Asia’s cruise tourism strategy hinges on collaboration among cruise lines, national tourism boards, local authorities, and businesses to create a cohesive ecosystem that enhances passenger experiences.
This approach fosters innovative itineraries, enriching onshore excursions, and aligning infrastructure with passenger needs, ultimately boosting satisfaction, repeat business, and economic growth.
Patricia Yuen, director, cruise, Hong Kong Tourism Board (HKTB), shared that Hong Kong received 30 cruise brands in 2024, a 66 per cent increase over 2023.
To further drive the cruise industry forward, HKTB has partnered with the Philippines, Korea and Xiamen to enhance regional cruising, as it believes in the importance of promoting multiple destinations to cruise lines, rather than a single port, given that most itineraries include more than one stop.
These four destinations capitalised on their presence at the Seatrade Cruise Global in Miami in 2024 to co-host a luncheon for cruise lines’ executives, itinerary planners. and media.
Yuen shared: “This event served as a one-stop platform for cruise lines and media to receive updates from major cruise destinations in Asia. In addition, it facilitated insightful exchanges between participating destinations and key industry players, fostering valuable partnerships and promoting the development of Asian cruise itineraries.
“Looking ahead, we will continue to enhance our collaboration with key neighbouring destinations. By pooling together the latest updates and offerings from each destination, we can promote the vast potential and enhance the collective appeal of cruises in Asia.”
On the outlook for 2025, Yuen said that the expansion of the three-runway system at Hong Kong International Airport will not only lead to new direct flight routes, but it will also boost the fly-cruise business for both the short and long-haul markets.
She anticipates more cruise lines will confirm berth bookings early this year, as the three-runway system, which started operations in December 2024, is poised to attract more visitors to the city.
Complementing this development, the anticipated opening of Kai Tak Sports Park in 1H2025, Hong Kong’s largest sports venue with state-of-the-art facilities, is also expected to draw significant crowds.
These major infrastructure projects underscore Hong Kong’s commitment to expanding its appeal as a premier destination, welcoming both cruise passengers and international event attendees.
Penang, too, has become an increasingly popular cruise destination in Asia, with passenger numbers surpassing pre-pandemic levels in 2023.
This growth is largely attributed to the expansion of the Penang Swettenham Pier Cruise Terminal, which can now accommodate two Royal Caribbean International Oasis-Class vessels, increasing its capacity from 8,000 to 12,000 passengers.
Ooi Chok Yan, CEO of Penang Global Tourism, highlighted the importance of managing passenger flow. “Coordination with local authorities, including Penang Island City Hall and traffic police, ensures smooth traffic and prevents congestion, benefiting both visitors and locals,” he said.
Penang Global Tourism and Penang Port collaborate on destination marketing and providing memorable onshore welcomes, particularly for maiden calls. Ooi emphasised that positive experiences often lead to repeat visits.
Penang also offers tailored itineraries for corporate meeting and incentive groups. These include workshops with local artisans, tours exploring the city’s heritage, and activities fostering teambuilding.
“Our immersive experiences connect visitors to Penang’s rich culture, creating lasting memories that go beyond sightseeing,” Ooi added.
Oliviero Morelli, president of MSC Cruises Japan and South Korea, acknowledged that shore excursions and land activities are integral to the cruise experience, influencing an organiser’s decision to choose MSC Cruises for business events.
“We collaborate with tourist boards and local providers to ensure that local economies thrive while minimising the impact on transportation and infrastructure at our ports. All our efforts are guided by a strong commitment to responsible tourism.”
Morelli has seen a significant shift post-lockdown, with more corporate organisers and meeting planners from China, Japan, and Taiwan opting to host events on cruise ships. This model provides access to meeting rooms, restaurants, entertainment and various activities all in one location.
He highlighted that short Asian sailings of three to five nights are particularly popular among corporate groups, who seek memorable experiences that incorporate local culture, festivals, and events.
He added that environmentally-conscious excursions that focus on environmental sustainability, were also gaining in popularity.
Michael Goh, president, Resorts World Cruises, shared the cruise line has been seeing a strong and steady upward trend in corporate demand in 2023 and 2024, and is optimistic about this continued growth in 2025.
He said: “By offering exclusive, flexible itineraries and access to unique port destinations, we provide incentives and experiential offerings that go beyond what traditional land-based resorts can deliver.”
Resorts World Cruises’ collaborations with various authorities, including tourism boards and business travel partners, are aimed at enhancing the appeal of its corporate incentive offerings, where curated land tours are bundled with onboard experiences, making them more comprehensive and rewarding for event organisers and participants.
Mark Schloesser is a senior venue consultant at GainingEdge, bringing 25 years of experience in architecture, real estate management, and business events venue development, consulting, and operations to the role.
