Cruise Industry 2025 | Year in Review

The Cruise Industry in 2025: Growth, Transformation, and Strategic Insights by NFC - Nuno Fonseca Consulting Cruise Industry Year in Review

The global cruise industry continues its post-pandemic recovery with strong growth in passenger volumes, fleet expansion, and new commercial innovations. In 2025, the industry carried ~37.7 million passengers, up from 34.6 million in 2024. Fleet capacity expanded with 310+ ships in operation, 13 new deliveries this year, and 56 ships on order for 2025–2036 representing $56.8 billion in investments, and also adding 8 new River Cruise Ships entering service in 2025 and 10 additional River Cruise Ships in order between 2026-2027. 

Passenger intent remains robust: 82% of repeat cruisers plan to sail again, and 68% of international travelers are considering their first cruise. With strong forward bookings and innovative onboard experiences, 2025 showcases the sector’s resilience and strategic positioning for future growth. 

2025 has continued the cruise industry’s strong recovery and growth trajectory. 

Passenger volumes increased significantly in 2024 versus 2023, and strong demand was projected to carry into 2025. Below is the regional breakdown of passenger volume, showing the year-over-year growth from 2023 to 2024 and the 2025 forecast where available. Cruise Industry Year in Review

*Note: 2025 regional forecasts are projected based on overall worldwide forecast trends and proportional regional distribution patterns. 37.7 million global passengers is the official 2025 forecast from CLIA. Regional 2025 estimates are derived from proportional increases consistent with recent growth patterns. 

Passenger Intent & Repeat Travel Trends 

✅ 82 % of past cruise travelers intend to cruise again, indicating strong loyalty and repeat demand. 

✅ New-to-cruise interest remains high, with 27–31 % of passengers classified as new cruisers over recent years — showing the industry is not only recovering but attracting fresh travelers. 

Current fleet: 310+ ocean-going ships in service 

Ocean‑Going Ships Delivered in 2025 

These 13 new cruise ships joined the global fleet in 2025, reflecting continued investment and expansion across the industry: 

• Mein Schiff Relax – TUI Cruises 

• World America – MSC Cruises 

• Norwegian Aqua – Norwegian Cruise Line 

• Asuka III – NYK/Asuka (Japan) 

• Star of the Seas – Royal Caribbean International 

• Allura – Oceania Cruises 

• Viking Vesta – Viking Ocean 

• Luminara – The Ritz‑Carlton Yacht Collection 

• Star Princess – Princess Cruises 

• Disney Adventure – Disney Cruise Line 

• Celebrity Xcel – Celebrity Cruises 

• Disney Destiny – Disney Cruise Line 

• Star Seeker – Windstar Cruises 

 Orderbook 2025–2036 - ~59 new Ocean-Going Ships ($56.8B investment) 

The cruise industry continues to invest in its future with ~59+ new ocean-going ships scheduled for delivery between 2025 and 2036. 

• Royal Caribbean International – ~8 ships (2025–2036) 

• Carnival Cruise Line – ~8 ships (2025–2036) 

• Norwegian Cruise Line (NCL) – ~8 ships (2025–2036) 

• MSC Cruises – ~9 ships (2025–2036) 

• Disney Cruise Line – ~4 ships (2025–2034) 

• Princess Cruises – ~2 ships (2025–2032) 

• Celebrity Cruises – ~1 ships (2025–2030) 

• Oceania Cruises – ~4 ships (2025–2035) 

• Regent Seven Seas – ~2 ships (2025–2030) 

• Viking Ocean – ~3–4 ships (2025–2030+) 

• Four Seasons (ocean) – ~2 ships (2026–2028) 

• Crystal Cruises – 2-3 ships (2028–2032) 

• Other CLIA Member Brands – ~6 ships (2025–2036) 

Average ship size: 3,000–5,500 berths; small/mid-size vessels comprise >70% of fleet 

River Cruise Ships Delivered in 2025 

These river cruise vessels entered service in 2025 across major operators, expanding river cruise capacity globally: 

