The region and the cruise industry will debate how to jointly elevate the level of activity, balancing growth, authenticity, and lasting impact. The conference program, under the theme Raising Expectations, will take place on September 16 and 17, featuring a total of 25 sessions with the participation of over 90 experts.
Charles “Bud” Darr, president and CEO of the Cruise Lines International Association (CLIA), will deliver the inaugural keynote. Darr highlighted the Mediterranean's significance as one of the world's most important cruise regions and the sector's collaboration for responsible growth, destination protection, and emission reduction.
One of the most anticipated sessions will be the panel “The State of the Mediterranean Cruise Industry: Raising Expectations,” moderated by Mary Bond, group director of Seatrade Cruise. It will bring together industry leaders including Leonardo Massa (MSC Group), Nikos Mertzanidis (CLIA), Theodora Riga (MedCruise), Samantha Stimpson (Fred Olsen Cruise Lines), and Chris Theophilides (Celestyal Cruises) to analyze how to maintain the region's attractiveness and competitiveness.
Mary Bond noted that the Mediterranean, the world's second most popular cruise destination with a record 39.75 million passengers in 2025, faces new challenges and growing expectations that Seatrade Cruise Med 2026 will address.
Thursday, September 17, will feature the panel “When Hotel Brands Set Sail,” examining how iconic hotel brands are incorporating new standards of service, design, and passenger experience into the cruise sector. Participants will include Philippe Hetland-Brault (Orient Express Sailing Yachts) and Ben Trodd (Four Seasons Yachts), moderated by Jason Gelineau.
For the first time, the event will address seasonality with the panel “Balancing Seasonality: The Year-Round Tourism Economy,” in collaboration with Routes, Low Season Traveller, and Tourism Seasonality Summit, bridging the aviation and cruise sectors.
The session “Beneath the Luxury Itinerary: What the Med & Atlantic Demand of Ports & Destinations Now,” sponsored by Forbes Travel Guide and moderated by Figen Ayan, will explore the expansion of the luxury cruise market, which grew from 28 to 97 ships between 2010 and 2024, and question whether the Mediterranean is prepared for this new era.
Experts such as Justin Poulsen (Explora Journeys), Crystal Morgan (Seabourn Cruises & Expeditions), and Sacha Rougier (Orient Express Sailing Yachts) will share their insights. The session “Cruise Outlook: Growth, Deployment & the Atlantic Opportunity” by Oxford Economics will analyze the sector's growth and the Atlantic's increasing importance.
Finally, the panel “The Atlantic Advantage” will discuss how the Atlantic can expand capacity and alleviate pressure on established ports. It will feature Susana Gutiérrez (Canary Islands Cruise Ports, Málaga Cruise Port), alongside experts from TUI Cruises, Carnival Maritime, and MedCruise.
