Annual General Meeting

Chair’s Report

Marketing Partners

Vision

Newfoundland and Labrador will be a leading global cruise destination.

Cruise NL mission is to increase provincial cruise activity and its economic impact.

Mission

Mandate

Cruise NL will lead strategic cruise initiatives in cooperation with government and industry

partners through marketing, port development, and advocacy.

Where in the World

“While the Caribbean, Alaska and Europe remain the dominant markets, many CLIA member lines have announced plans to increase their presence in other parts of the world, including Asia, Canada/New England, the Indian Ocean and Africa, the Amazon and Brazil, the Middle East and the Arctic Regions, including Newfoundland and Greenland.”

Source: Cruise Line International Association (CLIA)

Goals

• Cruise Newfoundland and Labrador has identified key items to be considered throughout the strategic planning process:

• Budget• Strategic Alignment of Goals, Objectives and

Deliverables with Funding Partners• Human Resources• Industry Trends• Research • Advocacy

Newfoundland & Labrador 2011

• Cruise generates $11 million in economic impact to NL annually

• 16% of NL port calls derive from Canada/New England itineraries.

• Transatlantic (30%), Arctic (25%), Adventure/Expedition including Circumnavigation (29%) accounted for 84% of the Cruise business to NL

Goal 1

To be a destination of choice for Adventure/Expedition,

Transatlantic/North, Canada-New England and Homeporting cruises.

Accomplishments• Branding

– Destination Awareness– Destination Planner– Cruise USP– Banners– Website

• Event Attendance– Seatrade Miami 2010, 2011 – Seatrade Europe 2011– Taste of Atlantic Canada 2010– Canada New England Symposium 2010, 2011

Accomplishments

• Miami Sales Calls 2010, 2011• Shore Excursions and City Programs: Tourism

Best Practices Mission, 2011• International Exploration Cruise Forum, 2011• Database of all Cruise Lines, Fleet, Itineraries,

visits to NL since 1998

Accomplishments

• Cruise the Edge website launch• Monthly newsletter• Press Releases• Social Media Strategy

– Facebook – Twitter– Flickr– Slideshare– Mail Chimp

New Banners

Goal 2

To attract, maintain and increase sustainable cruise activity that fits the

scale, nature, and character of the destination.

Accomplishments

• CINA Partnership Official, Miami 2011

• Strong relationship with other Atlantic Canadian and Quebec ports through ACCA

• FAM Tours– NCL -Arctic Kingdom Polar Expedition– ResidenSea -CLIA – Adventure Canada - Royal Caribbean Cruise Line– Aquilia Tours– Saga – World Wide Quest

Goal 3

To increase cruise economic impact through strategic marketing and

subsequent cruise tourism growth.

Accomplishments

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Pa

x &

Cre

w

Scheduled Actual

Accomplishments

2012 ProjectionsPort Calls 95Ports of Call 51Cruise Operators 16Cruise Ships 27TOTAL Pax & Crew 76,032

2012 Projections15 ship calls booked in Corner BrookSeveral large ships booked for St. John’s

Accomplishments

2011 Inaugural Calls• Queen Elizabeth (Cunard)• Regatta (Oceania Cruises)• Seabourn Sojourn (Yachts of Seabourn)2012 Inaugural Calls• Norwegian Gem (Norwegian Cruise Line)• World Wide Quest• Arctic Kingdom Polar Expedition• Quest for Adventure (Saga)• Emerald Princess (Princess Cruise Line)• Brilliance of the Seas (RCCL)

Goal 4

To provide leadership and guidance for urban and rural cruise port

development, infrastructure, and the delivery of quality service within

provincial ports.

Accomplishments

• Development and implementation of a new port program “Exceeding Expectations”

• Development of Destination Planner

• Homeporting Strategy

• Port Readiness Workshop

Accomplishments

• Working with Nunatsiavut Government on North Coast development

• Attended New England Best Practices Program

• Statistics by port and region now available for 1998 - Present

Goal 5

To advocate on issues that impact cruise tourism throughout the province

of NL.

Accomplishments

• CBSA• Transport Canada• Parks Canada• ACOA• ACTP• Canadian Hydrographic• Provincial DMOs• ACCA

• North West Cruise Association

• Other industry Stakeholders

Working with…

Goal 6

To strengthen and broaden participation in the association.

Accomplishments

• Launch of “News from the Edge” monthly newsletter

• New collateral materials sent to provincial ports, associations and cruise operators

• National and International exposure from new brand launch

• Increase in 2011 small port membership

Accomplishments

• Addition of St. Anthony as a marketing partner

• International Exploration Cruise Forum

• Secured New Cruise Operators for 2012– Arctic Kingdom Polar Expedition– World Wide Quest

International Exploration Cruise Forum

2011

New Exploration Cruise Forum: Corporate Sponsors

• Marine Institute• Collingwood Spirits and Wines• Newfoundland Chocolate Company• Jumping Bean Coffee• Molson Coors• College of North Atlantic• IBRD• Cruise North America

Exploration Cruise Forum Highlights• The gathering of some 120 plus industry stakeholders who

shared best practices to ensure the continued growth of the Cruise Industry in the province

• Community Champions’ Engagement

• Local, provincial, national and international exposure through print, television, radio and social media

• Increased participation by the Public and Private Sector

• Sharing of knowledge with students of the College of the North Atlantic – Hospitality Tourism Management Program

• Familiarization Tour highlighting legendary St. John’s to several cruise line executives

Exploration Cruise Forum Highlights Cont.

• Increased local economic benefits through hotel bed nights, vehicle rentals, meals, suppliers and showcasing local products including handcrafted art pieces, coffee, chocolate, etc

• Major Partners of the Event including Corporate Sponsors forged relationships with Cruise Lines to commence new distribution and export of local products

• Formal introduction of two new Cruise Lines to the Province for 2012: Worldwide Quest and Arctic Kingdom Polar Expeditions

• Parks Canada to work with Adventure Canada and Cruise Newfoundland and Labrador on a Provincial Cruise Video 2012

Exploration Cruise Forum Highlights Cont.

• Newfoundland Chocolate Company, Jumping Bean Coffee, Collingwood Spirits and Wines, Iceberg Vodka, Molson-Coors Canada and Marine Institute working with Cruise Line Executives to export and forge new relationships with the Cruise Industry

• Increased event attendance

• Ability to host top Executives in Newfoundland and Labrador

• Public/Private Cooperation & Engagement of all Stakeholders

Advocacy

• Federal Government– Canadian Border Services Agency– Canadian Hydrographic Services– Emission Control Area

• Government of Newfoundland and Labrador– Ministerial level Meetings

Ways to become Involved

• Become a member!

• Provide Cruise NL with information on the opportunities that you can offer cruise lines

• Attend Cruise NL events

phone 709 738-7530

www.CruiseTheEdge.com