- By Ioannis Bras – Seatrade Ambassador & CEO of Five Senses Consulting
In the cruise industry, opportunity isn’t just about getting more ships-it’s about getting
the right ships. Every destination has a natural capacity, shaped by its berths,
infrastructure, and the flow of life ashore.
Matching that capacity to the cruise lines you target is the difference between
delivering a great guest experience and stretching your resources thin. In this fast-
changing market, ports that know their true capabilities – and communicate them
clearly – are the ones that win sustainable, long-term cruise business.
Start by Knowing What’s Coming
Over the next few years, the cruise industry will welcome all kinds of new ships:
? Big family ships with thousands of passengers and packed entertainment
schedules.
? Premium large & mid-size ships offering longer, more cultural trips.
? Luxury and expedition ships with fewer passengers but higher spending
and unique demands.
You don’t need to serve every type. In fact, it’s better to focus on the ones you can
serve brilliantly.
New ocean-going cruise ships on order (2025-2036 August25)
Total: 73 ships | Total lower berths: 182,949 | Average capacity: 2,506
By market segment (capacity-based)
Contemporary (>3,000 lower berths) – 31 ships | Avg: 4,677 | Total: 144,932
Premium (1,000–3,000) – 9 ships | Avg: 2,061 | Total: 18,551
Luxury & Expedition (<1,000) – 33 ships | Avg: 590 | Total: 19,466
What this means: the pipeline has a split growth pattern-a strong wave of large
contemporary ships demanding serious berth length, mooring strength, terminal
throughput and land-side transport, alongside a very active stream of smaller
luxury/expedition vessels with high per-guest spend and premium tendering needs.
Premium mid-size growth is selective, great for culturally rich ports with efficient, non-
industrial land-side flows.
So you must ask yourself:
? Can your berths take the biggest ships, or is your sweet spot smaller vessels?
? Can your town handle 5,000 people arriving at once, or would 500 be ideal?
? Do you want quick day visits, or ships that stay longer and explore deeper?
Capacity Means More Than Just Pier Size
When people think about port capacity, they often think about the pier length and
water depth. Those matter – but they’re just the start.
On the Water:
? Berth Size and Depth: Is there enough space and depth for the ships you
want?
? Bollards and Fenders: Strong mooring points and protective fenders keep
ships and piers safe.
? Turning and Approach: Ships need to get in and out easily and safely.
? Anchorage: If ships anchor offshore, the location should be sheltered and
close enough for short tender rides.
? Tender Facilities: Passengers should step ashore into a comfortable area
with shade from the sun or shelter from rain, plus seating and smooth access
for all.
On Land:
? Transport Flow: Space for buses, taxis, and walking passengers without
chaos.
? Attractions and Tours: Enough guides, buses, and time slots so
experiences feel relaxed.
? City Comfort: Streets, squares, and cafes that aren’t overwhelmed by
sudden crowds.
? Smart Signs: Clear signs, maps, and QR codes to guide visitors in their own
language and help spread them across the city. (For example, in Mykonos,
we supported a pilot system that guided passengers to lesser-known spots,
reducing pressure on the main alleys.)
What You’re Great At, and Where to Improve
Think in simple SWOT terms:
Strengths: What you already do well – maybe your location, scenery, or unique
experiences.
Weaknesses: Gaps you need to fix – maybe transport flow, tender comfort, or
signage.
Opportunities: New ships or segments you could attract with minor improvements.
Threats: Losing calls to destinations that are more prepared or better promoted.
Doing this self-check early helps you avoid chasing ships you’re not ready for and
instead focus on those you can serve perfectly.
Think of Your Destination as a Cruise Product
Cruise lines choose destinations like you might choose a hotel – they want the best fit
for their needs and their guests’ expectations.
That means your port should:
? Share clear, up-to-date information about capacity, facilities, and services.
? Make it easy for passengers to navigate with smart signs and friendly helpers.
? Offer accessible facilities for everyone – from the terminal to transport to
attractions and restaurants.
? Provide a smooth, stress-free experience from ship to city and back.
Match What You Can Offer to the Right Cruise Lines
Every cruise line has its style. Some bring big ships with big numbers. Others focus
on smaller, high-spend guests. Your job is to match your real capacity to the right
type.
? Big Ship Operators: Only if you can move thousands of people quickly
without hurting the visitor experience or the city’s daily life.
? Premium Lines: Good if you have mid-sized berths, strong cultural tours, and
a relaxed atmosphere.
? Luxury & Expedition Lines: Ideal if you can offer personal service, unique
sites, and a smooth tender or berth experience.
A Simple Growth Plan
Focus on Today: Pick the cruise lines that match your current strengths. Upgrade
small but essential things: bollards, fenders, tender comfort, smart signs. Start
managing crowds at busy attractions with timed visits. Increase your social media
and LinkedIn presence – share photos, videos, and stories that engage cruise
decision-makers and showcase your port’s strengths. Create a Cruise Excursion
Book for the cruise lines’ ShoreX (shore excursion) teams, presenting your
destination’s experiences (what’s available) in a clear, inspiring way.
Build for Tomorrow: Enhance your berth and terminal to achieve smoother
operations. Add shore power in phases to attract more calls. Train more guides and
improve accessibility. Attend international cruise events to meet decision-makers and
tell your story. Build a network of nearby ports to create joint itineraries. Keep cruise
lines and the wider cruise industry informed of any upgrades, new projects, and
positive news.
Lead into the Future: Create unique off-season experiences to attract calls year-
round. Organise FAM trips by inviting the cruise lines you want to visit your
destination and experience it for themselves. Stay active on LinkedIn and social
media to show your progress, new experiences, and community support.
Keep an Eye on These Signals: To see if your strategy works, check how many
passengers you move in your busiest 15 minutes, how well crowds are spread
across the city, whether cruise lines are booking earlier and for bigger ships, and how often your port is being mentioned positively in the industry – both in person and online.
Final Advice
Capacity isn’t just about concrete and water depth. It’s about the whole journey –
from the moment the ship appears on the horizon to the moment passengers wave
goodbye.
If you welcome the right ships for your size, give passengers a smooth and
memorable day, and keep improving year by year, you’ll have something much more
valuable than just a busy port. You’ll have a destination cruise line that
passengers love.
The destinations that thrive are the ones that combine honest self-assessment with
active engagement in the cruise community – attending events, nurturing
relationships, and sharing their story consistently. Often, the difference comes from
having someone who speaks both the language of the destination and the language
of the cruise lines. If you want guidance, you must seek an experienced cruise
destination development consultant who can organise strategies and make
connections faster, stronger, and more reliably.
(*) Ioannis Bras
CEO of Five Senses Consulting & Development, international
cruise destination strategy consultant, and Seatrade Cruise Ambassador.
With over 25 years of experience, I have advised more than 60 cruise ports and destinations
worldwide, promoting the vision of transformational travel experiences.
I help destinations, ports, countries, and tourism organizations create cruise
strategies that offer authentic experiences and increase revenues, leveraging tools
such as Cruise Excursion Books, Cruise Vibe Coding, Smart Signs, and Destination
Performance Metrics.
If your destination is ready to evolve, connect deeper with nature and the local
community, and transform cruise arrivals into life-changing experiences, contact me:
IBras@FiveSensesConsulting.com
