Within the specifics of any business which relies on other people as the main element of demand for their products and services, there must be a certain level of structure and business intelligence. A modern shipowner operating in the cruise market has to be aware of the large number of competing companies which, like him, strive to attract as many passengers as possible. Accordingly, this thesis defines the position of tourist passenger shipping within the context of passenger shipping with the associated segmentation. Through a detailed analysis of the cruise market, the dynamic growth of the industry as well as the negative impact of the Covid-19 pandemic was explained. Given the focus of this thesis, precise identifications and interpretations of comercial business strategies of passenger shipowners were given through 3 levels: business segmentation and fleet of ships, geographical business areas and travel programs and marketing strategies implemented by companies to improve their business policies. A detailed review of blue and red ocean strategies follows as well as an assessment of their feasibility along with positive and negative factors with examples. The final part of the paper refers to the conclusion in which the working hypothesis was confirmed through synthesis of the research relating to the possibility of coexistence of cruise companies through implementation of an appropriate business strategy.