Azamara's Pawlus on Choosing Ports for Repeat Cruisers
Azamara's head of itinerary planning, Mike Pawlus, explains his core question for selecting ports and details the line's shift to year-round Mediterranean
Mike Pawlus, head of itinerary planning at Azamara Cruises, says his first question for any new port is whether it will help sell a cruise and if guests will enjoy it. He shared this approach in a one-on-one interview at the Seatrade Cruise Med 2026 conference in Las Palmas.
Pawlus explained that geopolitical shifts over the past two decades have constrained planning, with areas like the Black Sea, Red Sea, and Israel moving in and out of the cruising mix. This forces a search for new ports and new experiences at familiar ones. More than half of Azamara's passengers are repeat cruisers, so they seek fresh itineraries.
Year-Round Mediterranean Deployment
Azamara currently has three of its four ships in the Mediterranean. For the first time, the line will station one ship there year-round from the winter of 2026/27 through 2029. Other lines like Viking, Windstar, Silversea, Costa, and MSC Cruises are also maintaining year-round Mediterranean presences.
Crafting Country-Intensive Itineraries
The Mediterranean's density of destinations allows for focused regional sailings. Pawlus highlighted itineraries featuring seven Croatian ports across ten days. Another sails the length of eastern Italy from Venice down the Adriatic coast. In Greece, Azamara calls at 30 different ports, offering a wide range of experiences.
He pointed to Syros, west of Mykonos, as an example. The ship docks right in the town center. Because it is relatively unknown, passengers arrive with no preconceived expectations.
The Long Road to Adding a New Port
Despite four decades in the industry, Pawlus discovered ports new to him at the Seatrade conference, including Patra in Greece. For new destinations, the process involves extensive talks and information sharing. Even after a decision is made, implementation takes years.
Anyway, even if I decide to go to a new port of call today, the earliest I could place it in an itinerary is beyond May 2029, Pawlus said. He described it as a gradual process, not an overnight success.
At the conference, Pawlus met with 50 to 60 port representatives over two days. For every destination, new or old, he continually asks one key question. "Will our guests like it here, or want to return here?"
