At Seatrade Cruise Global, the evolution of cruise experiences is increasingly extending beyond the ship itself. During the session “Reimagining Shore Excursions: Innovation, Scale & the Next Guest Experience,” held on April 13 at the Sunset Vista Salon, industry leaders explored how excursions ashore are undergoing a structural transformation.
Bringing together cruise operators, tour providers and destination specialists, the discussion suggests that shore excursions are moving away from standardized, volume-driven models toward more personalized, experience-led and value-oriented approaches. This shift reflects broader changes in traveler expectations, operational realities and the growing complexity of destination ecosystems.
The limits of traditional excursion models
A central message emerging from the discussion is that the traditional model of shore excursions is reaching its limits.
Leyla Oner, Co-President & CEO at Tura Turizm, highlighted a fundamental shift in how guests evaluate excursions. Rather than comparing tours against other tours, travelers are increasingly benchmarking them against their own lifestyles and expectations.
This evolution raises the bar significantly for operators and destinations, requiring a higher level of quality, authenticity and relevance.
At the same time, data shared during the session suggests that participation rates in excursions may be under pressure, with approximately 32% of passengers engaging in excursions overall, compared to around 55% in premium segments.
These figures point to a growing gap between supply and expectations, reinforcing the need to rethink how excursions are designed and delivered.
Personalization and brand alignment at the core
In response to these shifts, personalization is emerging as a central pillar of shore excursion strategy.
Panelists emphasized that today’s travelers expect tailored experiences, whether through small-group formats, private arrangements or curated thematic offerings. Justin Poulsen, Head of Itinerary Planning & Shore Experiences at Explora Journeys, noted that the industry is moving away from a volume-based model toward one focused on intentional value creation, where each experience is designed with a specific guest profile in mind.
This approach requires a deeper understanding of guest preferences, behaviors and motivations — not only to deliver relevant experiences, but also to ensure that excursions align with the broader identity of each cruise brand.
As Leyla Oner pointed out, excursions must reflect the brand’s positioning, language and promise, effectively extending the onboard experience into the destination itself.
Experience as storytelling and emotional connection
Beyond personalization, the discussion highlighted the growing importance of storytelling and emotional engagement.
Virginia Quintairos, Managing Director at Intercruises Shoreside & Port Services, emphasized that differentiated excursions are built around narrative and connection, not just logistics. Creating meaningful experiences requires investment in design, content and interpretation — from expert-led tours to immersive cultural encounters.
Similarly, panelists underlined the role of guides and local facilitators in delivering these experiences, noting that human interaction remains a key driver of guest satisfaction.
This shift suggests that excursions are increasingly evaluated not only on what guests do, but on how they feel and what they take away from the experience.
Destinations as ecosystems of collaboration
Another major theme is the expanding role of destinations in shaping excursion experiences.
Panelists described a shift from transactional relationships — involving cruise lines, tour operators and service providers — toward broader, ecosystem-based approaches. Leyla Oner highlighted that destinations now involve a wide range of stakeholders, from local businesses and communities to civil society and public institutions, all contributing to the overall visitor experience.
This perspective was echoed by Justin Poulsen, who emphasized the importance of aligning stakeholders around a shared vision for the destination, including its positioning, target audience and long-term objectives.
Such alignment appears increasingly necessary to manage capacity, maintain quality and ensure that cruise tourism contributes positively to local communities.
Data, performance and emerging disruption
The growing complexity of excursion models is also driving increased reliance on data and analytics.
Panelists noted that data now plays a critical role in understanding guest preferences, optimizing operations and refining product offerings. However, this shift comes with a challenge: balancing data-driven decision-making with the emotional and experiential nature of travel.
At the same time, emerging technologies — particularly artificial intelligence — are expected to further disrupt the sector. As highlighted during the discussion, standardized or “commodity” excursions may become increasingly vulnerable in a context where travelers have access to more information and alternative options.
This dynamic suggests that only highly differentiated, experience-driven offerings may remain competitive in the long term.
Reading the road ahead
The discussions from this session point to a turning point for shore excursions within the cruise industry.
As traveler expectations evolve, excursions are becoming more personalized, more integrated with brand identity and more dependent on collaboration across destination ecosystems. At the same time, technological and behavioral shifts are challenging traditional models, pushing the industry toward more differentiated and value-driven approaches.
These developments suggest that the future of shore excursions will depend not only on innovation, but on the ability of cruise lines, operators and destinations to work together in delivering meaningful, high-quality experiences that resonate with increasingly sophisticated travelers.