• AmaMagdalena – AmaWaterways 

• AmaSintra – AmaWaterways 

• Riviera Radiance – Riviera River Cruises 

• Riviera Rose – Riviera River Cruises 

• S.S. Elisabeth – Uniworld Boutique River Cruises 

• Viking Nerthus – Viking River Cruises 

• Viking Amun – Viking River Cruises 

• Viking Thoth – Viking River Cruises 

River Cruise Newbuilds — 2026 & 2027 

These river cruise vessels are confirmed to be entering service in the coming years according to official cruise line announcements and industry news: 

2026 Newbuilds 

• Emerald Astra – Emerald Cruises (Scenic Group) — Europe (Rhine / Danube / Moselle) 

• Unnamed Rhône Riverboat – Tauck River Cruises — France (Rhone) 

• Unnamed Seine Riverboat – Tauck River Cruises — France (Seine) 

• S.S. Emilie – Uniworld Boutique River Cruises — Europe rivers 

2027 Newbuilds 

• Emerald Lumi – Emerald Cruises (Scenic Group) — Europe (Seine) 

• ms Saudade – Tauck River Cruises — Douro (Portugal) 

• ms Reverie – Tauck River Cruises — Seine (France) 

• Celebrity Compass – Celebrity River Cruises — Europe rivers 

• Celebrity Seeker – Celebrity River Cruises — Europe rivers 

• Three Uniworld new ships – Uniworld Boutique River Cruises — Rhine / Danube / other Europe rivers 

Understanding where cruise passengers are traveling and which regions are most popular provides key insights into market trends, operational planning, and growth opportunities. This section highlights the leading destinations and how passenger distribution evolved in 2025.

Top Destinations (2025 trend context) 

CLIA publicly confirms destination popularity through 2024 data and 2025 projections, which remain highly relevant for 2025 year-to-date insights: 

Snapshot — 2025 Destination Context 

• North America leads cruise demand in 2025 North America remained the top source market in 2024 and continued to expand into 2025, showing solid increases in passenger volume and influencing fleet deployment and itinerary planning worldwide. 

• The Caribbean remains the most popular destination In 2024, 43% of all cruise passengers sailed to the Caribbean, Bahamas, or Bermuda — and this pattern continued into 2025 with heavy deployment of capacity and new sailings in that region. 

• Europe — Mediterranean & Other Regions Following the Caribbean, Mediterranean and other Europe itineraries continue to attract significant passenger volumes and remain core components of global cruise scheduled into 2025. 

• Asia & Oceania demand rising Strong growth in Asia & Oceania cruise participation and continued expansion of those source markets and destination itineraries in the longer term. 

Demand Rebound & Passenger Intent 

• Global cruise passenger volume projected at 37.7 million in 2025 (CLIA). 

• Repeat cruisers remain strong: ~82% of 2024 passengers intend to cruise again in 2025. 

• New-to-cruise travelers are steadily increasing, particularly in Asia and Australasia, contributing to fleet utilization growth. 

Onboard Spending Evolution 

• Cruise lines reported onboard spending in 2024 averaging approximately $90–$125 per passenger per day across major brands — a noticeable increase from pre‑pandemic levels — driven by specialty dining, bars, beverage packages uptake and premium experiences (SPA, Excursions, VIP Areas, private islands). 

• Premium onboard experiences are influencing both pricing and guest expectations. 

Premiumization 

• Cruise lines continue to expand luxury and upper-premium offerings. 

• Luxury segment is growing faster than contemporary ocean cruising in 2025 (Crystal, Regent, Seabourn, Explora). 

• Investments in high-end ship amenities, private islands, and exclusive excursions are key differentiators. 

Demographic Shifts 

• Gen X and Baby Boomers remain core passenger segments. 

• Millennials are increasingly entering the market, especially on premium and expedition cruises. 

• Solo traveler demand is rising, with more single-occupancy cabins available across lines. 

