Summary

CLIA reports that global cruise reached a record 37.2 million passengers in 2025, with around 90% of cruisers intending to sail again and the sector generating $198 billion in economic impact. The cruise market is also diversifying, with roughly one-third of passengers under 40 and one-third of cruises taken as multigenerational trips.

For destinations, this is a demand-strength and product-design signal. Cruise is no longer only an older-demographic volume play; port experiences must serve younger, more experience-driven, and family-mixed travellers.

Key Insights

• Cruise demand has moved beyond recovery Record passenger volume and repeat intent suggest the sector is entering a growth phase rather than simply rebounding.
• The passenger base is getting younger Under-40 cruisers require different shore experiences, digital touchpoints, and brand messaging.
• Multigenerational travel changes excursion design Ports need products that work across age groups rather than single-profile coach-tour formats.
• Expedition and exploration are growth engines Smaller and more distinctive destinations may benefit as cruise lines seek immersive, off-the-beaten-path calls.

Implications & Actions for Destination Organisations

• Refresh shore-excursion portfolios Prioritise active, cultural, culinary, and locally distinctive experiences that appeal beyond traditional cruise segments.
• Pitch unique assets to cruise planners Destinations with natural or heritage advantages should position for expedition and exploration itineraries.
• Design for multigenerational groups Create port products that combine accessibility, engagement, and optionality for mixed-age families.
• Use repeat intent to justify investment High loyalty strengthens the case for port infrastructure and visitor-experience upgrades that drive return itineraries.