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April 29, 2025

In April 2025, Miami hosted two of the most significant events in the global cruise industry, both organized by Seatrade Cruise: the 40th edition of Seatrade Cruise Global and the second edition of F&B@Sea. Together, they attracted over 1,500 industry professionals, including cruise lines, suppliers, food & beverage experts, and innovators.

Seatrade Cruise Global 2025 was undoubtedly the highlight of the month, marking a historic milestone: 40 years of excellence in the cruise industry. This year’s edition welcomed executives from 70 global cruise brands and featured over 600 exhibitors representing all major sectors of the cruise world — from ports and destinations to ship technology, entertainment, sustainability, and hospitality innovations. The event took place at the Miami Beach Convention Center from April 7 to 10, reinforcing its status as the international benchmark for the cruise industry.

Seatrade Cruise Global boasts a long and rich history that has played a pivotal role in the evolution of the cruise industry. The event, now recognized as the leading global gathering for the cruise sector, made its debut in 1985 at the Vista International Hotel in New York. Two years later, in 1987, it moved to Miami—a city that has since earned its reputation as the cruise capital of the world. In its early years, the event was held at prestigious venues such as the InterContinental Hotel and the Fontainebleau Hotel. As the industry’s success continued to grow and larger spaces became necessary, the event relocated in 1991 to the Miami Beach Convention Center (MBCC), welcoming 350 exhibitors. Since then, Seatrade Cruise Global has regularly taken place at the MBCC, with only a few exceptions: from 2016 to 2018, when the event was temporarily moved to Fort Lauderdale due to renovation works, and in 2023, when the date was rescheduled due to a scheduling conflict with the Formula 1 Grand Prix.

The 40th anniversary of Seatrade Cruise Global has been described as a powerful symbol of resilience and innovation for the entire cruise sector. Chiara Giorgi, Global Brand & Event Director of Seatrade Cruise, emphasized the event’s fundamental role in driving the development and transformation of the industry. According to Giorgi, Miami has provided the perfect backdrop for this journey, becoming the city that witnessed the rise of Seatrade Cruise Global—not only as a celebration of the industry’s history but also as a launchpad for an ambitious and optimistic future. The event thus not only honors the industry’s legacy but also strengthens its connection with emerging challenges, paving the way for new opportunities.

This year’s theme, “Milestones,” invited the cruise community to reflect on its journey of growth and to look forward with bold aspirations. The event featured 87 conference sessions where 290 prominent speakers explored emerging trends and discussed the key opportunities and challenges shaping the future of cruising. Attendees engaged in thought-provoking discussions on a wide range of topics—from evolving traveler expectations and cutting-edge technologies to increasing commitments around environmental sustainability.

The highlight of the program was the keynote session, “The State of the Global Cruise Industry,” sponsored by the Hong Kong Tourism Board, which brought together more than 2,500 delegates and reaffirmed its place as a cornerstone of the event. Moderated by Anne Kalosh, Editor of Seatrade Cruise News, the session featured leading figures from the cruise industry who shared their insights on the current state of the sector and outlined its future outlook. Esteemed speakers included Bud Darr, President & CEO of the Cruise Lines International Association (CLIA); Jason Liberty, President & CEO of Royal Caribbean Group; Harry Sommer, President & CEO of Norwegian Cruise Line Holdings Ltd; Pierfrancesco Vago, Executive Chairman of the Cruise Division at MSC Group; and Josh Weinstein, President, CEO & Chief Climate Officer of Carnival Corporation & plc.

The panel delved into the key opportunities and challenges shaping the cruise industry’s evolution in 2025 and beyond. Topics discussed included shifts in supply and demand models, expansion into emerging markets, a record-high cruise ship order book, the integration of AI-based technologies, and progress toward more sustainable alternative fuels. The discussion also explored sustainable destination management, infrastructure investment, Europe’s growing role in shaping industry policy, and the remarkable growth potential of the Asian market.

