2012 FCCA 4th Quarter Cruising Magazine

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An

experience like

nowhere

else.

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Fill your day with possibility.

Only at Atlantis, can you find 20 million gallons of nonstop excitement at Aquaventure, one of the world’s largest waterparks.

Jump in and Snorkel the Ruins of Atlantis with over 20,000 of our closest sea friends. Discover Atlantis through an unforge able tour of marine life and iconic a ractions. Or book an Atlantis Beach Day where you can take in our pristine white sandy shores before exploring our incredible aquariums.

At Dolphin Cay, come nose to bo lenose with our dolphins during our Shallow Water Interaction. Or glide alongside them on a unique hand-held scooter in our Deep Water Swim. Of course, our playful sea lions are always happy to share a hug and kiss in our Sea Lion Interaction. And if you’re feeling lucky, place your bets at the Caribbean’s largest and most spectacular Casino.

Can’t fit it all in a day? It’s never too early to start planning your next trip. At Atlantis, anything is possible.

To learn more about these exciting programs, please visit our cruise partners websites: Carnival Cruise Lines, Disney Cruise Lines, MSC Cruise Lines, Norwegian Cruise Lines, Royal Caribbean International.

Or to begin offering these Atlantis Excursions through your cruise line, please contact PID-discoveratlantisoperations@kerzner.com.

For more information, download our FREE app!

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There’ss a cruise for that.

Stress? There’ Call in at Santo Domingo, Samaná or La Romana.

DOMINICAN REPUBLIC. CLOSER THAN YOU THINK.

GoDominicanRepublic.com GoDominicanR epublic.com

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FLORIDACARIBBEAN CRUISE ASSOCIATION Executive Committee

CRUISING

THE FLORIDA-CARIBBEAN CRUISE ASSOCIATION MAGAZINE Fourth Quarter 2012

Cover Image

Micky Arison Chairman & CEO Carnival Corporation

18 Caribbean Tours: Keeping Up with the Global Competition By: Ross Henderson, Vice President, Onboard Revenue - Norwegian Cruise Line

Karl L. Holz President Disney Cruise Line

21 FCCA Foundation’s Holiday Gift Project Brings Gifts, Smiles and Holiday Cheer to Deserving Children

Richard E. Sasso President & CEO MSC Cruises (USA) Inc. Kevin Sheehan FCCA Chairman, CEO Norwegian Cruise Line

FCCA Holiday Gift Project

Stephen A. Nielsen Vice President, Caribbean & Atlantic Shore Operations Princess Cruises Adam Goldstein President & CEO Royal Caribbean International

FCCA Staff

25 19th Annual FCCA Conference & Trade Show Congregated More Than One Thousand Industry Professionals in Curaçao

Departments 7

President’s Letter

10 Cruise Industry News & Platinum Highlights

Ana M. Benitez Membership Administrator

58 Faces in the Industry

Omari Breakenridge Director, Communications & Design

60 Meetings and Greetings

Terri Cannici Vice President, Operations

Spotlight

29 The Cruise Industry: A Case Study in Business Success

By Richard E. Sasso, President and CEO, MSC Cruises (USA), Inc. 44 Colombia: Ten Years of Progress to Be Displayed at 20th Annual FCCA Conference & Trade Show 2013

Features

Adam Ceserano Senior Vice President

33

FCCA Conference & Trade Show’s CEO – Executive Roundtable Answers Attendees’ Questions and Grants Valuable Insight

James Kazakoff Senior Director, Event Operations

34

Cruise Passenger Spending in the Caribbean - 2012 Cruise Year

Jessica Lalama Executive Assistant

41

Tour Guide Can Make or Break a Tour: Tour Guide Excellence Workshop at 19th Annual FCCA Conference & Trade Show

Justin Paige Manager, Communications, Research & Marketing

46

Cruise Shipping Portfolio Receives FCCA Support Globally

48

A Sense of Place - Onboard Media Creates Customized Destination Television for Cruise Partners

50

Refreshing Your Product: U.S. Virgin Islands Invests in Its Tourism Product

53

Growth Rate Accelerates at Port Canaveral, Florida’s Fastest Growing Cruise Port

Michele M. Paige President Florida-Caribbean Cruise Association (FCCA) 11200 Pines Blvd., Suite 201, Pembroke Pines, FL 33026 Phone: (954) 441-8881 • Fax: (954) 441-3171 Website: www.f-cca.com • E-mail: info@f-cca.com Cruising Magazine © 2012 ~ All Rights Reserved.

Reproduction in whole or in part, in any form, electronic or otherwise, without written permission of the FCCA is prohibited.

To subscribe or change your address, please send requests to info@f-cca.com

FCCA Member Lines AIDA Cruises • Azamara Club Cruises • Carnival Cruise Lines • Celebrity Cruises • Costa Cruise Lines • Cunard Line Disney Cruise Line • Holland America Line • MSC Cruises (USA) Inc. • Norwegian Cruise Line P&O Cruises • Princess Cruises • Royal Caribbean International • Seabourn The information in this publication is provided "as is." FCCA and its Member Lines disclaim all representations and warranties, expressed or implied, with respect to any information, services, products and materials contained herein. FCCA and its Member Lines will in no event be liable for any damage or losses as a result of your use of this publication.

Fourth Quarter 2012 • Cruising Magazine 5

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C ROW N BA Y ST. THOM AS

W ES T INDI AN

COMPA N Y ST. THOM AS

ED FREDERIK ST ST. CROIX

Y DO CK GA LLOWS BA ST. CROIX

A GREAT CRUISE STARTS WITH A GREAT PORT. OR FOUR. Head toward a cruise destination both you and your passengers will appreciate. The four ports of the U.S. Virgin Islands offer well-established cruise destinations with newly renovated and fully appointed facilities. Additionally, St. Croix offers highly efficient bunkering services.

Plus, our white sand beaches, turquoise waters and picturesque towns offer all the island experiences your passengers are looking for. For more information on the ports of the U.S. Virgin Islands, visit www.viport.com and www.wico-vi.com.

800.372.USVI Š2012 United States Virgin Islands Department of Tourism.

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President’s Letter “All change is not growth, as all movement is not forward.” –Ellen Glasgow A change of the year is a reminder to reflect on the year behind us while also looking to the one ahead. It forces us to focus on our expenses, successes and opportunities to find our strong points and weaknesses.

Michele meets with the Prime Minister of Dominica, Hon. Roosevelt Skerrit.

Hopefully you see mostly strengths and have ways to further build them, but weaknesses can also be turned to strengths. And there is always room for opportunities and improvement; after all, even the strongest muscles benefit from new exercises.

However, we must remember that business as usual paved our foundation. It is not through sudden, drastic change that true progress is made, but through long-term planning, goals and adaptation to the market. It is also through partnerships and inside access and information to the inner workings of the industry.

This is what the FCCA offers through its numerous events, access to member lines and executives, up-to-date information and trends, and much more. You can read about some of these resources and opportunities in this edition of Cruising, such as the numerous articles on the 19th annual FCCA Conference & Trade Show, which took place in Curaçao from October 1-5, 2012 and had exactly these goals in mind with its meetings, workshops and functions.

Other articles in this magazine shed insight to FCCA Member Line executives and partners, such as Richard Sasso’s, president and CEO of MSC Cruises (USA) Inc., account on the state of the industry; a piece by Ross Henderson, vice president of onboard revenue for Norwegian Cruise Line, that is a must-read for any tour operator; and the write-ups touching on workshops at the FCCA Conference & Trade Show, such as a report by Andy Moody, principal of BREA, on BREA’s study of the cruise industry’s economic impact on Caribbean and Latin American destinations.

Also highlighted are other past and upcoming FCCA successes—like the Holiday Gift Project that delivered smiles to underprivileged children and a spotlight on Colombia, the host destination for the 2013 FCCA Conference & Trade Show—and our partners and members, such as the U.S. Virgin Islands’ and Port Canaveral’s updates and developments and a look back at the long-standing partnership between UBM/Cruise Shipping Miami and the FCCA. So take a minute to learn some of what the FCCA has to offer in the way of strengths, opportunities, partnerships, inside access and knowledge of the industry’s inner-workings during this time of reflection, and think about how the FCCA can help you grow, move forward and turn your weaknesses into strengths.

Respectfully yours,

Michele M. Paige President, FCCA

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Cruise Industry News & Platinum Highlights Excursions Galveston

Easier

to

Find

in

World, is poised for new growth as it welcomes an impressive roster of new cruise lines and brand new vessels to its fleet. Here’s what’s new for the 2013 cruise season: • Regent Seven Seas Cruises’ Regent Navigator and Regent Mariner; • Carnival Cruise Lines’ newest and largest ship, Carnival Breeze;

Passengers looking for attractions in Galveston before or after a cruise don’t have to look very far, thanks to new signage that was installed at the Port of Galveston’s cruise terminals in midNovember. Several 12-foot-long signs featuring a destination map and guide to Galveston attractions were mounted on the exterior walls of the Port’s cruise terminals. The signs feature a QR code that links to a GPS-based system for smart phones, providing directions to area attractions and dining venues based on a person’s location. The signs were developed to encourage the Port’s increasing number of cruise passengers to explore Galveston’s many tourist attractions, dining venues and beaches, as well as the island’s historic downtown district, which is located across the street from the terminals. The signs were installed prior to the December arrival of another new cruise ship to Galveston—Crown Princess.

PORTMIAMI Welcoming More Cruise Brands and New Build Vessels

• Oceania Cruises newest ship, Oceania Riviera; • Celebrity Cruise Lines’ newest ship, Celebrity Reflection.

• Disney Cruise Lines’ Disney Wonder.

MSC Cruises will begin sailing from PortMiami in the fall of 2013 with its newest ship, MSC Divina, and Norwegian Cruise Line will bring its newest ship, Norwegian Getaway, to PortMiami in 2014.

“PortMiami looks forward to what is our largest expansion ever of new cruise brands and new build vessels in a single cruise season,” said PortMiami Director Bill Johnson.

Johnson noted that PortMiami recently trademarked its designation as “Cruise Capital of the World,” which recognizes that the Port is where modern-day cruising began and is the world’s leading cruise port.

