The synergy between ports, as gateways to the cruise tourism phenomenon, and cities, as destinations or attractions for these travelers, has become essential for the development of a highly competitive business with a significant economic impact on destinations. In Spain, the main port authorities have learned to work hand in hand with tourism institutions, city councils, and regional governments, although not always with the same level of collaboration. Cruises News analyzes this relationship and the development of the business in the case of the country's eight leading cruise destinations.
The 21st century, in addition to representing an accelerated race towards new technologies and telecommunications, has marked a turning point in travel. Alongside the rise of low-cost airlines that have boosted and democratized air travel, travelers have rediscovered sea voyages after decades of neglect. These are three sides of the same coin, because air travel has multiplied the impact of maritime routes (most cruises, regardless of their departure point, carry passengers from every continent), and technology has increased comfort and reduced costs, working its magic of popularization and hedonistic vacations.
But in this business, no matter how many revolutionary ships appear in floating city form, there would be no growth potential without destinations that are truly essential, guaranteeing an experience that transforms a vacation into a proper journey. The United States and some Nordic countries have a much longer tradition in this regard, having established ports of call and homeports as the raison d'être of the cruise industry, long before the magic of cruise ship interiors was even considered. But in Spain, the phenomenon is relatively recent. Until the late 1990s, you could count on one hand the number of Spanish ports that envisioned a future business in the flow of passengers passing through their facilities.
During this period, ports have made a remarkable effort to adapt to the new travel dynamics, where the moment of disembarkation during a port call, or embarkation for a new voyage, is now a defining moment in the cruise experience. Port authorities have been making progress, though not always in tandem, and certainly under unequal conditions. Looking at the most striking examples in terms of numbers, Barcelona and the Balearic Islands (with Palma at the top) have had a head start, given that they are such inherently tourist destinations that promoting their cities was almost automatic. In other cases, particularly those that handle the most cruise passengers, the learning curve has been steeper, but the commitment to gaining market share has been even stronger.
State Ports Authority highlights a clear strategic evolution in recent years. Initially, with the rise of the cruise sector, port authorities focused on promoting their facilities and infrastructure, improving them, and showcasing them at industry events like the Hamburg and Miami trade fairs, trying to attract cruise lines. But it soon became clear that the real appeal lies in "adding cultural and leisure offerings. The port is the facilitator, but the involvement of the surrounding cities is essential," they argue. Therefore, State Ports Authority frequently collaborates with the 28 port authorities at trade fairs and promotional events, combining their efforts. And "tourism offices and administrations" also join the ports. Even some mayors participate in these trips, in the "necessary collaboration between ports and local authorities" for the mission's success. External promotion has become a necessary image tool, but the first step is taken internally within each region.
Alfredo Serrano, national director of CLIA Spain, is clear that to create a solid industry at both the global and national levels, “ports and destinations need to gain competitiveness and visibility, and all stakeholders need to get involved.” He cites initiatives such as the annual Ports and Destinations Summit to create new opportunities between the port community and cruise lines. But in today's highly competitive environment, “itineraries play a key role in attracting new customers and retaining existing ones,” which is why he considers it “vital that the relationship between the different institutions of ports and destinations be as strong as possible,” with the aim of contributing to the benefits of the Spanish economy and the regions in which it operates. “The benefit is for everyone: the cruise sector, tourists, the port, and the city,” he emphasizes. And future work must be “a joint effort.”.
Alfredo Serrano (CLIA Spain) emphasizes that “itineraries play a key role in attracting new consumers and retaining existing ones,” which is why he considers it “vital that the relationship between the different institutions of the ports and destinations be as strong as possible,” with the prospect of bringing benefits to the Spanish economy and the regions in which it operates.