In a context increasingly focused on social issues, one of the most meaningful moments was the panel titled “Navigating New Waters: Promoting Accessibility and Inclusion in Cruise Travel.” Moderated by Gabriele Bassi, Chief Editor of Cruising Journal and official media partner of the event, the session spotlighted how the cruise sector is addressing the challenges of accessibility and inclusion—now central themes in the development of more open and conscious travel experiences. Speakers from cruise lines such as MSC Cruises and Virgin Voyages discussed varying models of inclusion, from family-oriented solutions to adults-only offerings. Key contributions also came from organizations like Autism on the Seas, which supports cruise travel for individuals with cognitive disabilities and consults with cruise lines, and Big Gay Cruise, which specializes in travel for the LGBTQ+ community.

The panel was met with great enthusiasm from the audience, underscoring the significance of the topic and the shared desire to explore it further. Participants agreed that synergy among cruise lines, tourism operators, and institutions is essential to making cruise travel increasingly accessible to a diverse, global audience—laying the foundation for an ideal of Universal Access that, while still evolving, is becoming more tangible.

Among the most memorable highlights of this year’s edition was the Entertainment Showcase, a true celebration of artistic talent that transformed the event into a multisensory experience. For the first time, this initiative offered a dynamic and engaging platform where handpicked performers presented a rapid sequence of live shows, capturing the attention of the industry’s top decision-makers. Thanks to partnerships with renowned agencies such as Don Casino, 2FunnyEntertainment, and DCA Productions, attendees were treated to an exclusive preview of the future of onboard entertainment, marked by captivating performances, professional staging, and creative innovation.

Another standout initiative was the revival of the “Tomorrow’s Talent Today” program, which spotlighted young professionals and students poised to become the future leaders of the cruise industry. Continuing the celebration of rising talent, this year also marked the return of the “20 Under 40” initiative, recognizing emerging leaders under the age of 40 who have demonstrated significant impact, leadership, and dedication across the global cruise sector. Nominees were selected through self-submissions or peer recommendations.

In addition, Seatrade Cruise Global offered valuable insights into pressing themes such as sustainability and digital transformation. The Retail Days sessions, organized in collaboration with The Moodie Davitt Report, highlighted the strategic role of onboard retail in enhancing guest experience and contributing to the industry’s economic growth. The program featured in-depth discussions on vital topics, including engaging younger generations, adopting customer-centric sales approaches, integrating emerging technologies, and analyzing key retail categories. This initiative reinforced the idea that retail is not only a major revenue driver but also a crucial component in the overall evolution of the cruise offering.

Among the additional topics addressed were the growth of cruising in emerging markets, ship design, and the evolution of port infrastructure. A special focus was also given to onboard wellness through the Wellness @ Seatrade program, which offered attendees opportunities to relax and recharge amid the fast-paced days of the event.

This year’s edition also featured the introduction of a significant exhibition area, where more than 600 exhibitors showcased innovative products and solutions shaping the future of the cruise industry. Key participants included renowned brands such as Fincantieri, Samsung, Puerto Rico, Duracell Professional, Cruise Greenland, DNV, DOF Robotics, Costa Rica, British Virgin Islands (BVI), Brazil, Dominican Republic, Galataport Istanbul, Ghana Tourism Authority, Global Ports Holding, Greenspan, Hong Kong Tourism Board, Immersive Excursion with Technifex, Insight (Dell), ITM Group, Loipart, Toner Cable Equipment, and Zinus (shore power), showcasing the diversity and global reach that define Seatrade Cruise Global.

The program embraced the entire cruise experience, with key focus areas including Future Generations, Design Thinking, Expedition Cruising, and Ports & Destinations—the latter of which had a full day dedicated to it. Industry leaders shared practical tools and strategies to navigate challenges and seize emerging opportunities. The event was strongly supported by major industry associations, including the Cruise Lines International Association (CLIA) and the Florida-Caribbean Cruise Association (FCCA), both of which are instrumental in promoting development and cooperation in the cruise world. It also served as a unique networking platform, offering numerous opportunities for suppliers, cruise lines, and tourism operators to connect, discover new solutions, explore critical topics, and prepare for a future full of both challenges and opportunity.

Equally anticipated was F&B@Sea 2025, held in parallel with Seatrade Cruise Global, which shined a spotlight on the world of food and beverage at sea. With great enthusiasm, F&B@Sea celebrated culinary innovation aboard cruise ships, providing an exclusive platform to showcase the latest trends in gastronomy. Sponsored by the Campari Group, the event returned to the Mana Wynwood Convention Center on April 10, where it hosted the spectacular F&B@Sea Awards 2025 ceremony—an event that honored excellence in the field and recognized the key players who are redefining the culinary experience on board.

