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Cruise Market Study Cruise Market Study Prepared for: S u r i n a m e Prepared by: Jo. Spalburg Consulting Group PTP, February 2009 Note: This document has been produced with the financial assistance of the 9th European Development Fund for CARIFORUM countries, facilitated through Caribbean Export. The contents of this document are the sole responsibility of METS N.V. and can under no circumstances be regarded as reflecting the position of the E.U. PREFACE The potential of the tourism sector -one of the world’s largest industries and generators of wealth and jobs- to stimulate economic and social development, thereby transforming economies, has been internationally acknowledged and proven in the Caribbean region, which is largely dependent on it. The Government of Suriname (GoS) has now recognized that Suriname -the only truly multi-cultural and multi-lingual CARICOM member state- has a considerable potential to develop its tourism sector, mainly based on nature- and eco-tourism. Since 1985 Suriname experienced a substantial increase in total foreign visitor arrivals, which are no longer dependent only on the Visiting Friends & Relatives (VFR) segment of the tourism sector. However, in exploring avenues for consolidating its tourism strengths, it would be vital for Suriname to be sensitive to global developments and demands, and responsive to all facets of the tourism industry and changing international trends and tourist perceptions. Cruise tourism represents one such avenue where far reaching developments have been witnessed worldwide and in particular in the Caribbean region. The Caribbean continues to be the world’s most preferred cruise destination; representing about 70% of the international cruise demand and accounting for 40% of all worldwide itineraries [according to the latest statistics of the Florida & Caribbean Cruise Association (FCCA)]. The cumulative number of cruise passenger arrivals in the Caribbean region increased from 3 million in 1980 to nearly 20 million in 2007 [according to CTO’s latest statistics], which gives an indication of the level of maturity the cruise industry has reached. Cruise tourism is as yet in its infancy in Suriname. In the official statistics of the Caribbean Tourism Organisation (CTO) -of which Suriname (like its neighbour Guyana) is one of the 32 member states- the ‘Land of many Rivers’ (or the ‘Land of many Waters’) does not even get mentioned in the cruise market section of the reports, and Suriname has no claim to even a marginal positioning… Despite its unique position on the northeastern South American coast, an impressive coastline of 386km, almost 1,200km of waterways and many breathtaking cultural and natural attractions, Suriname has continued to miss out on the cruise tourism potential. It is in realization of this that METS N.V., one of the Tour Operators that has been on the forefront of tourism development in Suriname, has taken the initiative to commission this Cruise Market Study, with the purpose of evolving strategies towards an effective exploitation of its global possibilities for the company and Suriname as a tourism destination. 2 The Terms of Reference of the Cruise Market Study are as follows. The overall objective is to determine the potential for cruise tourism for METS, which as a means to sustainable economic development for Suriname, could make a major contribution to the company’s growth, increase its competitiveness and foreign-currency-earning export diversification. The Cruise Market Study aims to provide METS with a market action plan to increase the company’s market share of cruise tourism, by targeting specific cruise ships and their anticipated number of passengers that can be attracted to Suriname’s shores, estimating the incremental revenue that can be generated for the company by their direct spending, as well as the overall contribution to Suriname’s GNP. The Cruise Market Study should provide the following deliverables: 1. overall cruise market overview and its importance for the Caribbean and South American regions; 2. target list of cruise ships (by type of cruise and by cruise line) for Suriname; 3. projection of potential annual no. of cruise passengers; 4. projection of potential annual revenue from direct spending of passengers, both for Suriname and for METS; 5. proposed action plan to develop cruise tourism, including proposed list of marketing activities to be developed by Suriname and by METS that will lead the latter to effectively penetrate the international cruise market and to broaden its market base, in order to ensure long term sustainability for the company. This study report has analysed all elements of the cruise tourism sector as set forth in the Terms of Reference (ToR) above, duly consolidating the elements into the relevant macro aspects. This analysis aims to develop a better understanding of the features, characteristics, demands and trends related to the cruise tourism market, in order to enable METS and its trade partners, of both the public and private sector, to develop appropriate strategies and market activities that are required for developing its full potential for Suriname. Disclaimer: Although every effort has been made to ensure accuracy and reliability of the contents of this Cruise Market Study, neither the VIP Consulting Group, nor any of its consultants shall under any circumstances be held liable for the information, opinions and forecasts expressed in this report. TABLE OF CONTENTS Page No. Reference terms 1 1. Introduction – Profile of the Worldwide Cruise Industry 2 1.1 Continuous Demand 2 1.1.1 European Market Growth 3 1.2 A Global Industry 3 1.3 Controlled Supply 4 1.3.1 Cruise Market Shares 4 1.3.2 North American Market 7 1.4 Diversification of Supply 7 1.4.1 Cruise Lines 9 1.4.2 Incoming Tour Operators 10 1.4.3 Hotel Sector 11 1.4.4 Market Strategies 11 1.5 Trends and Developments 13 1.6 Weighing Pro’s and Con’s 14 1.6.1 Economic Effects 16 1.6.2 Social- and Cultural Effects 18 1.6.3 Environmental Effects 20 1.6.4 Taxation Issues 23 2. The Caribbean – the World’s most popular Cruise Region 25 2.1 Strong Seasonality 26 2.2 Great variety of Itineraries 26 2.3 Most Popular destinations 27 2.4 Leveling Capacity 27 3. South America - an emerging Cruise Destination 29 3.1 Greater Variety of Type of Cruises 29 3.2 Shorter Season 29 3.3 Most popular Itineraries 30 3.4 Trends and Developments 31 3.4.1. Increasing Capacity 31 4. Suriname – an emerging Tourism Destination 33 4.1 The Tourism Sector and Economic Outlook 33 4.2 Cruise History 35 4.3 Recognition for Cruise Tourism Potential 36 4.3.1 Cruise Terminal plans 37 4.3.2 Inspiration from Brazil 38 4.4 Ports of Entry 39 4.4.1 Port Facilities and Restrictions 40 4.5 Major Constraints 41 4.6 Dredging 42 4.7 Challenges to Establishing a Cruise Port 43 4.7.1 Needs to gear up for the Challenge 43 4.7.1.1 Recommendations for a Cruise Terminal 44 4.8 Viability for a Cruise Terminal 48 4.9 SWOT Analysis 49 4.9.1 Strengths 49 4.9.2 Weaknesses 50 4.9.3 Opportunities 50 4.9.4 Threats 51 4.10 Market Potential Analysis 52 4.10.1 Cruise Lines’ / Operators’ Target List 54 4.11 Expected Returns 55 4.11.1 Expected Volume 55 4.11.2Seasonality 56 4.11.3 Expected Value 57 4.11.4 Additional Benefits 58 5. Key Strategic Imperatives 59 -1: Create the Infrastructure required 59 -2: Optimise the Product 60 -3: Create Market Positioning 61 -4: Create the Experience 61 -5: Build the Capacity 62 -6: Create the Policy and Institutions required 62 5.1 Key Success Factors 62 -1: Bringing the Cruise Ships to Suriname’s shores 62 - 2: Remove Hindrances 63 - 3: Make optimal Use of existing Facilities 64 - 4: Maximising Revenue 64 - 5: Optimising the Product 64 5.2 Immediate Steps for METS 65 - 1: Marketing Cruise Tourism 65 - 2: Cruise Tourism Strategy 65 - 3: Marketing Approach 65 - Understanding the Market 65 - Create effective promotional tools 65 - Target key audiences 66 - Establish a dialogue for co-operation with key players 66 - Develop an effective media campaign 66 - Monitor and improve 67 - Participate in International Forums 67 5.3 Critical Support Required 68 Glossary of Specialist Terms and Abbreviations 70 List of Resources 74 - Associations 74 - Bibliography 75 - Other Websites used 84 List of Tables & Figures 86 Appendices: I.: Cruise Order Book (to 2012) II.: Cruise Lines’ capacity overview (2006) III.: CTO Latest Statistics (2008) IV.: Paramaribo Port Information V.A: Cruise Ships with Draft ≤ 4.5m V.B: Cruise Ships with Draft 4.5 – 6.5m VI: Overview of Cruise Ships sailing along Suriname’s coast (2009/10) Reference Terms In accordance with the United Nations’ World Tourism Organisation (UNWTO) Recommendations on Tourism Statistics and other resources (see Page 71), we have adhered to the following reference terms: A) Tourism is defined as "the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes." B) Cruise tourism is defined as “any maritime-based tour by fare paying guests onboard a vessel whose primary purpose is the accommodation of guests, to visit a variety of destinations rather than to operate a set route”. C) Visitors are defined as all types of travellers related to tourism. International visitor is the term applied to "any person travelling to a country different from that of his/her usual residence, outside his/her usual environment, for less than twelve months, and whose main purpose of trip is other than the exercise of an activity remunerated from within the place visited".
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