Hedda Felin admits that cruise could be considered the “dinosaur” of the travel industry when it comes to new fuels and sustainability, and that is something she wants to change – not by talking about it but by doing. “We are less than half that number, and we have no desire to compete with the larger cruise lines,” she says. “We are not interested in the mass tourism that takes place with too big cruise ships for local stops,” she says. While 2026 has started with good numbers, she says she will keep pushing and be inspired by what’s happening elsewhere in the cruise industry. Her hitlist includes the next generation of cruise ships, creating better biofuel infrastructure and continuing growth meanwhile supporting the company in its mission to lower its impact on the planet.