Health crises have particularly affected the tourism and hospitality sector, which by its very nature has been particularly vulnerable, but at the same time, resilient to, for example, the recent Covid-19 pandemic. Among the most affected sectors, the cruise industry stands out, which due to its characteristics—small spaces, high density of people and a predominantly adult clientele—represented one of the most critical scenarios for the spread of the virus. The chapter traces the main events that marked the pandemic in the cruise industry—e.g. interruptions and conditional resumption of navigation—analysing the market dynamics with a focus on the three main cruise operators. Finally, the chapter focuses on the impact of the pandemic on the cruise business and the crisis communication disseminated on social media, which amplified public concerns and perceived risk. The chapter concludes by outlining the empirical analysis that will follow in the subsequent chapters of the manuscript, highlighting the aim to explore crisis communication from a dual perspective, organisational and consumer.