Page 19 - BILANCIO DI SOSTENIBILITÀ 2017 RISULTATI E PROSPETTIVE

COMMITMENT 17

THE CRUISE INDUSTRY IN ASIA 1

CHINA
ACCOUNTS FOR

67.8%
OF THE
ASIAN MARKET

Continued growth and positive trajectory

of the cruise industry 4 OUT OF 10

The cruise industry is one of the few for responsible tourism and active GUESTS ARE YOUNG
(18 TO 29
areas of constant growth in tourism: participation. Sustainability is an YEARS OLD)
demand for cruising has increased essential part of this new approach,
20.5% in the last five years with more which hinges on respecting cultures, ANNUAL
1
9 OUT OF 10
than 27 million passengers expected to enhancing the port communities GROWTH RATE GUESTS CHOOSE
OF
cruise in 2018. The cruise industry has that our ships visit, collaborating AN ASIAN
6.9 MLN 23% CRUISE
EUROPEAN PASSENGERS grown significantly but still remains a proactively with local stakeholders,
relatively small part of the wider global generating opportunities for long-term OVER 4 MLN
+ 2.5% COMPARED TO 2016 PASSEGGERS
vacation industry; this means there are development and making a meaningful A YEAR
large, addressable markets with low impact on society. (1.4 MILLION
IN 2012)
penetration rates. The outlook for the At the same time, we have a strong,
industry is very positive on account of ongoing focus on safety and
its flexibility, unique benefits and all- environmental performance. Our
inclusive product offerings, enabling commitment to the highest safety
it to meet travelers’ desires and tailor standards applies both on board and
experiences for each guest based shoreside. Maintaining these standards
on their unique wants and needs. A over time is an often complex activity
distinctive feature of cruising is its that requires analysis and mapping
great complexity, involving the building insofar as it is part of an intricate system
and fitting-out of ships, port-related composed of people, resources and
activities, sales networks (especially technologies of the highest strategic
travel agencies) as well as tourism and importance.
allied industries in the ports of call. The cruise industry is looking
The cruise ship is no longer regarded increasingly to Asia. China is expected
solely as a means of transport, of getting to become the world’s second largest
from A to B; rather, the cruise industry has cruise market by the end of the decade.
in recent years refocused its marketing Cruising is still in its infancy in India,
efforts, concentrating on the idea of the another Asian market with huge business
ship itself as the destination, providing development potential that is being
unprecedented onboard experiences full eyed closely. Accordingly, Carnival
of entertainment, relaxation and fun. Corporation is making important
Hence the focus on health and wellness, strategic, infrastructural and commercial
a healthy and balanced diet on board, investments in the region. Costa has
exercise and a product with wide appeal been a trailblazer in Asia and the
aimed not only at repeaters but also at Company continues to set the pace in
first time cruisers, particularly young this part of the world, most recently with
people who are becoming eager to the commissioning of the Costa Venezia,
experience the world through travel the first cruise ship designed and built
and see cruising as an opportunity specifically for the Chinese market.

1 Source: CLIA - Cruise Lines International Association, Industry Outlook 2018.