Development of and prospects for cruising in Europe

This paper evaluates the development of prospects for cruising in Europe. It examines this within the broad framework of economic theory and maritime economics. Initially, the market structures and relationships applicable to cruising are considered with particular attention being paid to the linkages between the shipping markets and tourism and leisure. This conceptual analysis suggests that whilst cruising has a strong shipping element it does not fall exclusively within the classic framework of maritime economics but draws from both shipping and tourism and leisure. For reasons of clarity, a number of definitions are also provided covering maritime tourism and leisure, cruising, and supply and demand, as it relates to cruising. Following this, an overview of the cruise industry is included. This focuses primarily on the growth in the demand both world wide and at regional level. In particular, the analysis places the development of cruising in Europe in market perspective. Subsequently, the development of cruising in the UK is examined as a case study. Initially, UK market growth is analysed and it can be seen that the UK is now the second largest cruise market in the world after North America. Projections of the growth in UK demand to 2003 are also provided. The growth in supply is also studied and the UK targeted fleet is identified. In addition, the question of ownership is addressed. The prospects of employment for UK seafarers within the cruise industry are also considered and results obtained from the analysis suggest that it should be possible to increase the participation of UK and other European seafarers within the cruise industry at all levels and in all departments. In the final section of the paper, the position of UK ports as terminals and destinations is evaluated. It is concluded that the fundamentals of the cruise business remain strong, and continued growth by the industry should be possible for the foreseeable future.