Post by MSC Cruises

Better tourism, not less tourism. Today at Seatrade Cruise Global, our Executive Chairman Pierfrancesco Vago shared his perspective on the role of cruise in supporting a more managed approach to tourism. Cruise represents around 3% of global tourism — and is one of the most structured and predictable segments. The ships operate on fixed schedules, with known passenger volumes planned years in advance. This allows for coordinated berth allocation, staggered disembarkation and a more even distribution of visitors across destinations and seasons. The challenge for destinations is not simply the number of visitors, but how tourism is managed as a system. When integrated into wider destination planning, cruise provides visibility and certainty — supporting better coordination of visitor flows and reducing pressure on peak periods. The objective is clear: not less tourism, but better tourism to ensure a positive impact for coastal communities, destinations and visitors alike. At the same time, it is essential that we collectively communicate this more clearly. As an industry, we must continue to explain how tourism is planned, coordinated and managed — and ensure the narrative reflects the reality on the ground. As a family-owned company, we take a long-term view, working with ports and local authorities as partners over decades, not seasons, investing in the right infrastructure, local businesses and destination strategies. Because ultimately, our success depends on the prosperity and sustainability of the destinations we visit. #MSCCruises #SeatradeCruiseGlobal