Cruise Development

Cruise business development in 2025

2025 has been a busy year for Cruise Guernsey, with work split between maintaining relationships with existing cruise lines, and networking with those we hope to welcome in the next few years.

According to a survey conducted the Cruise Lines International Association (CLIA), cruise holidays are experiencing higher growth than any other travel segment (CLIA North American Travel Agent Survey, February 2025), so work in this area is invaluable in order to secure our share of an ever-growing market.

In total, 42 millions passengers are forecast to sail in 2028 (Tourism Economics Cruise Intelligence Platform).

Statistics from the 2025 cruise season

Industry-beating landing rate

The industry average for passenger landing rate (how many people come to shore) is 60-70% for tender ports. Guernsey had a 82.5% passenger landing rate for the 2025 season - demonstrating the island's popularity with cruise passengers.

Average spend - and a cruise keepsake

Industry statistics show an average spend of £84 per cruise visitor per day, and a 63% 'return rate' (the number of cruise ship passengers who will return to a destination they first visited on a cruise).

To support not just their first visit, but to help drive return bookings, this year Cruise Guernsey introduced a printed bookmark for cruisers, featuring a QR code to the VisitGuernsey website. The souvenir also keepsake promotes the new Cruise Guernsey Facebook page, offering updates, inspiration, and a space to share memories from their visit.

New in 2025

Activities and attractions

- The new premises in Market Square for the Visitor Information Centre has brought visitors into the centre of St Peter Port, encouraging footfall and spend for surrounding businesses.

- New destination restaurant Vraic - run by renowned chef Nathan Davies - opened in the north of the island. The high-end restaurant (which serves a multi-course tasting menu shaped by Guernsey's unique produce) is a unique addition to the island.

- A number of VisitGuernsey flags have been installed on the pier, providing cruise passengers with a warm and colourful welcome, and boosting island memorability.

Facilities

- Enhancements have been made to the ports and cruise passenger arrivals areas, including alongside berth facilities. Berth 1 now allows ships of up to 130m LOA (length overall) to call in alongside the harbour, so guests can walk directly off the ship, rather than tendering ashore. As of April 2025, 16 ships had already used this new option.

Cruise Guernsey brand

- In spring of this year, Cruise Guernsey unveiled new branding and a new social media account to help capture what the island has to offer, as a destination and a port, as well as reflecting a programme of investment in cruise facilities.

Cruise mailers 2025

This mailer went to our cruise database, encouraging return visits from previous cruise passengers.

Cruise mailer March 2025

Visiting journalists and coverage 2025

Cruise Guernsey have pitched the islands to a range of key cruise titles this year - and work will increase in this area in 2026.

Cruise & Travel

In September, we welcomed a visit from a journalist at Cruise & Travel magazine (print readership: 100,000, website: 170,000 UMV). The journalist's itinerary included an island tour, time in St Peter Port, and a visit to a selection of museums. A boat trip and an opportunity to peruse around Seafront Sunday were unfortunately cancelled due to adverse weather.

Coverage is expected in January 2026 and will be available in the press and media section of the site.

Cruise & Ferry

The team also pitched a number of stories to Cruise & Ferry. Several pieces of coverage were secured throughout the year:

- Spring/Summer edition (March) - Profile in featured partners

- Autumn/Winter edition (August) - Editorial contribution

- Itinerary Planning (October) -Half-page advertisement, full page article/interview and a featured ports and destinations profile (in print and online for 12 months).

Other coverage - The Independent, The Telegraph, The Times & SeatradeCruise Review

Other coverage secured this year included The Independent ('5 of the best mini cruises') in May and The Telegraph ('The eight best British Isles cruises to book now') in September.

Events, exhibitions and memberships

April - Seatrade Global

In April, Cruise Operations and Business Development Manager Mark Renouf and VisitGuernsey Marketing Manager Jo Ferguson attended Seatrade Global, the largest annual gathering of the cruise industry.

This year marked the 40^th anniversary of the event, which brought together thousands of cruise professionals to network, explore emerging trends, and gain insights from industry leaders. In total, more than 600 exhibitors and 70 cruise line brands were at the event, making it a prime opportunity to market to the island to new liners, as well as strengthen our relationships with those already calling into Guernsey.

