This article was first published in the Itinerary Planning Special Report 2017. All information was correct at the time of printing, but may since have changed.
The Baltic Sea is once again a thriving cruise destination. Environmental issues have held back growth in recent years, but the region is currently in the ascendency. Total passengers are expected to increase by 13% in 2017, while calls are set to grow by 15.2%, according to the Cruise Baltic Market Review 2017.
The mood among delegates at the Cruise Baltic Summit in Kalmar, Sweden on 26-27 June, reflected this confidence. Ports, destinations, cruise lines and other industry stakeholders were all particularly upbeat about the years ahead. This is a region rich in maritime history and tradition so, unsurprisingly, the cruise line representatives in attendance were keen to highlight the continuous improvement cycle that is driving port development and service excellence in most destinations.
Cruise Baltic plays an important role in sharing best practices and driving quality standards across the cruise product. This year, for example, the organisation has delivered workshops on place branding and sustainability.
In between conference sessions and touring around delightful Kalmar, casual conversation was predominantely concerned with how to win and keep more business. Most destinations approach cruise lines with the acceptably selfish motive of getting placed in an itinerary. Too often though, this approach is made with little consideration that a cruise line sells a full itinerary and not just a single destination. Certainly, planners are approachable prospects for destination sellers, but winning their business requires more than just a passing interest in the wider market opportunity. The most successful port purveyors will have an intimate knowledge of sailing times in their region, how to build a perfectly blended itinerary, the attributes of neighbouring destinations and the existing itineraries (and their popularity) of all the ships that sail in their region.
Of course, home knowledge is essential, as is the art of listening and acting on advice given – knowing ‘not now’ does not mean ‘not ever’, and being ready to seize the chance when it’s given. These are attributes common among Cruise Baltic members, a comfortably familial association where delegates happily celebrate the success of their neighbours.
Other wisdom gleaned in Kalmar included: the importance of local cruise networks to get the whole destination behind its cruise industry aspirations; the transparent berthing policy required to keep cruise clients happy and avoid congestion; the characteristics that can be found in highly rated destinations to give focus on building a more attractive product, and; the breadth and depth of shorex offerings required to fill seats and generate good local and cruise line revenue.
Relating to this last topic, the quantity and quality of available guides is a common theme at industry events. Passenger satisfaction can be at opposite ends of the scale depending on the strength of the guide leading a tour. And while the Baltic countries all appear to be managing these resources well, it is a global problem that needs to find a best practice solution. Certainly, Baltic destinations are not short of compelling attractions to be guided around.
I was fortunate enough to visit a number of the Baltic region’s destinations during my visit, and was delighted with what I saw.
Aalborg’s new waterfront development is winning plaudits from passengers disembarking at the Royal Cruise Berth, but the Happy Hotdogs are the cause of the biggest smiles! The town square is just a 200m walk and the shops and restaurants that circle it provide the perfect starting point for a tour by “the best hosts in the Baltic,” according to Lars Bech, cruise manager, VisitAalborg.
Arendal is a small town with a big personality. Few destinations offer cruise passengers a bigger welcome and the tour opportunities do not disappoint either. The obligatory finale for every visit should be spent in the town’s Pollen harbour area to experience the legendary Arendal hospitality, with its eclectic selection of bars and restaurants to end a perfect day.
Elsinore is looking to build on its two calls in 2016 with a little help from Hamlet, who is returning to Kronborg Castle again in 2017. Four years after its opening, the adjacent ‘hole in the ground’ Maritime Museum of Denmark has become a firm favourite with tourists. But with over 30 popular attractions within an hour of the town, Elsinore continues to make cruise passengers think hard about their day in port.
Fredericia has made solid inroads when it comes to securing cruise calls, with eight visits in 2017. But exponential growth is just around the corner. There’s plenty of excitement about the opening of Lego House in September, but the big buzz is all about the 2020 unveiling of Hans Christian Anderson Universe.
Gdansk has been finding favour with cruise lines trying to bump up the number of countries they can count on a Baltic itinerary. But this medieval city warrants much more than the 32 calls it received last year. The Royal Route is the most popular tour, where guided passengers will delight at tales of the Teutonic knights, saints and royalty.
Kalmar has been named the Swedish Summer Town of the Year for the third consecutive time, and unless many thousands of Swedes have got it wrong, Kalmar is sure to be a big hit with cruise guests too. With just four calls in 2016, Sweden must be conspiring to keep this tourist hotspot all for themselves. But as the popular host of the Cruise Baltic conference this year, word will soon get out.
Kalundborg is relatively new to the cruise scene, with a first modern cruise call in 2004. Esbern Snare led the Crusaders here around 1150, giving the town a rich history that is perfectly captured in the many historic buildings, castles, churches and museums. But there is fun and adventure here too – Kragerup Go High, Bon Bon Land and other activities for all generations are just a short ride away.
Klaipeda is a magical pixie playground, an appealing alternative for cruise lines seeking to offer their repeat guests some respite from the familiar tour of Baltic capitals. The industrial harbour approach masks the considerable appeal of the oldest city in Lithuania – this is a cruise destination with a very bright future.
Kristiansand boasts an understated elegance, a worthy playground for those seeking historical relevance and natural beauty. The current cruise tour brochure boasts a portfolio of 34 options, each compellingly different to suit every taste. Total satisfaction can be achieved by a return trip to Lillesand, with a famous apple cake break at Lillesand Hotel Norge.
Malmö is known for unrivalled food experiences and being Sweden’s biking capital. This small city is rapidly gaining a big reputation in the cruise business. Boasting the transport infrastructure and other facilities of a much bigger city, Malmö is also seeking a reputation as a viable turnaround alternative to its much bigger Danish neighbour, Copenhagen.
Oslo just keeps on giving. The most surprising thing about this city is how much there is still left to see after half a dozen previous visits – not just new attractions, but new things to experience and explore at places that have been visited before. This is a big city that knows what it’s doing when it comes to sustaining a demanding tourism trade, regardless of their route of entry.
Saaremaa, the peaceful Estonian island, offers a relatively new state-owned cruise harbour on the outskirts of Kuressaare, run by the Port of Tallinn. Combining a call here with Tallinn (not just for the chunky discounts on offer) would give guests a compelling rural-urban blend and maximise the Estonian destination immersion experience.
Tallinn is one of two marque ports that sells an eastern Baltic cruise. Certainly it is well-supported by numerous bucket-list destinations, but this is the star striker that can’t be dropped. Nevertheless, here is a destination that continues to evolve, one that continues to rewrite its own masterplan to sustain the enviable position as captain of a champion team.
Arnaldo Zanonato (pictured above), senior manager of port adventures at Disney Cruise Line, reflected on our journey. “Personally experiencing these destinations gives us the chance to see the potential of each place and provide constructive feedback to our stakeholders,” he said. “It has been refreshing to see the diversity of the destinations in the Baltic Sea, both culturally and visually, but also from a maturity perspective. The combination of large cities that are seasoned destinations with so many smaller up-and-coming ports makes the region extremely well positioned for the future.” And so say all of us.