Cruise Industry
Market Overview
Cruise operations have gradually normalized and virtually all COVID restrictions have been lifted. Cruise Lines International Association measured consumer sentiment in the UK, France, Germany, Italy, Spain, U.S., Canada and Australia, and reported that the demand for cruising has exceeded 2019 levels with guests feeling confident in the health and safety protocols put in place by the cruise lines.
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 efforts.
Strategy
- Support the resumption of cruising for the Hawaiian Islands and build sustainable future cruise calls for 2023 and beyond in alignment with HTA's Strategic Plan.
- 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.
- Coordinate with local stakeholders of the Hawaiian Islands on cruise-related issues to ensure a positive visitor experience.
- Provide logistical support for new or specialty port calls.
