Cruise tourism is defined as a trip for pleasure on a cruise ship or cruise liner. The voyage and the ship's services and facilities are part of the experience of a cruise, as well as the stopover destinations along the way.

Cruise tourism is an important market segment for Queensland. Key cruise destinations in Queensland include Brisbane, the Whitsundays, Townsville and Cairns.

Businesses in port communities have a great opportunity to benefit from cruise transit calls, as visitors are encouraged to buy local products and services, and experience what the destination has to offer.

The flow-on benefits created by the cruise shipping industry are many and include:

• developing new land-based tourism experiences
• increasing new and repeat visitations
• enhancing indirect economic and social benefits to local communities
• raising the profile of Queensland destinations worldwide.

Also consider...

• Find out about the Australian Cruise Association, the peak cruise industry association dedicated to making the Australia-Pacific region a world-class base and destination for cruise vessels.

Prior to the pandemic, cruising was one of the fastest-growing sectors in Queensland's inbound and outbound tourism industry. Strong growth in the cruise shipping industry significantly benefits Queensland's economy.

An increase in cruise tourists visiting Queensland gives businesses an opportunity to attract new customers, generate positive word-of-mouth, and increase sales. By working together with other tourism operators, local government and their community in regional planning, development and marketing initiatives, businesses can take advantage of cruise tourism in their region.

There are many strategies businesses can use to take advantage of cruise tourists who stop over in their town. These include:

• developing unique products, services or experiences
• targeted packaging, advertising and marketing
• working with regional tourism organisations
• collaborating with local businesses
• developing amenities and services to support cruise ship visits.

Queensland can position itself strongly by offering unique and compelling itineraries that differentiate Queensland from other cruise destinations, including opportunities for:

• nature-based ecotourism and Indigenous tourism
• building more Queensland land-based products into shore excursion programs and pre-tour and post-tour itineraries.

Future demand for cruise shipping

Long-term growth prospects for the industry are positive. Three significant infrastructure projects have been completed which will support the ongoing growth of the cruise market along the Queensland coast.

• Ports North completed the Cairns Shipping Development Project, which included the widening and deepening of Trinity Inlet to allow larger cruise ships of up to 300m in length to dock. As a result of the project, they welcomed their first larger cruise ship, the Queen Elizabeth in February 2020.
• Port of Brisbane received approval from the Queensland Government for the $158 million Brisbane International Cruise Terminal at Luggage Point, at the mouth of the Brisbane River and construction of the new facility is now completed.
• In 2025, Port of Townsville completed the largest infrastructure project in the Port of Townsville's history—the $251 million Channel Upgrade project.

Also consider...

• Find out about the Australian Cruise Association, the peak cruise industry association dedicated to making the Australia-Pacific region a world-class base and destination for cruise vessels.