65 ASSOCIATION HIGHLIGHTS: INTERVIEW Queen Mary 2 and Norwegian Jewel calling at Halifax, Canada Atlantic Canada’s cruise appeal Sarah Rumley explains to Alex Smith how Cruise Atlantic Canada is working with industry partners and cruise lines to raise the region’s profile and support itinerary sales across its ports Cruise Atlantic Canada is working with Cruise Canada New England Alliance partners and cruise lines to strengthen the region’s position in Canada and New England itineraries, with a focus on destination awareness, sales support and yield. The organisation represents destinations across four provinces, including Saint John in New Brunswick; Halifax and Sydney in Nova Scotia; Charlottetown in Prince Edward Island; and St. John’s and Corner Brook in Newfoundland and Labrador, along with several niche ports. The varied experiences on offer in these destinations give cruise lines options for developing itineraries that appeal to different interests. “We promote these destinations by showcasing the region’s spectacular scenery, vibrant communities, culinary experiences, and genuine hospitality,” says Sarah Rumley, executive director of Cruise Atlantic Canada. Destination training and joint promotions support cruise lines’ sales and marketing activities, particularly for sailings from homeports such as New York, Boston, Quebec City and Montréal. By helping sales teams understand the experiences available at each port, Cruise Atlantic Canada aims to strengthen the region’s appeal to prospective passengers. The organisation also works with Cruise Canada New England Alliance partners to promote Canada and New England itineraries and other sailings that feature the region’s diversity. Coordinated marketing aims to reach wider audiences while helping cruise lines communicate the differences between ports when planning and selling itineraries. Through collaboration with destination partners and cruise lines, Cruise Atlantic Canada is seeking to build demand across the region and encourage cruise operators to include its ports in future itineraries. “Together, we promote Canada and New England itineraries that showcase Atlantic Canada’s diversity,” says Rumley. Photo: Mike Bayers
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