BARCELONA, AN EXAMPLE OF RECORDS
Among the eight cases studied by Cruises News, the sheer scale of the figures compels us to begin with the case of the Catalan capital. In the last 10 years, it has doubled its passenger volume, reaching 2.54 million cruise passengers in 2015 and consolidating its position as the leading port in Europe and the fifth largest in the world. But its expansion has paralleled the city's tourism boom, revitalized after the 1992 Olympic Games and its subsequent global projection. Turismo de Barcelona, a public-private consortium that includes the city council, incorporates a line of work focused on cruises and the city's potential, highlighting the quality and safety of its port infrastructure and the strength of its tourist attractions (climate, beaches, culture, architecture, gastronomy, leisure, etc.), into its international promotion activities. However, it lacks a specific or prominent program, unlike, for example, the conference and convention tourism sector. The city has supported the sector, but has not actively nurtured it.
In contrast, the Port of Barcelona has worked diligently to establish itself as a leading cruise port. This began with a multi-million euro investment in state-of-the-art infrastructure, such as the Europe Bridge and expansions that provide the port with seven modern terminals (one currently under construction at Moll Adossat), operated by Creuers del Port de Barcelona and Carnival Corporation. Improvements have also been made to the comfort and connectivity of these terminals, reorganizing taxi services for large cruise ship arrivals, facilitating connections to the city center with regular (paid) buses, and, in particular, striving to reduce the seasonality of cruise operations so that the city's success doesn't become overwhelming. The port authority is pleased that homeport passenger traffic now exceeds transit passenger traffic, having grown by more than 11% in the last 12 months.
In fact, the Barcelona case marks a turning point in Spain as a whole, because the new government of Mayor Ada Colau, in its debut last summer, questioned the wisdom of continuing to increase cruise ship arrivals at a time when the city is experiencing some problems with tourist saturation in its most visited areas. This news angered the sector, which touted itself as an engine of wealth following an economic impact study conducted by the University of Barcelona that estimated its annual revenue in Catalonia at €796 million and its contribution to the Catalan GDP at €413 million. Colau announced that she would conduct an in-depth study of the impact on both the economy and visitor flows, although the city council has not yet carried it out, but views the strategy of reducing seasonality favorably.
This winter, the city has seen an increase in cruise passengers thanks to more off-season itineraries. In addition to the continued presence of Costa Cruises and MSC Cruises, NCL has added its Epic cruise ship with weekly routes. However, the city has discontinued Sunday shopping hours specifically for cruise tourism. Two years ago, in compliance with a central government decree designating tourist zones or municipalities to promote commerce on holidays, the city experimented with Sunday shopping in the city center. This was repeated last year, along with the four Sunday shopping days strategically scheduled by the city council. Cruise ship passengers were initially considered a potential target audience, but it was ultimately determined that their impact on those days was minimal. While the port can see up to 20,000 cruise passengers on a holiday, many are at the beginning or end of their voyage and are not primarily interested in shopping, and they represent a small fraction of the large number of weekend visitors to the city. This year, the distribution of new business openings has shifted, moving away from cruise ship passengers as a primary draw. Also noteworthy is the range of excursions offered to travelers beyond the main tourist hub, even extending to nearby towns with cultural and wine-related attractions.
PLAN FOR THE BALEARIC ISLANDS
Another giant, the Balearic Islands, naturally in second place (with the combined volume of its five ports), has also benefited from the momentum of a major tourist destination. Promoting the sector at an institutional level was further complicated because its ports have different administrative responsibilities regarding tourism (delegated to councils, municipalities, etc.). Port de Balears grew by more than 10% last year, reaching 1.75 million cruise passengers, while simultaneously recognizing the need to implement a strategic plan that would finally unite all stakeholders in the sector. Over a year ago, they contacted these stakeholders to announce the launch of this plan with technical assistance from B&A Europe, a specialized international consultancy. The aim, from the port authority and "in collaboration with stakeholders in the port community and the destination as a whole," is to achieve an institutional and business strategy for the development of the sector that consolidates its ports and "enables their growth in the short, medium, and long term." It was the first step in a future project that is still in development.
