By Alessandro Santi, Welcome Ashore Italy

We are raising the untold story of cruise tourism—one of opportunity, livelihood, and community strength. While some voices speak only in negative absolutes, we are focused on elevating the real experiences of nearly 100,000 Italians who make their living and support their families through cruise tourism. Their stories deserve to be heard, and their contributions recognized as part of a balanced, pragmatic conversation about tourism’s future.

Welcome Ashore ensures those voices are heard.

I witnessed what unfolded in Italy and other destinations around the world over the past decade: the opportunity for genuine dialogue was prevented by not having all the facts on the table. Instead, we often have one-sided conversations dominated entirely by anti-cruise voices. Unsurprisingly, this lopsided debate does not give enough thought to the consequences of cruise ships being turned away.

Take Venice as an example. When cruise ships were banned there in 2021, more than 4,000 workers lost their jobs. Entire supply chains – from logistics to small businesses – were left without customers. Knowledge and expertise built around these activities were also lost. Yet the debate about the impact the ban would have on jobs and livelihoods was absent. 

Cruise tourism is a pillar of our local economies, and all Italians must have the opportunity to benefit from it. Every ship that arrives in our ports brings customers to our storefronts and tax revenues that support civic investment – from better infrastructure, to safeguarding cultural heritage, to funding public services.

Italian ports that encourage collaboration are benefiting. Take Civitavecchia, which continues to demonstrate the right balance with cruise tourism. Here, visitors support restaurants, shops, transport companies, and cultural sites. They create a steady demand that helps businesses invest and hire. They allow young people to see a future in their community, without having to leave for work elsewhere. With careful planning and investment, cruise tourism can be a real lifeline for coastal regions. This is the approach I believe in, and it is why I support Welcome Ashore. Because if we do not raise our voices, others will decide for us – and the consequences, will be devastating. The choice is simple: either we seize this opportunity using logic and rationality, or risk losing it altogether.