to employment and territorial development, representing a valuable resource for local economies. Lastly, a strong focus was placed on digital transformation, with sessions showcasing how digitalization can become a powerful lever for innovating the sector, making port and cruise communities more collaborative, efficient, and ready to face future challenges. The core themes that guided the entire 67th MedCruise General Assembly were undoubtedly networking, governance, and innovation—key elements that shaped every discussion and activity throughout the event.
With 500 B2B meetings held among 214 participants, the networking dimension was a central element. MedCruise members had the opportunity to meet with 28 executives from 24 cruise lines, establishing direct dialogue that fostered the creation of new partnerships and the sharing of best practices. The direct exchange between port operators and cruise companies enabled the development of more effective strategies for routes, services, and infrastructure.
Internarl matters
The sessions dedicated to Internal Matters allowed members to discuss key topics regarding the internal governance of MedCruise, laying the groundwork for an increasingly transparent, inclusive, and forward-looking association. The Board of Directors evaluated guidelines for the coming years, ensuring that the association maintains its leadership role in the industry by promoting balanced and sustainable development of cruise destinations.
Technological innovation and environmental sustainability were at the heart of the discussion, with particular emphasis on digitalization and the adoption of green practices. The sessions on sustainable development highlighted the importance of investing in modern, eco-friendly port infrastructure that can integrate seamlessly with the urban fabric without compromising the quality of life for local communities. Meanwhile, the social media workshop provided practical tools to increase visibility and engagement, key elements for promoting a positive and authentic image of ports and cruise destinations. At the same time, the discussion on ETIAS underscored how security and ease of access are fundamental aspects for the sector’s growth.
Beyond the technical and strategic content, the assembly offered participants the opportunity to immerse themselves in the culture and natural beauty of Šibenik and its surroundings. The city, with its UNESCO-recognized historic center, ancient traditions, and proximity to national parks such as Krka, demonstrated the crucial role local communities play in building authentic and sustainable cruise tourism.
The social program enriched the experience with moments of conviviality, such as the welcome reception at St. Michael’s Fortress and the closing dinner, during which delegates and guests were able to share experiences, forge connections, and discover the many facets of Croatian tradition.
B2B meetings (2)
B2B meetings
The 67th MedCruise General Assembly in Šibenik once again proved to be an unmissable event for the Mediterranean cruise sector, successfully combining dialogue, operational collaboration, and the enhancement of cultural and natural heritage. These four days reinforced a collective commitment to the sustainable and responsible development of cruise tourism, placing local community needs and continuous innovation at the center.
The next gathering is scheduled to take place in Palermo, where from June 9 to 12, 2026, the 68th MedCruise General Assembly will be held ready to pick up the baton and continue the path set in Šibenik, coinciding with the celebration of MedCruise’s 30th anniversary.
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