Strategic Moves by Major Lines 

• There are well over 8 cruise brands that operate or have exclusive access to private islands or private destinations, including:

• Royal Caribbean (Perfect Day at CocoCay)

• Celebrity Cruises (uses Perfect Day at CocoCay)

• MSC Cruises (Ocean Cay MSC Marine Reserve)

• Norwegian Cruise Line (Great Stirrup Cay)

• Carnival Cruise Line (Half Moon Cay; Celebration Key opening 2025)

• Holland America Line (Half Moon Cay)

• Disney Cruise Line (Castaway Cay; Lookout Cay at Lighthouse Point)

• Virgin Voyages (The Beach Club at Bimini)

• Princess Cruises (private resort developments such as Princess Cays-type destinations)

• Ship upgrades and technology investments for fuel efficiency, guest personalization, and digital adoption. 

• Partnerships with travel advisors and online platforms remain key, with ~73% of bookings still routed via travel agents (CLIA, 2023–2024 trend continues). 

Other Commercial Insights 

• Booking Windows & Patterns: Guests are booking earlier for 2025–2026 cruises, with 50% of peak season voyages reserved 9–12 months in advance. 

• Itinerary Innovation: Lines are expanding into new destinations and themed voyages to attract repeat cruisers. 

• Sustainability & ESG: Guests increasingly expect sustainable practices; cruise lines are investing in propulsion technologies using low-to-zero GHG fuels (bio LNG, green methanol, hydrogen, solar + battery hybrid systems). 

• Expedition & Niche Segments: Expedition cruising growth outpaces standard ocean cruising, fueled by interest in remote destinations and immersive experiences 

Cruise Industry Commercial Trends: 2024 vs 2025 

Key Takeaways 

• Passenger demand continues to grow steadily; repeat cruisers remain the core market. 

• Premiumization and luxury segments are expanding faster than standard contemporary ocean cruising. 

• Onboard revenue is increasing due to specialty dining, bars, and curated experiences. 

• Expedition and niche segments are gaining share, reflecting a shift toward immersive and personalized cruising. 

• Sustainability investments are accelerating, with more ships incorporating low-to-zero GHG fuel technologies. 

As the industry grows at full speed, the ability to recruit, retain, and support crew has become a defining operational challenge.

• Fleet expansion and record bookings highlight a major challenge: recruiting, training, and retaining qualified crew. 

• Fleet & Demand: Global fleet >310 ships, 37.7M passengers in 2025 (CLIA). Each new ship needs 1,000–2,000 additional crew. 

• Staffing Dynamics: 75–85% of crew are hotel/service staff. High turnover remains (contracts 4–9 months). Pandemic career shifts left gaps. 

• Recruitment Hubs: Philippines, India, Indonesia, Eastern Europe, Latin America, and growing African talent (Kenya, Zimbabwe, South Africa). 

• Training & Onboarding: Pre-boarding safety, hospitality courses, STCW certification, and familiarization programs. Digital/VR training increasingly used. 

• Retention & Welfare: Focus on mental health, structured career paths, fair pay, and onboard wellbeing programs. Academies and regional training hubs reduce first-contract failures. 

• Challenges: Language/cultural fit, pay disparities, high turnover, visa delays, and ongoing need for standardized training. 

• Tech & Efficiency: Automation, AI scheduling, and digital tools support operational effectiveness. 

• Bottom Line: Recruitment is no longer enough. Retention, readiness, fairness, and crew wellbeing define operational success — because the guest experience starts with the crew. 

Passenger behavior continues to evolve post-pandemic, shaping cruise operations, marketing, and onboard experiences. 

• Booking Windows & Channels: Guests book 9–12 months in advance. ~73% via travel advisors, ~27% via direct, 

• A silent engine—Onboard Cruise Sales—contributes on average between 15–25% of global net ticket revenue (NTR), effectively diluting sales into both trade and direct channels. 

• Repeat & New Cruisers: 82% of 2024 cruisers plan to sail again in 2025; new-to-cruise passengers growing, especially in Asia and Australasia. 

• Itinerary Preferences: Expedition, themed, and multi-destination cruises are increasingly popular; private islands remain highly sought after. 