Aquila’s Center for Cruise Excellence Take advantage of FCCA-endorsed certification and training!

PortMiami, the Cruise Capital of the 10 Cruising Magazine • Fourth Quarter 2012

Tour Guide Excellence International Certification The online international tour guide training and certification program teaches tour guides what makes an

excellent tour guide and the skills to turn that knowledge into a practical reality when guiding cruise shore excursions. The program involves six interactive sessions on cruise-specific topics. The following FCCA member tour operators have recently taken advantage of the training for their guides: Panama’s Aventuras 2000, Cozumel’s Discover Mexico, St Maarten’s SEL Maduro & Sons, Jamaica’s Croydon in the Mountains, Guadeloupe’s Tropical-Tour and Belize’s Calypso Train Tours.

Shore Excellence Workshops in Destinations Aquila continues to offer workshops on service excellence for stakeholders and tour operators for FCCA member destinations. Workshops this fall were held in Guatemala, Aruba and San Juan.

NEW: Tour Operator Excellence An Aquila Cruise Excellence (ACE) designation offered to tour operators who work with the cruise lines and can demonstrate that they meet the requirements for ACE Service Excellence.

Includes a needs assessment, one-onone coaching, tips, tools, and techniques and processes.

Get more information at www.TourGuideExcellence.com or e-mail beth@TourGuideExcellence.com Bermello Ajamil & Partners. Inc. Completes 5 Cruise Terminals in South Florida in Less Than a Week for Carnival Corporation During the week of Nov. 2, B&A in conjunction with Port Everglades and the Port of Miami and its designated sub consultants and contractors received the Certificates of Occupancy for Cruise Terminals 2, 19, 21 and 26 at Port Everglades ($54-million in renovations) to upgrade these facilities to

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Cruise Industry News & Platinum Highlights allow for simultaneous embarkation and debarkation, as well as the capability of handling the next generation of cruise vessel and providing for upgraded passenger comforts. B&A also completed Cruise Terminal D & E at the Port of Miami with a 10,000-sq.-ft. security main entryway expansion, internal upgrades and updated baggage handling and ground transportation area to accommodate the larger Carnival vessels calling at the port.

B&A is proud of its team that worked so hard to meet the needs and expectations of our clients so they can offer these new facilities to the cruise line industry. B&A continues to be the leader in the program development, design and construction administration of cruise terminal and waterfront facilities worldwide.

anticipated Olives Atlantis, which will open in the spring of 2013. Big, bold flavors are always on the menu. With an emphasis on seasonality, the freshest ingredients are used to create sumptuous pastas, brick-oven flatbreads, fresh fish, succulent meats and decadent deserts, served alongside award-winning wine lists daily.

Olives Atlantis to be Added to Atlantis, Paradise Island’s Menu of Restaurant Offerings

Bacardi Global Travel Retail won a total of 20 industry accolades, including Drink International Supreme Travel Retail Champion, at the annual TFWA (Tax Free World Association) show held in Cannes in October.

Bacardi Global Travel Retail Wins 20 Industry Awards

“We couldn’t be more thrilled to be winning awards which recognize both our innovative new products and the memorable experiences we are delivering for our cruise ship partners,” said Zachary Sulkes, regional manager, Bacardi Travel Retail Americas.

Guadeloupe Increases Homeport & Inter-Port Calls

Bacardi won more awards than any other drinks company, winning top honors at three separate awards ceremonies held by industry publications: Frontier, Drinks International and Spirits Business.

In early 2013, Atlantis, Paradise Island will welcome its newest criticallyacclaimed restaurant, Olives Atlantis.

Chef Todd English has been serving his internationally-praised, interpretive Mediterranean cuisine at his Olives eateries since 1989. His first restaurant—Olives in Charlestown, Massachusetts—quickly drew national and international applause, and in recent years, English has established Olives as one of the most prestigious names since the nation’s by opening locations in New York and the highly

Country, and Bombay Sapphire East, which pays homage to the subtle yet exotic flavours of Asia by adding two new botanical—lemongrass from Thailand and black peppercorns from Vietnam—to the classic Bombay Sapphire recipe of 10 hand-selected botanicals.

As well as winning the ultimate accolade of Supreme Champion at the Drinks International Travel Retail Awards, Bacardi collected a gold medal for its “150 years of legendary parties” campaign, which has celebrated the 150th anniversary of Bacardi rum on cruise ships and ferries around the world. The company also picked up awards for its newest launches: Grey Goose Cherry Noir, a masterful blend of Grey Goose vodka and the finest cherries – including rare black cherries handpicked in French Basque

Capitalizing on its long-established homeport business, Guadeloupe is expanding inter-port operations this season and investing in seaport and airport projects to support future growth.

Homeporting lines include Costa for the 19th consecutive year and Club Med. Inter-porting for the first time this season are RCI’s Brilliance of the Seas and MSC Lirica.

Point-a-Pitre will handle over 300,000 passengers from roughly 80 calls during the 2012/13 season, compared to less than 60 calls and about 150,000 passengers in 2011/12.

Also, Guadeloupe has additional calls from smaller ships such as Seabourn, SeaDream, Club Med and Sea Cloud at the anchorages of Les Saints and Deshaies.

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Cruise Industry News & Platinum Highlights and Royal Caribbean ships. According to Alfonso Boekhoudt, “We are anticipating a successful time forward. Our current reservations are strong and point to a projected increase of over 100,000 passengers compared to this year.”

“The excellent working relationship between the port, airport, tourist board and private sector is integral to this success story,” states Mike McFadden of MAC Maritime, Inc., the port’s cruise consultant.

Dolphin Cove Prepares for 2013 the 100th anniversary of independence.

Dolphin Cove Jamaica welcomes the arrival of Disney Cruises in November 2013 and looks forward to being able to offer their guests unique experiences.

Visitors will enjoy activities such as feeding free-flying birds from their hands in the brand new walk-in Bird Aviary and walking on the sea floor while doing the Helmet Trek with the Dolphins.

Thrill seekers can also enjoy the Wild Fun Jet Boat experience as the most exciting way to Dunn’s River. They will get wet as the boat twists and turns on this exhilarating ride.

Guests will also get hands-on instruction as they learn to make pottery and wood carvings.

Master Blender Joy Spence noted that when the blend is bottled in 2062 it will no doubt be a masterpiece. “I’m sure that the Appleton Estate Prime Ministers’ Reserve will be truly exceptional. It comprises rums from the 2012 crop year so in 2062 it will be a minimum-age 50-year-old rum. But because each barrel contains a bottle of the Appleton Estate 50-Year-Old Jamaica Rum – Jamaica Independence Reserve, it will contain rums up to 100 years old.”

The barrels form a permanent display at the Appleton Estate Rum Tour in Jamaica. Each barrel will bear a plaque identifying which Prime Minister filled it and an explanation of the significance of the Appleton Estate Jamaica Rum Prime Ministers’ Reserve.

Margaritaville

On the beautiful island of Cozumel, on and over the turquoise crystal clear Caribbean waters of Mexico, you will find probably Jimmy Buffett’s best location yet.

Stunning view, great food, amazing cocktails and free snorkeling.

Appleton Estate Rum Tour – Home of the World’s Oldest Rums

12 Cruising Magazine • Fourth Quarter 2012

Jimmy Buffett’s Cozumel Has It All

Aruba Ports Authority Looks Ahead to a Successful 2012-2013 Season

Dolphin Cove, with three locations in Jamaica one in Grand Cayman, continues to view the Caribbean for expansion.

Nine barrels have been set to age until 2062, when they will be used to create a very special blend of rum to celebrate

The port recently upgraded its terminals, making them more user-friendly and adding a crew lounge to better serve visiting crew members. A US $62 million project to transfer the multi-cargo sea terminal is scheduled to start within the coming months. Once the cargo port moves, the cruise port will undergo further development to accommodate more cruise lines and cruise visitors. This improvement will go hand-in-hand with a current mega urban and neighborhood renewal project, which includes a new trolley-car that will carry visitors from the main cruise port gate to the center of Oranjestad.

The Aruba Ports Authority is looking forward to welcoming over ten first calls throughout the year, along with increased summer visits from Carnival

Part of the international phenomenon started by the famous US singer-songwriter, you will find great entertainment, a big dining area and an excellent

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Cruise Industry News & Platinum Highlights variety of live sports broadcasting.

Towels and swimming from the deck into the water park… also for free.

Cozumel’s Premier Beach Park Has Expanded to Include an Amazing New Water Park, and Your Vacation Will Never Be the Same!

FONATUR Operadora Portuaria has 3 integral port administrations, and two of them rank in the top 10 ports with major tourist influx.

You can lie in the sun and hold up your hand when you’re thirsty, or join in the party action. Getting too hot? Go for a swim!

• API Cabo San Lucas • API Bahias de Huatulco • API Ixtapa – Zihuatanejo (newest destination)

If you arrive on a cruise ship, Margaritaville is only a short, 10minute ride from any pier or even walking from Punta Langosta Pier.

Since 2 years ago, FONATUR Operadora has worked together with Central American countries—Costa Rica, Nicaragua, El Salvador, Guatemala and Mexico in the states of Chiapas and Oaxaca—to create a new cruise route and strengthen our 3 integral port administrations in Cabo San Lucas, Huatulco and Ixtapa Zihuatanejo.

The weather and fun are here at Margaritaville Cozumel restaurant, and you should be too.

Port of Guaymas Increases Business The Port of Guaymas has formally confirmed the arrivals of the 1,258-passenger, Holland America Line Statendam for December 9th, 2013 and 694-passenger Azamara Quest on February 3rd, 2014.

Port of Guaymas will serve as the new destination, and the Sea of Cortez is ready to welcome tourists from all around the world with a new state-ofthe-art cruise international center, featuring an innovative Santa Fe style.

Discover the paradise where the desert meets the sea. As a port along the Pacific coast of Mexico, Guaymas has experienced a colorful past, is the most important port of the state of Sonora and one of the oldest ports in Mexico.

Have a blast with family and friends at Playa Mia Grand Beach & Water Park.

Explore the Buccaneer’s Bay kids area; a lagoon-pool chock-full of fun activities, including a pirate ship, water cannons, sprays & animal slides. Relax with your favorite cocktail at the Oasis Island Pool & Jacuzzi; then make a splash on the 200-foot-long Twin Twister Waterslides.

