SL&A and EBNT National Observatory on cruise tourism in the Mediterranean 2010 05 17 18 Gabriele Guglielmi . EBNT President

1. National Observatory on cruise
tourism in the Mediterranean
May 2010
www.slea.it

2. Cruise Industry in the Mediterranean
During 2008, there have been 42 active cruise companies in
Europe, for a total of 129 cruise ships and sleeping
accomodations for over 116,000 guests;
Extra European companies (mainly american) amount to 63
ships and 71,300 sleeping accomodations
In the Mediterranean during the 2008, 159 cruise ships for a
total of 166,742 sleeping accomodations have been active,
for a total sleeping accomodation capacity of 166,742 (an
average of
Source: European Cruise Council, 2009

3. Cruise Lines
A characteristic of this
sector is a high
concentration of
multibrand cruise
groups.
77.6% of total capacity
in the hands of 5
economic subjects
involved in the
business.
The main italian cruise
lines are Costa
Crociere (part of
Carnival Corporation
&PLC) and MSC
Crociere. Fonte: Seatrade Cruise Review, 2007
The top 5 cruise groups worldwide

4. Cruise demand at a global level
Asectorthat didn't experiencethecrisis
The cruise industry is a sector that has keèt grpwing in the last 25 years,
mainly stimulated by demand in North America. From 1998 to 2008,
passengers have more than
doubled, reaching 16.24 millions.
From 1998 to 2008, North
America, even though keeping
the lead in this segment, has
lost some of its market shares
in favour of European
destinations.
1998 2008
Passenger
s
(in mln)
% Passengers
(in mln)
%
North
America
5,4 69,3 10,29 63,4
Europe 1,71 22,0 4,5 27,7
Other
countries
0,68 8,7 1,45 8,9
Total 7,79 100,0 16,24 100,0
Source: G.P. Wild (international) Limited from PSA, CLIA,
ECC, other sources

5. Cruise demand at a global level (1)
In Europe during 2008 around 4 and a half million people have
bought a cruise, 30% more than 2006.
The first ECCs for 2009 confirm a further growth of cruise
demand: passengers which have chosen a cruise vacation in
Europe are 4.95 millions, 12% more than last year.
Fluxes in Europe regard mainly two destination areas: the
Mediterranean, which is also the second destination at a
global level, and Northern Europe.

6. Italy in the European context (1)
One third of cruise tourist
come from United Kingdom,
followed by Germany (20%).
At the third place is Italy, with
15% amounting to 682,000
cruise tourists, +32% from
2006.
The initial data processed by
ECC in 2009 indicate a
further growth: United
Kingdom has reached one
and a half million cruise
tourists, Germany one million
and Italy 790,000.
2008
Passengers
(x 1.000)
Market share
UK 1.477 33,4
Germania 907 20,5
Italia 682 15,4
Spagna 497 11,2
Francia 310 7,0
Altri Paesi 550 12,4
Totale 4.423 100,0
Source: European Cruise Council, 2009

7. Italy in the European context (2)
Around 4.7 million cruise
tourists embark from
european seaports.
At the first place in terms of
embarks, we find the italian
seaports with 1.6 million
passengers.
Spain in at the second
place, with 1 million
embarks, mainly in the
seports of Barcellona and
Palma.
At the third place is UK, with
Southampton and Dover.
European Cruise Passengers by source
country (top five) – 2008
Country Passengers %
Italy 1.682.000 35.9
Spain 1.038.000 22.1
UK 724.000 15.4
Greece 472.000 10.1
Germany 215.000 4.6
source: European Cruise Council, 2009

8. Italy in the European context (3)
Among the favourite
destinations in the
Mediterranean we find the
baltic areas.
The first 10 destinations
amount to 85% of visits
during 2008.
Italian ports are in the first
positions, with 5 million visits
during 2008.
European Cruise Passengers by country of
destination (top ten) - 2008
Country Passengers %
Italy 4.993.000 23.0
Greece 4.269.000 19.6
Spain 3.600.000 16.6
France 1.787.000 8.2
Norway 1.460.000 6.7
Portugal 786.000 3.6
Malta 512.000 .4
Sweden 433.000 20
United Kingdom 406.000 1.9
Estonia 377.000 1.7
Fonte: European Cruise Council, 2009

9. Italy in the European context (4)
The italian supremacy is even more evident if we analyze the
numbers regarding passenger traffic in European ports.
At the first place is Barcellona, followed shortly after by
Civitavecchia; both are included as main seaports in terms of
global cruise traffic.
All seaports have experienced a growth during the last years,
justifying investements in infrastructures and commercial
capacity, backed by many port authorities.

