About

Summary

From a peak of 62,500 cruise visitors in 2008, there was a slow decline in the number of cruise vessel arrivals and passengers to the Falklands over the period to 2014.  This led the Falkland Islands Tourist Board to commission Acorn to undertake a cruise tourism strategy to reverse the fortunes of the sector.  The study included considerable industry consultations in the Falklands and amongst International Association of Antarctic Tour Operator (IAATO) cruise operators.  Consultations were also held with those cruise lines operating South American and worldwide cruises that pass through or near to Falkland Islands waters.

Our Approach

Earlier in 2014 Acorn had implemented a cruise visitor survey, so had already commenced the collection of data related to existing visitors to the Falklands.  This survey was established as an ongoing survey (and continues to this day with an annual sample of around 600 passengers).

To supplement this research, we undertook analysis of ship visits, passenger arrivals and exchanges, and operational data (including passenger taxes and port fees) of all the competing ports in South America, as well as identifying all cruise operations from/to Chile, Argentina, South Georgia, and the Antarctic Peninsula, and those cruise ships sailing in the South Atlantic but not stopping in the Falklands.

Consultations were undertaken with international cruise operators, incoming tour operators/agents in the Falklands, and other stakeholders including the Port Authority, Falkland Island Government, and local tour guides.  The Strategy set out three strategic pillars for the development: increasing both the number of cruise visitors and their levels of expenditure; encouraging expedition cruise shops to visit more destinations in the Islands; and enhancing the day visitor experience in Stanley.  Marketing, infrastructure, product development and human-resource sub-strategies were developed to deliver the overall strategy pillars.

Outcome

Following implementation of the strategy, cruise passenger arrivals have grown by 44% to over 62,000 in 2019, spending over £4.6 million.  There has been an increase in the number of ports of calls included in itineraries, and the range of shore excursions available to passengers in Stanley has also expanded.