The 2023-24 Taranaki cruise season delivered an economic impact of more than $2 million to the region, according to a new study detailing the value of cruise tourism to New Zealand’s regions.
Te Puna Umanga Venture Taranaki, the regional development agency, welcome the results of the Value of Cruise Tourism Economic Assessment for Cruise Tourism in New Zealand, 2023-24, the first detailed analysis of the economic impact of cruise tourism on New Zealand’s regions, including Taranaki.
Jointly commissioned by the Cruise Lines International Association (CLIA) and New Zealand Cruise Association (NZCA) and produced by AEC Group, this report highlights the growth potential for cruise tourism in regional New Zealand, underscoring the value of the sector to local economies.
Taranaki welcomed seven cruise ships in the 2023-24 season, bringing 6,669 passenger visit days and 1,736 crew members to the region. According to the report, this activity generated an additional $2.2 million of value for the Taranaki economy through direct, indirect, and induced impacts, with cruise passengers spending an average of $116.25 per day and crew members spending $47.54 per day on local goods and services.
Additionally, the report attributes 15 jobs in Taranaki to the cruise sector, seven direct and eight indirect or induced positions, highlighting the employment potential for cruise in the region.
This report comes on the back of the region’s own five-year Taranaki Cruise Strategy development and launch, a partnership between Venture Taranaki, and Port Taranaki, and designed to capitalise on the forecasted growth in the cruise sector, leveraging the untapped capacity at Port Taranaki and creating consistent commercial opportunities for tourism businesses.
"This report confirms what we have already identified as a region, that cruise holds significant untapped potential for Taranaki, and the potential to provide a significant and immediate economic boost to many of our local businesses", shared Brylee Flutey, GM Destination, Te Puna Umanga/Venture Taranaki.
"These figures are reassuring, signalling that we are on the right track when it comes to our strategic direction, and our focus on building and supporting the Taranaki economy through the development of our cruise capacity internally, alongside the attraction of cruise vessels."
Port Taranaki, General Manager Commercial, Ross Dingle agreed, saying the report’s findings confirmed the growing importance of cruise tourism to Taranaki.
"As a key economic asset and business enabler for Taranaki, at Port Taranaki we’re focused on attracting and facilitating trade and business that benefits our region. As this report shows, cruise tourism does this, providing value for Taranaki that reaches well beyond the port gates.
"At Port Taranaki we’ve put added focus on the cruise aspect of our business, such as having a cruise coordinator work alongside Venture Taranaki and other regional cruise stakeholders on planning and organisation ahead of the season, and on ensuring cruise days run smoothly and our visitors have a great experience. This helps to enhance the region’s reputation with cruise lines and encourages further visits.
"We’re also working hard with ship’s agents and the cruise lines to highlight our advantage as a port of entry and exit, with our proximity to the Australian east coast; our ability and willingness to accommodate vessels at short notice should there be a change of schedule; and ensuring we understand what cruise lines’ requirements are and how we can meet them," Mr Dingle said.
"Our mission is to make trade easy for our customers, and this includes our cruise customers."
This positive economic sentiment was echoed by Tina Koch, owner of the Seaside Market.
Driven through the Taranaki Cruise Strategy, the Seaside Market aligned with cruise ship arrivals last season, relocating to Puke Ariki Landing to greet passengers and create a lively atmosphere in the city centre. This move also generated significant sales for many stallholders, showcasing the positive impact of coordinated tourism and community events, and the economic benefits cruise can have on both small and large businesses.
"It was wonderful to see so many new faces exploring what Taranaki has to offer. Our stallholders really appreciated the increased foot traffic, and many reported an uptick in sales. It’s a win-win for both the community and the visiting passengers, and we look forward to doing the same this upcoming season."
With five port visits scheduled this coming season, despite being down on last year, the region will once again still benefit from the positive economic impacts of cruise at a time where businesses are doing it tough.
The report will guide future efforts to support the Taranaki Cruise Strategy and boost local tourism, aligning the region with New Zealand’s growing cruise industry while fostering sustainable growth and development.
"As we continue to deliver on our Taranaki Cruise Strategy, we will use this new data to drive decision-making while working closely with our stakeholders to ensure we make the most of the opportunities the cruise sector presents, bringing lasting value to the community," concluded Ms Flutey.
