The cruise market is a constantly growing business, but cities and ports only benefit from it to a small extent as tourists spend most of their money on board. The aim of this article is to verify the motivation and needs of
tourists to visit ports and cities and take advantage of local attractions. The aim is also to present a catalogue of the most important services and products that influence the creation of experiences in tourists
and the willingness to return to a given port, as well as the role of AI in this process. The research methods used in the study are qualitative research - research walks and the method of cocreation design thinking. The
research was conducted during a 14-day research cruise along the southern Baltic coast. During the cruise, 9 ports located in Germany, Sweden and Poland were visited. The insight into the research shows how the use of AI
and technology in traditional services and products adds value for users.