• Demographics: Baby Boomers and Gen X remain core passengers; Millennials and Gen Z are growing in share, particularly on premium and expedition cruises. Solo travelers are increasing, with more single-occupancy cabins offered. 

• Onboard Spending: Specialty dining, bars, excursions, and curated experiences drive higher onboard revenue. 

• Sustainability: Guests prioritize eco-friendly practices and green ship technologies, Lines are integrating low- to zero-emission technologies, recycling programs, and educational experiences to meet guest expectations. 

Bottom Line: Early bookings, personalization, immersive experiences, and sustainability define passenger behavior in 2025, with onboard cruise sales playing a key revenue role. 

The cruise market continues to diversify, with luxury and expedition segments growing faster than contemporary / premium cruising. 

Luxury Cruising Is Growing 

• The luxury cruise fleet has more than tripled since 2010, demonstrating sustained expansion of high‑end capacity. 

• Travel agent surveys report high booking growth for luxury and ultra-luxury segments compared to other cruise types. 

• Analysts project that luxury cruising will continue contributing to overall market growth through the rest of the decade. 

Premium Cruises Are Seeing Strong Growth 

• Premium segment bookings are rising steadily, with travel advisors reporting continued strong demand for premium lines. 

Expedition Cruises Are the Fastest‑Growing Adventure Segment 

• Expedition and exploration cruises saw a 22 % increase in passengers in 2024 vs 2023, outpacing other cruise types. 

• Demand is particularly strong for eco-focused and remote destinations such as the Arctic and Antarctic. 

River and Small‑Ship Cruising Continues Steady Expansion 

• River cruise capacity and newbuild activity continue to grow, supported by multiple new ship deliveries and orderbooks. 

Younger Demographics Driving New Growth Patterns 

• 31 % of passengers in the past two years were new to cruising, reflecting a strong influx of first-time guests. 

• Gen‑X and Millennials are emerging as highly enthusiastic, growth-oriented traveler segments. 

Bottom Line: Luxury, premium, expedition, and river cruising are all outpacing standard ocean cruising, driven by personalization, experiences, and demographic shifts. 

The cruise industry continues to invest heavily in sustainability and technology as part of long‑term commitments to reduce environmental impact and enhance operational efficiency. 

Alternative Fuels & Future Fuel Readiness 

• Nearly 65 % of cruise ships scheduled for delivery in 2026 will be designed to run on alternative fuels such as LNG, hydrogen, and green methanol, demonstrating a major shift toward cleaner propulsion systems. 

• Across the CLIA membership, a significant portion of newbuilds and existing ships are being equipped to operate on low‑ or zero‑emission fuels when they become available at scale. 

Shore Power (Onshore Power Supply) 

• 147 cruise ships (~52 % of the fleet) are currently capable of connecting to onshore power (plugging into local grid electricity while docked), reducing emissions at berth by up to 98 % depending on the energy mix. 

• By 2028, more than 239 ships are expected to have shoreside power capability as ports and lines invest in infrastructure and retrofits. 

Biofuels & Emission Reduction Pilots 

• AIDA Cruises has used over 3,300 tons of ISCC‑certified bio‑LNG on AIDAnova in early 2025 and has connected its fleet to shore power more than 250 times so far this year, with connections expected to exceed 400 by year‑end — cutting local emissions and preparing for future fuels. 

• AIDA prima tested 100 % residual biofuel (BMF 100) in 2024, demonstrating the potential to reduce CO₂ emissions by more than 90 % when using these pilot fuels. 

Propulsion & Hybrid Technologies 

• The industry is investing in battery storage systems, hybrid power generation, and fuel cells. As of recent data, 15 % of newbuilds entering service in the next five years are expected to include battery and/or fuel‑cell technology for hybrid propulsion.

• LNG remains the most widely adopted transitional fuel, with many LNG‑powered ships designed for future switch ability to bio‑ or synthetic LNG with minimal engine modifications. 