Beyond the port area, the Director General of Tourism for the Balearic Government, Pilar Carbonell, explains to this publication how the institutions are working to better support the sector in preparation for next year's promotion. The Ministry and port authorities will work more closely together and in a more organized manner to promote themselves at major industry events, providing more information about the destination. To date, she recaps, the Palma City Council has been very active in promoting, for example, a high-traffic tourist area where shops and activities can operate on Sundays. Obviously, small businesses don't always do this, but they have the legal option of opening if a holiday coincides with a large influx of cruise ship passengers. This measure, she emphasizes, has resulted in a more vibrant atmosphere in the city center, "which is very appealing to cruise ship passengers." In ports like Ibiza, known worldwide and a natural tourist attraction, tourism management has been transferred to the regional government since 2015, and it has unique characteristics such as the explicit desire of many cruise lines to spend the night in its port and capitalize on its nightlife. Menorca, on the other hand, generally receives smaller, luxury ships, which necessitates a more selective approach to promotion.
Palma's success, however, draws parallels with Barcelona's case in that its growth hinges on planning to reduce seasonality. Carbonell emphasizes that the Ministry is working to distribute the arrival of cruise ships and try to avoid, as much as possible, the simultaneous arrival of five vessels, as has happened on occasion, with the risk of a certain degree of tourist congestion. "We want to avoid giving an impression of saturation, but it's not easy," she acknowledges, given the demands of the large cruise lines and their tight schedules. The head of Tourism is concerned that there could be "a growing disaffection among the public towards the sector due to excessive concentration, given that its benefits are clear for commerce and other services." But she is convinced that the situation can be managed.
According to sources at the port authority, to adapt to the needs of the ships (from more than 30 different companies), over €20 million will be invested in improving cruise infrastructure in 2016. The maximum 40% discount for calls at Maó, Alcúdia, and La Savina will be maintained, and new discounts will be added for those calling at Palma and Ibiza during the off-season, in addition to other incentives. They add that although Palma already has the world's largest cruise ship scheduled to call, it will continue with improvements, such as the extension of the Poniente Norte dock (by 36,000 square meters) and the construction of Terminal 6 at the West Dock, for large cruise ships. In the north of the island, ships up to 200 meters long seeking greater exclusivity will find a new, modern, and well-connected terminal, while Maó is marketing itself as a boutique port and is also adapting its port facilities. Thanks to the expansion of the Botafoc dock, which involved an investment of 3.7 million euros, ships up to 330 meters long can now sail through Ibiza.
Barcelona is focusing its efforts on reducing the seasonality of its tourism offerings to avoid overcrowding during peak season, despite having seen growth to 2.54 million passengers in 2015. The new city council wants controlled growth in this sector, which generates almost €800 million annually and where homeport bookings are the norm.
THE CANARY ISLANDS CASE
With 1.25 million and 933,000 passengers respectively, Las Palmas and Tenerife are another success story. Las Palmas has tripled its figures compared to 10 years ago and grew by 17.4% in 2015, while Tenerife has almost doubled its volume in that time, with a 10% increase last year. Sources at the Port of Tenerife indicate that investments to boost this sector continue. In Santa Cruz de Tenerife, works are underway to improve the connection with the city for cruise passengers, and a pedestrian promenade is about to be inaugurated, reducing transit time between the cruise terminal and the city center. They have also opened a footbridge that safely connects the end of the promenade to the urban area. Keeping pace with the arrival of new arrivals has led them to extend the cruise ship dock at the port of San Sebastián de la Gomera to 340 meters, while before 2020 it is planned to extend the one in Santa Cruz de La Palma to a whopping 865 meters.
Regarding investments, in Santa Cruz de Tenerife they are building a new, high-volume terminal, spanning 8,000 square meters, which will be ready next August as the crown jewel of the area. But beyond infrastructure, there is a strong focus on passenger service. Both Tenerife and La Palma offer free shuttle buses to transport passengers to the cities, and in both ports, as well as those of La Gomera and El Hierro, maps are distributed (by tourism agencies, city councils, and island councils) to help travelers find their way. The hospitality is such that these institutions organize free city tours for cruise passengers who don't participate in cruise line excursions, as well as cultural activities in the ports. In the case of Tenerife, the local government and port authority collaborate on the publication and maintenance of the guide maps. For example, they also work with the Chamber of Commerce to ensure it has a forecast of port calls and informs businesses about arriving passengers and their nationalities. And, of course, familiarization trips are organized for cruise lines to showcase the region's attractions.
