September 23rd - 25th, 2026
On board Stena Germanica
Kiel – Gothenburg – Kiel
About the Summit
The ADAC Ferry Distribution Summit 2026 brings together senior leaders from Europe’s most influential ferry operators and distribution platforms for a closed-door exchange on the next era of ferry distribution and maritime travel.
At a time when technology, customer behaviour, and distribution models are evolving faster than ever, this summit creates a unique environment where decision-makers can openly discuss what comes next for the ferry ecosystem.
Industry-Leading Speakers
Insights from leading ferry distributors, operators, tech firms and RoPax Magazine
Strategic Insights
API connectivity, digital distribution & structural shifts in ferry retailing
Beyond Frameworks
Candid look at next-generation connectivity and industry collaboration
High-Level Networking
Off-record conversations between senior executives across the ferry ecosystem
VENUE
Stena Germanica
Newly Renovated Vessel
DATE
September
23-25, 2026
FORMAT
Closed-Door Summit
Senior Leaders Only
Why Attend
- Access to senior decision-makers across the ferry and travel industry
- A closed-door environment designed for open discussion and meaningful business exchange
- A clear focus on distribution, commercial strategy and future market developments
- High-value networking in a curated, limited setting
- A timely forum as legacy API standards approach the end of their lifecycle and more ferry operators reach the practical limits of FerryGateway
- An opportunity to help shape the future of ferry distribution
Target Audience
- CEOs and Managing Directors
- Commercial Directors and Heads of Sales
- Senior leaders in Distribution and E-Commerce
- Senior representatives of ferry operators and travel platforms
AGENDA
DAY 1: Conference Sessions I
Setting the Scene (105 min)
- 13:45–14:00 – Welcome Aboard & Navigating the Days Ahead A warm welcome and practical guidance for your time on board and on tour
- 14:00–14:10 – ADAC & the Ferry Industry: From Track to Sea Introducing ADAC, its role in the ferry sector and the summit’s journey from the Nürburgring to the open waters of the Baltic Sea. Culminating in the official opening.
- 14:10–14:20 – ADAC Travel Distribution: Connecting Products with Travellers ADAC’s role as a leading travel distribution platform across German-speaking markets with a closer look at ADAC Fähren.
- 14:20–14:35 – Pharos: 35 Years, One Clear Purpose The evolution of a neutral ferry distribution platform. Exploring its technology, range of capabilities and supporting services
- 14:35–15:15 – Keynote: Out of Sight, Out of the Market? How technology and channel strategy shape ferry distribution, and what the evidence reveals about those who adapted and those who fell behind.
- 15:15–15:30 – Final Questions & Next Steps Open Q&A, any other business and closing remarks for the day.
DAY 2: Conference Sessions II
Rethinking Distribution (120 min)
- 09:30–9:35 – A New Day & What Lies Ahead A brief welcome and essential guidance for the conference day, including our time ashore.
- 09:35–09:40 – Stena Line: Distribution Today,Partnerships Tomorrow A perspective on the role and commercial value of passenger and freight distribution partners and how evolving relationships, AI and industry collaboration could shape the future.
- 09:40–09:50 – TTI: Standards, Distribution & the Ferry Industry A factual look at TTI’s longstanding role in managing technical distribution standards and promoting indirect sales, and how the industry landscape has since changed.
- 09:50–10:00 – FerryGateway: Connecting Operators & Distribution Partners An introduction to the association, its communication protocol and Switch, with a look at current projects and future priorities.
- 10:00–10:40 – Ferry Distribution: Making Connections Work ADAC and Pharos explore how to turn technical connectivity into effective distribution, addressing practical challenges for operators and their partners.
- 10:40–11:10 – Freight Distribution: A Different Business, a Shared Opportunity? An expert discussion on the role of third party distribution in ferry freight, what sets it apart from passenger services and where wider networks could add value.
- 11:10–11:30 – Coffee, Conversation & Toast Skagen A short break to refuel and exchange ideas over a Scandinavian classic.
DAY 2: Conference Sessions III
From Strategy to Action (140 min)
- 11:30–12:10 – Ferry Operators & OTAs: Recognising the Value of Partnership A panel discussion on the markets intermediaries open, the value they bring and how stronger, more balanced relationships can benefit both sides.
- 12:10–12:25 – Blockchain: Still a Thing? A research perspective on its potential to support intermodal travel, connecting rail, ferry and other modes of transport.
- 12:25–12:40 – Beyond the Booking: Making Payments Work for Distribution How payment and settlement processes can support wider ferry distribution networks while reducing administration for operators and their partners.
- 12:40–12:55 – Ferry Distribution: Where Sales Meet Operations How connected reservation systems can bring sales channels and day-to-day ferry operations together.
- 12:55–13:10 – Ferry Distribution: Putting the Pieces Together A reflection on the ideas presented, how they connect and what they could mean for the future of ferry distribution.
- 13:10–13:40 – Greener Ferries: Easier Done Than Said? A perspective on environmental innovation, the business case behind it and the challenge of communicating progress as consumer expectations and green claims rules evolve.
- 13:40–13:50 – The Summit Closes, the Conversation Continues Closing reflections, a look ahead to the rest of the day and further opportunities to connect.
Key Topics
- The current challenges in ferry distribution and what comes next
- The end of legacy API standards and the need for future-ready connectivity
- The growing number of ferry operators reaching the limits of FerryGateway
- Direct vs indirect sales models
- API connectivity and technology integration
- Changing customer behaviour
- Pricing strategies and revenue optimisation
Experience
A unique combination of focused business exchange and a memorable event setting: onboard networking, an exclusive conference environment, a curated Gothenburg programme, and valuable opportunities for informal discussion beyond the conference room.
Logistics
Kiel – Gothenburg – Kiel
Cabins onboard, catering and land programme included
IN COOPERATION WITH
