Cruise Lines International Association (CLIA) announced that Samuel Maubanc has joined the organization as director general in Europe, effective 4 November 2024.

As head of the association’s European office based in Brussels, Maubanc is responsible for driving advocacy efforts on behalf of CLIA-member cruise lines operating in Europe and championing policies that support the sector’s energy transition in pursuit of net-zero emissions by 2050, as well as the cruise industry’s engagement with ports and destinations that prioritize, support and promote responsible growth.
In addition to his prior experience leading an industry trade association, Maubanc has nearly two decades of experience in EU policy and public affairs, with a focus on decarbonization ambitions driven by increasing the availability of competitively priced sustainable fuels, and security of supply channels in the transportation sector.
Kelly Craighead, president and CEO of CLIA said: “We are delighted to welcome Sam to CLIA and are confident his leadership and policy experience will help support and accelerate the cruise industry’s ambitious sustainability agenda. As a well-respected, and knowledgeable advocacy expert with a specialization in circular and renewable energy solutions, Sam will undoubtedly help our industry continue to build on its strong policy positions and priorities in ways that will continue to foster our member lines’ success.”
“I am honoured to join CLIA and support the industry’s sustainability agenda,” said Maubanc. “Never before has there been this level of momentum, complexity, and urgency for building sustainable transport pathways, in particular in the context of implementing the EU Fit-for-55 policy package. This notably includes increasing the scalability and competitiveness of renewable fuels and establishing a stable and secure supply chain for maritime as an integral part of the transportation sector. The cruise industry is an important driver of European competitiveness and maritime industrial innovation, and I look forward to working with policymakers, ports and destinations, and CLIA-member cruise lines to help take the industry’s leadership to the next level,” Maubanc added.
Prior to joining CLIA, Maubanc was head of EU Affairs and general manager for Neste, a leading producer of renewable fuels and circular solutions. During his tenure with Neste, Maubanc was an influential voice in policy conversations regarding sustainable energy pathways and related issues. Notably, he was at the center of advocacy discussions for all relevant pieces of EU legislation and regulations, which included the revision of the EU Renewable Energy Directive and the newly created EU SAF mandate under ReFUEL EU Aviation. Prior to Neste, Maubanc was general manager for Liquid Gas Europe, a nonprofit association representing the liquid gas industry in Brussels. He holds an Executive Master in Management from the Brussels Solvay Business School, and a Master in European Studies from the University of Aalborg, Denmark.