You’ll find top-notch services, facilities and exciting activities for all ages, such as paddle boats, hobie cats, water trampoline, kids club, lounge chairs, shopping and much more! Combine your beach park experience with other exceptional activities, including the Catamaran Double Site Snorkel excursion in the National Marine Park or the dynamic hands-on Mexican Cuisine Workshop & Tasting Tour.

As a result of these negotiations, it has been confirmed that Azamara Cruises will begin operations of the route in the first quarter of 2013.

Through these efforts, it is hoped that the arrival of cruise ships to Mexican ports will increase considerably due to logistic and security warranties.

Cruise Ships Set Sail for Nicaragua

At Playa Mia Grand Beach & Water Park, the fun never ends!

FONATUR Operadora Portuaria Develops New Route with Central American Countries

Central America’s new travel destination offers enjoyable land excursions for cruise passengers.

Nicaragua, known as the “Land of Lakes and Volcanoes,” has become Central America’s “hotspot” vacation destination. Travelers planning a Fourth Quarter 2012 • Cruising Magazine 13

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Cruise Industry News & Platinum Highlights Panama Canal and/or Latin American cruise in 2013 can sample the country’s rich nature, culture and adventure by taking one of the many land excursions offered when their ship stops at the Nicaraguan ports of San Juan Del Sur, a picturesque beach town in southern Nicaragua, or Corinto on Nicaragua’s pristine northern Pacific Coast. Firsttime cruisers and cruise veterans alike will have access to surfing lessons; rappelling down ocean cliffs; horseback riding; ashboarding down a volcano; tours to Granada, one of the most wellpreserved colonial cities in the Americas; or a visit to the colonial city of León, home to the largest cathedral in Central America and the ruins of old León, a UNESCO World Heritage Site.

A few 2013 cruise options include Princess Cruises, Holland America Line and Star Clippers.

Blue Planet Tours’ New Developments Staying on top of our game means investing into little details that make our operations and back office more efficient, innovative and better looking!

Yes, better looking... so we welcomed this new season with a new look for our guide and supervisor uniforms, bus and hand-held signs, guide ID badges and guest ID badges. Our high-intensity colors are designed to stand out from crowds so that guests can quickly spot our staff. Another innovation introduced is the use of portable digital twoway cameras that film the inside of the bus and the outside at the same time, while recording GPS coordinates. We are using this material in guide and driver training and it has proven to be a great tool! On a closing note, we would like to thank all of you who contacted us after the earthquake in Guatemala that caused so much damage.

Thankfully no infrastructure used for the cruise industry was damaged and

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our thoughts and prayers go out to our countrymen in need.

Boschulte Takes the Helm at WICO Joseph Boschulte said he’s anxious to get to work at one of the territory’s leading agencies for tourism, The West Indian Company Limited (WICO). His new job as president and chief executive officer began on May 1, 2012.

Boschulte is replacing Edward Thomas, who retired in June, 2011 after 17 years as the head of WICO. Thomas was the first CEO at WICO after the Virgin Islands government acquired it. Andrea Smith, vice president and CFO, has been the acting president and CEO since Thomas left.

“My objective going forward is to take something that is very good and make it even better,” Boschulte said. “I’ll work with the staff there to refine things and polish what we have to offer.”

Boschulte’s roots are deep in St. Thomas. He is a graduate of Charlotte Amalie High School and has a bachelor’s degree in business administration from the College of William and Mary and a master’s in business administration from the University of Virginia.

He worked many years on the mainland, including for Wachovia Securities and the Bank of America, before returning to St. Thomas in 2003.

He spent several years as vice president of institutional advancement at the University of the Virgin Islands, and then was CFO for the Government Employees Retirement System. His community service included serving on the Public Services Commission board before he worked for WAPA. WICO operates and maintains the terri-

tory’s largest cruise ship port and also manages the adjacent Havensight Mall, which is owned by GERS. WICO is owned by the Public Finance Authority.

Boschulte noted that St. Thomas is blessed with a deep harbor and other amenities that attract a healthy cruise ship trade, but he said, “We can’t rest on what we have today.”

Study Reveals Reemergence Cruise Industry in Puerto Rico

of

An independent study commissioned by the Florida-Caribbean Cruise Association (FCCA), revealed that cruise ship passengers traveling to Puerto Rico are showing increased satisfaction with the destination and spending more during their visit, said Michele Paige, president of the FCCA, during the inauguration of the Bahía Urbana project in the San Juan waterfront.

“The visible change in the port of San Juan is only one of the efforts that have brought about a total turnaround,” said Luis Rivera-Marin, executive director of the Puerto Rico Tourism Company.

As Paige reported, “The study revealed that customer satisfaction in 2008 was at 68%, increasing to a whopping 91% in 2012. Regarding the intention of returning to the island, only 41% would do so in 2008, with the percentage growing to 55% in 2012. Also, the shopping experience increased from 65% satisfaction in 2008to 87% in 2012.”

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Unmatched Beauty, Award-Winning

Escape…

…who says you can’t have it ALL? The adventure starts the moment you see the majestic Pitons across the horizon, and you enter the deep blue waters of the most exotic island in the Caribbean… Saint Lucia.

With two major cruise ports, disembarkation is effortless and a tropical escape is just moments away. Whether your guests are avid tourists or explorers at heart, cruise guests are guaranteed to embark on the experience of a lifetime.

Saint Lucia offers a wide range of exciting tours, such as ziplining through our lush rain forests, snorkeling off our pristine beaches, Sulphur Springs - the world’s only drive-through volcano, great duty free shopping nearby and our warm hospitality; the perfect holiday escape is waiting for everyone!

Voted “World’s Leading Honeymoon Destination” 8 times by the World Travel Awards

visit us at stlucianow.com To speak to a Saint Lucia agent, call 1.800.456.3984

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Caribbean Tours: Keeping Up with the Global Competition

By Ross Henderson, Vice President, Onboard Revenue - Norwegian Cruise Line

T

he Caribbean holds a special place in the history of cruising.

You could say the industry was born there. The first cruises of Norwegian Cruise Lines, Royal Caribbean, and Carnival in the 1960s sailed in the Caribbean. Over the next three decades, the Caribbean dominated itinerary market share and was critical to fueling cruise industry growth. The region promised fun, sun, and sand and recorded approximately 100 million cruise guest visits since 1980. More cruise guests visit the Caribbean today than ever before – helped in large part by a 7.8% average annual growth rate in cruise line capacity since 1980. Capacity is ten times greater today than in 1980. But slowing capacity growth going forward, the desire for new experiences, and the development of new regions for cruising threaten future growth. Caribbean itinerary market share has declined from 18 Cruising Magazine • Fourth Quarter 2012

over 60% a couple a decades ago to approximately 38% today. Port development and enhanced infrastructure are critical to driving demand – especially in congested ports. But equally important is the design of fresh shore excursions.

While progress has been made, the islands of the Caribbean cannot rely too much on beaches and sun. Guests expect new and different experiences ashore. Caribbean tour operators are not just competing with one another, but with the vast array of adventures that exist in the ports of call around the globe. So how can Caribbean tour operators raise their game?

To start, guests look for excursions that are unique and relate to the region. Rainforest Adventures capitalized on the popularity of the Jamaican bobsled story and developed a park on Mystic Mountain that includes a chairlift ride, a historical display of Jamaica and the bobsled team and, of course, a bobsled ride down the mountain. They created a destination within a destination.

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Caribbean cruise. Some guests look for an inexpensive option, such as a beach transfer, while others prefer something extra. Playa Mia in Cozumel continues to develop their product with upgraded food service and pool facilities, as well as the addition of a new waterpark area. For a different twist on the standard beach day, Bamboo Beach Club in Jamaica combines entertainment and attentive service with their beach experience. You can differentiate your beach tour and still price for volume by increasing perceived value at a reasonable cost.

Some of these examples require significant capital investment. But there are other ways to upgrade your tour experience without spending a lot of money. Guests appreciate and remember the little touches. Anticipate the guests’ needs when designing your tour. Will they be thirsty after walking around ruins with little shade? Will guests have a hard time hearing the guide without wireless earphones? On the Tulum tour near Cozumel, some operators provide water and cold towels. Guests should focus on the tour’s content, not think about how hot and thirsty they are. Look for ways to eliminate guest inconvenience. For example, have readily available bathroom stops; ensure the AC works; and mitigate waiting and lines.

Mystic Mountain, Jamaica

Other examples of unique and popular excursions include the America’s Cup Regatta in St Maarten. Guests compete as crew members on America’s Cup racing boats and rate this among the top tours in the Caribbean. The Atlantis Aquaventure Park in Nassau remains a big draw with its combination of world-class waterslides, lazy rivers, pools, and aquatic life. Also, adventure tours such as zip lines are popular and rate well. While we’ve seen growth in zip lines, more diversity from extreme to family friendly would appeal to a wider audience. There is still ample opportunity to create new adventure experiences in the Caribbean.

Many guests like to sightsee, but some find motor coach tours to be mundane. More unique forms of transportation are often more appealing and result in better reviews. In Skagway, Alaska, the iconic White Pass Railway is very popular with guests – even at high price points of well over $100 per person. Likewise, the Scenic Railway in St. Kitts provides a more romantic way to see the island and garners strong tour counts and ratings. Other popular transportation options include the streetcar in Skagway and the trolley train in Key West. In these cases, the vehicle becomes the value added that is used to market and sell the tour. Whether on land or sea, there are creative ways to enhance the standard sightseeing experience.

Most guests want to have at least one beach day during their

A critical component of any tour, especially those of a sightseeing nature, is the quality of the guides. A good guide brings a destination to life, whereas a bad one bores its audience. Successful guides educate and entertain.

They are performers and require the proper training, preparation and rehearsal. Each Caribbean destination is rich in history, legend and interesting stories. There is plenty of material for guides to develop an excellent presentation. Ensure your guides have clear speaking voices and the proper audio equipment onboard. A strong guide also communicates with guests so that guests know when to meet or how long a particular wait might be. Guests don’t want to be left in the dark regarding the plan for the day – or even the next five minutes. Proper training is critical. The Aquila program provides tour guide training and is a good resource for Caribbean tour companies. Aquila has operated tours in northeast Canada for many years with strong guides and logistics.