Digital & Operational Efficiency Tools 

• Cruise lines are adopting digital energy management and optimization platforms that help reduce fuel use and operational emissions by tracking real‑time performance parameters. 

• Advanced wastewater treatment systems (AWTS) are now installed on a large portion of the fleet, reducing environmental impact and exceeding regulatory standards in many regions. 

Artificial Intelligence initiatives in the Cruise Industry 

• Carnival Cruise Line - Experimental yet Strategic AI Deployment - Carnival has publicly disclosed that it’s running over 100 generative-AI pilot projects, of which only six have moved into production as of late 2025. 

• Royal Caribbean Group - Verified AI & Digital Integration - Royal Caribbean publicly confirmed that in 2024 it expanded digital and AI-enhanced capabilities across its distribution channels and guest-journey workflows, leading to a reduction in booking time by half. 

• MSC Cruises - MSC publicly unveiled ZOE as a “voice-enabled artificial intelligence” digital assistant for guests. ZOE can understand seven languages, answer hundreds of questions about the cruise, provide information about onboard services, and help guests book services. 

Bottom Line: In 2025, sustainability initiatives are no longer future promises — they are active priorities. Cruise lines are integrating alternative fuels, shore power, biofuel trials, hybrid propulsion tech, energy‑efficiency systems, and digital operational tools to reduce emissions and prepare for the IMO’s 2030/2050 climate targets. These investments are fundamental to the industry’s long‑term environmental strategy and to shore‑side community impact reduction. 

Although cruise travel accounts for only about 2 % of global tourism, its economic contribution is significant and growing, impacting jobs, GDP, local tourism, and communities around the world. 

📊 Global Economic Footprint 

• The cruise industry generated a record $168.6 billion in total global economic impact in 2023 — the highest ever recorded and is expected to contribute with $180B in 2025 

• This figure represents a 9 % increase over 2019 (pre‑pandemic benchmark). 

• The industry contributed $85.6 billion to global GDP, with growth outpacing that of the broader global economy. 

👩💼 Jobs & Wages 

• In 2023, the cruise sector supported approximately 1.6 million incremental jobs worldwide. 

• These roles paid out approximately $56.9 billion in wages and salaries. 

• Around 77 % of cruise‑supported jobs are land‑based, benefiting local economies beyond ship operations. 

🌍 Local & Community Impact 

• In the United States, the industry generated over $65 billion in total economic impact in 2023 and supported an estimated 290,000 jobs, with about $25 billion in wages and salaries. 

• Cruise tourism benefits local communities well beyond ports of calls: 69 % of passengers stay at least one night in a hotel before or after their cruise, and around 60 % return to destinations they first visited by cruise — extending spending in lodging, dining, retail, and sightseeing sectors. 

🧩 Tourism Linkages & Multiplier Effects 

• Cruise economic impact isn’t limited to passengers; it includes spending on supplies, services, logistics, and port infrastructure that fuels jobs in hospitality, transport, construction, retail, and more. 

• In many regions, cruise‑related activity supports direct, indirect, and induced effects — meaning money spent in one area circulates through the broader economy, boosting employment and tax revenues. 

Bottom Line Cruise remains ~2% of total tourism but disproportionately drives local economies. Cruising is a vital economic engine for global tourism, sustaining millions of jobs and tens of billions in wages, while driving billions in GDP and local tourism spending. Even as it represents a small share of overall global travel, its multiplier effects on communities, supply chains, and allied industries are substantial and measurable. 

The cruise industry enters 2026 with continued fleet growth, evolving revenue dynamics, increased sustainability adoption, expanding markets, and a clear focus on operational resilience. 

🚢 Fleet Expansion: Continued Deliveries from 2026–2030 

• The global cruise orderbook remains strong, with 59 new ocean‑going ships on order for delivery from 2025–2036 — showing industry confidence into the next decade. 

• These ongoing deliveries (including vessels from major lines through 2030 and beyond) support capacity growth even as ships of all sizes diversify offerings. 

