| NZ is on show – now it must be competitive 20 Apr 26

JOEL Katz is the executive director Australasia of Cruise Lines International Association (CLIA).

At Seatrade Cruise Global in Miami this week, there was a clear and important signal from New Zealand.

For the first time, the country’s Minister for Tourism and Hospitality Louise Upston joined the Australasian delegation and met with global cruise leaders, including CLIA president and chief executive officer Bud Darr.

That presence matters.

In a global industry where deployment decisions are highly competitive and planned years in advance, confidence and certainty are everything.

New Zealand has never lacked demand. The appeal of the destination is as strong as ever.

What has been missing is the confidence that cruise lines need to commit ships – confidence shaped by regulatory clarity, cost settings, and ease of operating.

That is why Minister Upston’s presence at Seatrade is significant.

It demonstrates alignment between government and industry and shows that New Zealand knows what is needed.

Across the world, destinations are actively working to attract cruise tourism, offering predictable and viable operating environments.

Where that certainty exists, ships follow – where it does not, they leave.

The conversations in Miami focused on these forces, and the importance of consistency.

This is not just about New Zealand, as Australia and New Zealand function together in cruising, and the strength of one supports the other.

Together they benefit from more than $8 billion in economic impact generated by cruise tourism.

As CLIA’s latest data showed this week, record numbers of people from Australasia are cruising, but Aussies and Kiwis are increasingly flying to other countries to cruise because of reduced deployment at home.

Minister Upston has recognised Seatrade as a critical platform to engage with cruise lines and show that New Zealand is open for business – it’s an important step.

Maintaining competitiveness in the long term is what will ensure ships keep returning.