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May 16, 2025

The ITB Berlin is considered one of the most important trade fairs in the tourism sector, and naturally, cruises also play a central role. At the beginning of March, I was there for two days to gain inspiring insights into the future of travel.

My focus was on the cruise stands in Hall 25 and the regions that will be particularly relevant for my upcoming trips. In Hall 20, South Africa, Mauritius, and La Réunion were at the center of my attention, regions I will visit in November with the Voyager of the Seas. Hall 26, which focused on everything related to Asia, was also of great interest for my upcoming stays in China, South Korea, and Japan in May. It was particularly valuable to establish personal contacts with local tour providers and exchange views directly about their respective destinations.

One of the highlights for the cruise industry was undoubtedly the “Kreuzfahrt-Podium,” a panel dedicated to cruises at the Bremen and Bremerhaven stand. Representatives from leading cruise operators provided interesting insights into new ships, routes, and market trends. The discussion was moderated by John Will from John Will Communications, and during this meeting, I was able to gather valuable information on the strategic developments in the sector.

Bremerhaven focuses on growth in the cruise industry

Bremerhaven’s mayor, Melf Grantz, emphasized that the city is proud of the high number of cruise ships that dock at the port. “We will do everything we can to continue developing it,” he said. Bremerhaven is open to all passengers, crew members, and ships, and wants to actively participate in the recovery, as the cruise industry has bounced back strongly after the pandemic and demand is high. With a new terminal operator and significant investments in infrastructure, Bremerhaven is focusing on growth. A particularly important goal for the city is to increase the number of transit calls to strengthen the region in the long term. Another priority for Grantz is improving connections to the Deutsche Bahn long-distance network, making Bremerhaven and the entire northern German destination even more attractive to cruise passengers. From August 13 to 17, 2025, Bremerhaven will transform into the “capital of the Windjammer,” when the port hosts more than 250 ships from all over the world during the SAiL Bremerhaven 2025 event.

TUI Cruises: Expansion with Mein Schiff Relax and Mein Schiff Flow

Wybcke Meier, CEO of TUI Cruises, enthusiastically spoke about the newest addition to the fleet: Mein Schiff Relax. She has been involved in the development of this ship from the very beginning, from the initial idea on a blank sheet of paper to the recent handover from the Fincantieri shipyard in Monfalcone. The decision to build it was made back in 2018, and now the ship is entering service with guests. This year, it will operate in the Mediterranean, before moving to northern waters next year.

The name “Mein Schiff Relax” was intentionally chosen to differentiate it from the previous numbering. Since 70% of sales are generated through travel agencies, it will be easier to distinguish between the ships. At the same time, the name reflects the experience on board. TUI Cruises is curious to see how the concept will be received by guests. A central element of the design was anticipating customers’ desires and considering which established elements to keep and which innovations to introduce, such as a cold room on board.

More than 90% of guests come from the DACH market, so the route and destination are the decisive booking criteria. Next year, the Mein Schiff Flow, a nearly identical sister ship, will follow, receiving only minor modifications, which Meyer has yet to reveal. Overall, the company is growing and is pleased to be able to contribute to the cruise industry with new capacities, even though cruises continue to represent a niche in overall tourism.

Phoenix Reisen: Diversified Routes and Customer Loyalty

Michael Schulze, Director of Cruises at Phoenix Reisen, stated that the company frequently operates its ships in Bremerhaven. In particular, the MS Deutschland, the smallest ship in the fleet, allows visits to smaller and less frequented ports. The MS Deutschland has a capacity of 550 passengers and, after years of sailing to Northern European routes, will now be assigned to the Mediterranean. Thanks to the ship’s compact size, smaller destinations like Nice or Monaco can be reached, in addition to more famous ports like Barcelona – sometimes anchoring off the coast.

Customer loyalty plays a central role for Phoenix Reisen, with approximately 75% of guests returning on board. German is spoken on board, which provides guests with a sense of familiarity. To further improve the service, Phoenix plans to introduce a home pick-up service this year, allowing guests from Germany to board more comfortably and stress-free.

