Recently released research commissioned by the Au

Recently released research commissioned by the Au

first_imgRecently released research, commissioned by the Australian Cruise Association (ACA), shows that cruising Australia’s spectacular coastline has never been more popular, with 1.63 million Australians estimated to have taken a cruise by the end of this financial year.A third of Australians who participated in the research indicated they will cruise sometime in the next 12 months.The research was undertaken by consulting group, The BHive, in order to understand the future demand, and needs, for cruising in Australia, so that the industry might prepare in line with the projections. As the Australian Cruise Association does not represent the interests of the cruise lines but rather those organisations involved in bringing the ships into the ports, their focus for members was about how to shape their onshore strategies.A critical and welcome finding in the report is that cruise growth stimulates new visitation to destinations rather than replacing land-based visits. The results 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 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 Aussie destinations. This market is more likely to be adventurous – reflected in their interest in expedition and small ship cruising; great news for Australia’s regional ports which can easily support visits by this style of ship.Headlining the places to visit – remote locations like Broome, Queensland’s islands or capital cities – Hobart and Darwin for small ships and expedition cruising; Sydney for luxury. australiaAustralian Cruise AssociationcruiseresearchstudyThe BHivelast_img

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