MEDIA

17 Apr 2026

Global Ports Holding Showcases Northern European Strength at Seatrade Cruise Global

Liverpool, Greenock and Bremerhaven highlight innovation, connectivity and community impact at Seatrade Cruise Global

Global Ports Holding (GPH), the world’s largest cruise port operator, spotlighted its North European cruise port network at its dedicated press conference during Seatrade Cruise Global. Featuring Liverpool Cruise Port, Greenock Cruise Port and Bremerhaven Cruise Port, the presentation highlighted the Group’s continued investment in enhancing passenger experience, strengthening regional integration, and advancing sustainable port operations across Northern Europe.

Together, these ports represent a compelling blend of destination richness, operational excellence and forward-looking innovation—offering cruise lines scalable solutions across diverse itineraries. Reflecting strong market confidence, GPH continues to see a substantial cruise ship orderbook and growing demand across Northern Europe, reinforcing the long-term potential of the region.

Positioned as Scotland’s gateway to world-class tourism, Greenock Cruise Port continues to strengthen its role as a key access point to the country’s most sought-after destinations. With seamless connectivity to both Glasgow and Edinburgh, the port delivers a diverse shore excursion program, from historic castles and lochs to cultural experiences, shopping and outdoor adventures.

The port’s deep-water berth and modern terminal infrastructure enable it to accommodate vessels of all sizes, while ongoing investments are enhancing homeporting capabilities, wayfinding and overall guest experience. A strong community focus remains central, with initiatives that showcase local crafts, support education and strengthen ties with the maritime sector. Sustainability is also a priority, with low-carbon operations and an electric-powered fleet supporting greener cruise calls. With nearly 80 cruise calls per year and strong forward bookings already visible for 2027 and 2028, Greenock continues to demonstrate growing demand, supported by the region’s strengthening commercial and destination appeal.

Liverpool Cruise Port is reinforcing its position as one of the UK’s leading cruise destinations, combining a vibrant city-centre location with a growing and diversified passenger offering. Enhancements for independent travellers, expanded retail opportunities and integrated hotel and pre-boarding experiences are creating a seamless and stress-free embarkation process.

Close collaboration with local tourism authorities continues to unlock bespoke regional experiences, while new digital platforms and community-led initiatives are strengthening the port’s visibility and engagement.

The port is set for a record-breaking 2026 season, with 118 ship calls and 135 days alongside, welcoming approximately 350,000 visitors and generating an estimated £35 million in economic impact, while securing 50 jobs across the region. Community initiatives, from coastal clean-ups to healthcare support and women in maritime programs underscore Liverpool’s role as a port deeply embedded in its local ecosystem.

Looking ahead, GPH will continue to make targeted expansion investments in Liverpool to support sustainable growth, with a clear focus on enhancing the guest experience and attracting established cruise markets. Maritime heritage—and in particular ocean liners—remains central to Liverpool’s identity as the birthplace of passenger shipping, shaping both its story and future ambition. This growth continues to be strongly supported by the local community, reflecting Liverpool’s position as a first-class cruise destination.

John Mawer, GPH General Manager UK Cruise Ports, commented: “The UK remains one of the most strategically important cruise for GPH, and both Liverpool and Greenock play a vital role in strengthening that position. Together, they offer a compelling combination of world-class city experiences and iconic destination access, from Liverpool’s vibrant waterfront to Scotland’s natural and cultural heritage. Our focus is on creating a seamless, high-quality journey across both ports, while continuing to invest in infrastructure, community engagement and sustainable growth to support cruise lines and deliver long-term value for the regions we serve.”

Bremerhaven Cruise Port stands out as a leader in innovation and smart port solutions within the GPH network. The port is advancing its sustainability agenda through the implementation of Onshore Power Supply (OPS), enabling ships to reduce emissions while at berth.

Operational innovation is also a key focus, with the introduction of self-driven coaches and AI-powered robots designed to enhance passenger welcome and streamline terminal processes. These initiatives reflect Bremerhaven’s commitment to combining efficiency with next-generation guest experiences.

Timo Schoen, Bremerhaven Cruise Port General Manager commented:
“Bremerhaven Cruise Port is focused on leading the next generation of cruise operations, where innovation and sustainability go hand in hand. Through the implementation of shore power and the integration of smart technologies such as autonomous transport solutions and AI-driven passenger services, we are enhancing both operational efficiency and the guest journey. Our ambition is to create a future-ready port environment that delivers measurable value to cruise lines while setting new standards for how passengers experience the terminal from arrival to embarkation.”

Through its North European portfolio, GPH continues to demonstrate the strength of its network approach—bringing together distinct destinations under a shared commitment to operational excellence, consistency and innovation. From Scotland’s landscapes and Liverpool’s urban energy to Bremerhaven’s technological leadership, the network provides cruise lines with a reliable and differentiated proposition across the region.

As Seatrade Cruise Global brings together the industry’s key stakeholders, Global Ports Holding reaffirms its commitment to investing in destinations, enhancing guest experiences and shaping the future of cruise port operations worldwide.