| ACA update 12 Apr 18: Cruising by the numbers

WITH Jill Abel, CEO, Australian Cruise Association – Last year at our annual conference, Tammy Marshall from member organisation, The Bhive, released initial findings from The Cruise Industry Report commissioned by ACA to look at the future demand and needs for the industry in Australia.

The final report, which included
feedback from 1,200 Australians,
has now been released with some
interesting findings which should
prove helpful in planning for the
continued growth of the industry.
A critical question for our
destination members in shaping
their cruise strategy has always
been whether cruise growth
replaces land-based visits or
whether it drives new visitation.
The report found that three out
of five travellers consider cruising a
good way to sample a destination
and two thirds of those who have
taken a cruise to a destination have
actually returned.
A small number also reported
extending their time onshore with
pre- or post- cruise stays citing that
land packages were an important
incentive for this.
Another interesting finding is the
changing face of cruise passengers.
While currently dominated by
couples, especially empty nesters –
families and under 35s are showing
growing interest in cruising
suggesting a new opportunity for
our destinations.
This market is more likely to be
adventurous – reflected in their
interest in expedition and small
ship cruising; great news for our
regional ports who can easily
support visits by this style of ship.
Headlining the places to visit
– remote locations like Broome,
islands or capital cities – Hobart and
Darwin for small ships and Sydney
for luxury.