Caribbean and Latin American destinations collaborate in San Juan to drive the evolution of the cruise industry through collaboration, technology and sustainable development

Posted on November 1, 2025

The 31st Annual Florida and Caribbean Association (FCCA) Cruise Conference and Trade Show concluded in San Juan, Puerto Rico, marking a dynamic week of collaboration, innovation and strategic advancement for the global cruise industry. The event brought together cruise executives, government officials, tourism leaders and industry partners from across the Caribbean, Latin America and beyond, all united by a common goal – to advance the region’s position as a premier cruise travel destination through sustainable development and inclusive growth.

Hosted in partnership with Puerto Rico Tourism, the conference served as a lively forum for dialogue between destinations and cruise lines. More than 100 senior executives participated in one-on-one meetings, workshops and keynote sessions designed to enhance mutual understanding and identify partnership opportunities. The tone of the week centered on the belief that the cruise industry thrives on collaboration – where open communication and co-innovation lead to collective success.

Celebrated as the “Cruise Capital of the Eastern Caribbean,” Puerto Rico has demonstrated its readiness to lead the next era of regional cruising. The island is on track to welcome a record 1.9 million cruise passengers this season, underscoring its strategic importance to the global cruise network. Major investments in port infrastructure, technology integration, and workforce development are enhancing Puerto Rico’s reputation as a forward-thinking center for cruise tourism. The ongoing modernization of terminals and plans to expand cruise operations out of San Juan reflect a commitment to ensuring the benefits of tourism reach communities throughout the island.

Throughout the conference, a recurring theme was the continued expansion of global cruise itineraries. Industry leaders have confirmed that global demand for cruises has reached an all-time high, with passenger numbers expected to reach more than 37 million passengers this year – exceeding pre-pandemic levels by more than 25%. The Caribbean and Latin America remain top-performing markets, offering diverse, close-to-home, high-value itineraries that appeal to a wide range of travellers. Cruise lines and destinations are increasingly focusing on delivering experiences that combine authenticity and quality, ensuring guests enjoy meaningful connections while fueling local economies and supporting regional development.

The event’s comprehensive program included a series of high-impact sessions that addressed the key trends shaping the future of cruising. The cruise industry session opened discussions on evolving guest expectations, sustainability, inclusivity and digital transformation. Experts note that today’s travelers are looking for experiences that align with personal values, with an emphasis on connection, community and environmental responsibility. They explained that this transformation requires destinations to constantly innovate and adapt in order to maintain their competitiveness.

The Executive Committee and Presidential Committee brought together senior leaders from the world’s best cruise lines to discuss the strategic direction of the industry. Topics included developing new classes of ships, long-term infrastructure planning, and destination branding. The executives stressed the importance of partnerships built on transparency and trust, noting that strong cooperation leads to shared prosperity. They also urged governments to maintain stable and predictable regulatory environments, warning that excessive taxes or unplanned duties could influence publishing decisions.

One notable point of discussion was the increasing focus on household relocation in the Caribbean. In a dedicated session, port authorities and cruise experts explored how expanding local port operations can stimulate regional economies, create jobs, and increase travel demand. Ports across the Caribbean and North America are investing in new facilities and forming strategic alliances to accommodate this growth trend.

Innovation also took center stage during “Charting a New Course: AI Solutions for Cruise and Tour Professionals.” The session showcased how AI is revolutionizing the industry – from improving onboard operations and logistics to creating more personalized guest experiences. Speakers stressed that technology should complement human service, not replace it, ensuring that the cruise experience retains its hallmark of warmth and hospitality.

Sustainability and resilience remained key themes throughout the conference. A powerful session on “Purpose-Driven Resilience” explored how small and medium-sized destinations can build crisis-ready tourism frameworks that prioritize people, community engagement, and long-term planning. Experts emphasized that true flexibility is proactive, as it must be an integral part of every aspect of a destination’s strategy, and not just a reaction to challenges.

In addition, the “Going Beyond Social Media” session provided attendees with practical insights into developing integrated communication strategies. Participants learned how to align PR, digital marketing and social media campaigns within a unified message to increase awareness and achieve measurable business results.

As the week ended, the overarching message was clear – the strength of the cruise industry lies in its unity. By maintaining open dialogue, embracing technology, investing in sustainable growth, and prioritizing people at every level, the Caribbean and Latin America can continue to lead the most dynamic and resilient cruise market in the world.

The 31st FCCA Cruise Conference reaffirmed that progress in the cruise industry is not achieved through competition but through collaboration. When destinations, cruise lines and communities work together with a shared purpose and vision, the entire industry moves forward – ensuring the Caribbean remains the heart and soul of global cruising for generations to come.