With all of the destination options available to the cruising public today, it’s more important than ever to enhance the guest experience to drive future demand in the Caribbean. If the “Wow!” factor is there, the guests will come. If it’s “more of the same,” the cruising public will choose to spend their vacation dollars in other parts of the world. For the most part, cruise lines lack the resources to develop tours. We rely heavily on tour operators to present ideas and develop tours. It is their ingenuity that will determine how tourists perceive the Caribbean as a cruise destination in the future.

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FCCA Foundation’s Holiday Gift Project Brings Gifts, Smiles and Holiday Cheer to Deserving Children

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or the past 17 years, the Holiday Gift Project has given a way for underprivileged children to experience what the more fortunate celebrate. In this project, the FCCA Foundation comes together with the FCCA Member Lines and its crews, and many within the partnering destinations to bring presents and holiday festivities to deserving children.

“The FCCA Holiday Gift Project brings happiness to children who truly deserve it. The cruise industry is proud to give back to the communities of the destinations we call, and I cannot think of a more rewarding way than bringing cheer and aid to children who need it.”

-Michele M. Paige, president, FCCA

Because of these efforts, over 6,500 needy youths throughout 33 Caribbean and Latin American destinations could truly shout out with glee during 2012’s winter holiday season.

“We are pleased of the good work that the FCCA Foundation has been doing for the past 17 years,” said Kevin Sheehan, CEO of Norwegian Cruise Line and chairman of the FCCA.

“It’s important to take care of those children in need.”

The FCCA Foundation contributed gifts that were selected for age groups and genders by the destinations. Member Lines then loaded the gifts onboard their vessels and served as Santa as they brought the presents to the partnering destinations, where festivities were set up to deliver the gifts, smiles and holiday cheer.

“On behalf of all of us at Princess Cruises, we are honored and privileged to bring a little holiday cheer into the lives of some of those who could use a little cheer, especially at this special time of the year,” told Stephen Nielsen, vice president, Caribbean & Atlantic shore operations, Princess Cruises, and chairman of the FCCA Operations Committee.

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It is true that the joy is needed and appreciated by all, even those assisting. How could they not revel in delivering a toy and smile to a child who would have no present otherwise?

give back to the communities of the destinations we call, and I cannot think of a more rewarding way than bringing cheer and aid to children who need it.”

That is why this project exists, and its importance is shown in every smile.

This also encapsulates the overall purpose of the FCCA Foundation—to improve the lives of those less fortunate throughout the Caribbean and Latin America, primarily for children’s causes. Every smile is a reminder of this mandate and is more than worth the over $3 million provided for causes and projects like these over the Foundation’s 19-year existence.

Michele Paige, president of the FCCA, recognized this when saying: “The FCCA Holiday Gift Project brings happiness to children who truly deserve it. The cruise industry is proud to

22 Cruising Magazine • Fourth Quarter 2012

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4th qtr-2012 v3_Quarterly Magazine 12/28/12 3:50 PM Page 24

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19th Annual FCCA Conference & Trade Show Congregated More Than One Thousand Industry Professionals in Curaçao

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The audience assembled in Willemstad, Curaçao from October 1-5, 2012 for a four-day span of hands-on and engaging meetings, functions and workshops with the prestigious crowd of nearly 100 cruise executives, presidents and CEOs, as well as the trade show itself, which presented the chance to capture the audience of the Caribbean’s largest cruise conference and trade show.

However, the ceremonies and evening functions could have also led to some of these exchanges, as they gathered the attendees and executives in a more casual atmosphere to foster communication between them, along with providing entertainment, food, drinks and important information, such as President of MSC Cruises (USA) President Rick Sasso’s State of the Industry Address.

dom and advice in topics of cruise care teams and their partnerships with port agents, tour operators and local authorities, among others; tour guide training and appealing to the cruise lines and passengers; a breakdown of BREA’s study of cruise tourism’s economic impact on participating destinations from the Caribbean and Latin America; the five most powerful lessons in business from guest speaker Jeff James, vice president & general manager of Disney Institute; the importance of refurbishing the Caribbean destination product; catering to the special needs traveler and that segment’s impact; and a CEO – executive roundtable that focused on the latest and upcoming trends through vetted audience questions.

One-on-one meetings offered attendees a chance to pick the brains of and pitch products to cruise executives from various departments, including operations, purchasing, marketing and shore

Workshops granted insight into the current trends of the cruise industry and the Caribbean and Latin American region.

Panels of cruise executives and knowledgeable professionals shed their wis-

The annual FCCA Trade Show offered exposure to over 100 companies, giving them the stage for the audience of the cruise executives, presidents and CEOs, as well as the attendees themselves. This

he 19th annual FCCA Conference & Trade Show attracted over 1,000 professionals from throughout the cruise industry and the private and public sectors of cruise destinations, along with anyone looking to extend their contact base, reach and/or knowledge in the industry.

excursions. This is perhaps why Mathew Sams, vice president of Caribbean relations for Holland America Line, said, “To me, the Conference was memorable, kind of a give-and-take experience, sharing each others’ ideas and perceptions.”

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publicity offered a unique, tailored approach to this exclusive crowd focused on doing business with the cruise industry, and this is a yearly chance for many of the executives in attendance to take on new business. This focus led to a great diversity of exhibitors, from tour/port operators and countries’ tourism companies to Aon Risk Management and specialty foods and drinks.

“The FCCA Conference & Trade Show is truly our most important event,” told Michele Paige, president of the FCCA.

26 Cruising Magazine • Fourth Quarter 2012

“It gives attendees a chance to meet with, learn from and display their product to some of the most influential people in the industry, all while having a wealth of other networking and informational opportunities.”

with those looking to do business with the lines. It is a symbiotic relationship between them – the more that the destinations and companies progress and learn about the industry, the more that the industry is able to grow and thrive.

In all, the event offered attendees a direct line of communication to and insight from the FCCA Member Line representatives.

The FCCA promotes this mutually beneficial connection in most of its operations, and it will offer the same opportunities and advantages during the 20th annual FCCA Conference & Trade Show in Cartagena, Colombia from September 30 – October 4, 2013.

The FCCA prides itself in bringing together cruise industry representatives

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Photos: Onboard Media

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Photo: Port Everglades

The Cruise Industry: A Case Study in Business Success

By Richard E. Sasso, President and CEO, MSC Cruises (USA), Inc.

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he cruise industry is alive and well. In fact, you could say it is thriving, with a track record of success that has been steady and predictable for more than 30 years. Cruise Lines International Association (CLIA) reports that 16 million people cruised in 2011, a number that continues to grow at the rate of 7.6 percent a year.

Over the years, we have proven ourselves to be quite resilient in the face of adversity, whether it be tough economic times, natural disasters, safety/health issues or even industry accidents. Each and every time, we learn from our adversity, and we improve on our systems and protocols to guide us in the future. There will indeed be more adversities in the future, and part of learning how to succeed is to be prepared. Sharing experiences is a key component to finding the best possible solutions. That’s why you need to have the right partners who can support you in both good times and bad.

In the face of such adversity, how have we become so resilient and continue to grow year after year since 1980? The cruise industry’s continued success is a fascinating business case study that could serve as an example to others in the travel industry.

A key reason we continue to be successful is that the industry

believes wholeheartedly in its products. We are committed to offering our customers the best products possible; however, we mustn’t forget that we not only compete within the cruise sector – we also face stiff competition from all other travel segments. Keeping our product standards as the first and best vacation choice for consumers is essential.

We continue to supply the market with leading innovations in ship design, expanded entertainment options, new destinations and shore experiences, and fresh approaches to lifestyle attitudes. From family-friendly cruising to exclusive enclaves, from ice cream bars to gourmet dining opportunities, we present a full range of tailored cruising experiences because we know our guests are individuals who have personal needs and expectations; not everyone wants the same experience.

We have looked carefully at what our customers want and presented them with cruise experiences that emphasize quality, service, safety and variety—all enhanced by the latest technology. Plus, we have stepped up and ensured that our products safeguard the environment.

When people book a cruise today, they still have certain expectations. They expect superb entertainment, fresh food on board every day, and warm service and hospitality. We continue to not only meet, but also exceed customer Fourth Quarter 2012 • Cruising Magazine 29

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Photo: Tampa Port Authority

expectations – a key element to the success of any business. This alone has been one of the primary successes of our industry for decades.

In addition, we continue to provide something many in today’s cost-conscious world are seeking – unprecedented value. Cruising today is four times greater in value than it was just a decade ago. Our ships offer a great deal more in space per guest, with amenities and pricing that are still the most competitive in the travel arena.

Just as significant is the evolution of itineraries available to today’s cruisers. We can’t deny that the journey is an important element of the cruise experience. Equally important are the destinations. As itineraries evolve, guests can visit the traditional and most popular destinations, as well as explore lesser-known sites.

All these elements combined motivate repeat cruisers and attract first-time cruisers. As anyone in the travel industry knows, we need both. The large number of repeat cruisers is a testament to our ability to give our guests what they want, and as we well know, word-of-mouth marketing is invaluable to our business.

On the other hand, we cannot ignore the large number of people who have never cruised. CLIA reports that only about 24 percent of the United States population has ever taken a cruise, leaving a significant number of potential first-time cruisers. That translates into potential visitors (also known as revenue) for our travel partners.

But we cannot be content to rest on our laurels; we must also prepare for the future. The formula for future success is rooted in the ability to maintain a focus on opportunity and to be ready to make changes. Here are some tips on how we all can prepare for the future: •

Refresh your product often. Be prepared to change. Keep up-to-date on consumer and industry trends in order to tailor your product for success.

30 Cruising Magazine • Fourth Quarter 2012

•

Continue to invest in your product. It is an investment that will ultimately pay off in an increased number of visitors.

•

Be loyal to your plans and partners.

•

Be optimistic. A positive attitude resonates with your staff and your guests.

•

Be aware of your competition and learn from good examples. After all, imitation is the highest form of flattery. Don’t be afraid to adapt a good idea to your product.

•

Remember that your company is a BRAND that should complement the brands with whom you work.

