67 ASSOCIATION HIGHLIGHTS: INTERVIEW Building partnerships for growth Adam Ceserano tells Alex Smith how the FCCA is working with its members and destinations to strengthen the benefits of Caribbean cruising With five million more cruise passengers expected by 2029, the Caribbean is preparing for its biggest wave of visitors yet. Helping destinations ride that wave is the FloridaCaribbean Cruise Association (FCCA), which connects its 23 member lines with destination stakeholders through events, conferences and site visits. “Each destination is different, which is part of the charm and why cruise guests want to experience the numerous cultures and histories,” says Adam Ceserano, president of the FCCA. “Every strategy reflects these nuances and the local priorities, possibilities and capacities while responding to visitor expectations and cruise line requirements.” The FCCA prioritises efforts to deliver safe operations, suitable infrastructure, authentic shore experiences and strong service, which it achieves by fostering strong relationships between destinations and its member lines. “Everything we do is built around developing mutually beneficial relationships between cruise lines and destination stakeholders,” says Ceserano. “Partnerships are the foundation not only for our association but also for the industry itself.” Amid the continuing growth of the Caribbean cruise sector, Ceserano identifies opportunities for destinations to attract luxury, expedition and exploration cruise brands. However, he suggests that sustained growth will require coordinated action on infrastructure, transport, workforce development, visitor management, climate resilience and environmental protection. “This brings me back to the emphasis we place on building relationships that prioritise open communication and collaboration,” he says. “We have found that these relationships serve as the pathway to long-term cooperation, and it often boils down to simply being able and comfortable enough to pick up a phone to have an honest discussion.” To increase passenger and crew spending, Ceserano advises destinations to consider “what cruise lines and guests want and need” before investing. He recommends measures including making experiences easy to find and book, improving transport, shopping and services, and encouraging visitors to explore beyond port areas. “The industry is a dream currently, with record numbers and demand,” he says. “A field of opportunities awaits any destinations and stakeholders that can properly cater to more passengers.” “ The industry is a dream currently, with record numbers and demand” Photo: Florida-Caribbean Cruise Association Adam Ceserano at Seatrade Cruise Global in Miami
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