Port of Halifax to Pursue Continued Growth in Cruise Business
May 30, 2003
Halifax, NS - The Halifax Port Authority today reports that a record 100+ cruise calls are booked for this year, with a passenger spending impact of $17-18 million. Halifax cruise visitors have doubled in five years and recently studied trends indicate promising growth opportunities for Halifax.
"Cruise is a Halifax success story that has come about through sustained, concentrated efforts to attract and retain cruise business", said Cheryl Bidgood, Manager of Marketing and Cruise Development with the Halifax Port Authority (HPA). "We compete world-wide for cruise bookings. Many organizations have combined forces to sell Halifax and continued cooperation will ensure a steady cruise industry for years to come."
Halifax has become the marquee port-of-call in the Atlantic region. Cruise visits now span three seasons, with ships visiting the Port of Halifax from April to late October. 2003 is expected to be one of the longest and busiest seasons yet, with close to 180,000 passengers expected to come ashore. Economic spin-offs of the cruise business are best captured with two figures: 1) the average cruise passenger spends close to $100 while in Halifax; 2) industry statistics suggest that up to 50% of cruise passengers are likely to return at another time for a land-based vacation.
To direct its future cruise marketing, infrastructure and operations plans, the HPA initiated a cruise growth strategy in the Fall of 2002 on the potential for Halifax's cruise market. The strategy was undertaken in partnership with the Halifax International Airport Authority, Nova Scotia Tourism, Destination Halifax and the Atlantic Canada Opportunities Agency.
In a Friday briefing to Port partners, the HPA summarized that Halifax is well positioned to retain and build cruise business in the next decade. The HPA and its partners will work with the cruise lines to stimulate a sustained interest in the Canada/New England route and will help ensure that the regional tourism industry can attract cruise ships and other visitors. The HPA will also build on 10 years worth of cruise facility investments totalling close to $4.2 million to accommodate the new, larger classes of ships carrying thousands of guests.
As well, over the next several months HPA and its partners will explore the potential for Halifax as a homeport for small niche carriers. Port of Halifax partners will determine how to leverage port-of-call successes and over the long-term, determine if Halifax would be a viable homeport.
The HPA is a government business enterprise mandated by the Federal Minister of Transport. The HPA leads in the development of the Port of Halifax, serving as a catalyst for the local, regional and national economies and has a mandate to be financially viable. The Port of Halifax has a total annual income impact of almost $700 million and an employment impact of over 9000 direct and indirect jobs.
Cruise ship stock photos available upon request.
For more information, please contact:
Michele PeverilManager, Corporate Communications and Public Affairs
Halifax Port Authority
Telephone: (902) 426-1060
Cell: (902) 229-3236
