1 Cruising with Holland America Line Tourism, corporate identity and corporate history Ferry de Goey Faculty of History and Arts Erasmus University Rotterdam The Netherlands
[email protected] Paper for the EBHA Conference 2005 in Frankfurt am Main, Germany (September 1 - 3, 2005) Session 2 C: Images of Transport Do not quote without permission. © Ferry de Goey (2005) 2 “The reason for our success is that we meet and exceed the expectations of our guests every day; we create dr eams for them every day. There is no better value.” (Micky Arison, Chairman and CEO Carnival Corporation, 2004) If you remember Captain Stubing, cruise director Julie McCoy, bartender Isaac Washington, and yeoman-purser “Gopher” Smith of the 1970s television series The Love Boat, you probably have the right age to take a cruise.1 You shall not be alone; in 2005, about 11.1 million people will join you on a cruise. Economic research documents the tremendous growth of tourism in general and particularly the cruise industry after the 1960s. Worldwide employment in tourism in 2001 was 207 million jobs or 8 percent of all jobs. About 11 percent (or 3.3 trillion US Dollars) of global GDP is contributed by the tourist industry and some 698 million tourists generated this economic result. While tourism used to be located in Europe and the USA (in 1950 the top 15 tourist attractions were all located in Europe and the USA), today tourism is a global industry with multinational enterprises.2 Tourism is an exceptionally dynamic industry with businesses constantly inventing new attractions.