•

Remember that, thanks to the Internet, it is now a global marketplace. Don’t limit your thinking or your target markets. Learn how to utilize the Internet and social media to your advantage.

•

It is imperative to ensure quality and safety, while highlighting the key attributes that your destination has to offer.

We in the cruise industry know the role the Caribbean plays in our continued success. The region represents growth and is the major product for cruise ship destinations. In fact, CLIA reported that for 2011, the Caribbean and Bahamas represent the number one cruise destination, with 41.3% of capacity deployment. In addition, we have demonstrated our strong commitment to our travel partners by playing an active role in the destinations we visit.

The travel industry, and specifically the cruise industry, cannot survive by counting on past popularity or successes. And we cannot do it alone. We must all continue to evolve our products to address today’s customers’ needs and desires. By working closely with FCCA and its members, we can all look forward to continuing along the road to success.

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FCCA Conference & Trade Show’s CEO – Executive Roundtable Answers Attendees’ Questions and Grants Valuable Insight

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he CEO – Executive Roundtable at the FCCA Conference & Trade Show offered a chance for the attendees to gain insight into the cruise industry through a unique vantage point some of the upper echelon of the FCCA Member Lines came together to discuss the latest and upcoming trends as this prestigious panel answered vetted questions from the attendees.

The Honorable Beverly NicholsonDoty, commissioner of tourism, United States Virgins Islands Department of Tourism, introduced the impressive panelists, which included Gerald Cahill, president & CEO, Carnival Cruise Lines; Richard Sasso, president & CEO, MSC Cruises (USA) Inc.; and Kevin Sheehan, CEO, Norwegian Cruise Line.

Each presented a brief overview of their line’s present and future. This granted valuable knowledge, such as a focus on the cruise lines and industry continuing

to grow more global, but a reassurance of the Caribbean and North American market’s integral role.

The panel also answered vetted questions from attendees, offering a special chance for the conference delegates to truly pick the minds of the CEOs. This let many attendees ask how to draw more calls to their respective destination, which led to a discussion on giving passengers a good experience and unique, destination-specific ways of accomplishing this. It was also shared that the cruise lines (and CEOs themselves) track the feedback of passenger satisfaction within the destinations, and that information is utilized for itinerary planning. So a happy cruise passenger will lead to more cruises, along with return land-based vacations.

Tour operators then had their questions heard, with discussions on collabora-

tion between tour operators and lines; onboard versus online tours; and more.

One of the main focuses was on what differentiates a tour and makes it appealing for passengers and the lines.

Questions on ECA regulations were also answered with an explanation of the protocols, along with the steps the lines are taking in fuel sourcing and changing technology. To the relief of many, there was a silver lining in the reminder that the harshest phases have not been implemented yet, and there is still time to negotiate.

In all, the roundtable offered a unique forum between the CEOs and the conference attendees. Not only did it offer the valuable perspective and knowledge from these titans of industry, but it also allowed the audience the opportunity to learn what they really wanted to know from CEOs of the cruise lines they do or want to do business with.

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Cruise Passenger Spending in the Caribbean - 2012 Cruise Year

By Andrew J. Moody, Principal – Business Research and Economic Advisors Business Research and Economic Advisors (BREA) was engaged by the Florida-Caribbean Cruise Association (FCCA) and participating destinations to undertake an analysis of the economic impact of cruise industry expenditures in the Caribbean during the 2012 cruise season.1 This study, the results of which were released at the 2012 FCCA Conference and Trade Show in Curacao, is an update and expansion of similar studies conducted in 2006 and 2009.

The objective of these studies was to quantify the direct expenditures made by cruise passengers and cruise lines and their staff and to estimate the economic impact of these expenditures as measured by employment and wages. The 2012 study included 21 destinations throughout the Caribbean and Central America.2 A central component of these studies was a set of surveys of passengers, crew, cruise lines and destinations. The data from these surveys was used to estimate total expenditures during the cruise season. In this article we focus on the results of the spending component of the passenger surveys.3 Passenger surveys were conducted over a six-month period beginning in December of 2011 and ending in May of 2012. Surveys were distributed to all passenger cabins during the day of the selected cruise call. Over the six-month period, surveys were conducted for more than 300 cruise calls among the 21 destinations.

Aggregate Passenger Spending by Category for the Caribbean A total of 28,822 passenger surveys were processed. Since the average size of the cruise party was 2.1 passengers, the surveys represented the spending attributes of more than 60,500 passengers. Of these passengers, 69% reported making a purchase onshore, and 49% reported having purchased a shore excursion. The vast majority of passengers surveyed “75%” purchased their shore excursion from the cruise line, while 15% purchased their tour onshore from the tour operator, and 10% purchased their excursion through a travel agent.

While there was a great deal of diversity in the spending patterns across the 21 destinations, it is useful to look at the average patterns across all destinations and to compare spending in individual destinations with the average. The average expenditures by category for the 2012 cruise season are shown in Table 1. As indicated in the table, transit passengers reported spending an average of $95.924 in each destination. Thus, on an itinerary with four calls, the average passenger spent a total of $380.88 on shore excursions and other goods and services. Throughout the entire 2012 cruise season, cruise passengers spent an estimated $1.48 billion in the 21 participating destinations, accounting for 74% of the direct spending generated by cruise tourism.

The weighted average expenditure reflects the fact that not all passengers make purchases in all categories. Clearly, the most popular expenditure category is the shore excursion, but still only 49% of passengers who went ashore purchased a tour. The effective onshore price of the typical shore excursion during the 2012 cruise year was $35.70. When adjusted for the 51% who did not purchase a tour, the average expenditure for shore tours made by all onshore visitors was $17.53. Similar calculations were made for each category.

Between 43% and 47% of onshore cruise visitors purchased food and beverages, clothing and local crafts and souvenirs. As indicated in the table, those passengers who purchased these products spent an average of between $13 and $24. When adjusted for the non-purchasers, the average cruise passenger spent between $6 and $10 on these items.

Thus the four most popular expenditure categories (shore excursions, food and beverages, local crafts and souvenirs, and clothing) generated a weighted average onshore expenditure of $40.34 and accounted for about 42% of total onshore spending.

1

The 2012 cruise season includes the 12 months from May 2011 through April 2012.

The 21 participating destinations were: Antigua, Aruba, Bahamas, Barbados, Belize, British Virgin Islands, Cayman Islands, Colombia, Costa Rica, Curacao, Dominica, Dominican Republic, Grenada, Honduras, Nicaragua, Puerto Rico, St. Kitts and Nevis, St. Maarten, St. Vincent and the Grenadines, Turks and Caicos, and the U.S. Virgin Islands.

3 Separate surveys were conducted for transit and embarking passengers.

4 All monetary figures are in U.S. dollars.

2

34 Cruising Magazine • Fourth Quarter 2012

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Table 1 – Average Passenger Expenditures by Category ($US), 2012 Cruise Year

(1)For

the purposes of this table, we have combined the expenditure data for both transit and homeport passengers.

(2)This is the effective average onshore expenditure and is a weighted average of the onshore purchases and the portion of the onboard and travel agent purchases paid to local tour operators. Actual reported average spending for shore excursions by source is as follows: cruise lines - $57.05; travel agents/other - $49.61; and onshore tour operators - $24.80. The weighted average actual spend across all sources was $51.33.

(3)Lodging expenditures only apply to those passengers who embarked on cruises in San Juan, Barbados, the Dominican Republic and Cartagena. For purposes of this table, the weighted average has been calculated across all passengers.

Between 19% and 25% of cruise passengers purchased ground transportation (excluding shore excursions), watches and jewelry, and other goods. Clearly, the largest expenditure category is watches and jewelry. The average passenger who purchased jewelry spent $196.76. With 19.2% of passengers reported making such a purchase the weighted spend across all passengers during the 2012 cruise year was $37.77. Average spending for these three categories was $48.04 and accounted for 50% of the total average expenditure.

The remaining six categories generated relatively small levels of spending. The weighted average onshore expenditure in these six categories totaled $7.54 and accounted for 8% of the total.

It is clear that passenger spending is concentrated in a few categories. The five categories with the highest weighted average expenditure—watches and jewelry, shore excursions, clothing, food and beverages, and local crafts and souvenirs—generated just over $78 in average per passenger expenditures and accounted for 81% of total passenger expenditures.

Total Passenger Spending by Region and Destination The diversity of passenger expenditures across destinations can first be seen on a broad regional basis. The 21 destinations were grouped into three regional markets, as follows: • • •

Eastern Caribbean: Antigua, Bahamas, British Virgin Islands, Dominica, Dominican Republic, Puerto Rico, St. Kitts, St. Maarten, Turks & Caicos, and USVI; Southern Caribbean: Aruba, Barbados, Curacao, Grenada, and St. Vincent & the Grenadines; and Western Caribbean: Belize, Cayman Islands, Colombia, Costa Rica, Honduras and Nicaragua.

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The average across all destinations and regions is weighted, where the weight is each destination’s share of total passenger arrivals during the 2012 cruise year. Thus the “all destination” and regional averages are more heavily influenced by the largest destinations when analyzing average passenger spending. There were five destinations with one million or more transit cruise passenger arrivals. They were: the Bahamas (4.3 million), the U.S. Virgin Islands (2.0 million), St. Maarten (1.8 million), the Cayman Islands (1.4 million), and Puerto Rico (1.2 million)5. Combined, these five destinations accounted for just over 60% of all passenger arrivals in the 21 destinations. Thus, these five destinations have a major impact on the “all destination” and regional averages.

Figure 1– Average Passenger Expenditures by Region ($US), 2012 Cruise Year

As shown in Figure 1, the destinations of the eastern Caribbean had the highest average passenger expenditure of $102.21, 7% above the overall average. The above-average expenditure rate for this region is driven primarily by the high expenditures in St. Maarten ($185.40) and the U.S.V.I. ($146.70), which, as noted above, are also among the most popular cruise destinations. As further shown in Figure 2, these are the two destinations in the Caribbean with the highest average expenditures. In addition, Puerto Rico ($118.10) and St. Kitts ($108.90) are also above the “all destination” average. In all four destinations, the average weighted expenditure for just about all categories is above the “all destination” average for each category. In St. Maarten and the U.S.V.I., average expenditures for watches and jewelry are more than twice the overall average. This is due both to higher spending rates by those passengers that purchase these items, as well as the fact that more than 25% of passengers reported making such purchases in these two destinations, again well above the overall average of 19%. As the leading homeport in the Caribbean, Puerto Rico’s above average spending by passengers was primarily driven by lodging and food and beverages, which accounted for 45% of total passenger spending in Puerto Rico. In St. Kitts the percentage of passengers making purchases was similar to the “all destination” average, but cruise passengers that visited St. Kitts spent more in most categories.