Cruise Guernsey occupied a prime position, as part of the Cruise Britain stand, at both the exhibition and the conference sections of the event.

Two standout successes from the exhibition were an additional booking from Crystal Cruises, and a first booking from Orient Express, an ultra high-end liner set to debut in May 2026. The liner will visit the island on 18 July 2027.

June - CruiseBritain summer event

Held in Aberdeen, Cruise Guernsey joined cruise industry colleagues from across the UK for two days of networking, collaboration, and destination insight.

The programme included a tour of Aberdeen’s new harbour expansion and city centre developments, as well as strategic updates by CruiseBritain and Viking’s Senior Vice President Matt Grimes, alongside tourism insights from VisitScotland and VisitAberdeen.

Guernsey also used the opportunity to explore the potential to host future CruiseBritain events.

September - Seatrade Europe

Alongside more than 3,500 cruise professionals and 75 leading cruise brands, CruiseGuernsey representatives attended the cruise industry's top biennial event, Seatrade Europe, held in Hamberg, Europe's cruise capital.

As well as the opportunity to network and build business, a number of informative talks - on everything from decarbonisation to guest expectations and port operations - took place over the three day event.

Whilst at the event, Cruise Britain (of which Guernsey is a key member) and Cruise Ireland – working together as the British Isles – were jointly awarded the ‘Destination of the Year’ award. The award recognises a location or cruising region that has consistently delivered exceptional experiences to both cruise passengers and cruise lines.

Cruise Europe membership

As well as being a member of Cruise Britain, this year, Guernsey also re-joined Cruise Europe, a B2B network of cruise ports and destination. This membership gives us access to exclusive conferences and trade events, as well as inclusion in the Cruise Europe press office, social media and newsletters, which are distributed to key decision makers in the broader cruise industry.

Inaugural visits

Oceania Vista

On 2 June, Guernsey welcomed Oceania Cruise Line's 'Vista' for the first time. To mark the occasion, representatives from VisitGuernsey, Guernsey Ports, CruiseGuernsey, St Peter Port Douzaine and Channel Seaways were welcomed aboard to exchange plaques.

As one of the newest additions to the Oceania Cruises fleet (built in 2023), carrying just over 1,460 passengers (and 800 crew), the Vista promises an unparalleled experience for its passengers and marks a new era in luxury cruising.

Ritz Carlton Ilma

On 7 July, the island welcomed the Ritz-Carlton Yacht Collection’s 'Ilma' on its inaugural call. A traditional plaque exchange ceremony took place onboard between local dignitaries and the ship’s captain, symbolising the beginning of what is hoped to be a long and fruitful relationship.

Nearly all guests disembarked to discover the island, with some choosing to explore independently while others booked group excursions or custom private experiences. Several guests onboard had chosen this cruise specifically because Guernsey was included in the itinerary.

Welcome desk - Aurora

On 9 July, VisitGuernsey were invited to host a hospitality desk onboard the Aurora. The team provided advice and marketing material to lots of passengers who were planning to disembark.

The ship carries 1,874 passengers and was visiting on a 3-day roundtrip to Guernsey from Southampton.

Princess Cruises - scheduled for 2027

A Royal Return is promised for 2027, with two bookings in the schedule.

Sky Princess will be calling at Guernsey at the beginning of a 32-day itinerary around the Mediterranean. See the full press release here.

Coral Princess - the first-ever visit by this ship - will also be calling in Guernsey during 2027.

These exciting developments reflect growing confidence in the island as a standout cruise destination.

Cruise business development in 2024

Work continues through ongoing conversations with operators of both big and small ships to not only retain the ships we have, but also reach out to new business. Alongside this engagement work, we have been working with excursion agents to better tailor what the Island offers with what those visiting on cruise ships want to do, encouraging smaller, more bespoke experiences.

View the Cruise & Itinerary Planning 2024 edition with Guernsey advert, featured port, and destination highlights.

This year, we will remain members of CruiseBritain and will be showcasing the Islands of Guernsey at Seatrade Global.

