The Asia Pacific Cruise Line Industry: Current Trends,Opportunities and Future Outlook

The Asia Pacific cruise line industry has emerged as one of the fastest growing cruise regions in the world. The popularity and affordability of cruising has increased and the Asian cruise industry continues to maintain growth, although from a small base. Growth has been fuelled by the economic recovery, rebound in international tourism, introduction of new itineraries, and a favourable exchange rate that has made Asia a cruise value destination. There has been a dramatic growth in fleet capacity, entry of new cruise operators, expansion of port infrastructure, and a significant increase in cruise passengers. International marketing segmentation, innovative product differentiation strategies, and cooperative marketing will be key factors in ensuring the future growth and viability of the Asia Pacific cruise line industry. This paper provides a general overview of the current trends and opportunities, and future outlook of the cruise line industry in the Asia Pacific region.