The case of three cruise port cities in the Netherlands

Cities compete with other cities for attractive ‘city customers’. The cruise sector is considered as an attractive sector for cities since economical impact on the local community can be significant. Besides that, the sector does have relatively little negative externalities in comparison with other port activities. The goal of this research is to give an insight into the possibilities cities have in the competition for the cruise sector. In order to become a successful cruise port city several preconditions should be met. Therefore an answer is given to the following research question: What are the main preconditions cruise port cities should meet in order to operate as a competitive cruise destination? It appears that the cruise destination should first of all have a unique and desirable image brand. Branding plays an important role in the cruise sector. The several cruise lines (brands) try to ‘sell’ a unique experience to their passengers in which they make use of the image brand of the cruise ship, but they make also use of the image brand of the destination. The cruise port city should also have a primary tourism product that is easily accessible and which is of such a quality that it matches the aspired image. Primary tourism products act as attractions for cruise lines and cruise passengers. Cruise lines have in this way the opportunity to organize on shore excursions to these attractions. This is particularly important since on shore excursions have become an important source of income for cruise lines. Cruise port cities, which not only have the ambition to operate as a port of call, but also as a turnaround port, should have a secondary tourism product with a high quality and a strong external accessibility as well. Finally it is important for cruise port cities to implement effective marketing strategies and tourism development efforts.