Written by Ioannis Bras (*)
Summer 2025 begins with high expectations for global cruising and Greece, which remains consistently among the most sought-after destinations. With millions of passengers returning to the sea and cruise lines investing in new experiences and ships, this season is shaping up to be both critical and decisive.
Record Passengers and New Ships
In 2024, global cruise passenger numbers closed at 34.2 million. For 2025, this number is expected to reach 36.5 million, according to our estimates, marking a new all-time high. This growth rate confirms the industry’s dynamic development and the increasing demand from new generations of travellers.
At the same time, 16 new cruise ships are expected to be delivered in 2025, while by 2036, 73 new vessels have been scheduled, with a total value exceeding $63.5 billion and an average capacity of 2,423 passengers. This new generation of ships emphasizes technology, sustainability, and flexibility in itinerary design.
Greece Endures and Expands
Despite the challenges – port congestion, bureaucratic obstacles, and infrastructure needs – Greece is expected to record around a 10% increase in cruise passenger traffic in 2025. The traditionally popular destinations (Piraeus, Santorini, Mykonos, Corfu, Heraklion) remain strong, while emerging hubs like Agios Nikolaos, Katakolo, Volos, and Lavrio are gaining notable momentum.
However, the implementation of the new passenger tax as of July – €20 per passenger for Mykonos and Santorini, and €5 for the other islands – has triggered strong reactions. The decision was made abruptly, without sufficient dialogue, and both cruise lines and local authorities are pushing for the measure to be reconsidered or postponed to 2026, while also calling for balanced pricing and a clear reinvestment in projects and port improvements.
The Land Defines the Sea
More than ever, the success of a port depends on what it offers on land. Cruise lines now assess the entire guest experience, not just the location.
The main pressure points for Greece today are:
- Lack of available buses, especially on days with multiple calls.
- Shortage of drivers, leading to delays and itinerary adjustments.
- Worrying about the understaffing of certified guides, which impacts the quality of the experience in many parts of Greece.
- No communication between destinations and cruise lines for promoting excursion options by segment (Contemporary, Premium & Luxury).
- Lack of tourism training programs for local businesses and key frontline staff.
These factors determine whether a destination remains active in cruise itineraries or loses its competitive edge.
Immersion: The Next Era of Experience
Passengers no longer seek just a “tour.” They are looking for experiences that emotionally connect them with the destination. The trend of immersion in culture, tradition, nature, and gastronomy is shaping cruise line decisions.
Cooking experiences with locals, visits to local producers, ecotourism routes, and hands-on workshops are replacing standard sightseeing tours. At Five Senses Consulting, we design such experiences for destinations that aim to stand out and strengthen their cruise identity, and the results for those destinations have been remarkable.
Collaboration and Strategy
Cruising is evolving into a complex and competitive product that contributes around €1.5 billion to the local and national economy in Greece. The destinations that will stand out are those that:
- Develop a strategic plan and have a presence in decision-making centres.
- Collaborate at the port, municipal, stakeholder, and business levels.
- Create joint promotional strategies and cruise clusters among small islands.
- Improve land-based infrastructure and upgrade services.
- Tell a cohesive story to the visitor.
Destination selection is no longer based only on geographic or visual criteria, but on the overall experience.
Conclusion
2025 brings records, investments, but also new demands. Competition is intensifying. Passengers are changing. Cruise lines are reassessing. Greece has all the potential to lead – provided it invests strategically, in coordination, and with a human-centered approach.
We’ve invested in ports, but are we investing equally in the people and infrastructure that will welcome the passenger on land? A low-cost experience on shore can cancel out a high-value experience at sea.
(*) Short CV Ioannis Bras
Ioannis Bras is a world-leading expert in maritime tourism, cruise development, and regulatory frameworks, with over 25 years of
experience advising cruise lines, ports, and governments worldwide. As CEO of Five Senses Consulting and a founding member of the Cruise
Professional Advisors Alliance (CPAA.pro), he specialises in destination development, compliance, and strategic planning for the cruise industry. Previously, as President & CEO of the Heraklion Port Authority, he transformed the port into a central cruise hub, increasing traffic by 40%. A Seatrade Ambassador and recipient of 24 industry awards, Ioannis played a key role in supporting the global resumption of cruising, advising the Greek Ministry of Tourism and international stakeholders. An internationally recognized speaker and moderator, he is trusted by ports and destinations worldwide to drive successful cruise development strategies and shape the industry’s future. www.fivesensesconsulting.com | LinkedIn.com/in/ioannisbras
Source:
tornosnews.gr
https://www.tornosnews.gr/en/transport/cruises/51774-summer-2025-what-to-expect-from-cruising-in-greece-and-around-the-world.html