Spending in the remaining six eastern Caribbean destinations were below both the regional and “all destination” averages. Among these six destinations, a higher percentage of passengers generally purchased shore excursions and food and beverages than the overall average, but a much smaller percentage purchased jewelry and clothing. The net result was that overall spending in these destinations fell below the “all destination” average. In the Bahamas, which had the highest volume of passenger visits and total expenditures, average passenger spending was higher in most categories, but the percentage of passengers making purchases was lower.

5

Includes nearly 500,000 embarkations from San Juan.

36 Cruising Magazine • Fourth Quarter 2012

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Figure 2– Average Passenger Expenditures ($US), Eastern Caribbean, 2012 Cruise Year

Average expenditures of passengers visiting the destinations of the western Caribbean were 12% below the “all destination” average, $84.26 versus $95.92. Among the destinations of the western Caribbean, only Colombia ($98.80) had an expenditure rate above the “all destination” average (see Figure 3). In Colombia, an above-average percentage of passengers purchased shore excursions (75%) and local crafts (51%) and also had higher expenditures in most categories. Average per passenger expenditures in the Cayman Islands ($93.70) was 11% above the regional average and 2% below the “all destination” average. Thus, the average expenditure rate for the western Caribbean was primarily driven by the high average expenditure rate in Colombia and the total spending in the Cayman Islands, which was the fourth-largest cruise destination throughout the Caribbean with 1.4 million passenger arrivals during the 2012 cruise year.

In the four remaining destinations, the average passenger expenditure fell below both the regional and “all destination” averages. Generally, a below-average percentage of passengers made onshore purchases, and they also spent less than average when doing so. These smaller destinations have also experienced a general decline in cruise passenger visits over the past several years.

Fourth Quarter 2012 • Cruising Magazine 37

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Figure 3– Average Intransit Passenger Expenditures ($US), Western Caribbean, 2008-2009 Cruise Year

The average expenditure of passengers visiting the destinations of the southern Caribbean ($71.08) was 27% below the overall average. This was primarily due to the fact that passenger arrivals throughout the region were relatively modest compared to the destinations of the eastern and western Caribbean, and subsequently, they have a lower weight in the overall average. Generally, spending in this region is lower for all categories. As indicated in Figure 4, all destinations in this region had an average expenditure rate below the “all destination” average. Within the region, Aruba ($95.40) and Curacao ($71.70) had average expenditures above the regional average. These two destinations had average expenditure rates above the regional average as a result of above-average expenditures for jewelry and an aboveaverage percentage of passengers having purchased shore excursions.

Figure 4– Average Intransit Passenger Expenditures ($US), Southern Caribbean, 2008-2009 Cruise Year

As the above figures indicate, there is wide variance in the average expenditure made by cruise passengers. The average expenditure ranges from just over $175 in St. Maarten to a low of $27 in St. Vincent and the Grenadines. The differences in expenditures across destinations are influenced by the variety of goods available, especially access to dutyfree shopping, the diversity and uniqueness of shore excursions, time spent ashore by passengers, passenger satisfaction with their visit and other factors, which are discussed in greater detail in the full report.

38 Cruising Magazine • Fourth Quarter 2012

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Tour Guide Can Make or Break a Tour: Tour Guide Excellence Workshop at 19th Annual FCCA Conference & Trade Show

By Beth Kelly Hatt, Director, Aquila’s Center for Cruise Excellence

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our guides are essential to guest experience and satisfaction in destinations around the world. They are ultimately responsible for the success of a shore excursion. Participants in the “Tour Guide Excellence” workshop at the annual FCCA conference in Curacao learned some of the steps that operators and destinations can take to be successful in the cruise industry. The main areas of discussion were: discovering the value of tour guide training, sharing tools to bring tour guides from good to great, and learning about Aquila’s training and certifications. Aquila and the FCCA share the goal of training the most possible tour guides for the cruise industry.

Cruise lines have increasingly high levels of expectations from their shoreside experiences, and so do the cruise passengers. If a destination’s shore excursions do not measure up

to these high standards, a cruise line may choose to go elsewhere, as new ports eager for cruise business are emerging regularly. Guides who receive training and learn the importance of their role in the guest experience understand service excellence and deliver to exceed expectations. Tour guides are ambassadors for our companies and destinations.

Knowing that tour guides hold the guests’ shore experiences in their hands, we want to give tour guides the knowledge, skills, and confidence they need to deliver truly excellent tours. Aquila has been a tour operator for over 30 years and launched the Center for Cruise Excellence in 2007. When developing the online International Tour Guide Certification Program, we knew we needed an option for training that was effective, affordable for the tour guide and tour operator, and sustainable for tour operators, considering seasonality and Fourth Quarter 2012 • Cruising Magazine 41

4th qtr-2012 v3_Quarterly Magazine 12/28/12 3:51 PM Page 42

guide turnover. Endorsed by the FCCA, this program has begun to establish a standard for tour guides in our industry.

The Tour Guide Excellence Program is a comprehensive online training program that addresses the unique needs and circumstances of guiding shore excursions for cruise lines.

The course has six lessons, and each lesson is divided into four to six topics covering all the essentials of tour guiding—from presentation skills to storytelling, from the logistics of conducting a tour to dealing with difficult situations and managing risk. Once a tour guide has completed the course, a final written exam needs to be passed, followed by a video assessment. The written component simulates an actual tour day, moving through actual scenarios— from preparing for the tour and greeting guests to safety briefings, delivering tour commentary and managing difficult situations. The video component has tour guides simulating the beginning of a tour and presenting history or a story component from their region. This helps evaluate essential tour guiding skills that are challenging to evaluate online. Tour guides must achieve a score of 70% on each component to be awarded international certification, and upon successful completion, they receive a certificate, a pin and more, like their newfound knowledge.

During the workshop, we shared some models for keeping guides engaged and increasing retention rates, and some of these include frequent communication, making them feel valued and providing continuous development opportunities.

Great tour guides are learners and will benefit from sharing the feedback you get from clients, shore ex and the cruise lines. They want to hear both the good and the bad. They want to feel valued, and this can be as simple as celebrating special accomplishments or giving them the tools they need to give the best tours.

A tour guide can also play an important role in promoting responsible tourism. They are in a unique position to be able to assist and support visiting cruise ship passengers in being responsible travelers in a destination. Responsible tourism can include encouraging respect for the environment and natural resources, supporting local vendors, respecting the culture and cultural events in a community and adding to the economic impact with money spent on local goods and services. It is important to note that what is appropriate in one country or community may not be appropriate in another, or what is appropriate in cities may not be appropriate in villages. Sharing these differences with guests to assist them in being more responsible tourists is a sign of a guide who is proud of their destination.

“Knowing that tour guides hold the guests’ shore experiences in their hands, we want to give tour guides the knowledge, skills, and confidence they need to deliver truly excellent tours.”

Throughout the course, our narrator, Tour Guide Maria, takes learners through the program, relating the practical course knowledge to real-life situations and her experiences as an expert tour guide. You can go online at www.TourGuideExcellence.com to see excerpts from the course. At the end of each topic, Tour Guide Maria relates the information back to the tour guide in a way that is personal, clearly showing them the relevance and importance of the information.

This comment came from a student that recently took the course: “I learned much more than I knew before starting the program. Sometimes what we do looks simple, but doing this course made me realize that my responsibility is a much bigger task than I thought.” S. Eduardo

42 Cruising Magazine • Fourth Quarter 2012

There was discussion of the importance of managing risk and how training can assist guides learn ways to minimize risk, prevent incidents from occurring and document incidents.

All of these components of risk management are important for guests, tour operators, destinations, and cruise lines.

Aquila continues to work with the FCCA to raise the bar of excellence in the industry. Over the years, we have found consistent ways to deliver excellence through detailed processes and procedures. And today we are sharing these with FCCA member operators and destinations.

Beth can be reached at beth@TourGuideExcellence.com or visit www.tourguideexcellence.com

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Colombia: Ten Years of Progress to Be Displayed at 20th Annual FCCA Conference & Trade Show 2013

T

hanks to a positive new look, Colombia has gained prominence as a cruise destination, allowing it to show the world its wealth and features in tourist opportunities. Almost ten years have passed since an average of 23 ships used to reach Colombian ports. After great promotion efforts and national commitment, this figure turned into 235 in 2011, representing an outstanding growth and achievement.

One of the key moves for Colombia was to become an active member of the Florida-Caribbean Cruise Association (FCCA), which allowed the country to become more involved in the cruise industry and obtain international recognition as a tourist spot because of its plentiful attractions and infrastructure.

Colombia enjoys privileged conditions to keep growing as an important destination. Cities like Cartagena, Santa Marta, San Andres (in the Caribbean) and Solano Bay (in the Pacific) offer unique environments in line with the region’s biodiversity and its highly celebrated historical and cultural wealth.

44 Cruising Magazine • Fourth Quarter 2012

Because of its cultural value, the UNESCO declared “the walled city” of Cartagena as a World Cultural Heritage Site in 1984. Important sources point at Cartagena as one of the most beautiful cities in the world. For example, British magazine Wanderlust listed Cartagena in its top 10 city destinations to visit in 2012.

In less than one day, cruise tourists can learn more than 500 years of history and enjoy an environment that melds colonial, republican and modern architecture together in a single place. Cartagena gives tourists a complete offering, including exclusive shops from the most renowned Colombian designers; select spas, golf courses, and restaurants; as well as natural settings to dive, such as the El Rosario Islands, one of the most important marine reserves in the continent.

