Greenwashing or sustainable environmental practices? The case of cruise tourism

Cruise tourism is a highly environmentally damaging form of tourism, causing various environmental degradation. This study aims to characterise cruise tourism, frame it technically and legally within international legal instruments, particularly concerning environmental policies and practices, and assess if companies’ sustainability measures are steps towards sustainability or greenwashing practices. These practices are operationalised to respond to the demands of public opinion and an increasingly demanding demand in these matters, the so-called green consumers. To achieve these objectives, a comprehensive range of qualitative and quantitative data was gathered and analysed. As conclusion, cruise lines have made significant changes towards the sustainability commitments established by international organisations and the public. Nevertheless, due to their distinctive characteristics, dimensions, and intricacies, there is still a dearth of technological and logistical alternatives that are commensurate with the scale of cruise ships, despite the advancement that has been made in this direction.