Cruise Industry
Market Overview
2023 marks the first year since 2020 that the full global fleet has returned to service. Cruise lines reported higher yields on ticket sales and onboard revenue continued to meet or outpace 2019 records. The focus for Hawai‘i in 2024 is to create a solid strategy for maintaining and diversifying a sustainable cruise market. The U.S. is the primary source market for cruises to the Hawaiian Islands. Norwegian Cruise Line generates the most capacity in Hawai‘i with the Pride of America’s permanent deployment from Honolulu. Pride of America is the only U.S. flagged vessel based in Hawai‘i, sailing 7-day round trip cruises within the Hawaiian Islands. The balance of Hawai‘i’s cruise capacity is generated by international cruise brands which are required to sail to and from Hawai‘i from international destinations. The majority of these companies have corporate operations based in the U.S. North American cruise brands represent 96% of the brands visiting Hawai‘i. As cruising resumes, the Mālama Hawai‘i campaign will be a focus of outreach and education efforts.
Strategy
-
Promote the Mālama Hawai‘i campaign to the cruise industry and create programs which appeal to cruise guests seeking a deeper understanding of, and connection to, the Hawaiian Islands.
-
Coordinate with local government agencies and tourism organizations (DOT, DLNR, CLIA & HVCB Island Chapters) on matters related to the cruise industry.
-
Partner with local stakeholders of the Hawaiian Islands to ensure a positive visitor experience.
-
Continue to foster relations with the premium brands which can be accommodated within the current port infrastructure and have a higher passenger spend.
-
Provide logistical support for new or specialty port calls.
