The cruise industry is loudly proceeding with sustainability advancement as both cruise lines and shipbuilders are now setting ambitious sustainability objectives. However, given the wide and complex business networks in the industry, various actors seem to have somewhat scattered, general-level objectives, while the systemic change for sustainability calls for collective, practical and farsighted developments. Our study explores the variety of these views among different industry stakeholders and asks (1) how do different cruise industry actors view the future of the industry and (2) how are the growing sustainability demands affecting it. The research data is based on interviews conducted with company representatives in shipbuilding and cruise lines, and in related associations and policymaking bodies. The findings of the research show that the future seems blurred in terms of how the ships and the whole cruise concept will change in the future, particularly due to regulatory pressures both in the EU as the location for key shipbuilders and in the variety of cruise destinations that seek to limit the negative impacts of cruising in their communities and environments. The sustainability objectives thus play a central role in the future development of the industry, combined with changing customer demands and technological advancements.