The following is ongoing this year:

Regular contact with cruise executives for feedback and to discuss future itineraries.
Organising plaque presentations for inaugural visits through handling agents.
Providing hospitality desks.
Research remains ongoing, as we continue to reach out to new potential cruise companies, specifically in the niche and luxury markets.
Regular communication with UK-based Excursion agents.
Press releases to cruise trade on returning to cruising, new tours and award wins.
Submitting news to the CruiseBritain early e-shots which goes to their full contact list of cruise executives.
Quarterly emailer to database of cruise contacts.
Proactive social media plan – tagging in liners.
Business development research for cruise executives introducing them to new contacts for their itinerary programme.
Keeping on top of trends and reaching out to the local industry for feedback and support.
Dedicated meetings with cruise representatives in Southampton.
Reviewing port guides and providing destination content.

Cruise Mailers 2024

Cruise mailer March 2024

Cruise mailer July 2024

Cruise Familiarisation Trip 2024

We were delighted to welcome representatives from Saga Holidays, Ambassador Cruise Line and Hebridean Island Cruises Ltd on a familiarisation trip from 15 - 17 May.

The group were able to explore our islands with a full itinerary, focussing on shore excursion products, including a visit to our sister island of Herm, a rib voyage, cider tour and a chance to discover Guernsey’s historical attractions. Read more here.

Seatrade Global 2024

Guernsey was represented at the world’s largest event for cruise line executives and suppliers of cruise services last month - Seatrade Global - as part of the Cruise Britain pavilion.

We met with large and small cruise lines to discuss calls into our islands now and in the future as well as the new pontoon plans.

Meetings were held with Silversea, Explora Journeys, Ritz- Carlton Yachts, Carnival Cruise Line, Four Seasons Yachts, Viking Cruises, Royal Caribbean Cruise Lines, Scenic & Emerald Cruises, Princess Cruises, Seabourn Cruise Line, Norwegian Cruise Line, Oceania Cruises, Regent Seven Seas Cruises, SeaDream Yacht Club, and Mystic Cruises.

Cruise Mailers 2023

New in 2023, we sent out dedicated cruise-related mailers to our cruise database. This mailer keeps them all up to date with the latest information. You can read the mailers below:

Cruise update - November 2023

Cruise update - August 2023

Cruise update - May 2023

Look back to 2023

62 cruise ships visited our islands in 2023, with nearly 80,000 passengers landing. We’re very proud of our high average landing rate of 82%, and if you watch our recent video with our cruise passengers, you’ll soon understand why passengers are keen to explore our islands.

In 2023, for the first time, we secured a familiarisation visit in April for cruise company representatives which we specifically targeted in 2022, identified as those we want to visit the islands more frequently or programme us for the first time. This visit was a direct result of our business development and we are delighted these companies are engaging so positively with us. Read more about what the cruise representatives did on their visit here.

In September, we welcomed a representative from Excursions Ltd to update their product knowledge, visit attractions and try out new tour ideas. The visit incorporated island hopping to Herm, Sark & Alderney.

We also organised new tours and business development ideas for the shore excursion manager of a luxury cruise company who are keen to broaden their offering to clients.

Targeted advertising:

In 2023, we ran a campaign with Cruise & Ferry review, a trade-focused, twice-yearly magazine both printed and online. We also featured in their annual publication called Cruise & Ferry Itinerary planning with both brand and content marketing. It is the only magazine in the whole industry dedicated to itinerary planners. View the advert here

Events attended in 2023:

We attended three CruiseBritain events – the Spring members meeting, the Summer meeting and ship visit - Regal Princess, Portland and the Winter networking event.
The islands of Guernsey were showcased at Seatrade Global, the world’s largest annual cruise industry gathering of international cruise leaders. You can read more about this event here. Our attendance at Seatrade Global resulted in 12 confirmed meetings with cruise representatives and a further 6 meetings secured at the event. In total, meetings were held with sixteen different cruise brands.

Ongoing Cruise press coverage

As part of VisitGuernsey’s visiting journalist programme, cruise-based trips continue to generate great coverage:

New Cruise Stamps

Guernsey Post have issued a series of six new cruise stamps. We worked with Guernsey Post on obtaining permission from the cruise lines for their ships to be used in the illustrations and were very pleased when all six agreed. These special stamps are now available from the Post and Go kiosks - one is available at the Guernsey Information Centre.

We are sure that they will be popular with cruise ship visitors who arrive in Guernsey during 2023.