Commerce is once again a key element in welcoming cruise passengers. On peak days, special activities are offered, including initiatives such as craft fairs at the port of La Estaca on El Hierro.
One common perspective underpins the collaborative work of the city councils, island councils, and port authority: “We must provide the best possible service to cruise passengers because they are potential future customers for traditional tourism.” According to their latest satisfaction survey, 98.7% would return to Tenerife, and 90% are satisfied with the friendliness of locals and business owners. Furthermore, this collaboration has resulted in Tenerife being chosen to host the European cruise trade fair, Sea Trade Med, this September.
Looking ahead, the same spokesperson added, the challenge is to maintain and increase institutional collaboration, with objectives such as creating new products in response to the surge in repeat tourists they have observed.
MALAGA RECOVERS
Malaga's case is special, following a rapid rise and a few years of decline due to factors beyond its control. The years of the economic crisis coincided with an oversupply of cruise ship berths in the Mediterranean, and the port of Malaga suffered from the withdrawal of major players like Royal Caribbean from the area as a temporary home port. But 2015 marked the beginning of recovery, with a 2.6% increase in cruise passengers and a total of 418,627 users on 226 ships.
The city council's tourism department anticipates positive forecasts for the current year, with approximately 250 cruise ship calls and 450,000 passengers. They emphasize that the municipal tourism department, the Port Authority of Malaga, Costa del Sol Tourism and Planning, and Andalusian Tourism are working together to boost this sector. This five-member institutional alliance has launched a strategic plan packed with actions and activities to promote the industry through 2020. The city council firmly believes that cruises are one of the four pillars of tourism growth in the area, alongside cultural, conference, and language tourism.
In Malaga, they are working tirelessly toward that goal. They have just concluded an extraordinary event in Miami, and as this edition went to press, a multi-institutional team was preparing to travel to the Miami cruise industry trade show. With at least 33,000 berths under construction on a dozen new ships by 2018, the Port Authority of Malaga is confident that cruise lines will focus on emerging markets with growth potential. There is renewed optimism; the Andalusian port experienced a 230% increase from 2005 to 2012, reaching 689,000 passengers, until it could no longer compete with the higher profitability of other, more established destinations for the reasons described above, and lost 200,000 passengers in a single year. But the reversal of this trend last year has once again inspired optimism.
With its strategic plan, Málaga is trying to reverse this instability. In 2013, after noting that only 18% of its passengers began their journeys in its port, they sought to boost this sector, which is the most profitable for cities. Overnight stays increase spending and consumption of more services, generating more jobs. The season that the Adventure of the Seas began its routes in Málaga (2012) generated 50,000 overnight stays. To attract cruise lines again, the plan advocates strengthening international air connections by "verticalizing" sales and offering included accommodation packages.
Another key objective for this destination is to increase the length of stay in its towns, leveraging its location on Atlantic routes. This ambition extends to "innovating the excursion product," after cruise lines pressured them to adjust prices once they realized that lowering cruise fares while maintaining excursion prices at the usual rate wasn't working to offset costs. To remain competitive in this area, they are advocating for originality in their offerings, something that will captivate travelers.
The close collaboration between city and port is maximized by recommending in its plan the necessary resources for cruise ships: tourist information points, cultural offerings near the port, signage, shuttle bus stops, flexible business hours in areas frequented by cruise passengers, training for service staff, information on port calls for businesses, public restrooms, training for guides, security and cleanliness, sustainability criteria…
Externally, efforts are focused on establishing alliances between cruise lines and airlines with direct connections to Malaga, strengthening ties with itinerary planners, promoting pre- and post-cruise packages, and attracting independent cruise passengers who take their own excursions (75% of whom do so in the port) and spend directly in the city. Malaga has also continued its efforts to forge closer relationships with crews, resource providers and excursion operators, cruise line executives, and travel agencies, familiarizing them with its product and its strengths.
A visit to the city also confirms the strong investment in infrastructure. Since 2008 and 2011, the new Terminals B and A, respectively, have revitalized the major maritime station in the Levante region, with their corresponding access points and the new marina. More recently, the access channels to the inner harbors have been improved.
