There is one key bottleneck, however. Ports are struggling to attract sufficient technologically proficient talent [1, 2]. This is especially the case for highly educated technology workers who are already in high demand in other industries. The need to compete in a business that will be more sophisticated in terms of technology, distribution network strategies and supply chain convergence, implies that higher-skilled workers will increasingly drive success in the smart port industry . Yet, maritime logistics is rarely the first career choice of high-skilled and digital talent. The industry is either unknown to them or struggles with an image problem. So there is work to be done here, but this is not new.