Cruise Market Med 0907

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Latest Developments, cruise and tourism in the Mediterranean

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Cruise Market Med 0907

  1. 1. ISTITUTO INTERNAZIONALE PROJECT PART-FINANCIED DELLE COMUNICAZIONI BY THE EUROPEAN UNION “Cruise and Tourism in the Mediterranean – Latest Developments” Sara Canevello IIC Genova SARA CANEVELLO – IIC, Port Net Malta Workshop “Port, Tourism and Culture”, Attard, September 5, 2007
  2. 2. World Cruise Destinations Mediterranean; Africa; Mexico; Alaska; Middle East; Antarctica; Panama Canal, Polynesia; Asia; South America; Australia/New Zealand; South Pacific; Bahamas, Bermuda; USA. Baltic; Britain – Ireland; Transatlantic cruises; Canada; River cruises; Caribbean; Central America; New destinations: Europe (Northern Europe); China, Dubai, Mauritius (Costa) etc… Florida; Hawaii; SARA CANEVELLO – IIC, September 5, 2007 2
  3. 3. The Mediterranean contest The classical itineraries in the Mediterranean Area can be divided into two groups: Eastern Mediterranean: Croatia (Dubrovnik, Split, Pola, Zadar, Rovinj , Kotor ecc…) Greece and its islands (Mykonos, Santorini, Rhodes, Corfu, Crete, Katakolon, Piraeus, etc…) Turkey, (Istanbul, Kusadasi, Izmir, etc..) Cyprus (Limassol), Malta (La Valletta), Egypt (Alexandria) and new destinations i.e. Libya (Tripoli). Western Mediterranean: Spain (Barcelona, Almeria, Malaga, Alicante, Balearic Islands), France, (Marseille, Nice, St. Tropez, Cannes), Italy (Genoa, Savona, Rome (Civitavecchia), Naples, Venice, Leghorn, Bari, Palermo, Messina) Tunisia (La Goulette -Tunis), Algeria (Algiers), etc… SARA CANEVELLO – IIC, September 5, 2007 3
  4. 4. Strength points of the Mediterranean • Strategic position among Europe, Asia and Africa; • Greek, Roman and Egyptian history and culture; • Archaeological sites, churches, museums and palaces; • Exciting contrast of ancient and modern art; • Beautiful natural landscapes; • Pleasant climate; • Diversification of the product (Caribbean: gambling cruise/ sun & beach). SARA CANEVELLO – IIC, September 5, 2007 4
  5. 5. The Mediterranean contest 16 Millions cruise passengers in the Med (2006) ! SARA CANEVELLO – IIC, September 5, 2007 5
  6. 6. The cruise sector peculiarity In the latest 30 years the cruise sector has been characterized by a peculiarity: It’s the SUPPLY that establishes the DEMAND! The cruise market is able to saturate the continuous supply of berths as soon as the new cruise ships are put on duty! SARA CANEVELLO – IIC, September 5, 2007 6
  7. 7. The Mediterranean cruise market dimension (SUPPLY) Cruise ships fleet operating in the Mediterranean ca. 50 ships New constructions from 2008 until 2010 in the world ca. 30 ships Within 2010 the European shipyards will deliver 10 big cruise ships every year and many of these units will be used in the Mediterranean Sea, enhancing therefore the number of calls. SARA CANEVELLO – IIC, September 5, 2007 7
  8. 8. The Cruise ships order book (SUPPLY) 2008 cruise ships deliveries: NAME OF LOWER REPORTED LINE GT YARD THE SHIP BERTH PRICE - 68.500 2.050 Meyer Werft $378m Aida Cruises Carnival Carnival Cruise 112.000 2.974 Fincantieri $ 584m Splendor Lines Celebrity 118.000 2.850 Meyer Werft $ 641m Celebrity cruises Solstice Holland America Eurodam 86.000 2.044 Fincantieri $ 450m Line MSC Fantasia 133.500 3.300 Aker Yards $ 550m Msc Cruises MSC Poesia 90.000 2.568 Aker Yards $ 425m Msc Cruises Ventura 116.000 3.100 Fincantieri $602m P&O Cruises Irving $ 50m Pearl Seas Cruises - 8.700 165 Shipbuilding (estimated) - 116.000 3.100 Fincantieri $ 570m Princess Cruises Independence 158.000 3.643 Aker Yards $ 828m Royal Caribbean of the Sea SARA CANEVELLO – IIC, September 5, 2007 8
  9. 9. The tourism market dimension (DEMAND) Source: WTO (World Tourism Organization) SARA CANEVELLO – IIC, September 5, 2007 9
  10. 10. The forecasts of tourism market dimension (DEMAND) Source: WTO (World Tourism Organization) SARA CANEVELLO – IIC, September 5, 2007 10
