Destination focus: Marvels in the Mediterranean
Whether you have customers on the cusp of taking their first-ever cruise or seasoned sailors who have “been there, done that”, a Mediterranean adventure has something for everyone
The Mediterranean never fails to captivate and inspire cruise travellers and it’s easy to see why. A blend of diverse destinations, great weather and seamless accessibility via ex-UK cruises along with a strong uplift from regional airports make sailing this region a viable year-round option for stress-free, yet adventure-packed holidays.
No wonder it remains firmly at the top of the list for cruise passengers, whether first timers or old hands. According to the Cruise Trade News 2025 Annual Report, in partnership with Mail Metro Media, 50 per cent of respondents cite the Mediterranean for their next – or indeed, first – getaway at sea.
The data also highlights that the Med’s universal appeal hits the spot with different client categories from millennials, couples and solo adventurers to multi-generational families.
Generally speaking, cruises here are split into two main zones, Western and Eastern Mediterranean. Both offer UNESCO World Heritage sites, eye-catching landmarks, plenty of culinary adventures and a merry hub of shopping opportunities.
Admirers of France, Spain, Italy and their islands may favour the Western Med, visiting classic ports such as Barcelona, Rome (via Civitavecchia) and Cannes, all offering a wealth of shore excursions.
Meanwhile, the Eastern Med’s timeless charm and swathe of sun-soaked beaches typically cover Croatia, Turkey, Cyprus, a pot pourri of Greek Islands and Athens, the backbone of western civilisation.
This region is a haven for culturally curious clients drawn to a treasure trove of archaeological wonders and picturesque islands. Whichever route your clients favour, a Mediterranean cruise offers the chance to get under the skin of this enticing region in a short space of time.
Whether customers are rediscovering old favourites or looking for something new which may be more off the beaten path, this part of the world offers endless potential for you to inspire and sell with confidence.
While many travellers recognise the value of cruise holidays, data from our Annual Report shows that more than half of new-to-cruise travellers say price is their main barrier to booking.
Only 26 per cent believe that cruises are more cost-effective than land-based holidays and a fairly substantial 34 per cent of those who said it is unlikely they will book a cruise in the next two years say the reason is that they can no longer afford to.
However, it’s not all doom and gloom and it seems that to a large extent consumers are prepared to protect their travel spend for fairly priced holidays.
“Even when budgets are under pressure, the Mediterranean offers an accessible way to enjoy cruising with shorter flight times, wide choice of no-fly options and often lower starting prices than Caribbean sailings,” says Sarah Wikevand, chief commercial officer for ROL Cruise.
“We’re definitely seeing that Mediterranean cruises appeal to customers that are seeking value without compromising on experience and for many new-to-cruise guests, it’s the perfect introduction to cruising, with the added bonus of sunshine, culture and iconic ports all wrapped into one holiday.”
We find more clients want to explore smaller, more intimate Mediterranean ports
“Been there, done that,” repeat cruisers may cry. But this region isn’t a one-trick pony and if you’re looking to sell somewhere different to second-time visitors or even those who think they’ve seen it all, this part of the world has plenty to offer, from off-the-beaten track ports to lesser-visited cities.
“We find more clients want to explore smaller, more intimate Mediterranean ports,” affirms Clare Dudley, managing director of Ponders Travel. “An example is Croatian cruises with the likes of APT and Riviera Travel where, on smaller vessels, voyages take you to exquisite ports such as Vis, Sibenik and Korcula.”
From Catania (Sicily), Zadar (Croatia), and Kotor (Montenegro), to Koper (Slovenia) and Bonifacio (Corsica), there are certainly no shortage of lesser-known destinations crammed with immersive, authentic experiences which are sure to fire the soul of return cruisers.
“We’ve always been focused on visiting smaller destinations that suit our yacht-style cruises,” says Augustus Lonsdale, head of UK sales, Windstar Cruises, “which in turn means our guests don’t experience potential overcrowding and get a more authentic view on the countries they visit.”
It’s true, those hidden treasures often inspire seasoned cruisers to make a return visit, enabling them to experience the Mediterranean from a fresh perspective.
There’s never been a better time to persuade new customers to try a Mediterranean cruise
Director of Azamara sales UK & Ireland, Stuart Pearce, maintains the lesser visited Greek Islands such as Nisyros, Syros and Amorgos have enduring appeal.
He says: “A great option for those new-to-cruise, as well as regular cruisers seeking a more in-depth travel experience, is our Greece Intensive itineraries. Azamara Cruises gives travellers more time in port than anyone else, so even the most seasoned cruisers can discover something new.”
There’s the punch-packing sun-drenched Maltese archipelago too, famed for its UNESCO sites, glorious beaches and warm hospitality.
“The cruise sector is important to our economy and a vital support of Maltese communities,” says Tolene van der Merwe, director UK & Ireland for Visit Malta.
“With more than 940,000 passengers and 357 ship calls to Valletta last year, Malta continues to strengthen its position as a Mediterranean cruise hub. At Visit Malta we’re proud to promote not only the island’s rich cultural heritage, breathtaking landmarks and unique gastronomy, but also sustainable tourism. Malta is the first Mediterranean port to introduce shore-to-ship power infrastructure with capacity to power up five cruise liners simultaneously.”
A great time to visit is during Malta’s three-day carnival from 22-24 August, promising colourful costumes, street festivities and live music.
Few cruise destinations are as rewarding or dependable for agents as the Mediterranean. Cruising this region can be a smart move budget-wise with last-minute cruise deals offering significant savings, particularly for those flexible on dates and destinations, plus prices drop considerably out of season when cruise lines look to fill their ships.
Dave Mills, chief commercial officer, Iglu Cruise, comments: “It is possible to secure a seven-night Mediterranean cruise for under £1,000 per person this summer. Two-person cabins are still available for July/August, though family and solo cabins are in short supply now. One tip is to travel in shoulder seasons when bargains can be had for around £675 per person.”
Antonio Paradiso, managing director of MSC Cruises UK, Ireland and Australia, says: “Our Save and Sail packages are an excellent option for first-time cruisers. They offer guests the chance to sail to Mediterranean destinations directly from Southampton, offering convenience. I’d also encourage holidaymakers and agents to look into last-minute sailings with us, as there are some excellent deals on offer.”
Juliet Archer, managing director of Cruising Holidays, agrees. “There’s never been a better time to persuade new customers to try a Mediterranean cruise,” she says.
“Most destinations offer better value for money onshore than the likes of the Caribbean, for example, so it’s possible to explore ports of call without worrying about blowing budgets.”
For agents looking to introduce cruising to those who have yet to enjoy this type of holiday –perhaps those cautious about cruise in general or others who prefer not to spend too many days at sea – the Mediterranean is the ideal choice.
