The cruise industry is expected to grow steadily in the coming years, exceeding 25 million passengers worldwide. Destinations are, however, faced with seemingly conflicting needs: increasing cruise-related profits, while preserving natural and cultural resources, essential for the attractiveness of destinations. These natural and cultural resources are at risk of being gradually consumed and polluted by the cruise industry if no change is proposed and jointly encouraged.
Mobility management refers to the promotion of sustainable transport. At the core of mobility management are 'soft' awareness-raising measures like information, communication and marketing campaigns. Mobility management measures do not necessarily require large financial investments and may provide cities with good value for money.