View from the Market: Cruise Company SunStone Finds Long-Term Stability in Madeira

Expedition cruise operator SunStone, founded in 1990, has restructured parts of its business and was pleased to find a strong base for its activities in Madeira in 2021. Madeira has become not only the home port for most of its vessels, but also the ship management hub for the entire fleet.

As SunStone began reorganizing its structure to meet new international requirements and secure long-term operational stability, the Danish Group decided to move its Miami-based administrative and technical operation to Europe. The reason was the EU’s substance agreement with the Bahamas, which introduced a requirement for mandatory local presence. This is where Madeira and the Portuguese flag came into play. 
     
“Choosing Madeira as our new base was a strategic move,” says Carsten Lund, CEO of SunStone Group. “It offers a stable EU environment, strong maritime infrastructure, and regulatory clarity - exactly what we needed to secure SunStone’s long-term future in Europe.” 
      
After reviewing several EU flags, Madeira stood out. A strong maritime infrastructure, legal and regulatory stability, and a smooth flag transfer process were among the key factors. Importantly, Madeira allowed SunStone to centralize commercial and technical management under one jurisdiction, creating significant operational advantages.

“The local support we’ve received in Madeira - from authorities, the registry, and service providers - has been outstanding,” Lund adds. “It has enabled us to transfer our fleet efficiently and operate with confidence under the Portuguese flag.”

The Madeira International Business Centre (IBC) and the Madeira registry offered a solid platform, combining safety, compliance, and efficiency. Notably, with strong local support, SunStone successfully transferred ten vessels to the Portuguese flag and established growing operations on the island.

SunStone is a prime example of the benefits available to shipowners who choose Madeira. Under the Portuguese flag and supported by Madeira’s maritime investment conditions, plans are in place to further enhance the framework to support international shipowners seeking stability, flexibility, and long-term growth.