16/07/2024
I have always been a big fan of the Cruise Industry in WA. It was one of a few sectors that grew consistently in WA between 2013 and 2017, when other leisure sectors were not growing or remained steady. It is a sector that also supports the rest of the tourism industry in many ways.
The Western Australia Government has consistently invested in growing and developing the cruise industry over the last 5 years, with amazing results, even though many thought the industry wouldn't survive or come back from covid.
As its own tourism sector Cruising delivers so much to the wider tourism and hospitality industry along with providing so much to the local ( often regional) community.
Economic Benefits
Some of the benefits which contribute to tourism and the wider community include:-
Increased Visitor Numbers: Cruise ships bring large numbers of tourists to a destination, often in a single day. This influx can significantly boost local tourism numbers.
Spending Power: Cruise passengers often spend money on local goods, services, and attractions, which can stimulate the local economy. I have heard of examples where over $100,000 dollars’ worth of Pearls were purchased in Broome in one day from a cruise ship.
Job Creation: The increased demand for services and products can create jobs in various sectors, including retail, hospitality, transportation, and tour guiding.
Marketing and Exposure
Destination Promotion: Cruises often highlight destinations in their marketing materials, providing free exposure and attracting potential future visitors who might return for a longer stay.
Word of Mouth: Satisfied cruise passengers can become ambassadors for the destination, promoting it through word-of-mouth recommendations and social media.
Infrastructure Development
Investment in Infrastructure: To accommodate cruise ships, destinations often invest in infrastructure improvements such as ports, roads, and tourist facilities. These enhancements can benefit the local community and other visitors as well. Again this was the case over the last few years in Broome WA
Public and Private Sector Collaboration: Cruise tourism can foster partnerships between public authorities and private enterprises, leading to coordinated efforts to improve and market the destination.
Cultural Exchange
Cultural Exposure: Cruise tourism introduces visitors to the local culture, history, and traditions, fostering cultural exchange and understanding. A good recent example of this is the Seabourn Cruise Line and the Kimberley’s Wunambal Gaambera traditional owners coming together.
Local Craft and Cuisine: It provides opportunities for local artisans and food producers to showcase and sell their products to a broader audience.
Benefits to Mainland Accommodation and Other Tourism Operators
Increased Bookings
Pre/Post Cruise Stays: Many cruise passengers book pre- or post-cruise accommodation, increasing occupancy rates in local hotels and resorts.
Extended Stays: Some cruise visitors may choose to extend their stay to explore the destination more thoroughly, leading to additional nights booked at local accommodations.
Tour and Activity Participation
Excursions and Tours: Local tour operators can benefit from organizing shore excursions tailored for cruise passengers. These can include sightseeing tours, adventure activities, and cultural experiences.
Local Transportation: Taxi services, car rentals, and other transportation providers often see increased demand from cruise passengers needing to travel around the destination.
Increased Sales for Local Businesses
Dining and Entertainment: Restaurants, cafes, bars, and entertainment venues can experience a surge in business from cruise visitors looking to enjoy local cuisine and nightlife.
Retail and Souvenirs: Local shops and markets benefit from passengers purchasing souvenirs, gifts, and other retail items.
Cross-Promotion Opportunities
Collaborative Marketing: Mainland accommodations and tourism operators can collaborate with cruise lines for joint marketing efforts, offering packages or discounts to attract cruise passengers to extend their stay.
Destination Packages: Creating attractive packages that combine accommodation, tours, and activities can entice cruise passengers to explore the destination beyond their short port visit.
Sustainable Tourism Development
Managed Visitor Flows: With proper planning, cruise tourism can help manage visitor flows and reduce the impact on overcrowded areas by spreading tourists across different parts of the destination.
Year-Round Tourism: Cruises can help destinations achieve a more balanced year-round tourism economy, as they often operate during shoulder and off-peak seasons.
It is critical therefore that Local Government who have a port get behind the cruise industry for the benefit of local rate payers. Cruising offers numerous benefits to destinations and their mainland accommodation and tourism operators, ranging from economic gains and increased exposure to infrastructure development and cultural exchange. By leveraging these advantages, destinations can enhance their overall tourism appeal and sustainability.
It is so exciting to see the Cruise Exchange back in Perth This week.
Twenty-five cruise industry executives have descended on Perth for Cruise Exchange to discuss the state's cruise tourism sector
