The brand responsible for developing cruise tourism in the region participated this week in Madrid in the fifteenth edition of the International Cruise Summit (ICS), is also sponsoring Europe’s leading cruise conference. The event provides an opportunity to discuss the main challenges and opportunities that will shape the sector in the coming years and to establish contacts with major cruise lines, with the aim of showcasing the region’s strengths as a tourist destination.
Santander Cruise Deluxe, the brand created by the Port Authority of Santander (APS), the Government of Cantabria and the Santander City Council to manage cruise calls and enhance cruise tourism, took part this week in Madrid in the International Cruise Summit, Europe’s leading cruise conference, where the main challenges and opportunities that will guide the industry over the next few years are recognised and analysed.
This year, the key themes focused on ocean conservation through the promotion of sustainability within the industry, port security, the revolution at sea brought about by the implementation of AI-driven systems, the luxury market, and the development of new ports and destinations that are beginning to tap into their cruise potential.
Representatives of Santander Cruise Deluxe also used the occasion to invite various cruise lines to visit Cantabria through their participation in a fam trip, a familiarisation journey designed to allow them to experience the region firsthand. According to Sophie Lanos, Cruise Manager at the APS, “the aim is to showcase to the cruise lines and itinerary planners the advantages of calling at Santander. We have a magnificent port entrance through the Bay and a Maritime Terminal right in the city centre, but we also offer exclusive experiences just a short distance from the berth, which allows visitors to make the most of their time at the destination.”
“We offer a product of the highest quality, and our goal is to make it known. The cruise industry represents an excellent opportunity to drive economic growth while helping to reduce seasonality in tourism within our region,” she added.
Santander Cruise Deluxe also took part in a session organised by the Spanish branch of the Cruise Lines International Association (CLIA) to learn about the state of the cruise industry in Spain and the steps required to adopt environmental practices and technologies aimed at achieving net-zero emissions.
Cantabria closes 2025 with the arrival of 20 cruise ships, although forecasts indicate that in 2026 the Port of Santander will exceed thirty calls.