As a crowning touch, the port-city integration was further enhanced with a leisure center at Pier 1, featuring shops, restaurants, and other attractions. Pier 2, El Palmeral, followed, with a €27 million investment (including cultural facilities and a maritime terminal for small and medium-sized cruise ships). Work remains to be done at the Heredia Pier (where a tourist Ferris wheel has already been installed) and at the San Andrés Pier, whose marina area is planned to have 600 berths for recreational boats. Within the city itself, businesses are already focused on catering to cruise ship passengers arriving on holidays or Sundays. The city center district and Promálaga have collaborated with the Tourism and Business Development departments to establish their streets as a shopping destination. A total of 116 businesses have joined so far, strengthening the Málaga Shopping City brand. In the first half of this year alone, 20 dockings are planned on Sundays or holidays, with a total of 32,672 passengers and potential buyers on board.
The shopkeepers are committed to opening from 10:30 a.m. to 2:30 p.m. on those dates, and the city council publishes leaflets to help locate participating establishments, which are identified by a sticker in their window. There's even an app for it. In collaboration with the shipping companies, they inform their passengers of the names of the shops open the night before their arrival. A perfect system.
The Balearic Islands, through the port authority and "in collaboration with the agents of the port community and the destination as a whole", seeks to achieve an institutional and business strategy for the development of the sector that consolidates its ports and "allows its growth in the short, medium and long term".
Cadiz's Ambition:
Hot on Malaga's heels, another Andalusian port is making strong progress. The Port of Cadiz in the Bay of Cadiz welcomed 411,000 passengers last year, a 7.91% increase. What stands out most, however, is that this destination has more than tripled its cruise passenger traffic in a decade. In fact, it has increased tenfold since 1995. But sources at the port authority emphasize that after this surge in port calls, it's time to establish itself as a home port for the start and/or end of cruise routes. Once again, a strategic plan is being developed to outline its values and tools to pursue this goal in the coming years.
According to a spokesperson, the economic impact of being a turnaround port on the surrounding area and the need for involvement from all relevant sectors and administrations justify joint action to achieve this goal, which requires a unified destination offering. The port has been actively involved for the past 19 years, attending Seatrade Cruise Shipping in Miami and its European counterpart, participating in the Cruise Summit in Madrid, and even occasionally hosting the event itself.
In parallel, it has strived to maintain its infrastructure in good condition, with the first phase of the passenger terminal completed in 2010; the second phase, to equip it with services, in 2013; and the construction of a satellite terminal to complement those services in 2015. It has also invested in the creation of a Cruise Observatory since 2012, which involves tourism stakeholders in the province to analyze the sector and "optimize its performance," they explain. They are also proud to have promoted Suncruise Andalucía, the association for the promotion of cruises in the region, in which its port authorities and the Public Agency of Ports of Andalusia participate.
According to data from the Andalusian Regional Government's Ministry of Tourism, the average cruise passenger spent around €42 during port calls in the region in 2012, with shopping and dining accounting for 75% of that expenditure. Their surveys also gave the destination a rating of 9.3 out of 10.
One perspective underpins the collaborative work of the town councils, island councils, and port authorities in the Canary Islands: “We must provide the best possible service to cruise ship passengers because they are potential future customers for traditional tourism.” According to their latest satisfaction survey, 98.7% would return to Tenerife, and 90% are satisfied with the friendliness of locals and business owners.
VALENCIA UNITED TO RECOVER
A slight decrease in cruise passengers in 2015, which ended with 371,374, does not stop the hunger for growth of its port authority or Valencia Tourism, together in pursuit of the forecast of gaining 18 new calls and some 35,000 passengers throughout this year.
The tourism agency highlights that since 2002, the foundation has had an agreement with the port to carry out the annual and systematic promotion of cruise ships. During this period, they have undertaken approximately 400 initiatives, ranging from local promotions to the promotional hub of Miami itself. But in their day-to-day interactions with travelers, they haven't neglected to make things easier for them upon disembarking in the city, including providing a helpful cruise guide and a city map on their tourism website. They even offer an exclusive discount card for passengers and another for crew members, who are served by shuttle buses when cruise lines don't provide them. An information point at the port serves as the first point of contact for visitors.