The 2025 edition of F&B@Sea marked a significant expansion of its exhibition area, offering attendees the opportunity to explore an even broader array of exhibitors, interactive activations, and innovations poised to transform the future of onboard dining and hospitality. With 161 top-tier brands in attendance, visitors were invited to taste, sample, and discover the most cutting-edge trends in the cruise F&B sector.

Among the most refined highlights of the event, The Bistro offered an exclusive culinary journey reserved for cruise line representatives, speakers, media, and Expo Plus ticket holders. This dedicated space celebrated gastronomic creativity through innovative dishes and sophisticated beverage pairings, all crafted using products showcased by exhibitors at the fair. The highly anticipated Big Splash, sponsored by Heineken for the third consecutive year, transformed the elegant Mana Wynwood 320 venue into a vibrant stage for networking and socializing—a true welcome celebration for the F&B@Sea community, marked by toasts and meaningful connections. A standout innovation of the 2025 edition, the Demo Den thrilled attendees with live culinary and beverage demonstrations, delivering an interactive experience that combined taste and insight. In collaboration with industry experts, standout presentations included Unicorn Distillery’s color-changing cocktails, Josh Cellars’ reimagined spritzes, the spicy flavors of the Yucatán by Jelo Foods, and French Bloom’s refined pairings. The thoughtfully curated conference program, sponsored by Café Azul, offered a platform to hear from some of the most authoritative voices in the cruise F&B world. Through a series of keynotes, thematic sessions, and roundtables, participants explored key issues and drew inspiration from visionary perspectives.

Timely and highly relevant topics were explored in depth, ranging from supply chain and procurement management, to the exclusive world of luxury and expedition cruises, and the growing demand for sustainable and wellness-focused offerings. Among the most anticipated sessions were the opening keynote, “F&B Trends Report 2025” delivered by Holly Payne of Seatrade, and the closing address by Michiel Bakker, President of the Culinary Institute of America. Key issues shaping the future of the cruise F&B sector were addressed, such as in the session “State of the Cruise F&B Industry”, sponsored by Botrista, which analyzed challenges and opportunities in onboard provisioning. Equally significant was the session “Sustainable F&B at Sea”, sponsored by Halfday Draft Cocktails, which provided actionable insights on integrating eco-friendly practices into cruise dining operations, with a strong focus on operational efficiency and profitability.

The 2025 edition saw remarkable participation from both cruise lines and suppliers. Among the cruise line award winners, notable mentions include Atlas Ocean Voyages, recognized for Best Restaurant with Porto; Hurtigruten Norway for its sustainable F&B program; Holland America Line for Best Beverage Program; and Sami Kohen of Princess Cruises, awarded F&B Maverick. On the supplier side, accolades went to Purely Elizabeth as Wellness Pioneer, Café Azul for its sustainably sourced products, Babylon Micro-Farms for its innovative hydroponic micro-farms, and Aquafab for introducing a vegan alternative to egg whites.

During the award ceremony, Mary Bond, Group Director of Seatrade Cruise, emphasized how these winners embody the excellence, quality, and innovation that are driving transformation within the cruise food and beverage industry. F&B@Sea proved not only to be a platform for recognizing the sector’s top talent, but also a valuable opportunity to explore emerging trends and innovative solutions aimed at delivering a gastronomic offering that increasingly aligns with today’s demands for sustainability, wellness, and guest personalization.

Seatrade Cruise Global 2025 and F&B@Sea have clearly demonstrated that the cruise industry continues to evolve, with an increasing focus on sustainability, technological innovation, and the enhancement of the onboard experience. Both events have further strengthened Miami’s position as a hub for the future of cruising, with the promise that, in a year’s time, these platforms will remain essential to the advancement of the entire industry. The next edition of F&B@Sea will take place from April 15 to 16, 2026, while Seatrade Cruise Global will return from April 13 to 16, 2026, with another event set to be equally rich in innovation and opportunities for all industry professionals.

Stay tuned for the latest news, updates, and cruise reviews on Cruising Journal, featuring photos, videos, and exclusive cruise deals.

Gabriele Bassi

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