  11. 11. The cruise market dimension (DEMAND) • Fast and fundamental change; • High level growing above all in the Mediterranean; • The quickest expanding sector in the tourism business. Between 1995 and 2005, the worldwide demand for the cruise product is more then doubled changing up from 5,7 to 14,4 millions of passengers and about 16 millions of passengers during 2006. It appears a huge number but it means that cruise market is only 2% OF INTERNATIONAL TOURISM IN 2006!!! SARA CANEVELLO – IIC, September 5, 2007 11
  12. 12. The cruise market dimension (DEMAND) The forecasts for 2007 announce more ships, more passengers and more brands visiting more European ports than ever before. Currently Europe is the fastest growing market for cruise passengers in the world. SARA CANEVELLO – IIC, September 5, 2007 12
  13. 13. The Mediterranean cruise market dimension (DEMAND) Italy is in pole position as the first Mediterranean cruising destination (6 millions of passengers in 2006; Spain, - 2°- 4,5 millions) Cruise passengers’ movement in Italian Ports (number of passengers in thousands) SARA CANEVELLO – IIC, September 5, 2007 13
  14. 14. The cruise and tourism market dimension (DEMAND) = 16 millions of cruise passengers in the world in 2006 = 21,3% (75 millions in 2006) = (37 millions in 2006) 43,2% = (54 millions in 2006) 29,6% SARA CANEVELLO – IIC, September 5, 2007 14
  15. 15. The cruise product (DEMAND) Before joining a cruise holiday the passenger puts his attention on: • Cruise geographic area; • Length of the trip; • Period of the year; • Balance between quality and price; • Motivation (leisure/business); • Cruise target (young, single, elder, honeymooners,…). SARA CANEVELLO – IIC, September 5, 2007 15
  16. 16. Cruise passengers movement in the main Italian ports Port of Civitavecchia Port of Naples 1.400.000 1.200.000 1.268.477 971.874 1.200.000 1.000.000 1.000.000 830.158 983.171 800.000 773.223 800.000 613.609 600.000 659.277 600.000 485.067 559.942 469.632 400.000 487.000 477.579 405.639 400.000 392.103 200.000 200.000 0 0 2000 2001 2002 2003 2004 2005 2006 2000 2001 2002 2003 2004 2005 2006 +139,6% +223,5% SARA CANEVELLO – IIC, September 5, 2007 16
  17. 17. Cruise passengers movement in the main Italian ports Port of Leghorn Port of Venice 1.000.000 700.000 885.664 900.000 607.848 815.153 600.000 800.000 689.836 500.000 700.000 677.976 462.383 600.000 400.000 507.547 526.436 387.385 363.883 500.000 300.000 297.748 400.000 263.657 337.475 228.996 300.000 200.000 200.000 100.000 100.000 0 0 2000 2001 2002 2003 2004 2005 2006 2000 2001 2002 2003 2004 2005 2006 +165.4% +162,4% SARA CANEVELLO – IIC, September 5, 2007 17
  18. 18. Cruise passengers movement in the main Italian ports Port of Genoa Port of Savona 700.000 700.000 632.895 615.000 600.000 600.000 592.038 567.506 530.057 500.000 473.333 500.000 471.245 407.974 400.000 400.000 362.557 310.000 300.000 300.000 195.303 200.000 200.000 120.071 109.633 105.438 100.000 100.000 0 0 2000 2001 2002 2003 2004 2005 2006 2000 2001 2002 2003 2004 2005 2006 +16,0% +393,1% 2003 – 2004: +171,4% 2003 – 2004: -49,6% SARA CANEVELLO – IIC, September 5, 2007 18
  19. 19. Cruise passengers movement in other Mediterranean ports Port of Barcelona: • privileged position • efficient International Airport 1.600.000 • new terminal “Palacruceros” 1.407.179 1.400.000 funded and managed by Costa 1.228.561 1.200.000 1.054.412 1.024.851 1.000.000 ... Barcelona is a “must” for the 843.686 800.000 654.806 cruise lines and the first cruise 600.000 573.571 passengers port in 2006 of the 400.000 200.000 Mediterranean! 0 2000 2001 2002 2003 2004 2005 2006 +145,3% SARA CANEVELLO – IIC, September 5, 2007 19
  20. 20. Cruise passengers movement in other Mediterranean ports French Riviera ports Port of La Valletta (Nice, Cannes, Villefranche) 700.000 700.000 625.015 600.000 600.000 500.000 500.000 494.577 397.673 450.571 389.361 460.356 400.000 400.000 402.270 356.703 349.957 300.000 300.000 304.929 300.778 291.225 273.500 200.000 200.000 173.992 100.000 100.000 0 0 2000 2001 2002 2003 2004 2005 2006 2000 2001 2002 2003 2004 2005 2006 +107,8% +128,5% SARA CANEVELLO – IIC, September 5, 2007 20
