NEW Zealand Cruise Association Chief Executive Officer Jacqui Lloyd believes “managed growth” is the key to filling out the country’s cruise industry, as it faces a myriad of headwinds, such as port costs, destination regulations, and fuel.
The country will be looking to reverse the trend over the next few years of falling cruise ship visit numbers (CW 16 Aug), but will aim to do so in a way which best benefits the entire nation, Lloyd told Cruise Weekly.
“Our strategy is around ensuring we are working with the right ports and regions, because some say ‘we might have reached our peak for our communities, and we don’t have the product available to deliver for more visitors – we need some time’,” Lloyd explained.
“Some of them were getting a little bit close to peak cruise, and now we’ve got that opportunity to work with the lines and say, actually, here are the ports that are really need more business, and are really keen to be on itineraries and build more product with you; and here’s ones that might just need some breathing space for a moment until they’re in a better position.”
A key way for the industry to grow sustainably will also be to channel some of New Zealand’s almost 200,000 Australian cruise passengers per year into return visitors, Lloyd added.
“Fifty percent of our cruise arrivals are Australians, and when you talk to many of them, it is their first time in New Zealand.
“There’s an opportunity for us to work with partners, to re-target them as repeat visitors.
“That really fits nicely in the NZ tourism picture.” MS