Against the backdrop of the UN Ocean Conference in Nice—where the EU presented its long-anticipated Oceans Pact—TUI Group hosted a high-level Policy Breakfast at its Brussels office.
Under the theme “Powering Europe’s Shipyards”, the event brought together EU policymakers, shipbuilding and cruise industry leaders, as well as regional stakeholders to explore how Europe’s cruise sector can play a pivotal role in delivering the ambitions of the upcoming EU Maritime Industrial Strategy and the Sustainable Transport Investment Plan (STIP). From innovation and decarbonisation to economic resilience, the sector is positioned as both an industrial powerhouse and an innovator providing solutions for the green transition.
Cruises as Catalysts of Industrial Competitiveness
Maritime transport remains indispensable to the global economy and to European sovereignty: over 90% of global goods are transported by sea. Within this sector, Europe holds a unique industrial advantage—building 97% of the world’s cruise ships and supporting over 400,000 jobs in high-tech ecosystems.
In the words of Dr Reinhard Lüken, Managing Director of the German Shipyards Association:
“Cruises have played a key role in maintaining and enhancing our industrial base in Europe over the past couple of decades, it is thanks to cruises that Europe’s shipbuilding industry is well placed today at an international level. Cruise ships are instrumental in continuing to advance production, knowledge and expertise, as these are the most complex commercial vessels; ‘the floating cities of the future’, already implementing technologies that will probably be found in modern cities on shore in around 20 years from now.”
Yet cruise ships alone are not enough to sustain the full value chain, warned Dr Lüken:
“While the world’s four largest and most advanced cruise shipbuilders are EU based, and this specialisation has made EU shipbuilding successful, in other shipbuilding market segments it has been declining dramatically. In order to maintain the full scope of a top performing shipbuilding value chain, we need a sufficient number of units, which cannot be achieved by cruise ships and other high-end vessels alone.”
Ms Wybcke Meier, CEO of TUI Cruises, reinforced this idea:
“Cruise lines are long-term industrial partners. Every vessel ordered here in Europe strengthens local supply chains, drives environmental innovation, and supports European jobs. We are consistently focusing on energy efficiency and have equipped our ships with state-of-the-art propulsion technologies. Now to ensure that the green transition does not become a burden, the production of low emission fuels needs to be ramped up.”
Smart Climate Policy and European Technology
TUI itself has set a target to reduce cruise GHG emissions by 27.5% by 2030, compared to 2019—a goal validated by the Science Based Targets initiative (SBTi). According to Ms Meier, some operations could even reach carbon neutrality ahead of 2050.
To meet these goals, TUI’s cruise brands are deploying a mix of measures, including onshore power connections, retrofitting, and the use of alternative fuels such as bio-LNG and green methanol. Notably, Mein Schiff 7, built in Finland, is the world’s first methanol-ready cruise ship, marking a significant technological step.
Yet while vessels are ready for shoreside electricity, many ports are not. TUI has increased port calls using onshore power by 38% for Mein Schiff and Hapag-Lloyd, but infrastructure must keep pace. A forthcoming EU Port Strategy is expected to address these gaps.
The discussion also pointed to the STIP as a vehicle to mobilise investment into green infrastructure and sustainable fuels. Experts argued that existing regulatory frameworks—such as the EU Emissions Trading System (ETS)—should be retooled to support industrial decarbonisation by reinvesting revenues into European-made technologies.
MEP Jens Gieseke emphasised the broader legislative context:
“The Net Zero Industrial Act will play a crucial role in Germany’s and Europe’s industrial heartland, to foster innovation, ramp up the production of alternative fuels and unlock new funding schemes to fulfil these goals.”
Economic and Social Impact
Shipbuilding is more than an industrial asset—it is a job engine. MEP Gieseke noted the sector’s regional importance, citing Meyer Werft in Lower Saxony as a case in point. He also welcomed the commitment of Commissioner Apostolos Tzitzikostas to advancing a new maritime strategy.
Wybcke Meier highlighted the cruise sector’s local footprint:
“TUI Cruises’ economic contribution to European tourism destinations—accounting only for port fees and shore excursions—amounts to €53 million per year. On top of this, comes guest spending.”
According to the Cruise Lines International Association, cruise passengers spend around €700 per person in port cities during a seven-day cruise, and more than half return for longer visits—further boosting local economies.