AIDA Cruises: Cruising as an Attractive Alternative to Traditional Vacations

Dirk Inger, Senior Vice President of Public Affairs, Communication, and Sustainability at AIDA Cruises, explained how cruises are becoming increasingly competitive compared to traditional land-based vacations. While hotel and flight prices have risen significantly, cruises offer excellent value for money as many services are already included in the price of the trip. The demand for cruises from German ports remains high. In the summer, about 80% of AIDA cruises depart directly from German ports such as Kiel, Hamburg, or Warnemünde. This saves guests the cost of expensive flights, especially for longer trips like the popular 43-day Caribbean route. Additionally, the planned world cruise for the fall of 2026, which will continue into 2027, is already more than 50% booked – a clear sign that these trips without the need for flights are seen as an extremely attractive way to travel. Meanwhile, AIDA Cruises ranks third among German tour operators, behind TUI and DERTOUR.

Instead of building new ships, AIDA Cruises focuses on modernizing its existing fleet. These modernization efforts, which fall under the concept of “AIDA Evolution,” include fundamental refurbishments, such as with AIDAdiva, which entered dry dock in February 2025. Other ships are already scheduled for refurbishment. Dirk Inger emphasizes that guest satisfaction does not depend on the newness of the ship but, rather, on the quality of the service, dining, crew, and the experiences offered. Regarding booking trends, Inger notes that the last-minute market is becoming less significant, with an increasing number of guests booking their cruises well in advance – a clear indicator that the market is changing.

Norwegian Cruise Line: Expanding with New Ships

Kevin Bubolz, Vice President & Managing Director for Continental Europe, the Middle East, and Africa, reported that Norwegian Cruise Line plans to continue its growth in the future. The new Norwegian Aqua is already on its way, and Norwegian Cruise Line is planning to expand its fleet with four new ships, which will enter service in 2030, 2032, 2034, and 2036. Particularly from the perspective of the German market, Norwegian Cruise Line stands out for its international variety, a wide selection on board, and plenty of space for each guest. Although the ships may seem large, they are not fully booked – this creates a pleasantly spacious atmosphere on board, emphasizes Bubolz.

Hapag-Lloyd Cruises: Luxury and Expedition Cruises in the Spotlight

Isolde Susset, Managing Director of Hapag-Lloyd Cruises, discussed the continued success of expedition and luxury cruises. The fleet is designed to explore extraordinary destinations far from the crowds. The focus is on smaller ships and intense natural experiences to offer guests unforgettable moments. Hapag-Lloyd Cruises’ ships are equipped with the latest environmental technologies to reduce emissions and protect delicate ecosystems. Moreover, due to their smaller size, they can access destinations that are not reachable by larger cruise ships. The route planning places a particular emphasis on exotic destinations, such as a trip to the Gulf of Bothnia, where in winter there is more ice than in Antarctica, or along the west coast of Japan, which surprises with hidden paradises – places that resemble the Caribbean or the South Pacific.

Hapag-Lloyd Cruises offers luxury cruises with the MS EUROPA and MS EUROPA 2, which, similar to expedition ships, thanks to their smaller size, can reach exclusive destinations. Gastronomy plays a central role. On board the MS EUROPA, Michelin-starred chef Kevin Fehling offers special culinary experiences on several cruises this year.

Cruise Saudi: Development of a New Cruise Destination

Lars Clasen, CEO of Cruise Saudi, presented the ambitious development project for the newly established Cruise Saudi and the vision for the future of the cruise market in the Kingdom of Saudi Arabia. Cruise Saudi was created by the Saudi government with the goal of establishing the entire cruise industry in the country, from the development of new ports to the creation of attractive destinations.

Currently, Saudi Arabia has four active cruise ports: Jeddah, Yanbu, Dammam, and the exclusive private island of Jabal Al-Sabaya Island with Saba Beach. In addition, the first Arab cruise company, AROYA Cruises, will contribute significantly to the development of the cruise industry. AROYA Cruises offers a modern and culturally authentic cruise experience. While alcohol consumption is not part of the offering, guests can expect a typically Arab atmosphere with shisha lounges and the first Saudi restaurant at sea.

By 2035, Cruise Saudi plans to develop a total of ten destinations, which will be open to both AROYA Cruises and international cruise lines, with the aim of further tapping into the potential of the Arab cruise market.

Conclusion of My Visit to ITB 2025:

ITB 2025 impressively demonstrated that the tourism and cruise industry is looking to the future with great optimism. It was particularly interesting for me to discover new destinations and witness the development of the cruise industry firsthand. I am curious to see which trends will shape the industry in the coming years. One thing is certain: cruising remains one of the most dynamic and fascinating forms of travel for me, with numerous promising developments on the horizon.

Don’t miss the latest news, updates, and reviews from the world of cruises on Cruising Journal – with photos, videos, and exciting cruise deals!

Stefanie Tietze-Haeberlein

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