The World Travel & Tourism Council (WTTC) has published its latest report on the impact of cruise tourism. The report concludes that the sector supports local economies, strengthens communities, and creates long-term value in coastal and port destinations.
Released on 10 April, Cruising for Impact is a comprehensive research report analysing the industry’s economic and social footprint. Its findings provide a welcome counterpoint to the heavy criticism that the sector has faced in recent years regarding pollution, overcrowding and its limited perceived contribution to local economies.
The report positions cruise tourism as a major economic driver and highlights its importance across Europe, the Americas, Asia, and beyond. It states that, in 2024, the industry generated around $98.5 billion (£83.6 billion) in direct global GDP contribution and close to $199 billion (£167 billion) in total economic output, while sustaining approximately 1.8 million jobs and paying $60.1 billion (£51 billion) in wages.
Beyond the headline figures, the report highlights an often-overlooked longer-term effect: over 60% of cruise passengers who first discover a location while on a cruise will return afterwards to explore it further, creating sustained demand and extended benefits for local economies.
Gloria Guevara, WTTC’s President & CEO, said that “when travellers discover a destination through cruising and choose to return, they create ongoing opportunities for local businesses, support jobs, and contribute to the long-term vitality of those communities”.
According to the report, one full-time job is supported for every 20 cruise passengers globally. These roles extend well beyond the ship to encompass hospitality, local entrepreneurs, small tourism businesses, and micro-economies.
The benefits extend far beyond employment and wages. The report points to wider effects, from skills development and inclusion to cultural preservation and infrastructure improvements, including accessibility and sustainability projects.
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Addressing the other side of the coin, namely, persistent concerns around overtourism, often illustrated by images of city-like ships disembarking large numbers of travellers into small destinations, the report argues that this is only part of the story. Globally, around 80% of tourists are concentrated in just 10% of destinations, and cruise tourism can help spread visitors more evenly.
Importantly, the report also sets out a series of recommendations for the future, from embedding cruise tourism in inclusive growth strategies, strengthening community partnerships, aligning infrastructure with social value, expanding skills pathways, and improving how impact is measured.
Cruise lines are also increasingly stepping up in times of crisis, according to the report, which cites their role in delivering humanitarian aid and providing shelter after hurricanes.
Environmental initiatives such as shore power, marine conservation and coral restoration, also highlighted in projects by Havila Voyages and MSC Cruises, are presented as measures that can contribute to both environmental goals and community resilience.
Finally, the industry is notable for its inclusivity, with a workforce drawn from over 150 countries. Around 40% of senior leadership roles in the cruise sector are now held by women, as are over 50% of mid-level and higher positions.
However, relatively few reach the very top: only around six to eight women are currently serving as CEOs or presidents of notable cruise lines and brands. Their numbers roughly doubled in the early 2020s, but have since plateaued.
Looking ahead, cruise passenger capacity is expected to grow by 19% between 2022 and 2028. This raises important questions about how to sustain the sector’s economic, social and environmental gains in the long term.
