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Cruise liner marketing               10/10/11

Stornoway Port Authority is increasing activity in its three-year marketing strategy to boost cruise tourism in the Outer Hebrides.

Recently the port authority joined representatives from other member ports in the Cruise Scotland Group as they exhibited at a cruise trade fair in Hamburg.

The port authority used this opportunity to talk face-to-face with cruise organisers in an attempt to put Stornoway on more cruise ships’ itineraries.

Having worked closely with local tourism organisations to prepare for the event, the Port Authority is confident that their presence at relevant trade fairs will help to increase the number of cruise ships visiting the Outer Hebrides in years to come.

Stornoway saw a 30% increase in cruise passengers visiting Lewis and Harris in 2010 and figures released by Cruise Europe that year put Stornoway as the fifth most popular cruise destination in Scotland. The Port Authority wishes to maintain this success and boost the number of cruise passengers to the islands.

The latest figures for 2011 show that around 8,000 cruise passengers went on shore excursions around Lewis and Harris bringing an estimated £800,000 into the local economy this year.

The effects of the Port Authority’s marketing strategy will not be seen for several years as cruise organisers generally work on a lead-time of 3-4 years. Until then, the Port Authority will continue to work closely with local tourism organisations, as well as Cruise Europe and Cruise Scotland, to develop Stornoway into one of the top Cruise destinations in Britain.

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