2. Case studies
Four different ports that have a contrasting experience of cruise tourism were reviewed as part of this research study. These include:
- Bergen, Norway
- Juneau, Alaska
- Barcelona, Spain
- Orkney, Scotland
Overview
- Scotland has a variety of large and small ports. As a cruise destination, it offers breathtaking scenery, and great history and culture.
- The cruise tourism industry has grown year-on-year in Scotland. With almost 900 calls, over 800,000 cruise passengers visited Scotland in 2019.
- In 2019 and 2020, research was conducted to explore the size of Scotland’s cruise tourism market. This research also reviewed the opportunities and challenges to develop the sector sustainably.
- The study was jointly commissioned by Highlands and Islands Enterprise, Scottish Enterprise, the Scottish Government and VisitScotland. The study was delivered by ekosgen.
Cruise tourism in Scotland | Executive summary
Published December 2020
Cruise tourism in Scotland | Final report
Published December 2020
Key statistics
817,000
cruise passengers visiting Scotland in 2019
893
cruise ship calls in Scotland in 2019
£40.6 million
spent directly onshore by passengers and crew in Scotland in 2019
Source: Cruise Tourism in Scotland, ekosgen 2020
1. Executive summary
-
Global and European trends
There is a general trend for cruises of shorter durations. There's also a trend with a wider range of onshore activities, and a positive passenger experience in the port and its immediate environs.
Expedition and boutique cruises are emerging as significant niche segments. These vessels are typically much smaller. They provide a luxury offer that can be delivered in destinations in a way that is much more manageable and flexible.
There has also been a shift away from passengers on mainstream cruise voyages booking guided tours and itineraries. The trend moves to planning a more independent visit at destinations.
Calls and passengers
In 2019, there were 893 cruise ship calls bringing 817,000 passengers. This was an 8% increase in calls from 2018 and a 17% increase from 2017, across all vessel sizes.
Scotland has five marquee ports (Invergordon, Edinburgh, Kirkwall, Lerwick, and Greenock). These are a gateway to a "must see venue or destination" that plays a key role in attracting customers for a cruise.
These five marquee ports accounted for almost two thirds (63%) of all Scottish cruise calls, and a much higher proportion (85%) of the passengers in 2019.
Cruise tourism to Scotland is strongly concentrated in the Highlands and islands. During 2019, these regions had almost three in four (73%) of Scotland’s total cruise calls. They also welcomed 61% of cruise passengers, largely at Kirkwall, Lerwick, and Invergordon.
Source: Cruise Tourism in Scotland, ekosgen 2020
Cruise tourism in Scotland | Case studies
Published December 2020
3. Methodology
Fieldwork was conducted between September 2019 and March 2020. 102 in-depth telephone interviews were conducted. 291 completed online surveys were received. Further detail on methodology is available within the full report.
4. Additional research resources
Cruise marketing organisation
cruisescotland.comInformation for Scotland’s cruise industry partners