This article was first published in the Spring/Summer 2016 issue of International Cruise & Ferry Review. All information was correct at the time of printing, but may since have changed.
As today’s digitally-savvy customers increasingly take to the internet to seek out information about where to take their next holiday, cruise destinations need to up their game. “To be successful, desired destinations need to attract guests with a variety of tours and experiences that cover many opportunities,” explains Ian Robertson.
Victoria benefits from being a safe, walkable community with world-class attractions such as the Butchart Gardens and the Royal British Columbia Museum, as well as locally owned boutique retailers along the historic Inner Harbour flanked by some of North America’s top restaurants sourcing local seafood, craft beers and wines from the region.
“In Victoria we work hard to ensure that our destination provides the convenience, service and array of attractions that will ensure high guest appeal,” Paul Nursey, president and CEO of Tourism Victoria says.
“We need to provide an atmosphere that is convenient, appealing and welcoming when guests disembark into Victoria. We provide a unique experience for guests when they arrive and then have a multitude of great things for them to see and do.”
According to Robertson, monitoring the guest experience is crucial. “By closely engaging not only with the main offices of the cruise lines but also with the Cruise Lines International Association – North West & Canada (CLIA-NWC) to monitor guest feedback during the season, we embed the ship with the local tourism stakeholders to ensure we’re consistently delivering guest experiences Victoria is known for,” he says. “With the continued growth and legitimacy of social media and peer reviews, strong destination ratings are a key to our ongoing success as a cruise destination. Cruise guests trust other cruise guests and delivering a positive and appealing experience to guests in Victoria is paramount.”
To take this a step further, in 2015, local businesses already well engaged in cruise tourism formed the Victoria Cruise Industry Alliance – a group focused not only on bringing awareness to the benefits of the cruise industry in Victoria, but also on information sharing amongst its members to find opportunities to constantly exceed guest expectations. “Over the past two seasons, partners in the association have collaborated to produce port information guides for each regular weekly ship – it’s as much an opportunity to provide tools for onboard staff to inform arriving guests of the events and services in Victoria as it is an ongoing engagement with guest services staff to refine the guides and gather feedback on guest requests and highlights of their voyages,” John Briant, chairman of the Victoria Cruise Industry Alliance explains.
The Victoria Cruise Industry Alliance, which includes terminal operators, transportation providers, attractions, retailers and other ship service providers, allows the industry as a whole to meet and discuss what makes Victoria a great destination and what areas or programmes could be improved. “This important activity not only helps us engage with the cruise industry but provides ongoing positive stories to share with our city about how we can all benefit from this great industry growing in our community,” concludes Robertson.