FITUR Cruises returns to IFEMA MADRID from 21 to 25 January with its largest programme to date, bringing together the cruise industry and travellers within the International Tourism Trade Fair.
Organised by IFEMA MADRID in collaboration with Cruceroadicto.com, the fifth edition expands both its exhibitor list and its content, with 12 international cruise lines confirmed and a schedule designed for professionals during the week and the public at the weekend.
The cruise-focused section takes place in Hall 4 and centres on Cruise Market activity, which anchors the business meetings, talks and experiential events across the five days. With cruising identified as one of the fastest-growing areas of blue tourism, the 2025 edition aims to map current trends, preview 2026 ideas and reflect how onboard experiences and destinations are reshaping travel habits.
A bigger showcase of cruise brands and experiences
This year marks the highest participation since FITUR Cruises launched, with 12 cruise lines offering a cross-section of the global market. Family-oriented operators such as Costa Cruises and Norwegian Cruise Line sit alongside premium and upper-premium brands including Azamara Cruises, Celebrity Cruises, Cunard Line, Princess Cruises, Virgin Voyages and Oceania Cruises.
The line-up also includes luxury and river cruise specialists such as Regent Seven Seas Cruises, Emerald Cruises, Scenic Luxury Cruises and AmaWaterways. Together, they present a spectrum that ranges from large ocean-going ships to more intimate river vessels, with an emphasis on personalised service and destination-led itineraries.
Beyond cruise lines, FITUR Cruises brings together other parts of the value chain. Specialised travel agencies such as Navega Mediterráneo and excursion providers like Shore2Shore add context to how cruises are sold and experienced, from itinerary planning to shore activities. For visitors, this creates a one-stop snapshot of how the sector operates and where it is heading.
Professional insights, traveller weekends and what’s next
During the B2B days, the programme focuses on Cruise Campus, a series of talks and mini-courses aimed at professionals. Sessions explore topics shaping the industry, including the use of artificial intelligence, the evolving profile of cruise passengers, and early indicators for 2026 travel trends. Market overviews also extend beyond Europe, with analysis of cruising in Latin America and a closer look at premium, luxury and river segments.
A new feature this year is the introduction of two round tables bringing together industry executives to examine the present and future of cruise travel in Spanish-speaking markets. One discussion focuses on the ship as a destination, looking at how onboard design, dining and entertainment increasingly define the holiday itself. The second shifts attention beyond the ship, highlighting the growing importance of final destinations, cultural immersion and exclusive shore experiences.
At the weekend, the emphasis changes from industry to inspiration. Talks open to the public aim to demystify cruising and showcase the diversity of options available, from boutique voyages to iconic regions such as Alaska. These sessions are designed to help first-time cruisers understand the basics while giving experienced travellers fresh ideas for their next trip.
Interactive events add a social element to the programme. The Cruise Scavenger Hunt invites visitors to explore the FITUR halls through a cruise-themed route, with prize draws for trips, excursions and other rewards for those who complete it. Informal Café & Cruises meet-ups encourage conversation between seasoned cruisers and newcomers, reflecting the organisers’ aim to make cruising more accessible and less intimidating.
One of the focal points of the week is the Cruceroadicto Awards 2025, held on Thursday 22 January. Now in their fourth edition, the awards are unique in being decided entirely by the Spanish-speaking traveller community and endorsed by the AENOR mark. This year has recorded a record number of participants, recognising categories such as best cruise line, best ship and best port of the year.
As cruising continues to evolve, FITUR Cruises positions itself as both a barometer and a meeting point for the sector. By bringing cruise lines, travel agents and travellers together in a single space, the Madrid event reflects a broader shift in how people research, plan and experience life at sea, with 2026 firmly on the horizon.
