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Auckland has launched a 10-year cruise strategy aimed at attracting higher-value visitation and strengthening its position as New Zealand’s leading cruise hub.
The Auckland Cruise Plan 2026–2036, developed by Tātaki Auckland Unlimited with Port of Auckland and industry partners, sets out priorities for investment, infrastructure, partnerships and visitor experience.
Rather than focusing on passenger volume alone, the plan targets more turnaround calls, longer stays, increased winter deployment and stronger connections between cruise, aviation and tourism.
Auckland accounted for around 15 per cent of New Zealand’s cruise passenger movements during the 2023/24 season, but cruise passengers and crew spent approximately $201 million in the region – representing 39 per cent of national cruise passenger expenditure.
Auckland-based cruise activity also generated around $244.6 million in regional GDP and supported approximately 3,780 jobs.
Tātaki Auckland Unlimited director of destination Annie Dundas says the ambition is for Auckland to become Oceania’s most compelling urban waterfront cruise hub and preferred turnaround destination.
“This plan is about working together to ensure Auckland remains a competitive, world-class cruise destination by investing in the infrastructure, partnerships and visitor experience that cruise lines and travellers increasingly expect.
“Our ambition is for Auckland to be Oceania’s most compelling urban waterfront cruise hub and preferred turnaround destination – a place where visitors choose to begin or end their cruise because of the quality of the experience both on and off the ship.”
Key initiatives include supporting Port of Auckland’s Bledisloe North berth and terminal programme and creating a more seamless airport-to-port experience through the Exchange Excellence Programme.
The plan also includes working with mana whenua to develop Māori-led visitor experiences, improving existing cruise facilities, accessibility and wayfinding, and strengthening industry collaboration and data collection.
Port of Auckland chief executive Roger Gray says the organisation sees significant potential for the sector.
“Around the world, the cruise industry is growing quickly, and this plan outlines how we’re actively working to capture that demand and boost the Auckland economy.”
Auckland Mayor Wayne Brown says the plan is intended to ensure the region remains attractive to cruise lines through infrastructure, coordination and visitor experience.