However, Valencia Tourism wants to go further and, after joining CLIA in 2014 and increasing its presence in specialized forums, plans to launch a joint promotional campaign with the port authority to showcase the assets and values of its location, targeting shipping companies. They emphasize that it will be presented at the major event in Miami, amidst the entire Valencian logistics sector. The campaign's imagery aims to convey "a Valencia with history, a pleasant climate, and the perfect setting for a journey to discover treasures and experiences that will entice visitors to return" and enjoy its 300 days of sunshine, 2,000 years of history, 19 km of beaches, and abundant leisure, shopping, and gastronomy.
The Port Authority of Valencia emphasizes its two docks for vessels up to 300 meters in length and three more for larger ships. They highlight the convenience of the new cruise area in the northern part of the port, as well as the maritime terminal managed by Trasmediterránea, which offers comprehensive cruise ship agency services, finger piers, maximum security, amenities, shops, parking, and a tourist information point. The growth projected for this year complements new short-term goals, aiming to retain the 36 existing cruise lines and attract new ones.
The port-destination partnership is also evident at the port itself, where ongoing collaboration between the logistics sector and official promotion for the end customer—the cruise passenger—is reiterated. Once again, efforts are focused on improving passenger services and promoting innovative excursions that connect tourists with the region. The options are varied: tours of cutting-edge Valencia, historical sites, shopping destinations, the Bioparc, sports like flyboarding or jet skiing, bike routes, tours of Mestalla Stadium, Segway tours, vineyard tours, tapas tours, paella demonstrations, a day of golf… a customized experience to connect with the destination in just a few hours, they maintain.
The close relationship between the city and the port of Malaga is maximized by recommending in its strategic plan the necessary resources for the integration of cruise ships: tourist information points, cultural offerings near the port, signage, shuttle bus, flexible business hours, training for service staff, information on port calls for businesses, public restrooms, training for guides…
THE GALICIAN CONNECTION.
Thanks to its strategic location, Vigo has been a very active port for transatlantic connections and Atlantic routes south. The memory of the Canberra, with its 150 calls between the 1970s and 1997, remains vivid. This was the beginning of what would become the cruise industry, with almost 205,000 passengers in 2015 and a 16.45% increase. The last decade has seen a doubling of passenger numbers, as well as a renewed interest in further developing this tourism niche.
From 2003 to 2009, the port of Vigo had only one cruise ship berth, insufficient on days with two or three ships calling during peak season. For a time, cruise ships had to be diverted to the cargo docks, and connecting shuttle services were provided in conjunction with the city council. Over time, the infrastructure improved, both in passenger terminals and services. The Transatlantic Pier was extended to 750 meters to accommodate multiple calls; the pier surface and its recreational areas were improved; the terminal at this pier, a historic hub for migrant traffic since its construction in 1950, was renovated; and, most importantly, a new cruise ship pier was opened in the heart of the city (formerly a cargo pier) with a 250-meter berth and terminal services for passengers in transit. In total, the city now offers 1,000 linear meters of centrally located cruise ship terminals and pedestrian areas, allowing visitors to enjoy Vigo with minimal travel.
But improving infrastructure would have been pointless without interaction with local authorities and tourism organizations, they acknowledge. Over the years, passenger and crew assistance has been provided through agreements with other institutions to generate information and support for travelers, along with targeted promotional campaigns. Promotional agencies have focused on showcasing local products and culture (from Galician preserves to exhibitions like the Titanic exhibit, which ran until August). They also did so on key dates, such as the arrival of the world's largest cruise ship, the Oasis of the Seas, which brought a vibrant atmosphere to the city, with a variety of shows and local folklore. This impressive display will soon be repeated with the visit of the Harmony of the Seas.
Vigo has attempted to address all aspects of this phenomenon. Near the main dock is a shopping center managed by the Vigo Free Trade Zone Consortium, which is very active in catering to cruise ship passengers. Last year, the Pontevedra Provincial Council and the port authority even organized a second edition of specialized training in cruise tourism for local businesses and restaurants. The Vigo Chamber of Commerce also helped coordinate meetings between business and hospitality associations to adjust opening hours and services to cruise passengers and inform them of available amenities.
