Like every other sector, New Zealand's cruise industry has been
affected by the global economic recession, with cruise lines based
in the US, UK and Japan deploying their ships closer to home this
summer.
For the upcoming season, 26 ships are scheduled to make 81
voyages around New Zealand, carrying a forecasted 105,000
passengers. Although this reflects a decline of around 10 per cent
compared to last season, the season will be buoyed by Carnival
Australia's expansion into New Zealand.
Aussie influx
The cruise sector has always been described as a supply-led
industry. With Carnival Australia increasing their number of berths
in New Zealand by just over 12,000, we will see an equivalent or
greater increase in the number of passengers cruising around New
Zealand, especially given cruise lines' main-aim of filling
ships.
Carnival Australia's dominance in New Zealand also means there
will be more Australian passengers. Australia has been gaining
importance as a source market for cruise and can only get bigger as
cruise lines focus on the market's potential for further growth. Of
Australia's total population, 1.4 per cent already take cruise
holidays, which compares well with America's 3.8 per cent.
Australian cruise passengers prefer to make their own onshore
arrangements, rather than booking organised tours onboard ship. So
the increase in Australian passengers probably means we will see
more operator-direct transactions for activities this year. Tour
operators should gear up for the season by making sure their
website is up to date and easy to find online.
i-SITE Visitor Centres will also become more important, and tour
operators should work closely with their local i-SITEs to maximise
sales on cruise ship days. As Australians are very independent
travellers, there will be more pressure on ground services as
demand for shuttles and bus/rail services into the city
increases.
Local value
Carnival Australia alone is expecting to contribute NZD80
million into New Zealand's economy this season, with their 158 port
visits around the country. Regional councils should recognise the
value cruise ships bring to their region and be more supportive of
the cruise sector.
Their support can be demonstrated by providing complimentary
shuttle services into the city, diverting traffic on cruise ship
days to prevent traffic congestion, putting on entertainment at the
wharf to welcome passengers as they disembark, providing personnel
to greet and provide advice on what to see and do, and putting on
more public buses when the cruise ship is in port.
By making it easy for passengers to get into the city and making
them feel welcome and important, the council is bound to reap its
returns from passenger expenditure and positive word of mouth,
especially given the tight global cruise community that thrives on
word of mouth.
For now, the New Zealand cruise community is focussed on
improving cruise passengers' satisfaction levels in the country, as
well as working through sector-wide issues such as the Marine
Safety Charge, to make it easier for cruise lines to visit New
Zealand.
Craig Harris is Cruise New Zealand Chairperson and McKay
Shipping Managing Director.