The Mediterranean is the second largest cruise destination in the world but it has the potential to become the first inbound  harbour, due to its excellent weather conditions that allow a long cruise season, and the attractiveness of its diversity of cultures and differentiated itineraries. The global leading cruise operators and companies are aware of this promising and strategic room for growth, and they  have been positioning themselves in the region in order to achieve competitive advantages in this market. The high concentration of this industry in the world is focused on a few ports, which is why it is important to expand the offer, especially 2
SAILING IN THE MEDITERRANEAN
to small port cities. In this sense, the Mediterranean cruise industry is facing multiple headwinds: geopolitical tensions, an impending energy crisis, global inflation, post-pandemic disruptions and extreme weather are all impacting world trade and economic prosperity. While each destination in the Mediterranean has its priorities and strategies, it is necessary to work together with the goal to promote the region. It is necessary to bet on creating a common brand that promotes the complementarily of the offers instead of competition between destinations.