“The Colombian beaches visited by the cruise industry were recommended by TripAdvisor readers this year. TripAdvisor is one of the most important tourist digital media, and Colombia’s shores were included in its top beaches to visit

4th qtr-2012 v3_Quarterly Magazine 12/28/12 3:51 PM Page 45

of the offers in this region for foreign visitors,” adds Lacouture.

Colombia – All-Inclusive Destination The development of the Colombian industry enables the country to offer more than tourist attractions. Cartagena has also opened a new export line of cruise ship repair and maintenance services. Not long ago, Celebrity Cruises chose the Cotecmar Dockyard to carry out the modernization of Xpedition, one of its ships.

“This export service opens the way for more cruise ships crossing the Caribbean to make use of our dockyard and perform repair and maintenance work, thus building this sector and developing Cartagena as a destination with a complete offering,” stated Lacouture.

this year. This is just one of the strengths of these Caribbean cities,” declares Maria Claudia Lacouture, Proexport Colombia chairwoman.

Santa Marta has unparalleled natural resources. This city has the privilege of having the highest seaboard mountain in the world, as well as clear water natural reserves. In turn, San Andres is an island where you can go shopping or experience colored beaches guarded by one of the longest coral reefs in the world.

Colombia also offers plenty for the cruise destination product on its Pacific coast – a place with natural deep-water ports, golden-sand beaches and supreme waves for surfers. This is a tropical rainforest region with bays and inlets. It is even home to the humpback whales that travel from the poles to mate and give birth to their calves between September and December each year.

“The Colombian Pacific is the region with the greatest diversity per square meter in the world. Solano Bay is now included in the trip plans of cruise lines such as Expediciones Lindblad and Sea Voyager. Spotting birds, whales, and plant and wildlife, as well as angling, diving and surfing are some

Colombia is also a supplier for high quality and added value agribusiness and manufactured products. The privileged geographical location is not only an advantage for tourism, but the climatic diversity also allows the country to provide year-round offerings of products such as fruit pulp, dehydrated or dry fruits (among these, exotic fruits like pitaya, uchuva, gulupa and maracuya), liquors, canned foods, and flowers, such as roses, lilies, chrysanthemums, pom poms, carnations, hydrangeas, gerberas.

The tradition and recognition given to the Colombian textile, manufacture, design, and fashion industries make the country a world-class competitor that provides quality and customized products like bedsheets, washcloths, dressing gowns, drapes, uniforms and curtains, among others. “One of the strengths by Colombian companies is their ability to produce and adapt themselves to the customer preferences,” added Lacouture.

Flooring, carpets and furniture, kitchen tools such as cutlery and metal supplies for their manufacture, are other products that Proexport has identified as options to supply these large ships.

The world is not wrong by perceiving Colombia as an inviting destination for business and tourism. The country has grown at a fast pace, and development for the last decade has progressed at full steam. And being the host for the largest cruise conference in the Caribbean is the best opportunity to prove it. Experience it for yourself during the 20th annual FCCA Conference & Trade Show in Cartagena from September 30 – October 4, 2013.

Fourth Quarter 2012 • Cruising Magazine 45

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Cruise Shipping Portfolio Receives FCCA Support Globally

I

n September UBM staged its second annual Cruise Shipping Asia-Pacific conference and exhibition in Singapore. For the second year in a row the FloridaCaribbean Cruise Association was one of the major supporters of the event, along with Cruise Lines International Association, Asia Cruise Association and International Cruise Association Australia.

Asia-Pacific, Seatrade Med and an array of digital products, including webinars and Cruise Shipping Virtual online tradeshows. Since 1985 Cruise Shipping Miami has been the world’s premier annual event for the global cruise industry, featuring a three-day exhibition and four-day conference that draws more than 11,000 attendees and over 900 exhibiting companies from 120 countries.

Presented by UBM, the organizers of Cruise Shipping Miami, Cruise Shipping Asia-Pacific 2012 featured exhibitors including national tourism organizations and companies from the information and technology, ship equipment, safety, security, crew management and hotel operations categories.

A full two-day conference schedule of panels covering industry trends in the Asia-Pacific cruise market was conducted by world-leading cruise experts.

Focused on the emerging pan-Asia region, Cruise Shipping AsiaPacific’s tradeshow, conference and social program are the gateway to tomorrow’s marketplace. Held at the Marina Bay Cruise Centre Singapore, the exhibition showcased leading regional cruise destinations and new maritime products and services.

So, how did an association with “Caribbean” in its middle name come to support a cruise conference half a globe away in Singapore?

For nearly a quarter-century, Cruise Shipping Miami and the Florida-Caribbean Cruise Association have worked together for the success of the cruise business, initially regionally in South Florida and the Caribbean Basin, but increasingly globally. As UBM grows its global portfolio of Cruise Shipping events—including maritime events Cruise Shipping Miami, Seatrade Med, Marintec China, Naval Shore and Sea Japan—FCCA continues to be a supporter wherever the collaboration takes it.

“FCCA is an essential partner in our growing group of cruiseand maritime-related events,” said Daniel Read, director of UBM’s Cruise Shipping Portfolio. “As we go forward, we will continue to count on FCCA’s ongoing support.”

The collaboration began back in the early 1990s, with Florida-Caribbean Cruise Association actively participating in the planning and organization of the Cruise Shipping Miami show and UBM, the cruise convention’s organizers, supporting FCCA’s Caribbean-based annual meeting, fundraising events and charitable activities.

The rapidly expanding Cruise Shipping Portfolio organized

by UBM includes Cruise Shipping Miami, Cruise Shipping 46 Cruising Magazine • Fourth Quarter 2012

“We had an impressive array of suppliers at the exhibition in Singapore, representing the breadth of the robust Asian maritime sector,” UBM’s Read said. “And participants in several of the conference sessions noted the opportunity that the Asia-Pacific market holds for Caribbean destinations in attracting a huge source market.”

Speakers at the conference sessions included Christine Duffy, president and chief executive officer of Cruise Lines International Association; Ann Sherry, chief executive officer of Carnival Australia; Gianni Onorato, president of Costa Crociere; Roberto Giorgi, president of V.Ships; and Dr. Zinan Liu, managing director, China and Asia for Royal Caribbean Cruises Ltd. The biannual Seatrade Med’s exhibition, conference, travel agent training and social events constitute the Mediterranean region’s largest cruise gathering.

Using cutting-edge technology, Cruise Shipping Virtual’s online events include educational and networking virtual tradeshows and webinars accessible via computer.

“We at UBM are looking forward to collaborating again with the Florida-Caribbean Cruise Association on the 2013 editions of both Cruise Shipping Miami and Cruise Shipping Asia-Pacific,” said Read. “Working together with FCCA and our other partners, we can strengthen the growing global cooperative framework between cruise-related businesses and organizations and the cruise lines.”

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Refreshing Your Product: U.S. Virgin Islands Invests in Its Tourism Product

A

ll hands are on deck in the United States Virgin Islands (USVI) as it moves to improve and strengthen the quality of the destination’s already-vibrant cruise tourism product.

Led by Governor John P. de Jongh, Jr., the efforts involve major investments in infrastructure and human resources, as well as continued commitment to strengthen partnerships with all stakeholders of the cruise industry.

The governor’s administration has reminded Virgin Islanders of tourism’s critical importance to the economic health of the territory. The message has been: tourism affects all sectors of the USVI, so it’s in everybody’s interest to 50 Cruising Magazine • Fourth Quarter 2012

pitch in and make the destination better and more attractive.

The administration rallied stakeholders in the public and private sectors to place a renewed focus on the overall tourism product, including the territory’s cruise sector, which leads most of the Caribbean region in arrivals and passenger spending.

In an open and inclusive initiative, the Department of Tourism reached out to stakeholders on all three islands to canvas their views on how best to improve the product. The results of these “Strategic Visioning Sessions” are being included in a five-year rolling tourism plan currently being drafted.

Underscoring his personal commitment to tourism, which benefits all sectors, Governor de Jongh Jr. is convening a special tourism conference in the next few months to discuss and define how the territory can advance to meet the world’s largest and most rapidly changing industry.

But the administration is not waiting until these studies are finalized and has put in place designated departments of government already in the process of upgrading the tourism product.

The Departments of Tourism and Public Works, as well as officials from the Virgin Islands Port Authority (VIPA) and West Indian Company (WICO), continue to meet regularly to

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enhance the guest experience, making our town centers more pedestrianfriendly and accessible, as well as beautifying and restoring the historic and shopping districts,” said Beverly Nicholson-Doty, commissioner of tourism of the US Virgin Islands, who added that transportation will flow more smoothly with the addition of roads and harbor transportation.

WICO President and CEO Joseph Boschulte remarked, “As we prepare for a rise in cruise arrivals for the 2012/2013 season, we, as a destination, [will] continue to market and improve our product. The USVI is well-positioned to remain on the cutting edge of cruise travel, as evidenced by the strong demand for the 2013/2014 and 2014/2015 seasons.”

ensure inter-agency strategies are aligned and to debrief cruise executives from the various lines on the plans.

In addition to the five-year rolling tourism plan now under development, a number of projects to improve the USVI tourism product are underway.

They include plans to refresh and, where applicable, expand existing tourism facilities, many of which were built very much with the cruise industry in mind.

These upgrades include the ports of Charlotte Amalie and Frederiksted; development of attractions throughout the territory; transportation; and infrastructure improvements, such as the Market Square and Long Bay Road projects on St. Thomas and the Christiansted boardwalk and bypass projects on St. Croix.

“The

improvements

will

greatly

VIPA Chairman Robert O’Conner added, “It is clear that the USVI still holds much appeal to cruisers, and in this highly competitive industry, we must continue to renew and improve our port facilities and our overall product to remain on top.”

Other St. Thomas upgrades include the redevelopment of Main Street; parking improvements through a public-private partnership; the development of a new waterfront; construction of Frenchman Bay Road; and the improvement of marine transportation within the territory.

New attractions in the territory include Magic Ice, Tree Limin’ Extreme ZipLine, Flightseeing Adventure, and the Treasure Seeker Pirate Tour on St. Thomas; the Diageo Welcome Center; Sun Bug Electric Cars; Paddle Boarding/Stand Up Paddle and SNUBA on St. Croix; Discovery Undersea Reef Tours; and wheelchairaccessible nature trails in national park in St. John.

