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8 September, 2022

Destination NSW releases guide to help local businesses draw cruise spend

Aboriginal educator Tim Gray leading guests on an Aboriginal Cultural Tour in Barangaroo, Sydney.

By Alexandra Coulton

Destination NSW has created a new resource to help businesses draw passenger spending in the state’s network of cruise ports.

‘Quick Tips for Creating Cruise Shore Experiences’ introduces the cruise market opportunity to visitor economy businesses such as tours, attractions, restaurants and retailers.

Introducing the new guide, NSW’s Tourism Minister Ben Franklin said the state government is committed to rebuilding the cruise industry in key NSW regions and potential emerging destinations.

Education through initiatives such as the NSW First ‘Quick Tips for Creating Cruise Shore Experiences’ guide play a vital role, according to the Minister, and will enhance the state’s capability to cater for the cruise industry and capitalise on shore experience spending in the visitor economy.

Key among the plethora of opportunities for NSW destinations are selling exclusive, tailored cruise experiences to cruise ship passengers in ports, building awareness of the destination and its experiences, and inspiring high-value travellers to create positive word of mouth and book return visits to those destinations.

“NSW is the home of cruising in Australia, with nine vibrant cruise ports on its coastline,” Franklin said.

“Destination NSW research shows approximately 20 per cent of cruise visitors return independently to ports they visit on cruises, highlighting the long-term uplift which cruise shore experiences deliver to regional visitor economies.”

Couples enjoying fish and chips by the water at Twofold Bay, Eden (supplied)

Cat Balou Cruises owner Lana Wills, based in Eden, said ‘Quick Tips for Creating Cruise Shore Experiences’ would be an invaluable resource for suppliers seeking to add cruise tourism to their operations.

“The guide provides such a clear explanation of the relationship between passengers, cruise ships, ground handlers and the suppliers,” Wills said.

“Being able to highlight smaller ports like Eden to both the domestic and international cruise market is so wonderful for the development of regional tourism and encouraging return visitation.

“As a business already participating in cruise tourism we are often approached by others for advice when considering developing products for this market. It will be so wonderful to now have a resource to not only refer to ourselves but to share with our networks.”

‘Quick Tips for Creating Cruise Shore Experiences’ is part of Destination NSW’s NSW First Program, whose purpose is to help visitor economy businesses develop, promote and sell great visitor experiences.

You can access the guide HERE.

Featured image: Aboriginal educator Tim Gray leading guests on an Aboriginal Cultural Tour in Barangaroo, Sydney (supplied)

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