Cruise Baltic Project to continue its success

With a growth in cruise tourism of 13 per cent in the Baltic region, Cruise Baltic Project has been a resounding success story - one which its partners have chosen to continue.

Three years of cooperation between 19 harbours and 35 partners in the Baltic region have ensured that Cruise Baltic Project (CBP) now has an effective branding platform. The project's partners have created a well functioning, local cruise network and, together, agreed upon a charter of service standards which has ensured a uniform product for those booking a cruise in the Baltic. At the same time CBP has developed marketing and planning tools; themed cruises; and branding material to promote the harbours around the Baltic with a clear profile as a single destination.

The Baltic region now has a market share of 13 percent, and that share is still growing:

- Those of us involved with this project are proud of how it has developed and are convinced this is due to the goal-orientated approach we started with three years ago. The project shows that the best way to create growth is when the harbours cooperate over the developing, branding and selling of the Baltic region. Both the success with cruise development in the region, and the partners' major involvement and active efforts, mean that the CBP will continue, says Ole Andersen, responsible for Cruise Baltic Project and sales and marketing director, Wonderful Copenhagen.

Valuable to share knowledge

When Cruise Baltic Project was formed it had the support of ten countries, 12 destinations and 24 partners. Today the 35 partners in the ten countries around the Baltic are in no doubt that it was the right decision to market the harbours in the Baltic as one destination. As a result, they have chosen to continue with this cooperation.

- For us it is valuable to continue with the project since we are in this for long term, and to build a strong brand takes time. Another positive thing about the project is the value of sharing knowledge between destinations and people, which I think we are rather good at. Last but not least, it is rewarding to be part of, and active in, a winning team which makes our work in our town easier, says manager of information and sales promotion, Andréas Eriksson, Port of Helsingborg.

- Being a member of the CBP has been a good investment for Turku. We have learnt from the experience of the bigger cruise destinations, but have also shared ideas with other small destinations. CBP helps Turku to better identify its strengths as a cruise destination and also where improvements need to be made. Also it is a tool for raising awareness in the local community about the benefits of being a cruise destination. Working together is also essential in gaining attention to the Baltic Sea and thus, increase competitiveness. The project has already become a kind of quality stamp from which every member benefits, says marketing executive Marita Anstead, Port of Turku.

- Oslo already had a local network when we joined CBP, but the partnership has meant that the destination's development has become even more formalized. At the same time it has put a constructive pressure on us as a harbour; everyone in the project lives up to the service standards, which have been agreed upon. It has been interesting and educational to work across boarders and the network has made the cruise business even more aware of The Baltic Sea Region, a fact from which Oslo benefits, says director of public relations Margrethe Austad, Port of Oslo.

The Baltic region is the fastest growing cruise market in the world. While the global cruise industry has experienced a growth of less than nine percent, the number of visitors to the Baltic region has increased by more than 13 percent.

At the same time the number of cruise ship passengers visiting the 19 Baltic destinations that make up Cruise Baltic Project is growing faster than the number of cruise passengers in the rest of Europe.