The Port of Vigo prides itself on its institutional role "as a collaborating agent in promoting the city as a destination," going beyond simply facilitating traffic. "Port and destination are two sides of the same coin," they acknowledge. Therefore, the process is always a collaborative effort with the city council, the provincial council, the regional government, tour operators, businesses, and other stakeholders
For 2016, 81 port calls and a stable number of passengers are expected, although the port can boast of attracting some of the season's biggest new ships, from the Harmony to the Ovation of the Seas and the HAL Köningsdam. They also welcome the addition of new routes originating in their port, courtesy of MSC Cruises and Pullmantur. The port authority wants to convey to shipowners that (beyond the role of their shipping agents) Vigo is "fully available to receive requests" effectively, given its institutional role. They also pledge to channel wealth creation and facilitate leisure business initiatives for travelers.
The president of the port authority, Enrique César López Veiga, adds that “Vigo and its metropolitan area are very aware of the importance of cruise tourism and the need to maintain and increase the current level,” with the desire for its impact to grow even further. He emphasizes that public administrations are becoming increasingly involved with Vigo's cruise industry each year, recognizing the potential of these travelers to promote the city's international image as a destination” in their role as influencers. He argues that all economic stakeholders are trying to adapt schedules and services to meet specific needs, with the aim of facilitating collaboration with institutions and increasing this traffic and strengthening the destination's appeal using sustainable criteria. A diverse range of institutions and stakeholders will be involved in the analysis and planning that the port has initiated to guide its future growth.
But in their day-to-day interactions with travelers, Valencia hasn't neglected to make things easier for them upon arrival in the city, including a helpful cruise guide and a map on their tourism website. They even offer an exclusive discount card for passengers and another for crew members.
Cartagena Proudly Shows Its Significance:
With a smaller market share but a strong growth rate, the port of Cartagena welcomed 150,500 cruise passengers last year, a 9.05% increase year-on-year. Fifteen years ago, it inaugurated its cruise terminal, located near the city and offering leisure and shopping options. After an initial extension, it achieved 344 meters of berthing space and a 3,000-square-meter esplanade, opening it up to the largest ships on the market. It features parking, shops, and services (part of the port and city integration plan, which also resulted in the donation of port land for cultural facilities), and good pedestrian connections between the city and the Alfonso XII dock. But the expansion didn't stop there, reaching 560 meters in length, an additional 1,000 square meters (with an investment of €5.3 million), and more facilities to allow two ships to dock simultaneously. The new generation of supercruisers has prompted a further expansion of 144 meters this year.
Cartagena has been adding its own unique flavor to the cruise industry long before its infrastructure was ready for the sector. From hostesses dressed in traditional Cartagena attire handing out carnations and maps to cruise passengers, to a student musical group singing popular songs during disembarkation, and even artisan markets, the city has made its mark. Currently, the city council has a passenger information and welcome point right in the terminal. The Chamber of Commerce, the city council, the port authority, and other entities have worked together to ensure that the municipality has shops open during cruise ship stops, and in 2012, a Cruise Tourism Monitoring Committee was even created to improve the services offered. Not to mention the excursions designed jointly by the port authority and the city council to attract cruise passengers.
Cartagena, a relatively unknown destination outside the city, is aware of the sector's promising future. Much has changed since the 3,193 cruise passengers it welcomed in 1995, and it anticipates a strong 2016 with 130 port calls and 200,000 passengers, along with a busy promotional schedule at major industry events. Their main objective is to "embark passengers in the future.".
All the destinations consulted are certain of offering much more than a panoramic visit of a few hours and will fight to start and finish routes, at a sweet moment when Spain is gaining weight in receiving tourists from all over the world (8.43 million in 2015), and also has a huge horizon in attracting national cruise passengers who have barely begun to discover holidays at sea and add up to 'only' half a million travelers.
The Port Authority of the Bay of Cádiz, having tripled its passenger numbers in a decade, will focus on strengthening its position as a turnaround port. The “need for involvement from all relevant sectors and administrations justifies a joint effort to achieve this, which requires a common destination offering.”.
