Málaga consolidates its leadership as a cruise destination with a rating of 9.26 out of 10 among passengers
A study by the University of Málaga and the Málagaport Foundation highlights the experience and hospitality as the most highly rated aspects.
Málaga, July 8, 2026.—Málaga continues to strengthen its position as one of the highest-rated cruise destinations in the Mediterranean. This is demonstrated by the study “Analysis of Málaga as a Destination for Cruise Passengers (2025),” conducted by researchers from the University of Málaga and led by the MálagaPort Foundation, which rates the destination’s reputation at 9.26 out of 10 and cruise passenger satisfaction at 9.51, the highest scores recorded in recent years.
The report, based on a sample of 300 cruise passengers who visited Málaga in 2025, concludes that the overall experience of the destination received a rating of 8.56 out of 10. This result is derived from an analysis of various factors, such as the quality of dining (9.27), the hospitality of Málaga’s residents (9.06), the wide range of cultural and leisure activities (8.82), and tourist information services (8.73).
In addition, port facilities (8.67) and environmental and socioeconomic sustainability both scored above 8.6 out of 10.
Conversely, urban traffic and the perception of congestion emerged as the main challenges that require further attention to improve the visitor experience.
One of the most significant findings of the study is the strong correlation between cruise passenger satisfaction and the destination’s reputation. The researchers note that a better experience leads to a more positive perception of Málaga and significantly increases the likelihood that visitors will choose the city again and recommend it to others.
In fact, passengers rate their intention to return to Málaga at 9.22 out of 10 and their intention to recommend the destination at 9.48, indicators that demonstrate the high level of loyalty the city generates among this type of visitor.
The analysis also reveals differences among various passenger profiles: while the luxury segment places greater importance on aspects such as hospitality, comfort, and avoiding overcrowding, travelers in the standard segment particularly value environmental sustainability and the range of available activities.
As a key new feature, the 2025 edition includes a retrospective analysis of ten years of research on cruise tourism in Málaga. This review confirms the city’s evolution from an emerging destination to one of the Mediterranean’s leading ports, consistently maintaining high levels of visitor satisfaction and reputation.
The study also highlights the destination’s resilience in the wake of the pandemic and the sector’s rapid recovery, with indicators in 2024 and 2025 exceeding even those recorded before the COVID-19 pandemic.
The report is part of a research project that the Department of Finance and Accounting at the University of Málaga and the Málagaport Foundation have been conducting jointly since 2014 to analyze the economic and social impact of cruise tourism on the Port of Málaga, generating knowledge that contributes to the planning and continuous improvement of the destination.
Key findings of the study
• Destination reputation: 9.26/10
• Cruise passenger satisfaction: 9.51/10
• Overall rating of the experience: 8.56/10
• Intention to revisit Málaga: 9.22/10
• Intention to recommend Málaga: 9.48/10
• Most highly rated aspects: dining, hospitality, cultural and tourist offerings, and visitor information.
• Main challenges: urban traffic and the perception of tourist overcrowding.
