Cruise Experience in TallinnPort-Net Workshop: Passenger traffic trends in the EU

Tiina LiitmäeMarketing Manager

Size matters

• 2 destinations• 43 cruise lines• 71 cruise ships• 299 calls• 312 828 crussengers

Cruise calls

0

50

100

150

200

250

300

350

Cruise calls*

0

50

100

150

200

250

300

2002 2003 2004 2005 2006 2007E

A Cruise is a voyage of at least 60 hours by a seagoing vessel. /…/ The cruise voyage must include at least 2 visiting ports apart from the starting and the ending point.

Cruise passengers

0

50000

100000

150000

200000

250000

300000

350000

Cruise passengers*

0

50000

100000

150000

200000

250000

300000

350000

2002 2003 2004 2005 2006 2007E

Source: Internet

What does a non-visitor think

• Capital of Talin is Latvia• They do not have a king• Russians?• Terribly cold and snow everywhere • Do they have houses with doors and

windows?• Can they write?• Desert? Mountains? Bogs?

Photo credits: Brand Estonia

Visitor’s opinion

• The prettiest girls + the greatest legs• Pearl of the itinerary• Confounds expectations• Scandinavian attitude • Ability to develop its own way of doing things• Inherently entrepreneurial people• Ecological haven • Interesting contrasts• Ability to retain tradition and adopt modernity

simultaneously

Source: Enterprise Estonia, Port of Tallinn

Photo credits: Brand Estonia

Cruise passenger

• Collects countries & emotions• Loves legends & stories• More positively impressed than an average

foreign visitor • Returning tourist (probability of 50%)• Seen this, done that

What we sell

• We have been here for 4,500 years• The oldest capital city in the Baltic Sea area• The World’s highest building• The World’s oldest continuously functioning

apothecary• The World’s biggest choir• Ultima Thule where the Sun beds down• Capital of Sweden

Why?

• Cruise ships are mobile, ports they call are not.

Itinerary planningItinerary planning (1) (1)

• If you don’t go full, you won’t make money.• Port cost is considered when planning the

itinerary. Fuel cost is not. Frank del Rio

• Should you wish to have smaller cruisers, differentiate port dues and charges for vessels with 100 pax on board and 2000 pax on board.

Mark Conroy

Itinerary planningItinerary planning (2) (2)

• Must include 2 full days in St.Petersburg• Most passengers will only cruise the Baltic once, so

tend to desire famous cities on the itinerary and tend to desire as many countries as possible

• First choice ports of call are those on the most direct route

• US passenger product is usually 12 nights to keep the whole holiday inside 2 weeks

• UK passengers have more time, but companies need to be price-competitive, so offer a 12-17 night range

Nigel R. Lingard, Fred Olsen

The world is a book. And those who do not travel read only one page.

Augustine of HippoRoman philosopher and theologian

Welcome to Estonia

Estonia as it is. Nordic with a twist. Unique and magical. Positive and invigorating. A rich heritage that inspires everything we do. Lots of mystery and the taste of ancient times. Castles. Ecological haven. Lakes and islands. Countryside of great scenic beauty with many forests. Wonder of white nights. The innovative and creative solutions of tomorrow.

Port of Tallinn Sadama 25, 15051 Tallinn, ESTONIA ph +372 631 8555 fax +372 631 8166portoftallinn@portoftallinn.com http://www.portoftallinn.com