The Current State of the Cruise Industry: Particular Challenges for Financial Management, Strategy and Marketing

International Cruise Markets are demolished by COVID 19 even stronger than tourism in general. The unclear and fast changing situation and development of COVID 19 and the corresponding governmental measures forced the cruise industry to massive changes in operations during 2020 and 2021. This led to a high decrease of cruise activities and therefore earnings and a high increase of financial needs during 2020 and 2021 and therefore to severe challenges for cruise industry finances. This and its nature as a highly competitive growth market strongly changed the situation and market of cruise industry worldwide. The paper presents the changes in 2020 and 2021 and the main results and challenges for the cruise industry, which followed from those developments. Main fields of interest are finances, marketing and sustainability of cruising with a focus on german cruise market.