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CLIA’s high-level Policy Event in Greece Highlights Cruise Growth, Island Communities, Economic Impact and Sustainability

The Cruise Lines International Association (CLIA), the leading voice of the global cruise community, hosted a high-level Policy Event in Greece, in collaboration with the Greek Ministry of Foreign Affairs and Deputy Foreign Minister Harry Theoharis, responsible for Economic Diplomacy and Extroversion.
The event served as a platform for an open, direct dialogue between CLIA, cruise lines, and representatives from the Greek Government and the Hellenic Parliament to exchange views on the cruise sector’s priorities for Greece and the development of emerging destinations across the country. The discussion also addressed the effective use of the cruise fee revenues in investments, with a shared focus on supporting sustainable and balanced tourism development.
Representatives from the Greek Ministry of Maritime Affairs and Insular Policy, including Evangelos Kyriazopoulos, Secretary General for Maritime Affairs and Ports, Manolis Koutoulakis, Secretary General for Aegean and Insular Policy, and Electra Papazachou, Legal Advisor of the Greek Tourism Minister’s Office, supported by Members of the Hellenic Parliament, participated in the discussions.
Together with CLIA, senior representatives from Celestyal and MSC Cruises joined the event.
The Deputy Foreign Minister, Mr. Harry Theoharis, stated: “The cruise industry is one of the most dynamic segments of maritime tourism, making a substantial contribution to strengthening the local and regional economy, creating jobs, and promoting Greece as an international tourism destination.
Our objective is not simply to increase cruise activity, but to maximize the value it delivers: greater benefits for the Greek economy, an enhanced experience for visitors, and meaningful support for local communities. Greece seeks a model of cruising that leaves a strong footprint on land—boosting hotels, dining, transport, culture, local supply chains, and employment—while contributing positively to both the economy and the improvement of infrastructure”.
Maria Deligianni, CLIA’s Regional Director for Eastern Mediterranean, commented: “We are pleased to continue our dialogue with the Greek government to shape an effective cruise strategy. Our discussions have highlighted the strategic importance and untapped potential of Greece's emerging cruise destinations. Redistributing traffic to emerging ports will help generate economic benefits across more destinations in the mainland and the islands, while preserving the capacity of popular destinations. In this context, we highlighted the importance of developing a study on the needs of emerging and alternative cruise destinations, as well as the significance of coordination in prioritizing the projects to be funded by the cruise fee revenues.”
“Regarding the future of cruising in Greece, we highlighted that predictability and consistent communication are vital for cruise lines' planning.”, she added.
The discussion focused on:
• Sustainable development of cruise tourism in emerging destinations with balanced growth potential, ensuring that economic benefits are more widely distributed.
• Coordination across all relevant stakeholders in the cruise ecosystem.
• The need for local dialogues with cruise ports, which CLIA has already activated in 10 destinations, through direct engagement with municipalities and port authorities.
• The need for a Cruise Development Guide, along with a checklist, is designed to help emerging destinations strategically develop their cruise tourism potential. The guide will support these destinations in building the necessary infrastructure, fostering effective partnerships, and undertaking long-term planning required to successfully enter and grow within the cruise industry.
• Strengthening Greece as a homeporting destination, highlighting its economic benefits.
• The effective use of cruise fee revenues, with a shared focus on supporting sustainable and balanced tourism development across Greece’s island destinations. To properly assess needs and prioritize investments, CLIA stressed the importance of close coordination with the cruise sector at both national and local level with the Ministries of Maritime Affairs and Insular Policy and Tourism, municipalities, port authorities, and local communities.

State of the Industry Report 2026

The event highlighted the key industry figures from the newly published State of the Cruise Industry Report 2026, which reports:

• 37.2 million ocean-going cruise passengers in 2025.
• Europe remains a key growth region, supported by strong repeat travel and rising demand from first-time cruisers.
• The Mediterranean remains the most popular destination for European travellers, accounting for around 45% of demand, while cruise demand in Europe reached nearly 9 million passengers, second only to the Caribbean.
• Passenger confidence remains high, with nearly 90% of cruise travellers intending to sail again, underscoring strong repeat demand in Europe.
Key behavioural trends continue to show deepening destination engagement:
• 64 to 70 percent staying overnight in port cities
• 70 percent of passengers taking part in shore excursions
• Around 60 percent returning to destinations first visited on a cruise

The cruise fleet composition is also changing, with a more balanced and flexible mix of ship sizes reflecting the diversity of experiences available to passengers. Committed to Europe - both as a market and an industrial base, the sector continues to invest in its fleet and operations.
In 2026 alone, the CLIA member fleet will see 8 new ships entering service, representing $6.6 billion in investment, while the orderbook through 2037 includes more than 60 ships, equivalent to $71 billion in total investment.
From the standpoint of sustainability, today, 57 percent of ships on order are designed with multi-fuel capability, reflecting ongoing efforts to support the transition to new energy solutions.
The economic contribution of cruising in Europe and Greece 2024
In 2024, the cruise industry supported 445,000 jobs across Europe and contributed €64.1 billion to the European economy, including €28 billion in direct GDP contribution.
In Greece, the total economic contribution of cruising has almost tripled in only three years, reaching €3.1 billion in 2024 from €1.4 billion in 2022 and €2 billion in 2023. The industry's contribution to GDP increased almost by 50%, rising to €1.5 billion in 2024, from €973 million in 2023. Employment also saw a substantial increase, with total jobs support rising from 22,600 in 2023 to 33,000 in 2024.