Málaga reaches record satisfaction levels among cruise passengers

Málaga has strengthened its position as one of the best-rated cruise destinations in the Mediterranean. Passengers who called at the city during 2025 gave their overall satisfaction a score of 9.51 out of 10, while Málaga’s reputation as a destination reached 9.26.

The figures come from the study Analysis of Málaga as a Destination for Cruise Passengers (2025), carried out by researchers from the University of Málaga and led by the Málagaport Foundation. The report is based on responses from 300 cruise passengers who visited the city during the year.

Gastronomy and hospitality among Málaga’s strongest assets

The overall visitor experience received a score of 8.56 out of 10. Of all the areas examined, food and restaurant services achieved the highest rating, with 9.27 points.

The hospitality of local residents also stood out, scoring 9.06, followed by the city’s cultural and leisure offer at 8.82 and tourist information services at 8.73.

Facilities at the Port of Málaga received 8.67 points. Environmental and socioeconomic sustainability also scored above 8.6, showing that passengers’ positive impression extends beyond Málaga’s traditional tourist attractions.

Cruise passengers show a strong desire to return

One of the study’s most significant findings is Málaga’s ability to build loyalty among visitors who discover the city during a cruise stop.

The intention to return received a score of 9.22 out of 10, while the likelihood of recommending Málaga to friends, relatives and other travellers reached 9.48.

Researchers identified a direct relationship between satisfaction, reputation and future visitor behaviour. The more positive the experience, the greater the chance that passengers will return on another trip, stay for longer or recommend the destination to others.

This is particularly important in cruise tourism, as a stop lasting only a few hours can become a traveller’s first introduction to Málaga and encourage a future city break or longer holiday.

Traffic and overcrowding remain the main challenges

Despite the very high overall ratings, the study also highlights several areas where the visitor experience could be improved.

Urban traffic and the perception of overcrowding were identified as the main concerns. These factors can affect journeys from the port, access to major attractions and the overall comfort of a visit, particularly on days when several cruise ships and large numbers of tourists arrive at the same time.

The report also shows that different passenger profiles value different aspects of the destination. Luxury cruise travellers place greater importance on hospitality, comfort and the absence of crowds, while standard cruise passengers pay more attention to environmental sustainability and the range of available activities.

Ten years of cruise tourism research in Málaga

For the first time, the 2025 edition includes a review of the results collected over a decade of research.

The University of Málaga and the Málagaport Foundation have developed this line of study since 2014 to examine the economic and social impact of cruise tourism, understand passenger behaviour and provide useful information for destination planning.

The long-term analysis shows how Málaga has evolved from an emerging cruise destination into one of the Mediterranean’s recognised ports of call. It also reflects the sector’s recovery after the pandemic, with results in 2024 and 2025 exceeding several indicators recorded before the health crisis.

Main results of the study

• Cruise passenger satisfaction: 9.51 out of 10.
• Málaga’s destination reputation: 9.26 out of 10.
• Overall visitor experience: 8.56 out of 10.
• Intention to return to Málaga: 9.22 out of 10.
• Intention to recommend Málaga: 9.48 out of 10.
• Food and restaurant services: 9.27 out of 10.
• Local hospitality: 9.06 out of 10.
• Cultural and leisure offer: 8.82 out of 10.
• Tourist information: 8.73 out of 10.
• Port facilities: 8.67 out of 10.

The findings underline the importance of combining port activity with an attractive, accessible and sustainable urban experience. Málaga’s gastronomy, cultural heritage and proximity between the port and the historic centre remain major advantages, while mobility and visitor flow management are likely to be key challenges in the coming years.

The methodology, conclusions and full results are available in the official information published by the Port Authority of Málaga.