Cruise Week commission bonanza expected: ICCA aims to emulate US and UK successes

Issues & Trends – August 2012

Cruise Week commission bonanza expected: ICCA aims
to emulate US and UK successes

THE imminent “Cruise Week” promotion planned by The International Cruise Council Australasia (ICCA) confirms the growing links between the Australian cruise body and the US Cruise Lines International Association (CLIA).

The ICCA decision to mount the event follows the success of similar promotions in the UK and US.
Claimed to be the region’s largest cruise promotion, the inaugural National Cruise Week is about to get under way, running from September 3 to 9.

According to ICCA general manager Brett Jardine it will involve 28 ICCA member cruise lines and more than 1000 member travel agents across Australia and New Zealand.

He said ICCA travel agents will be able to offer their clients “spectacular savings” from exclusive deals made available by member cruise lines.

It could mean a commission bonanza for local agents. According to CLIA, which started National Cruise Week in 2005, last year’s event generated $US55 million in new sales and more than $US7 million in commissions across North America.

ICCA has been urging its member travel agents to mark the first National Cruise Week with a range of events including afternoon teas, barbecues, film nights and online promotions.

“We know how valuable an event of this scale is to the local cruise industry,” Jardine said. “As Australia is one of the fastest growing cruise markets in the world, we have high hopes for the inaugural National Cruise Week and believe it will help drive sales even further as we enter the region’s largest cruise season.”

• The Dubai Department of Tourism and Commerce Marketing (DTCM) has joined the growing list of non-cruise organisations taking out associate membership of ICCA. Tourist offices – both domestic and international – are a major component of ICCA’s associate membership.

In the case of DTCM, the decision to join ICCA follows the launch of a new cruise terminal in Dubai in 2010. The following year the terminal welcomed 108 cruise ships carrying more than 396,000 passengers, the number is expected to reach 400,000 this year and grow to 425,000 passen-gers in 2013 with 115 ship visits.

Jardine said many ICCA cruise line members called at Dubai on their world itineraries and some home-ported there.

“The Cruise Council will connect Dubai Tourism with well-qualified cruise consultants,” he said.