Abstract
The article analyzes the potential opportunities for cruise tourism in the Mediterranean region, which is known for its favorable climatic conditions and the variety of accessible ports throughout most of the year. The Mediterranean can be defined as a classic cruise destination, contributing to the development and expansion of leisure services. It is noted that over the past three decades, the global cruise market has shown continuous growth with minor disruptions in the crisis years, which was devastatingly interrupted by the pandemic, but today the cruise tourism market expects a significant surge, which is due to a strong recovery of the global economy, an increase in the number of wealthy individuals (HNWI), expansion of on-board capabilities and offers, as well as state support for the cruise industry. The need to update the existing infrastructure of cruise terminals in MedCruise ports is shown to meet the growing demand, which reflects a positive trend in the market of marine tourism services. The water area for Mediterranean cruises is presented, which is divided into three regions: the Western Mediterranean, the Eastern Mediterranean and the Adriatic Sea. The Western Mediterranean, largely due to its historical and economic heritage, will strengthen its position as a leader. It is emphasized that the Mediterranean regions implement relatively short-term cruise tours compared to other areas of the world's tourism industry. A new trend in the growth of the cruise travel market has been revealed due to the improvement of port infrastructure to meet the growing demand for sea tourism. It is emphasized that the economic benefits of cruise activities for port cities create an argument for their investment. Ways to activate the potential of the Mediterranean cruise sector through the creation of effective marketing strategies to attract passengers to new attractive routes and shore excursions, as well as diversification of the portfolio of offers to attract and increase the number of tourists, are outlined.
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