Cruising by the numbers

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.