Cruise Lines International Association chair Adam Goldstein predicts big increases in popularity of cruising

CRUISING is growing in popularity at a rapid rate — 5 per cent every year since 2009 — but an industry supremo says there is scope for massive expansion.

Generic pic of a couple embracing while standing on the deck of a Pride of Aloha cruise ship out at sea.

THE head of the world’s largest cruising body has admitted the industry has an image problem that is restricting its growth.

Despite cruising recording five per cent growth in passengers every year since 2009, last year just 23 million people worldwide took a cruise.

Cruise Lines International Association (CLIA) chairman Adam Goldstein said the figure might sound like a lot but on a global scale it was tiny.

“There is so much vacation activity taking place in the world — that is absolutely nothing,” said Mr Goldstein, who was in Sydney addressing the Cruise3sixty conference.

“I think we still have a really long way to go.”

Family fun ... Norwegian Cruise Lines ship The Pride of Hawaii caters for fun-seekers of all ages.

He said the biggest obstacle to the industry was a lack of consumer awareness.

“Despite the fact that many people have friends and family who’ve taken a cruise and enjoyed a cruise, there’s still a lot of people, and I would venture to say most people for whatever reason when they’re considering their vacation options still aren’t considering a cruise option on their critical list of choices,” Mr Goldstein said.

“We need to get cruises more central to their consideration.”

A Princess Cruise liner at anchor ... the Caribbean remains the most popular locale for cruising holidays.

He believed the lack of consumer awareness was related to the perceptions some people had of cruising that it “was not for them”.

“What we’re trying to get people thinking is that it’s definitely for them and it’s better than ever. That’s a real challenge,” he said.

“This is not an industry where you can hand out samples on the street.

“There is no way to do a little experiment with cruising. You’ve either cruised or you’ve never cruised.”

Older travellers ... does the image of cruising as a preference for older travellers put off other types of tourists?

In the next five years, 55 new cruise ships will be built at a cost of $25 billion adding tens of thousands of cabins to the market.

Mr Goldstein said the other challenge facing the $38 billion industry was to ensure the infrastructure existed as required by market demand.

Australia remains one of the most enthusiastic cruising nations with about four per cent of the population taking a cruise in the last year.

The Caribbean is the most popular cruise destination, followed by the Mediterranean.

CLIA has 62 cruise line members including Royal Caribbean, Carnival and P&O, and 275 executive partners.

Cruising the Med ... the MV Melody approaches Ibiza, off the coast of Spain.