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Royal Caribbean is making a significant investment in the Texas cruise market, aiming to rival Florida's dominance. The company sees potential for growth in Texas, where cruise penetration is currently half that of Florida. "Texas is a similar-sized marketplace that has half the penetration [of Florida] with a very similar propensity to cruise," said Jason Liberty, president and CEO of Royal Caribbean Group.
Since 2022, Royal Caribbean International has positioned some of its largest ships out of Galveston, Texas. This includes Allure of the Seas and Harmony of the Seas. Other major cruise lines like Carnival Cruise Line and Norwegian Cruise Line have followed suit by basing larger ships in Galveston.
What distinguishes Royal Caribbean's strategy is its investment in infrastructure and destinations in the region. The company has built a new cruise terminal capable of accommodating Oasis and Icon Class vessels, which are among the largest cruise ships globally. Additionally, it is developing two private destinations in Mexico: Royal Beach Club Cozumel opening in 2026 and Perfect Day Mexico slated for 2027.
