Surmounting challenges and breaking barriers: will the cruise liners open up new frontiers in the new global village?

Purpose There are numerous pressures on the cruise tourism industry as in the recent past, many well-established cruise tourism locations have been turning tourists and ships away due to overtourism. It is argued here that now is the time to consider the introduction of new destinations. Design/methodology/approach The article is based on a literature review and discussions with experienced practitioners. Findings The cruise industry has continued to evolve and the numbers of people engaging in cruise tourism had been on the increase globally until the Covid-19 pandemic. Medium-sized and mega ships with state-of-the-art facilities were in regular use. Despite the fact that there was a boom, the need for an extension of cruise lines destinations has arisen as there are numerous nations with exciting locations waiting to be discovered. Some of the limitations of such destinations include difficulty of access for large mega ships and infrastructure. A way forward can be found though by engaging local smaller boats/ships to transfer tourists to local destinations. Research limitations/implications More work is needed to clarify issues such as (1) the readiness of proposed host communities to receive tourists; (2) terms and conditions of engagement of local boat companies; (3) cruising infrastructure development and (4) facilities upgrading that is compatible with international cruising standards. Originality/value This paper highlights some of the issues being faced by cruise companies in well-established tourism destinations. It also emphasizes the need for new, hitherto undiscovered locations to accommodate a likely expansion in demand in the post-Covid-19 era.