Chris White, Tourism Victoria: Cruising in regional ports

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Information about Chris White, Tourism Victoria: Cruising in regional ports

Published on November 20, 2013

Author: informaoz

Source: slideshare.net

Description

Chris White, Chairman, Cruise Down Under & Group Manager Product Marketing, Tourism Victoria delivered this presentation at the 2013 Regional Ports Conference. The event showcased the latest port developments and assessed the policy, planning and operating strategies designed to maximise the efficiency of Australia's regional ports: gateways for facilitating trade, engagement and regional growth. Featuring local and national case studies, the two day event provided a spotlight on port developments across the country, highlighting the infrastructure, investment and long-term planning necessary to meet Australia’s current and potential competitiveness. For more information on the annual event, please visit the conference website: https://www.informa.com.au/regionalportsconference

Regional Ports Australia Conference Geelong 20th November 2013 Ms Chris White Chair Cruise Down Under November 2013

Agenda • • • • • Australian industry overview Factors influencing choice of regional ports Successful regional destinations Emerging regional destinations Emerging national trends

Australian Industry Overview • Cruise continues to be the fastest growing segment of the tourism industry • There are currently 21 million people taking a cruise worldwide • Australia has experienced the greatest growth in the past 2 years of any other region in the world

Australian Industry Overview cont… • CLIA Results for 2012 reveal 694,062 Australians took a cruise • 11% Growth of over 2011 • 17% increase in Australians cruising in Australia • CDU’s 2013 Economic Impact Study results – $2.88 billion in total expenditure in Australia (international and domestic) – $2.05 billion in total international expenditure

Australian Industry Overview cont.. • Deployment of global brands in Aust. on a • • • full year or seasonal basis has grown significantly Australia now represents 7% of worldwide deployment Big brands are deploying bigger and newer ships in Australia Cruise lines seeking new destinations and compelling experiences

Industry Continues to Grow and Shift 2000 Industry Capacity Allocation Exotic 4% Other 2% 2012 Industry Capacity Allocation Exotic 10% Europe 22% Caribbean 58% North American 14% Europe 31% Other 3% Caribbean 46% North American 10% About 7% of industry capacity deployed in Australia • Source: Deployment Database

Penetration Rate at 2013 Penetration Rate as % Population 3.5% 3.0% 2.5% 2.0% 1.5% Penetration Rate 1.0% 0.5% 0.0% North America Australia United Kingdom Germany

Unprecedented Capacity Growth Market size has almost doubled in 4 years Australia & New Zealand Home Port Deployed Capacity ALB YoY (%) Growth 21 6 2005 2006 15 77 28 2008 2009 4 17 23 22 2 2011 2012 2013 2014 8 7 6 ALBD (Millions) 5 4 3 2 1 0 2004 2007 2010 P&O Cruises Princess Carnival Holland America Cunard Royal Caribbean Celebrity Other 8 Costa Source: 2011 ICCA Annual Cruise Market Report & internal estimates

Factors Influencing Choice of Regional Ports • Push for shorter cruises due to limited • • • holiday time Cost of fuel for long distance travel Berth availability at key hub ports With 23 new ships on order by 2016 an additional 6,000 port calls will be made SOMEWHERE in the world

Key elements in decision making • Operational – Infrastructure – Fuel costs – Port fees • Marketing – Appeal/Marketability/Experiences – Source markets – Profitability

Emerging Trends in Regional Deployment • 2-5 night cruises • Influences on special events • Food and wine • Willingness to work with safe anchorages vs alongside

The benefits • Economic contributions - $52.5 million of direct expenditure was injected into destinations around Australia in 2012-13

• Supports land transport • Supports retail • Supports attractions

Successful Regional Port Examples • Whitsundays – over $13 million direct • • expenditure into region Proximity between Sydney and Cairns Access to Great Barrier Reef

Cairns • Contributes $11.6 million to local economy • Strong history with cruising since • • emergence in Australia Access to Willis Island creating international voyages Access to Port Douglas, Daintree and Great Barrier Reef

Newcastle • Contributes $10.5 million to local economy • Proximity between Sydney and Brisbane • Provides an overflow option to Sydney • Sound port infrastructure • Creates diversity in an industrial port

Geraldton • Contributes $3 million to local economy • Proximity between Broome and Fremantle • Strong WW11 and maritime history

Emerging Regional Ports • Geelong – 5 visits in 13/14 and seeking • • • • investment Eden – infrastructure investment to increase the anchorage opportunities for larger ships Port Arthur – new jetty infrastructure Broome – potential growth in expedition cruising Townsville – new terminal facility

Threats • Anchorages options available in all • • weather conditions Efficient time frames for landing passengers to maximise time ashore Landside infrastructure and ensuring the experience is quality

Emerging National Cruise Trends • Increase in shorter cruises in Australia – 38% increase in 1-4 day cruises • Circumnavigation cruises remaining popular • Increased focus on family and multi-generational travel • Passengers seeking unique experiences in destinations

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