While travellers’ enduring love for the classic cruise hotspots grows stronger, our survey shows that holidaymakers are prepared to venture further in search of better value

The Mediterranean and the Caribbean have been named as the most sought-after cruise destinations for 2025 and beyond, while growing popularity in long-haul destinations and cooler climates, such as Australasia and Scandinavia, indicate a shift in consumer preference.

According to Cruise Trade News and Mail Metro Media’s research, which is available to download now, when asked to choose which destinations they’re most excited to sail to next, 50 per cent of all respondents say they are most excited to sail to the Mediterranean, with 44 per cent opting for the Caribbean.

“Large volumes are still going to the Med just because of the sheer volume of product on offer and being able to sail out of Southampton,” says Ashley Hunt, director, Swindon Travel Hub. “You can drive for 90 minutes, park your car and then you can start your holiday. You don’t need to run through an airport or have the stress of travelling.”

Download the Cruise Trade News Annual Report 2025

While the Caribbean was another widely popular choice across the survey, the bulk of interest came from Gen Z and millennial travellers, with 56 per cent of 18-34-year-olds choosing the island paradise as their ultimate cruise destination, versus just 38 per cent of 65+ respondents.

Travel advisor Emma Otter isn’t surprised to see travellers’ affection for the Caribbean continue in 2025. She explains: “With year-round sunshine, it has something to offer every cruiser, whatever their interests.

“They can choose fun filled adventures, such as zip lining in Jamaica, swimming with pigs in the Bahamas or imbibing Antigua’s steep naval history. No Caribbean Island is the same and it certainly offers much than palm trees and white sandy beaches.”

Ones to watch

Our survey also gave us an insight into the destinations that could compete for top spot in the coming years, as well as the regions that are emerging onto the cruise scene the fastest.

Nearly a third (32 per cent) of all respondents opted for Scandinavia as their preferred destination, with 38 per cent of the 55‑64 age group and 35 per cent of over 65s saying they were most likely to book a cruise to the region.

Meanwhile, a quarter (23 per cent) of all 18-34-year-old respondents said they’re most likely to book a cruise to North America, the most of all age groups surveyed.

Curiously, when asked if money was no object, 44 per cent of those who have previously cruised say they want to sail to Australasia and the Pacific Islands. This is compared to 43 per cent of 18-34-year-olds, 29 per cent of 35-44-year-olds and 44 per cent of 45-54-year-olds.

Nearly half (46 per cent) of all new-to-cruisers would go to the Caribbean if money wasn’t an issue, followed by 34 per cent for Australasia and the Pacific Islands. The hunt for value remains a priority for cruise-goers, with 36 per cent of those who have cruised before saying they’re willing to pay between £1,000‑£2,000.

Another 36 per cent will pay between £2,000-£4,000. More than a third (37 per cent) of new-to-cruise respondents, meanwhile, say they would spend between £1,000-£2,000 and 21 per cent are happy to spend more than £500 but less than £1,000.

This reflects the possibility that consumers who are unexposed to cruising are less willing to part with their hard-earned cash, re-emphasising the need for agents to communicate the selling points of the cruise product in an effective, easy-to-understand way.

Managing director of Club Voyages Samuel Ballard believes more customers will opt for a long-haul cruise over a short-haul land break in 2025, saying travellers are willing to travel further
to find better value.

“When you’re looking at a land trip to places like the Amalfi coast, they’re so expensive, and a lot of other regions in Europe are becoming very, very expensive too,” he explains. “Whereas, when you look at what you can get in Thailand, and even places around that like Bali, it’s incredible, and that goes for cruising in that region as well, and travellers will combine them.”

Top 10 cruise destinations, according to our survey

1. Mediterranean
2. Caribbean
3. Scandinavia
4. Adriatic & Aegean
5. Australasia & Pacific Islands
6. Alaska
7. North America
8. Antarctica/Arctic
9. British Isles
10. Southeast Asia

Shifting sectors

When it comes to types of cruise holidays, unsurprisingly, ocean sailings reigned supreme. Just under two thirds (61 per cent) of experienced sailors say they would most like to take an ocean cruise next, compared to 31 per cent opting for ultra luxury, 27 per cent an around-the-world cruise and 26 per cent a river itinerary.

One of the fastest emerging sectors, however, is land-and-cruise, where guests can extend their trip by tacking on a city break or rail journey before or after boarding a ship. When asked if they would consider combining a cruise with a land stay, 54 per cent of new-to-cruise say yes, rising to 63 per cent for those who’ve previously cruised.

Tracy Clenshaw, head of commercial for Fred. Olsen Travel, explains: “We’re seeing it with customers who have more confidence to travel, where combining the two gives them the best of both worlds.

“We’ve had success with Asia and the Golden Triangle, as well as South Africa, Mauritius and luxury rail journeys around Europe.”

Cruise Trade News’ inaugural Annual Report, which canvassed the opinions of 763 travellers aged 25-75+, including 399 previous cruisers and 364 new-to-cruisers, discovered that many consumers still perceive cruise to unaffordable.

When asked what, if anything, has previously stopped you from booking a cruise, 52 per cent of yet-to-cruise travellers say it’s because cruise holidays are too expensive.