Shore excursions aren’t what they used to be. As cruise lines become increasingly creative — and more responsive to customer demand — the concept of a few hours on land has evolved to include an ever-greater array of possibilities, from adventurous expeditions to culinary showcases and immersive cultural experiences.
The diversification of shore excursions bodes well for the cruise market, since these activities are a key selling point for many cruisers, according to Claire Maguire, owner of Island Girl Travel and Vacations, a Cruise Planners agency in Hollywood, Florida.
“Shore excursions are essential for enhancing the overall cruise experience for clients,” she said. “Cruises uniquely allow you to visit multiple destinations in one journey, and shore excursions serve as your entry point into the rich culture, history and natural beauty of each port. These excursions give travelers the opportunity to go beyond just the cruise ship and genuinely engage with the essence of the places they visit.”
Debra H. Brown, president and luxury travel designer at SmartBird World Travel/SB World Luxe Travel in Atlanta, agrees that shore excursions are a crucial selling point — especially for smaller and expedition-oriented ships. "If you’re talking about small ships, you’re not going for the ship,” she explained. “You’re going for the destination. The destination drives the cruise. It drives the experience. It drives the appeal.”
What’s Hot in Shore Excursions
The offerings of any given shore excursion are, logically, dependent upon the itinerary, notes Terri Jobe, president and travel advisor at Blue Water Travel, a NEST affiliate in Lake Lotawana, Missouri.
“Shore excursions vary greatly because of the many destination options,” she said. “Helicopter rides in Hawaii, snorkeling and swimming with the dolphins in the Caribbean and swimming with the pigs in the Bahamas are just a few that are always top sellers. The most unique might be camping on the ice on a cruise in Antarctica.”
According to Jobe, clients are seeking eco-friendly, sustainable options, as well as personalized, small-group tours that offer a more intimate excursion.
“They’re looking for more culturally immersive excursions, such as cooking with a local family, rather than going to a big tourist site,” she said.
A recent report by Cruise Lines International Association (CLIA) confirmed the demand for “eco-friendly” excursions. The survey found that a greater number of shore excursions are sustainable in nature. In addition, the organization’s 2024 State of the Cruise Industry Report notes the importance of accessibility; according to CLIA, 45% of cruise passengers have booked an accessible shore excursion within the past year.
Also in demand are unique experiences in uncrowded settings, according to Maguire. “Travelers are looking for excursions that offer a sense of exclusivity and uniqueness, separate from the typical tourist experience,” she said. “Cruise passengers are increasingly seeking meaningful local experiences that offer a deeper understanding of the destinations they visit. Activities such as visiting local markets with a ship’s chef, participating in cooking classes to learn about local cuisine and tours that focus on local history and culture are popular.”
Brown, meanwhile, is witnessing increased demand for longer shore excursions. "Clients are looking for excursions that allow for more time in port, and excursions that take them farther away from the port — excursions that are more culturally immersive and authentic, as opposed to just a quick bus tour or walking tour around the immediate area,” she said. “The demand is more or less for excursions and activities that are very similar to the activities and tours that you would take if you were staying in the destination.”
Demographic Differences
The popularity of some shore excursions is related to certain age groups, notes Maguire. "You’re definitely seeing a bigger demand for excursions that appeal to a more active, younger crowd,” she said. “Things such as hiking and biking tours — or even more adventurous options, like kayaking, ziplining, diving and snorkeling — are becoming popular.”
Jobe also reports varied interests among age groups. The younger generation, as well as the multigenerational family clients, are typically going to book the more active and adventurous excursions, including a catamaran cruise, ziplining, snorkeling or swimming with dolphins,” she said. “The older generation clients are going to look for cruises to Alaska or the Mediterranean, where they can have cultural and historical experiences on guided city tours, historical site visits or scenic train rides.”
Overall, Maguire praises the cruise industry’s creativity in developing new excursions. She points out that new cultural excursions that really dive deep into a destination’s history, art and traditions are also becoming more popular as younger generations start cruising. She says the cruise lines also know they need to cater to new markets with more impressive offerings beyond just the standard sightseeing tours.
“For those travelers looking for a real luxe, exclusive experience, cruise lines are rolling out some seriously high-end excursions,” she said. “We’re talking helicopter tours, gourmet dining in exotic, off-the-beaten-path locations — that kind of next-level adventure.”
Excursions such as tram rides and city tours are popular with a wide range of travelers.
© 2024 Atlas Ocean VoyagesAtlas Ocean Voyages Expands Its Shore Excursions
Memorable shore excursions are a crucial selling point for any cruise line. And Atlas Ocean Voyages, which specializes in highly immersive excursions and upscale amenities, is expanding its offerings.
“Atlas Ocean Voyages continues to refine our three expedition styles to deliver a year-round product that is both immersive and luxurious,” said James Rodriguez, the company’s president and CEO. “Our Polar, Epicurean and Cultural Expeditions continue to redefine what travelers envision as an expedition, and the educational components paired with our world-class hardware deliver a unique experience for each guest.”
Indeed, Atlas Ocean Voyages aims to provide an adventure for every type of traveler throughout the year, with a focus on Intimate Yachting Expeditions, a concept that features all-inclusive amenities and a relaxed-yet-luxurious ambiance with fewer than 200 passengers. The company’s polar expeditions to Antarctica and the Arctic are highlights of the winter and summer seasons, while South America, Transoceanic, Mediterranean and Northern Europe destinations are offered from spring through fall seasons.
Among the company’s latest innovations is a new expedition category called Cultural Expeditions by Atlas. Available on expeditions in South America, the Caribbean and Northern Europe, the category is ideal for travelers interested in art, architecture and deep dives into culture. In addition, Atlas Ocean Voyages has launched a new partnership with Afar magazine that features curated shore excursions on its Cultural Expeditions to South America, with plans to debut new excursions for Europe soon.
Recently launched are Polar Expeditions by Atlas, a series of 2025-2026 itineraries that take in the natural wonders of Antarctica, Iceland, Greenland, the Arctic and Norwegian fjords. Travelers join expert-led Zodiac safaris, glacial hikes and other adventures through strikingly beautiful settings in each region.
Culinary experiences are the focus of the company’s Epicurean Expeditions, and this summer, several itineraries will feature new chefs — including chef Philip “Ippy” Aiona from Hawaii and chef Julieta Davey, aka Mama Cacao, from Costa Rica. In addition, Atlas has launched a new partnership with chef Marcello Zaccaria, from the Italian culinary school Academia Barilla, on select 2024 Epicurean Expeditions.
For more information, visit www.atlasoceanvoyages.com.
