---

May 1, 2023

“Recovery”, “optimism”. These were the most commonly used words during the recently concluded Seatrade Cruise Global in Fort Lauderdale.

In fact, the themes and news were many, although it is true that industry enthusiasm was at the forefront during the four intense days of the world’s largest and most important cruise show.

A sui generis edition also in terms of location, moved from Miami to Fort Lauderdale for logistical reasons, but one that saw an equally effective organization and a location perfectly suited to the scale of the event. The official figures speak of more than 10,000 accredited visitors, more than 500 exhibitors from more than 80 countries around the world. But what makes Seatrade so special is the atmosphere of friendship, passion and cooperation that it breathes, bringing together, in just three days that pass all too quickly, the most important figures that revolve around the giant machine that is the cruise industry.

 

The first positive note of the 2023 edition could be gleaned from the conference program: the words “pandemic”, “recovery”, and “resilience” did not appear in any of the session titles. This was not a superstitious choice or a desire to put a bad patch behind us, but rather a faithful representation of reality. The cruise lines, and the industry as a whole, are looking forward with a sense of optimism that is based on hard numbers and not the “everything will be fine” attitude that we have unfortunately been accustomed to for far too long. Many cruise line representatives spoke of results that have already surpassed those of 2019, pointing to high booking rates and an exceptional recovery in demand for cruises.

It follows that all services related to the world of large ships will benefit immediately. There is talk of new cruise terminals in many countries, new itineraries that will require new infrastructure and new service offerings. Marketing strategies are returning to the question of how to attract new cruise passengers, looking beyond current boundaries, not only geographically, but also in terms of age and travel habits.

There are products that still need a lot of work and have tremendous potential, such as river cruises, where I had the pleasure and honor of organizing a panel discussion. It may still be too early to dedicate a single moment to river cruising at a show like Seatrade, but it was important to reintroduce it after last year’s event, where I compared small cruise lines with river cruise lines in their post-pandemic recovery programs.

Innovation was definitely another concept at the heart of Seatrade Cruise Global 2023. A drive for new ideas, new concepts that did not come from being on the agenda of the conference program. But a desire for innovation that shone through from every single booth on the show floor and in the rooms where the press conferences were held. Many new ships, of course: starting with Explora Journeys, whose launch is finally imminent, but also the long-awaited Queen Anne, Disney Treasure and the unstoppable Msc Cruises. But innovation is also taking place on the existing ships, with continuous improvements and implementations both in terms of guest services and the environment.

So here we turn to the other additional buzzword of Seatrade 2023: “sustainability”. The idea that the future of cruising should be “green” may not be new. But progress in this area is being made month by month, and the updates on display in Fort Lauderdale are many. Steps large and small are being taken every day, both in new ship designs and in retrofitting older units. However, there are two additional efforts that do not always seem to be of the necessary value. One is the inevitable subsidization of shore infrastructure and local authorities to help companies become more sustainable. I immediately think of the need for electricity in ports, without which any provision for new ships would immediately fall by the wayside. But also LNG supplies, for example, or help with waste disposal, etc.

 

A second concept related to sustainability, which I have also tried to emphasize in the river debate, is that of awareness of the efforts being made in this direction. In short, today it is not enough to be “green” if we do not make a strong commitment to publicize and make known to the host communities what is being done in this direction. I believe that the path to sustainability that most companies have taken is the fastest and the right one. But still too few people outside the industry are aware of it, and it is up to all of us who are part of it to make it known to the general public, fighting prejudices and false myths.

Finally, Seatrade Cruise Global 2023 introduced a major and important new feature: F&B@Sea. Dedicating attention to a very important component of the cruise industry such as food and beverage was certainly a step forward, and we hope it will be confirmed as an integral part of the show in the future. In the Fort Lauderdale edition, it was located in a cruise terminal within walking distance of the convention center. In Miami, I hope it can be placed within the show itself to give it more centrality and the importance it deserves.

As always, the cruise industry’s event of the year has added value to the relationships between people and companies and has been the ideal place for us to exchange ideas and proposals and, above all, to meet in person so many colleagues whom, especially in recent years, we have been accustomed to meeting only virtually.

Finally, a word must be dedicated to the success of Cruising Journal, which not only saw its new bimonthly magazine appreciated by all, but also had the honor of being media partner of the event, along with some other prestigious international publications with which we have contact and collaboration. A positive experience for all. The comments we heard even a few days after the event were really positive. An effective return to normality, even in business and in our company, after the 2022 edition, during which those present were mostly happy to be “present” in person, but with business expectations certainly less optimistic.

Do not miss more updates, news and reviews on Cruising Journal with photos, videos and cruise offers.

Gabriele Bassi

Comments