CRUISE LINER STUDY – PHASE II
ECONOMIC BENEFITS NATIONALLY AND
REGIONALLY
FIRST STEERING COMMITTEE MEETING OF
CRUISE LINER TOURISM
24 MARCH, 2009
RECOMMENDATIONS MOVING FORWARD
 Software. Programs and marketing efforts developed to
ensure product quality, brand recognition,
communication efforts and others.
 Operations. Functional enhancements that allow for
improved cruise operations.
 Hardware. Strategies and action items to ensure that
appropriate capital improvements are planned and
developed to meet anticipated cruise industry
throughput and facilities needs.
KEY COMPONENTS OF PHASE II
1. Update market analysis to reflect notable changes in
global and regional market fundamentals
2. Broadly address the strengths and weaknesses of
regional actors capable of directly and indirectly
welcoming cruise and related tourism activities
3. Assess the economic impacts associated with current
and projected cruise passenger levels for the broader
Southern African region and the local cities and
provinces directly involved
4. Building from our foundation of work, update the
overall strategic approach to growing of South Africa’s
cruise and maritime tourism business
1.0 MARKET ANALYSIS UPDATE
1.1 Pre-Commencement Project Tasks
1.2 Project Kick-Off Workshop
– Confirmation of project goals, objectives and milestones
– Review work conducted under the 2008 study and notable
changes within a global, regional and local context of
importance
– Discussion of key sources of data at a regional level
– Confirmation of the key regional actors (i.e., ports,
destinations, landside attractions) for cruise and maritime
tourism that need to be considered as part of this effort
– Discussion of the final project deliverable to ensure its
usefulness within the regional context of the project
1.0 MARKET ANALYSIS UPDATE
1.3 Market Analysis Update
– What’s changed and how do these changes impact market
analysis and assessment of the industry?
• Retreat of fuel costs
• Global recession
• Elevated piracy concerns
– What influences (if any) a broader understanding and focus of
cruise and maritime tourism regional actors have on the market
outlook prepared in 2008?
– Effort is not a wholesale recast of the work prepared in 2008
2.0 SWOT OF REGIONAL ACTORS
2.1 Selection of Key Regional Actors for Assessment
– Regional actors includes ports, destinations, landside
attractions
2.2 Strengths, Weaknesses, Opportunities, Threats
(SWOT) Assessment
– Primary and secondary role of the regional actor within the
context of cruise and maritime tourism
– Ability to attract and accommodate international and regional
cruise operators and other maritime tourism industries
– Key areas of investment and improvement
– Others to be identified
3.0 ASSESSMENT OF ECONOMIC IMPACTS
3.1 Assembly of Economic Data and Model Inputs
3.2 Economic Model(s) Development
– Model to cover impacts at a national level and for up to four
destinations
3.3 Economic Assessment
– Economic cost benefit analysis; Output = NPV, BCR, IRR
– Macroeconomic impact analysis; Output = Contribution to GDP,
GGP, direct and indict job creation, foreign exchange
generation, tax generation
3.4 Economic Assessment Case Studies
– Assembly of case study information to put into context
measured economic impacts
4.0 FINAL REPORT / FINAL WORK SESSION
4.1 Summary Report Preparation
4.2 Report Presentation and Brainstorming Workshop
– Present and discussion of results of the 2009 South Africa
Cruise and Maritime Tourism effort
– Facilitated discussion and prioritization of marketing efforts
– Identification of key cruise line contacts and groups to focus
resources and marketing efforts over the short term
5.0 (Option) SPECIFIC SITE IMPROVEMENTS
 As an option, the project team can work with specific
regional actors in a collaborative session(s) to illustrate
suggested facilities improvements at client specified
locations
 Design effort would be limited to establishing initial
project vision, listing / illustrations of key improvements
and assemblage of a summary vision document
SUGGESTED SCHEDULE
1
Steering Committee Workshop (Suggested 1 April)
Steering Committee Workshop (Suggested 20 May )
2
Final Submission with Comments (Before 31 May)
= Team in South Africa
SUGGESTED FEE BASIS
CRUISE LINER STUDY – PHASE II
ECONOMIC BENEFITS NATIONALLY AND
REGIONALLY
FIRST STEERING COMMITTEE MEETING OF
CRUISE LINER TOURISM
24 MARCH, 2009