Younger generations drive record cruise growth globally

Perth, AUSTRALIA

The cruise industry is riding a wave of growth driven largely by younger travelers, as Millennials and Gen Xers now make up almost half of all passengers, Kelly Craighead, president and CEO of Cruise Lines International Association (CLIA) told Anadolu.

The dramatic shift in traveler demographics is driving a surge in demand and helping the industry recover and surpass pre-coronavirus pandemic levels, Craighead said.

"Today, nearly 30% of guests are first-time cruisers and the average age of a cruise guest is now just 46 years," Craighead said, highlighting the hike in younger passengers, particularly from Generation X and Millennials.

She noted that many new-to-cruise guests are drawn by the diversity of experiences offered, from onboard entertainment to exciting shore excursions.

The influx of younger travelers has had a ripple effect on the types of experiences cruise lines offer as younger passengers prioritize experiences over material possessions.

Cruise lines respond by providing a wide range of activities on board and at each destination, Craighead stressed. Whether it is culinary experiences, cultural explorations or wellness offerings, the onboard and shore-based experiences are key to meeting the demands of today’s cruisers.

Highlighting that the industry is also seeing a significant rise in multi-generational family travel, Craighead said one-third of guests travel with at least two generations and 28% sail in groups of three to five generations.

"Among all demographics, value and the diversity of destination experiences continue to be the top reasons travelers choose a holiday at sea," she said.

In 2023, the global cruise industry hit a record 31.7 million passengers and the figure is projected to grow to 34.1 million by the end of 2024.

The post-pandemic recovery highlights the resilience of the industry, which has implemented strict health and safety protocols to ensure a safe and enjoyable experience for all passengers, Craighead explained.

"The cruise industry has demonstrated its resilience over more than 50 years—consistently rebounding faster from downturns that are part of the world’s economy. This held true in 2023 when cruise returned to and exceeded 2019 passenger levels by about 7%," she said.

In addition to new demographics and a rebound in traveler numbers, the industry is making significant economic contributions worldwide. The industry generates more than $154 billion annually and supports 1.2 million jobs globally.

Craighead highlighted the value that cruise passengers bring to local economies, noting that 75% of cruise activities occur onshore, boosting tourism and creating jobs in port cities.

Pointing out that cruise travel often has lasting effects beyond the immediate economic effect, Craighead said 60% of travelers return to a destination they first visited on a cruise, further boosting tourism in those areas.

She noted that the future of cruising looks bright, particularly in growing markets like the Mediterranean and that Türkiye is set to expand its role in the European cruise market, which accounts for about 3% of the region’s passengers.

Investments in sustainable infrastructure and port development are expected to help drive the growth of Türkiye's cruise lines.

As the cruise industry continues to evolve, it faces challenges, particularly around sustainability.

Cruise lines are committed to pursuing net-zero emissions by 2050 and are investing billions in new ships and engine technologies as part of that vision, which is also aligned with the International Maritime Organization’s ambitions, she said.

Craighead highlighted that newer ships are 20% more efficient than their predecessors, with many already testing advanced biofuels, synthetic fuels and other green technologies.​​​​​​​