Industry leaders at Connections Cruise Arabia agreed that the combination of cruise as a gateway to land tourism, strong repeat passenger loyalty, and the vast untapped market of non-cruisers makes the Middle East one of the most promising growth areas globally.

Cruise executives and travel partners meeting in Dubai for Connections Cruise Arabia highlighted cruising as both an introduction to destinations and a driver of long-term tourism demand, pointing to strong repeat passenger trends and a vast untapped global market.

Anna Gregori, Vice President, Brand, Marketing, PR & Customer Experience at Celestyal Cruises, cited research showing that seven in ten passengers return to a destination for a land holiday after first experiencing it on a cruise. 

Gregori characterised cruising as a “taster” of a region, giving guests the confidence to return later for longer stays.

“For us, destination immersion is central to the product,” Gregori said. “By scheduling two days in Dubai or longer calls across the Gulf, we allow our guests to really experience the cities. That often leads them to come back and spend more time on land.”

Angelo Capurro, Executive Director for MSC Cruises and Explora Journeys, echoed this perspective, stressing that the ability to visit multiple destinations in one voyage remains one of the industry’s strongest selling points. 

He noted that cruising provides an efficient, cost-comparable way to experience cities such as Rome, Naples, or Barcelona in a single itinerary, often motivating passengers to plan extended land-based trips afterwards.

Andy Harmer, Managing Director of CLIA UK & Ireland, framed the discussion within broader industry research, noting that consumer surveys consistently show destinations as the top reason people choose to cruise. “The evidence is clear,” Harmer said. “Passengers often use a cruise itinerary as a way to sample a destination. That positions cruise as a critical gateway to wider tourism.”

Beyond serving as a gateway, repeat business is becoming a powerful engine of growth for cruise lines. Capurro revealed that Explora Journeys, MSC Group’s luxury brand, has already seen 38% of its passengers return for a second sailing, despite launching only two years ago with a fleet of two ships.

“This level of loyalty at such an early stage is a sign that our differentiated product is resonating,” he said, adding that four more ships are planned in the next five years.

Gregori also pointed to high repeat intentions for Celestyal, stating that 86% of its guests express a desire to sail with the line again. The Arabian Gulf deployment has given the company the chance to retain those loyal travellers by offering new destinations. 

“The Gulf has been a perfect opportunity to welcome back our repeat guests and introduce them to a region they might never have considered,” she said.

Untapped potential in global markets

While repeat demand strengthens existing business, the potential for new-to-cruise passengers remains immense. Rehab Mansoor, Manager of Passenger Sales and Commercial at Emirates, highlighted that only 2.7% of global travellers have ever taken a cruise, leaving more than 97% of the travel market untouched.

Mansoor suggested that even a one percentage point increase in penetration would add four million new passengers worldwide. “Cruise is a high-value segment for us,” she explained. “These travellers stay longer, spend more in the destination, and benefit from seamless connectivity through Dubai. We see huge opportunities in capturing just a small share of the many travellers who have yet to try cruising.”

These dynamics present significant opportunity in the Middle East. With Dubai already welcoming nearly one million cruise passengers in the past two years and Saudi Arabia developing new Red Sea and Gulf ports, the region is well placed to capitalise on both the repeat demand of experienced cruisers and the curiosity of newcomers.

Meshari Basheer, Executive Director of Destination Development at Cruise Saudi, emphasised that Saudi Arabia’s strategy is built on creating authentic, locally sourced experiences while developing the port infrastructure needed to accommodate more ships. 

“Our role is to create jobs and ensure the Saudi experience comes from Saudis themselves. By 2035 we aim to generate tens of thousands of jobs through cruise tourism,” he said, adding that Saudi Arabia plans to develop ten ports across the Red Sea and Arabian Gulf, enabling calls to be spread out and congestion avoided.

Capurro added that greater local and regional demand, particularly for short breaks, could help extend the Middle East season beyond the current winter window, with the shipboard experience itself acting as a draw when summer weather is less favourable for intensive outdoor touring.

Executives across the panel stressed the importance of collaboration among airlines, ports, and tourism boards to convert first-time cruisers into long-term visitors. Short Gulf itineraries of three to four nights were identified as particularly effective in attracting regional residents and families to try their first voyage.

With infrastructure and airlift in place, the region’s challenge now lies in raising awareness and making cruising an accessible, attractive option for local and international travellers alike.