Cruise Europe chair, Simone Maraschi, spoke with eloquence about the industry that brings us together.
His opening remarks began with highlighting Iceland as a metaphor for the cruise business. “Volcanic, resilient, remote, and yet, connected to the world. A place where the forces of nature remind us, daily, that we are part of something much larger.”
He went on to highlight the all-time high the industry is experiencing: that this is not a recovering industry but a thriving industry. Describing Northern Europe as, not a secondary chapter in the global cruise story but a defining one, he said: “This is the region of the fjords, the Arctic light, the medieval Baltic capitals, the wild Atlantic coastlines, the islands that sit at the edge of the known world, like the one we are standing on right now.
“These are not interchangeable destinations. They are irreplaceable ones. And that distinction matters enormously in a market where travellers are increasingly looking for authenticity, depth, and experiences they cannot find anywhere else.
“The luxury and expedition segments - the fastest growing in our industry - are disproportionately drawn to what Northern Europe offers. Smaller ships. Remote ports. Extraordinary nature. That is our competitive advantage, and it is growing.
“And the shoulder season work is paying off. What was once a short, compressed summer window is becoming a genuine year-round proposition. Not despite our climate and our geography, but because of it. Different in every season, extraordinary in all of them.
“This is our territory. And we should own that narrative with confidence.”
He spoke about the need for resilience in a changed world, an example of which has been how the Baltic members have adapted itinerary offerings in response to shifting geopolitical realities which are uninvited and of which we have no control.
Maraschi highlighted a number of challenges which were discussed later in the panel sessions, saying: “We operate in a world where regulatory timelines are accelerating, where new taxes and fees are being introduced across our destinations - some thoughtfully, some less so - and where itinerary decisions are shaped by factors we cannot always predict or control. This is the environment. We don’t get to choose it. We have to operate in it, and we have to do so together.”
Collaboration and cooperation were themes that ran through the day, not least when it comes to passenger fees and cruise tax as he explained: “We do not oppose the legitimate needs of governments and communities. We ask for predictability, proportionality, and the willingness to listen. We will always bring the data. We will always bring the economic argument. But we also need to bring the relationship, and that is built over time, in conversations exactly like the ones we will have today.”
Cruise Europe is made up of 130 ports and destinations from Lisbon to the North Cape representing different countries, languages and political systems but “working on the same problems, sharing the knowledge, speaking - when it matters - with one voice. In a world that struggles to cooperate, we do cooperate … but it comes with a responsibility. Every one of us in this room … we are not just doing a job. We are ambassadors. Of our ports, yes. Of our regions, of course. But also a set of principles. Friendship. Collaboration. Mutual respect.”
Having spent almost three decades in the industry, it is clear that Maraschi is passionate about it and the people who work in it and the increasing need to build and develop partnerships drive the business forward successfully.
“This industry runs on relationships. And what Cruise Europe has built - across 130 ports, through every disruption, every transformation - is something rare. A genuine community. Where competitors collaborate. Where the large support the small. Where a handshake becomes a partnership and a conversation becomes a friendship.
“And to our friends from the cruiselines - you are not guests in this room. You are part of this community. Your decisions shape the future of every port in this association. We truly value our partnership.”
His opening remarks began with highlighting Iceland as a metaphor for the cruise business. “Volcanic, resilient, remote, and yet, connected to the world. A place where the forces of nature remind us, daily, that we are part of something much larger.”
He went on to highlight the all-time high the industry is experiencing: that this is not a recovering industry but a thriving industry. Describing Northern Europe as, not a secondary chapter in the global cruise story but a defining one, he said: “This is the region of the fjords, the Arctic light, the medieval Baltic capitals, the wild Atlantic coastlines, the islands that sit at the edge of the known world, like the one we are standing on right now.
“These are not interchangeable destinations. They are irreplaceable ones. And that distinction matters enormously in a market where travellers are increasingly looking for authenticity, depth, and experiences they cannot find anywhere else.
“The luxury and expedition segments - the fastest growing in our industry - are disproportionately drawn to what Northern Europe offers. Smaller ships. Remote ports. Extraordinary nature. That is our competitive advantage, and it is growing.
“And the shoulder season work is paying off. What was once a short, compressed summer window is becoming a genuine year-round proposition. Not despite our climate and our geography, but because of it. Different in every season, extraordinary in all of them.
“This is our territory. And we should own that narrative with confidence.”
He spoke about the need for resilience in a changed world, an example of which has been how the Baltic members have adapted itinerary offerings in response to shifting geopolitical realities which are uninvited and of which we have no control.
Maraschi highlighted a number of challenges which were discussed later in the panel sessions, saying: “We operate in a world where regulatory timelines are accelerating, where new taxes and fees are being introduced across our destinations - some thoughtfully, some less so - and where itinerary decisions are shaped by factors we cannot always predict or control. This is the environment. We don’t get to choose it. We have to operate in it, and we have to do so together.”
Collaboration and cooperation were themes that ran through the day, not least when it comes to passenger fees and cruise tax as he explained: “We do not oppose the legitimate needs of governments and communities. We ask for predictability, proportionality, and the willingness to listen. We will always bring the data. We will always bring the economic argument. But we also need to bring the relationship, and that is built over time, in conversations exactly like the ones we will have today.”
Cruise Europe is made up of 130 ports and destinations from Lisbon to the North Cape representing different countries, languages and political systems but “working on the same problems, sharing the knowledge, speaking - when it matters - with one voice. In a world that struggles to cooperate, we do cooperate … but it comes with a responsibility. Every one of us in this room … we are not just doing a job. We are ambassadors. Of our ports, yes. Of our regions, of course. But also a set of principles. Friendship. Collaboration. Mutual respect.”
Having spent almost three decades in the industry, it is clear that Maraschi is passionate about it and the people who work in it and the increasing need to build and develop partnerships drive the business forward successfully.
“This industry runs on relationships. And what Cruise Europe has built - across 130 ports, through every disruption, every transformation - is something rare. A genuine community. Where competitors collaborate. Where the large support the small. Where a handshake becomes a partnership and a conversation becomes a friendship.
“And to our friends from the cruiselines - you are not guests in this room. You are part of this community. Your decisions shape the future of every port in this association. We truly value our partnership.”
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