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New Zealand Cruise Association has launched the next phase of its national cruise strategy, outlining a coordinated plan aimed at rebuilding cruise deployment and strengthening New Zealand’s competitiveness as a cruise destination.
The new strategy, Horizon 2: Integration & Impact, builds on the Cruise Aotearoa New Zealand 2040 framework launched in 2024 and comes as cruise visitation to New Zealand remains about 40 per cent below previous levels despite continued global growth in the sector.
NZCA chief executive Jacqui Lloyd says the industry cannot assume cruise lines will automatically return to New Zealand.
“New Zealand cannot afford to assume cruise will simply return on its own,” Jacqui says.
“Cruise lines are making deployment decisions now in an incredibly competitive global market, and Horizon 2 is about ensuring New Zealand earns its place as a destination of choice again.”
Jacqui says the sector has made significant progress in recent years through stronger government engagement and improved industry alignment, but the focus must now shift towards implementation.
“But the focus now has to shift from discussion to delivery.
“Horizon 2 is deliberately action-focused and centred on rebuilding deployment confidence through better coordination, competitiveness and operational consistency.”
Deployment decisions looming
The strategy notes cruise line deployment decisions for the 2028/29 season are already being made, making the next two years critical for New Zealand’s recovery and long-term competitiveness.
NZCA chair Tansy Tompkins says the original Cruise Aotearoa New Zealand 2040 strategy helped create stronger national alignment across the sector.
“Government agencies, ports, tourism organisations and industry are now far more connected in how they approach cruise,” Tansy says.
“Horizon 2 builds on that foundation. It recognises there is still significant work ahead, but it also reflects a growing confidence that New Zealand can become a more competitive and better connected cruise destination over the long term.”
Economic contribution highlighted
NZCA says the cruise sector currently contributes an estimated $1.23 billion in direct and indirect economic output nationally while supporting more than 8200 jobs.
The strategy places a strong emphasis on improving coordination across government agencies, addressing operational barriers, strengthening data systems and integrating cruise more effectively into wider tourism planning.
The organisation has also released the preliminary 2026/27 cruise schedule, which shows a further national reduction of about 3 per cent year-on-year, although regional performance varies significantly.
Some regions are recording growth while others are down by as much as 25 per cent.
