Port Milwaukee Opens 2025 Cruise Season, Eyes Growth With New Investments

Port Milwaukee launched its 2025 cruise season on April 28 with the arrival of the Viking Octantis, marking the fourth consecutive year this vessel has led the season’s opening. From late April through mid-October, the port expects 22 cruise ship calls spanning 44 itineraries, bringing roughly 11,000 international visitors to the city. The Viking Octantis remains a key player, along with the Viking Polaris and Pearl Mist, in highlighting Milwaukee’s growing reputation as a key destination on the Great Lakes.

Driving Milwaukee’s Economic Growth

Jackie Carter, Port Director, emphasizes that visiting cruise passengers directly boost Milwaukee’s economy through spending on hotels, dining, transportation, shopping, and attractions. Carter also notes that many passengers become repeat visitors, returning for longer, land-based holidays after experiencing Milwaukee’s welcoming atmosphere on a cruise. These trends, she says, underscore the port’s potential to continue drawing global travelers and significantly bolster local tourism.

Beyond the immediate visitor inflow, Port Milwaukee officials anticipate further increases in future seasons. A key development is the South Shore East cruise dock, a $17 million project with $5 million in funding from Mayor Cavalier Johnson’s budget. Scheduled to open by 2026, it is designed to accommodate larger vessels and increase Milwaukee’s capacity to welcome cruise-goers. Officials project that once operational, the new dock could help attract about 18,500 visitors during the 2026 season.

Industry Growth and Regional Outlook

According to Cruise the Great Lakes, nearly 22,000 passengers are expected throughout the region in 2025—a near 10% increase from 2024—and the economic impact could surpass $230 million, representing a 15% year-over-year rise. In Milwaukee, Victory Cruise Lines is returning for the first time in seven years with three turnaround trips, reflecting the broader industry’s confidence in Great Lakes cruising. While fewer ships will visit Milwaukee overall in 2025 due to operator redeployments, port officials stress that demand remains high, and extended itineraries are helping stabilize passenger volumes.

Sustainability is also a growing focus among regional ports. Milwaukee is exploring cleaner fuel options, shore power capabilities, and eco-friendly strategies in response to evolving traveler preferences. These investments place the city within a broader movement to make Great Lakes cruising both economically impactful and environmentally responsible.

Challenges and Adaptations

Although the port’s prospects look promising, uncertainty over tariffs on Canadian cargo remains a concern. Carter says it is too soon to determine the precise impact on port operations and revenue. Additionally, mild winter conditions in 2024 reduced the need for salt imports, a key cargo item, contributing to lower tonnage and net income for that year. Despite these variances, Carter maintains that Port Milwaukee performed productively overall and is strategically adapting to cargo fluctuations and global market demands.

Officials also point to the importance of balancing trade logistics with an expanding cruise sector. Milwaukee continues to adjust its operations, both to mitigate external factors such as tariffs and shifting vessel deployments and to seize opportunities provided by a rapidly growing cruise industry. Port leaders believe these measures will strengthen the port’s competitiveness and align it with broader sustainability goals.

Frequently Asked Questions (FAQs)

How many cruise passengers will visit Milwaukee in 2025?

Port Milwaukee estimates that about 11,000 international passengers will arrive during the 2025 season, spanning 22 calls and 44 itineraries.

Why are fewer ships visiting Milwaukee in 2025?

Although passenger demand remains strong, several vessel operators have redeployed ships to other global routes, leading to fewer overall visits. Extended itineraries and ongoing interest in Great Lakes cruises are helping maintain passenger counts.

What is the significance of the new South Shore East cruise dock?

The South Shore East cruise dock is a $17 million initiative designed to accommodate larger cruise vessels. With partial funding from Mayor Cavalier Johnson’s budget, it is anticipated to open by 2026, potentially drawing over 18,500 visitors that season.

How does cruise tourism benefit Milwaukee’s economy?

Cruise visitors make a measurable impact by spending on hotels, restaurants, transportation, and local attractions. Many also return later for extended, land-based stays, further supporting jobs and revenues in Milwaukee’s tourism and hospitality sectors.

How is Port Milwaukee adapting to trade and environmental challenges?

The port is monitoring potential tariffs on Canadian cargo and adjusting its operations to address fluctuations in key commodities, like salt. Meanwhile, it continues exploring sustainable technologies such as cleaner fuels and shore power, reflecting a broader emphasis on ecological responsibility within the Great Lakes region.

As the 2025 cruise season unfolds, officials remain optimistic. Plans for the new South Shore East dock, collaborative regional efforts to expand Great Lakes cruising, and a willingness to adapt to trade realities position Milwaukee for continued growth, highlighting its place among thriving North American cruise and commercial ports.