  21. 21. Cruise passengers movement in other Mediterranean ports Port of La Goulette Port of Dubrovnick (Tunis) 700.000 700.000 624.200 600.000 600.000 600.000 563.993 510.641 500.000 500.000 457.334 448.960 423.946 400.000 400.000 330.448 300.000 300.000 296.958 234.471 215.137 200.000 200.000 185.656 130.869 100.000 100.000 0 0 2000 2001 2002 2003 2004 2005 2006 2000 2001 2003 2004 2005 2006 +376,9% +123,2% SARA CANEVELLO – IIC, September 5, 2007 21
  22. 22. Cruise passengers movement in other Mediterranean ports Cyprus ports Port of Pyraeus (Limassol – Larnaka) 900.000 900.000 824.096 771.241 800.000 800.000 700.000 700.000 600.000 600.000 562.936 525.351 508.107 502.308 500.000 448.815 500.000 452.506 407.723 400.000 400.000 387.697 398.049 384.670 386.318 378.580 300.000 300.000 200.000 200.000 100.000 100.000 0 0 2000 2001 2002 2003 2004 2005 2006 2000 2001 2002 2003 2004 2005 2006 -45,54% +51,78% SARA CANEVELLO – IIC, September 5, 2007 22
  23. 23. New exigencies of the cruise market The high level of growth of the Mediterranean cruise market is creating new exigencies for the ports: • TECHNICAL AND INFRASTRUCTURAL EQUIPMENTS • QUALITY ASSETS SARA CANEVELLO – IIC, September 5, 2007 23
  24. 24. New exigencies of cruise market ports • TECHNICAL AND INFRASTRUCTURAL EQUIPMENT: - Suitable quays; - Functional passengers terminals (above all for home port cruises); - High security levels (ISPS code, x-ray, metal detectors); - Wharves’ accessibility during the boarding/disembarking operations; - Efficient cruise companies’ supply-chain; - Well-organized luggage handling; - Optimized terminal and ship’s check-in; - Optimized land transfers thanks to well connected airports / railway stations (above all for home port cruises). SARA CANEVELLO – IIC, September 5, 2007 24
  25. 25. New exigencies of cruise market ports QUALITY ASSETS: Port services: - High level of welcoming (assistance and tourist information); - Accessibility to public and private transport means; - High care of port viability focusing on personal safety. Tourist supply: - Tourist signage (above all for free cruise passengers); - Pedestrians itineraries; - Efficiency public transport services; - Flexible working hours’ shops and stores; - Local support to the cruise company’s excursions. SARA CANEVELLO – IIC, September 5, 2007 25
  26. 26. Cruise market risks and threats From a logistical and structural point of view, not all the Mediterranean ports will be able to manage and sustain a high passenger movement. This is the reason why a new political evaluation is necessary in this area, programming calls on the basis of actual possibilities. SARA CANEVELLO – IIC, September 5, 2007 26
  27. 27. Cruise market opportunities The Mediterranean ports must counterbalance the exponential demand of the market. Many European ports have begun a process of restructuring in order to support the market’s growth in accordance with the new generation of cruising vessels. SARA CANEVELLO – IIC, September 5, 2007 27
  28. 28. Cruise market opportunities National and local economic impact on: • Jobs occupancy; • Port authority (port fees); • Cruise terminals; • Maritime agents; • Pilots, tugboats, other services (fresh water, garbage, etc.); • City councils and other local institutions; • Travel agents tour operators; • Shops and stores; • Food and beverage manufacturers (bunker fuels and paints, metal goods and machinery); • Financial and business services. Each passenger spends a sum of money during the cruise trip and also… in each visited port! SARA CANEVELLO – IIC, September 5, 2007 28
  29. 29. Strategies of local institutions Local institutions need to put into practice useful promotion and marketing activities in order to show the receptive capacity, tourist supply and the logistic functionality of their areas! Cruise operators are not looking for new ports but for a territorial integrated services’ offer! A “super partes” initiative able to organize and coordinate the communication strategy among all the involved parts would be useful! SARA CANEVELLO – IIC, September 5, 2007 29
  30. 30. Thank you for your time and your attention! Sara Canevello canevello@iicgenova.it

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