cruise market med 0907
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Latest Developments, cruise and tourism in the MediterraneanTRANSCRIPT
SARA CANEVELLO – IIC, Port Net Malta Workshop “Port, Tourism and Culture”, Attard, September 5, 2007
Sara Canevello
IIC Genova
“Cruise and Tourism in
the Mediterranean –
Latest Developments”
ISTITUTO INTERNAZIONALE
DELLE COMUNICAZIONIPROJECT PART-FINANCIED
BY THE EUROPEAN UNION
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SARA CANEVELLO – IIC, September 5, 2007
World Cruise Destinations
Africa;
Alaska;
Antarctica;
Asia;
Australia/New Zealand;
Bahamas, Bermuda;
Baltic;
Britain – Ireland;
Canada;
Caribbean;
Central America;
Europe (Northern Europe);
Florida;
Hawaii;
Mediterranean;
Mexico;
Middle East;
Panama Canal, Polynesia;
South America;
South Pacific;
USA.
Transatlantic cruises;
River cruises;
New destinations:
China, Dubai, Mauritius (Costa) etc…
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SARA CANEVELLO – IIC, September 5, 2007
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…
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SARA CANEVELLO – IIC, September 5, 2007
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).
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SARA CANEVELLO – IIC, September 5, 2007
The Mediterranean contest
16 Millions cruise passengers in the Med (2006) !
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SARA CANEVELLO – IIC, September 5, 2007
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!
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SARA CANEVELLO – IIC, September 5, 2007
The Mediterranean cruise market dimension (SUPPLY)
Cruise ships fleet operating in the Mediterranean
New constructions from 2008 until 2010 in the world
ca. 50 ships
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.
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SARA CANEVELLO – IIC, September 5, 2007
The Cruise ships order book (SUPPLY)
$ 828m Aker Yards 3.643158.000Independence of the Sea
Royal Caribbean
$ 570m Fincantieri3.100116.000-Princess Cruises
$ 50m (estimated)
Irving Shipbuilding
1658.700-Pearl Seas Cruises
$602m Fincantieri3.100116.000VenturaP&O Cruises
$ 425m Aker Yards 2.56890.000MSC PoesiaMsc Cruises
$ 550m Aker Yards3.300133.500MSC FantasiaMsc Cruises
$ 450m Fincantieri2.04486.000EurodamHolland America Line
$ 641m Meyer Werft2.850118.000Celebrity Solstice
Celebrity cruises
$ 584m Fincantieri2.974112.000Carnival Splendor
Carnival Cruise Lines
$378mMeyer Werft2.05068.500-Aida Cruises
REPORTED PRICE
YARDLOWER BERTH
GTNAME OF THE SHIP
LINE
2008 cruise ships deliveries:
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SARA CANEVELLO – IIC, September 5, 2007
The tourism market dimension (DEMAND)
Source: WTO (World Tourism Organization)
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SARA CANEVELLO – IIC, September 5, 2007
The forecasts of tourism market dimension (DEMAND)
Source: WTO (World Tourism Organization)
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SARA CANEVELLO – IIC, September 5, 2007
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!!!
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SARA CANEVELLO – IIC, September 5, 2007
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.
The cruise market dimension (DEMAND)
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SARA CANEVELLO – IIC, September 5, 2007
The Mediterranean cruise market dimension (DEMAND)
Cruise passengers’ movement in Italian Ports (number of passengers in thousands)
Italy is in pole position as the first Mediterranean cruising
destination (6 millions of passengers in 2006; Spain, - 2°- 4,5 millions)
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SARA CANEVELLO – IIC, September 5, 2007
16 millions of cruise passengers in the world in 2006
The cruise and tourism market dimension (DEMAND)
=
=
=
=
(75 millions in 2006)
(37 millions in 2006)
(54 millions in 2006)
21,3%
43,2%
29,6%
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SARA CANEVELLO – IIC, September 5, 2007
The cruise product (DEMAND)
• 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,…).