10. Italy in the European context (5)
Among the main italian ports, in addition to Civitavecchia, we
find Naples, Venice, Livorno and Savona. Italy is one of the
places where international demand has been rapidly growing
during the last years:
It has been assessed that our ports will receive, within 2010,
almost 9 million passengers (5% increase on 2009), for a
total of 4500 visits by cruise ships, almost 7% more. (Cemar
Observatory)
It is important to underline that for many communities cruise
traffic represents an important share of the economy: mainly
in the cases of Venice and Savona, where cruise traffic
amounts to 70% of the total number of passengers.

11. Italy in the European context (6)
Traffico crocieristico nei principali porti del Mediterraneo
2000 2007 2008
Var. %
2007/2008
Var. %
2000/2008
Barcellona 573.571 1.765.838 2.069.651 17,2 260,8
Civitavecchia n.d. 1.586.101 1.818.616 14,7 n.d.
Isole Baleari1
622.663 1.219.886 1.314.090 7,7 111,0
Naples 405.639 1.151.345 1.237.075 7,4 205,0
Venice 337.475 1.003.529 1.215.088 21,1 260,1
Dubrovnik 130.869 686.000 851.961 24,2 551,0
Livorno 228.996 713.114 848.861 19,0 270,7
French seaports1
300.778 559.411 762.092 36,2 153,4
Tunis 185.656 721.592 694.829 -3,7 274,3
Savona n.d. 761.002 770.801 1,3 n.d.
Source: MedCruise e Autorità portuali
1) aggregate

12. cruise traffic in italian ports (1)
For what concerns italian ports, a ìn additional survey has been
conducted analyzing cruise traffic, dividing emarks/disembarks and
transits.
This is a distinction that allows us to better inderstand if a terminal has to
be considered a Home Port (starting and/or ending point of a cruise) or
Port of Call (intermediate stop).
Even though this distinction is becoming always less important, due to
the fact that many companies allow embarks in transit ports, it is in any
case important knowing how to tell the difference between these two
categories, because this may have a huge impact on cruise tourism
generated by the territory.
The main italian home ports are Savona, Venice, Trieste and Genova,
while the others are ports of call. An exception is Civitavecchia, which
has a double role, both as an embark/disembark and as a transit port.

13. cruise traffic in italian ports (2)
source: elaborazioni SL&A su dati Medcruise e Autorità Portuali
1) figures: 2007

14. cruise traffic in italian ports (3)
Fonte: MedCruise e Autorità Portuali
Cruise traffic in the main italian ports
2008 Market Share % on total passengers
Civitavecchia 1.818.616 22,6 42,7
Naples 1.237.078 15,4 20,6
Venice 1.215.099 15,1 70,6
Livorno 848.861 10,6 27,4
Savona 770.801 9,6 69,2
Genova 547.905 6,8 16,8
Palermo 538.721 6,7 22,2
Bari 465.739 5,8 25,2
Messina 337.117 4,2 3,5
Cagliari 89.871 1,1 23,9
Trieste 87.331 1,1 57,0
La Spezia 49.656 0,6 n.d.
Portoferraio 21.502 0,3 n.d.
Ravenna 8.867 0,1 n.d.

15. The impact of cruise industry in 2008 (1)
During 2008 in Europe the direct expenses created by the cruise industry
(from cruise companies and its passengers) amounted to 14.2 billion euros
(+10%compared to the previous year).
These 14.2 billions have
generated 150.000
workplaces, for a total
of 4.6 billion euros of
remunerations.
Each million euro
invested in the cruise
industry has
“produced” 2,27 million
euros of related
industries and 22
working places, giving
an average wage of
32,100 euro. Fonte: European Cruise Council, 2009

16. The impact of cruise industry (2)
Italy is the country tha benefits the most from cruise related industries,
which explains the importance of this sector for the entire economy.
Italy in 2008 was accountable for:
- 30% of the total european direct expenses for a total of 4,3 billion
euros (+9% increase form previous year)
- 31% of generated workplaces from industrie linked to european
cruises, for a total of 97,000 employed and salaries for 3 billion euros.

17. The impact of cruise industry (3)
Fonte: European Cruise Council, 2009
Direct expenses in the cruise industry
Related industries: working places

18. The impact of cruise industry 2008 (4)
Country
Direct expense
(€ in mln)
Growth rate
(cfr 2007) Working places
Remunerations
(€ in mln)
Italy 4.318,00 +9% 97.152 2.975,00
Germany 2.351,00 +15% 41.560 1.568,00
United Kingdom 2.263,00 +13% 49.015 1.947,00
Frane 1.399,00 +21% 18.265 818,00
Spain 1.042,00 +10% 22.397 595,00
Finland 902,00 +12% 14.268 533,00
Top six 12.275,00 +12% 242.657 8.436,00
Others 1.941,00 +1% 68.855 1.558,00
Total 14.216,00 +11% 311.512 9.994,00
Fonte: European Cruise Council, 2009