Tourism Commissioner NicholsonDoty reported in addition to infrastructure improvements, the Virgin Islands was making huge investments in its

people and had mounted quarterly customer service training sessions for the general public, which have been wellreceived. Other local efforts remind the community how they can all be involved in—and benefit from— tourism.

“The response has been phenomenal and tells us what we knew all along— that the people of the Virgin Islands take tourism seriously and are excited to meet the needs of our visitors as we upgrade our product,” she added.

Commissioner Nicholson-Doty, also the recently elected chairman of the Caribbean Tourism Organization, which promotes tourism to the Caribbean region, thanked the FloridaCaribbean Cruise Association for its leadership in helping the territory, and other countries of the region, develop their capacity to best host the burgeoning cruise industry.

“Cruise tourism is one of the fastestgrowing sectors of the global tourism industry. It is also one of the most rapidly changing industries, with an array of regulations and practices to abide by, so we are thankful for the continuous counsel we receive from industry experts, including Michele Paige and her team at the FCCA,” she remarked.

“As we build out our product to better host the cruise industry, we are mindful of the need to protect our fragile environment, so we are most appreciative of the steps the industry itself is taking to conserve the environment of our region,” said the commissioner.

“We are excited to be able to work hand-in-hand with an industry that is trying so hard to be responsible. There is no doubt we all will do well if we work together to guide maximum benefit to our people while generating healthy profits for the shareholders of the cruise industry and our local businesses,” she concluded.

Fourth Quarter 2012 • Cruising Magazine 51

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Growth Rate Accelerates at Port Canaveral, Florida’s Fastest-Growing Cruise Port

F

lorida is the top state in the nation for cruise business by a wide margin. Recently released statistics show that Port Canaveral, currently the third busiest port in the country, is number one in this top-performing state when it comes to growth.

Growth Rate Soars in 2011, Rockets in 2012 According to Cruise Lines International Association’s (CLIA) latest economic impact findings, while Florida’s cruise growth in 2011 was modest (with an increase in passenger embarkations of 2.4 percent), Port Canaveral dramatically outpaced statewide growth with a 15.1 percent increase in passenger embarkations.

In response to these statistics, Andy Moody, an analyst for the Cruise Line Association of America, said “I can see Port Canaveral continuing to expand and gaining some market share.”

This past year’s phenomenal growth bore out Moody’s predictions. At the end of fiscal year 2012, Port Canaveral had smashed its 2011 multi-day cruise passenger record. The number of passengers embarking on homeported ships at Port Canaveral rose to 1.74 million in FY 2012, a single-year increase of 23 percent.

Largest Year-Round Fleet in State This central Florida port currently has the largest year-round fleet of homeported cruise ships in the state, and the addition of more and larger vessels is fueling its growth. In recent years, several new ships, including Disney Dream and Carnival Ecstasy in 2011 and Disney Fantasy in 2012, have joined the fleet.

Three major cruise lines currently homeport ships at Port Canaveral.

Carnival Cruise Lines was one of the first cruise lines to recognize the advan-

tages of sailing out of Port Canaveral and continues to demonstrate confidence with three year-round homeported ships: Carnival Sensation, Carnival Ecstasy and the 4,000-passenger Carnival Dream.

Cruise Terminal 8 at Port Canaveral is the original home of Disney Cruise Line and now hosts both of its secondgeneration 4,000-passenger ships, Disney Dream and Disney Fantasy.

Royal Caribbean homeports the 4,000passenger Freedom of the Seas here and quickly announced a replacement for the departing Monarch of the Seas: Enchantment of the Seas arrives in 2013.

In addition, Carnival, Disney and Norwegian Cruise Line bring regularly scheduled port-of-call ships into Port Canaveral, while other major lines make special visits. As a destination Fourth Quarter 2012 • Cruising Magazine 53

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port, Canaveral hosts about 130 ship visits per year.

A Deep Well of Customers and Welcoming Facilities Draw Ships Two main factors draw cruise ships to this port: facilities that effectively meet the needs of both guests and cruise lines and a significant market of consumers who are attracted to the benefits of the port’s location and amenities.

Completed in fall 2012, Cruise Terminal 6 is the newest of seven dedicated cruise facilities at Port Canaveral.

As with all of the port’s terminals, secure parking areas are located close to its ships. Its new parking garage is the port’s third. The terminal provides a satisfying experience to guests and cruise lines through careful planning and modern technology. For efficient embarkation, passenger and baggage flow are optimized spacially and electronically. A twin set of mobile gangways adjusts to accomodate the wide range of sizes and configurations of current cruise ships.

Port Canaveral also is in the process of making improvements to its channel 54 Cruising Magazine • Fourth Quarter 2012

that will ease navigation for the largest cruise ships. Recent developments, including a $24.4 million funding commitment by the state of Florida and approval by the Army Corps of Engineers’ national Review Board, have brought the expected completion date forward to 2014.

Great infrastructure make business possible, but it is customer demand that truly brings in ships. Easy highway and air-travel access, a congestion-free location, modern terminals and extensive year-round cruise choices bring in vacationers from all parts of Florida, the southeastern states and beyond.

Family Friendliness Supports Capacity Sailings In addition to these advantages, Port Canaveral is the only Florida port that draws passengers because of its easy accessibility to Orlando area attractions, Kennedy Space Center and ecotours of the abundant indigenious wildlife in the area. Port Canaveral is working to boost the pull of these existing family attractions with its own activity venues, including Jetty Park, with tent and RV campgrounds and new

family cabins, as well as an ocean beach, fishing pier and other amenities.

Additionally The Cove harborside dining and entertainment district is being expanded to include a sevenstory welcome center with interactive displays and a panoramic viewing platform, an amphitheatre for entertainment events and retail space.

This array of pre- and post-cruise vacation opportunities attracts a predominantly family market to central Florida and Port Canaveral. A market dominated by families offers clear potential for more passengers per stateroom for homeported cruiselines and is one major reasons why Port Canaveral’s homeported vessels typically sail at or above 100 percent occupancy.

These attractions also are the magnets that bring port-of-call business to this port, since they translate directly into larger numbers of shore excursions booked on visiting ships.

For additional information, contact the Canaveral Port Authority Business Development Office at 321.783.7831.

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Searching for a way to entice more guests to savor your finest ships? Try a port that consistently delivers enviable homeport passenger counts. Port Canaveral offers your guests relaxed arrival on uncongested highways, clear signage, stress-free parking and a spirit of ease that’s at the heart of the cruising mood.

Plus this year we’re building an innovative new cruise terminal and third parking garage to make our easy-as-pie cruising experience even sweeter for you and your guests.

VIDEOS GIVE YOUR GUESTS A TASTE FOR ENJOYMENT See videos that make it even easier for your guests to arrive at your ship, plus enjoy the multitude of pre-/post-cruise choices in Central Florida, in our interactive Cruise Guide at www.portcanaveral.com/fcca To ensure that you get your piece of this market, contact Cruise Development at 321-783-7831, extension 232.

CARNIVAL DREAM | CARNIVAL ECSTASY | CARNIVAL SENSATION | DISNEY DREAM | DISNEY FANTASY ROYAL CARIBBEAN FREEDOM OF THE SEAS | ROYAL CARIBBEAN MONARCH OF THE SEAS

4th qtr-2012 v3_Quarterly Magazine 12/28/12 3:51 PM Page 56

Where the best cruise ships launch and the greatest getaways begin.

At Port Everglades, your cruise vacation begins even before you board. Enjoy dining, shopping, beaches and fun â&#x20AC;&#x201D; plus $54 million in cruise terminal renovations at Port Everglades.

Upgrade every cruise with a stay in Greater Fort Lauderdale.

FLORIDA

Fort Lauderdale t Hollywood t Dania Beach

For more information call 800-421-0188, 954-468-3521 or visit porteverglades.net

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Faces In The Industry LEVINGSTONE ENNIS – Stateroom Attendant, Royal Caribbean International

I am Levingstone Ennis, and I am proud to be onboard Royal Caribbean International’s Voyager of the Seas.

I was raised and brought up in Jamaica’s historical city of Falmouth where Voyager of the Seas created history as the first cruise ship to call there.

I always had a dream of doing something different than others; I saw one of the Royal Caribbean ship passing through and felt like that ship was calling me to come!

Falmouth, Jamaica

I started dreaming of joining that ship. I left my job as a govt. lawyer assistant and headed toward my dream.

I left my job in 2005 and became a family member of Royal Caribbean International. I started as a galley utility and then made my journey all the way to stateroom attendant, the most fascinating job in the world that let’s me deliver a once-in-a-lifetime experience to our guests every time they sail with us.

Here onboard Voyager of the Seas, we are committed to deliver lifetime vacation experiences to our guests.

Along with our great team leader, Joselito Mallari, we believe in providing personalized service to our guest with lot of motivation, guidance and fun.

4th qtr-2012 v3_Quarterly Magazine 12/28/12 3:51 PM Page 59

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A delegation representing Dominica led by the Honorable Roosevelt Skerrit, Prime Minister of Dominica (seated center), visits with the FCCA and Executive Committee.

(Left to right) Kevin Sheehan, CEO, Norwegian Cruise Line, and FCCA Chairman, presents Seth Pinsky, President of New York City Economic Development Corporation, with a donation of $20,000 from the FCCA for the Hurricane Sandy Relief for Port Authority employeeâ&#x20AC;&#x2122;s fund.

60 Cruising Magazine â&#x20AC;˘ Fourth Quarter 2012

Cruise Capital of the world event at PortMiami.

(Left to right) Adam Ceserano, FCCA; Svein Sleipnes, Norwegian Cruise Line; Commissioner Rebeca Sosa, Miami-Dade County Board of County Commissioners; and Bill Johnson, Director of PortMiami

4th qtr-2012 v3_Quarterly Magazine 12/28/12 3:52 PM Page 61

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Come to Cartagena de Indias

COLOMBIA

Cartagena de Indias.

and discover the magic of a walled city that has kept its 500 years of stories and cultural history.

Cartagena de Indias, host of the 20th FCCA Conference & Tradeshow 2013.

September 30 â&#x20AC;&#x201C; October 4, 2013.

www.colombia.travel

L ibertad

y O rd e n