💰 Onboard Revenue: Future‑Cruise Sales & Premium Experiences 

• Onboard spending — from specialty dining to excursions and premium venues — continues to be a key revenue driver and a strategic growth lever. Verified financial results show onboard & other revenues making up ~29.5 % of total cruise revenues for major operators (e.g., Royal Caribbean).  

• The Silent Growth Engine: Onboard Future-Cruise Sales: Beyond immediate onboard spend, the onboard future-cruise sales channel remains one of the most under-leveraged revenue drivers in the industry within the Global Sales Ecosystem. Verified industry benchmarks show that onboard future-cruise bookings contribute approximately 15–25 % of global Net Ticket Revenue, quietly feeding both direct and trade sales channels. With the right structure, leadership, incentives, data integration, and guest-journey alignment, onboard future cruise sales can make an immediate impact in the overall global results.

• Premium experiences, including private islands, specialty dining, and themed journeys, are strengthening cruise pricing power and supporting future‑cruise sales. 

🌍 Sustainability: Adoption of Net‑Zero Technologies & Shore Power Connectivity 

• CLIA reports that many new ships are being built with engines capable of switching to low‑ or zero‑emission fuels (e.g., LNG/methanol) when available at scale. By 2028, ~50 % of new capacity is expected to have this capability. 

• Shore power (onshore power supply) connectivity is expanding rapidly: 

• ~147 ships (51–52 % of the fleet) can connect to shore power today. 

• This number is expected to grow to ~239 ships by 2028 as ports and ships adopt OPS infrastructure. 

• LNG propulsion (with low emissions) and selective catalytic reduction systems are being increasingly deployed to meet emissions standards and decarbonization goals. 

📈 Market Expansion: New‑to‑Cruise & Younger Demographics 

• According to CLIA, 31 % of passengers in the past two years were new to cruising, highlighting continued success in attracting first‑time cruisers. 

• Gen‑X and Millennials are among the most enthusiastic cruiser segments, driving demand for varied experiences, from cultural itineraries to adventure and expedition voyages. 

• High repeat intent (82 % of past cruisers planning another cruise) supports sustained future demand. 

⚙️ Operational Focus: Crew Hiring, Retention & Training Remain Critical 

• As fleet expansion continues, recruitment and retention remain priorities; industry leaders report ongoing initiatives to improve training, welfare, and career pathways to sustain service quality. 

• The labor dynamic will remain central to operations in 2026, aligning with broader industry discussions about standardization of credentials, wellbeing, and workforce readiness. 

Bottom Line: 2025 marks a year of recovery, strategic growth, and operational adaptation. Cruise lines are balancing fleet expansion, guest experience, and sustainability while investing in new technologies and markets. Leaders who integrate crew development, premiumization, and data-driven commercial strategies are best positioned for continued growth.

As we enter 2026, the cruise industry is poised for continued capacity growth, enhanced onboard revenue streams, broader adoption of sustainable technologies, expanding markets driven by new and younger guests, and a renewed operational focus on crew and service excellence. 

 📢 Enjoyed this edition? If you found these insights valuable, share it with colleagues and peers in the cruise industry, let’s keep the conversation going and strengthen our Industry together! 

As we close out 2025, I want to sincerely thank you for taking the time to read and engage with this newsletter. I’m truly grateful for your interest, your trust, and the thoughtful exchanges this work has sparked.

This industry is ultimately about people, their commitment, resilience, and passion, and it’s a privilege to share perspectives with so many dedicated professionals across the cruise sector.

As the holiday period approaches, I wish you and your loved ones time to rest, reflect, and recharge. May the year ahead bring success, clarity, and continued growth, both personally and professionally.

Warm regards, Nuno

Transforming Cruise Sales & Leadership with NFC - Nuno Fonseca Consulting. Deep expertise in global & onboard cruise sales and leadership mentorship, we help cruise lines & hospitality brands solve sales growth, revenue, and operational challenges, turning pain points into measurable success. 

📅 Book a 15‑minute strategic call to explore how we can drive results together. 

🌐 Home 📧 nunof@nunofonsecaconsulting.com  📞 +351 967 640 152 

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