Before joining a cruise holiday the passenger puts his
attention on:
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SARA CANEVELLO – IIC, September 5, 2007
Cruise passengers movement in the main Italian ports
392.103
477.579 487.000559.942
659.277
983.171
1.268.477
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
2000 2001 2002 2003 2004 2005 2006
Port of Civitavecchia Port of Naples
971.874
830.158
773.223
613.609
485.067469.632
405.639
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
2000 2001 2002 2003 2004 2005 2006
+223,5% +139,6%
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SARA CANEVELLO – IIC, September 5, 2007
Port of Venice Port of Leghorn
337.475
885.664
815.153
677.976689.836
507.547526.436
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
900.000
1.000.000
2000 2001 2002 2003 2004 2005 2006
607.848
462.383
387.385363.883
297.748263.657
228.996
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
2000 2001 2002 2003 2004 2005 2006
+162,4% +165.4%
Cruise passengers movement in the main Italian ports
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SARA CANEVELLO – IIC, September 5, 2007
Port of Savona Port of Genoa
530.057592.038
632.895
195.303
105.438109.633
120.071
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
2000 2001 2002 2003 2004 2005 2006
471.245
615.000
473.333
362.557310.000
567.506
407.974
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
2000 2001 2002 2003 2004 2005 2006
+393,1% +16,0%
2003 – 2004: +171,4% 2003 – 2004: -49,6%
Cruise passengers movement in the main Italian ports
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SARA CANEVELLO – IIC, September 5, 2007
Cruise passengers movement in other Mediterranean ports
Port of Barcelona:
654.806
843.686
573.571
1.407.179
1.228.561
1.024.8511.054.412
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
2000 2001 2002 2003 2004 2005 2006
... Barcelona is a “must” for the
cruise lines and the first cruise
passengers port in 2006 of the
Mediterranean!
• privileged position
• efficient International Airport
• new terminal “Palacruceros”
funded and managed by Costa
+145,3%
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SARA CANEVELLO – IIC, September 5, 2007
Port of La Valletta
625.015
494.577
450.571460.356
402.270
349.957
300.778
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
2000 2001 2002 2003 2004 2005 2006
French Riviera ports(Nice, Cannes, Villefranche)
Cruise passengers movement in other Mediterranean ports
397.673
304.929291.225
389.361
356.703
273.500
173.992
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
2000 2001 2002 2003 2004 2005 2006
+128,5% +107,8%
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SARA CANEVELLO – IIC, September 5, 2007
624.200
130.869
215.137
296.958
423.946457.334
510.641
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
2000 2001 2002 2003 2004 2005 2006
Port of Dubrovnick
234.471
330.448
448.960
185.656
563.993
600.000
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
2000 2001 2003 2004 2005 2006
Port of La Goulette(Tunis)
Cruise passengers movement in other Mediterranean ports
+123,2% +376,9%
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SARA CANEVELLO – IIC, September 5, 2007
Cyprus ports(Limassol – Larnaka)
Port of Pyraeus
824.096
448.815
562.936
384.670378.580386.318398.049
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
900.000
2000 2001 2002 2003 2004 2005 2006
771.241
502.308
407.723452.506
387.697
525.351508.107
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
800.000
900.000
2000 2001 2002 2003 2004 2005 2006
Cruise passengers movement in other Mediterranean ports
-45,54% +51,78%
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SARA CANEVELLO – IIC, September 5, 2007
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
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SARA CANEVELLO – IIC, September 5, 2007
• 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).
New exigencies of cruise market ports
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SARA CANEVELLO – IIC, September 5, 2007
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.
New exigencies of cruise market ports
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SARA CANEVELLO – IIC, September 5, 2007
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.
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SARA CANEVELLO – IIC, September 5, 2007
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.
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SARA CANEVELLO – IIC, September 5, 2007
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!
Cruise market opportunities
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SARA CANEVELLO – IIC, September 5, 2007
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!
Strategies of local institutions
Thank you for your timeand your attention!
Sara [email protected]