Shaping the Future of the Leisure Marine and Superyachts Market

Junior Account Manager Megan shared insights from METSTRADE 2024, which took place in Amsterdam in November 2024.

With the global leisure marine industry valued at approximately $47.9 billion in 2023 and expected to grow to $60.7 billion by 2030[1], this market is experiencing rapid transformation. As the industry matures, new opportunities and challenges are surfacing; from the growing demand for sustainability and cutting-edge technology to the evolving expectations of younger, digital-savvy mariners. METSTRADE provided a unique platform to explore how these trends are influencing innovation, brand reputation, and business strategy. 

From breakthroughs in sustainable technologies and AI-powered solutions to efforts toward greater diversity and inclusivity within the sector, this year’s discussions offered a glimpse into the future of leisure marine. The market is not only expanding but becoming more competitive, meaning that the brands and companies that invest in strategic communication and thought leadership today will be the ones leading the way in future.

The importance of building brand reputation and driving industry conversations is particularly salient in markets that are driven by rapid growth, high competition, and an ever-increasing demand for innovation, such as leisure marine and superyachts. As these sectors continue to grow, the right presence, messages, and tactics at key industry events can elevate a brand’s visibility and credibility.

At METSTRADE, brands had the unique opportunity to showcase new technologies, connect with a global audience, and position themselves as thought leaders. Reputation matters, so the right communications strategy is crucial for success in this market. Effective communication helps brands stand out as competition intensifies, especially in a sector driven by discerning, high-net-worth clients in the superyacht market. It also ensures brands communicate their core values — such as sustainability, safety, and innovation — in ways that resonate with both customers and stakeholders.

Our responsibility for sustainability

Sustainability was a major focus at METSTRADE, with dynamic conversations about how the industry can reduce its carbon footprint. Although the leisure marine sector accounts for only 0.1% of global emissions, it is a growing footprint that demands proactive solutions. The road to decarbonisation may be complex, but the momentum at METSTRADE showed that the industry is ready to embrace sustainability practices.

One of the most exciting innovations at the event came from Seabird, which launched a groundbreaking electric propulsion system. Designed with lightweight efficiency and environmental responsibility in mind, the 2.0 engine promises reduced emissions and noise pollution, demonstrating how innovation and sustainability can go hand-in-hand. Similarly, North Sails’ NPL Renew performance sailcloth, constructed with over 90% sustainable raw materials, is another example of how companies are rising to the challenge of environmental responsibility.

AI; a transformative force

Artificial intelligence (AI) was another hot topic, with discussions centred on its transformative potential within the leisure marine industry. From streamlining operations and enhancing efficiency to driving smarter decision-making, AI promises to revolutionise the industry. AI-powered simulations, real-time data analysis, and predictive tools can help companies make more informed decisions, reducing waste and improving overall operations.

However, the rise of AI also brings ethical concerns, particularly around data privacy, security, and the potential loss of jobs. As AI continues to evolve, it will be essential for the industry to adopt it responsibly, ensuring that its benefits are realised without compromising core values.

Diversity and leadership

A core theme that ran across the exhibition floor and stage discussions at METSTRADE was the push for greater diversity and inclusivity within the marine industry. This was particularly evident during the ’Women in Marine’ panel discussion, led by Michelle Goldsmith of Soundings Trade Only Group. The panel revealed some startling facts — including that women represent only 3% of the workforce in the leisure marine sector; a stark reminder of the industry's long-standing gender imbalance.

Such high-profile discussions are critical in providing platforms for women in leadership roles to share insights, inspire others, and advocate for a more inclusive future. This is especially relevant as the industry faces challenges related to an ageing workforce, retention issues among younger employees, and a shortage of new talent. The call for mentorship, outreach to schools and universities, and inclusive policies are vital steps toward attracting diverse talent, particularly young women, to the sector.

Michelle Goldsmith stated: “We are not here to empower women, as women already have the power,” highlighting that the focus should be on creating platforms for visibility, connection and influence.

Overall, METSTRADE reinforced how the future of the leisure marine industry is being shaped by innovation, sustainability and inclusivity. While it is impossible to predict exactly how the industry will evolve, the conversations and actions taking place today will be pivotal in shaping the landscape of tomorrow. These conversations must be driven by the right strategy with the right partners so that we can collectively ensure a more sustainable future.

[1] Grand View Research (Global Leisure Boats Market Report - 2023)