NSW ports and shore excursions were showcased this week to the world at Seatrade Cruise Global 2025.

Destination NSW and Port Authority of NSW attended the cruise industry's leading annual business-to-business event in Miami, Florida from 7-10 April.

Seatrade Cruise Global attracted more than 10,000 registered attendees from 120 countries. A record number of Australian and New Zealand delegates took part in the event with Cruise Lines International Association Australasia (CLIA), the Australian Cruise Association (ACA) and the New Zealand Cruise Association (NZCA).

CLIA Australasia Managing Director Joel Katz said: “Australia and New Zealand represent one of the world’s most dynamic cruise markets and together offer some of the most spectacular cruise destinations on earth."

ACA CEO Jill Abel said: “We have led the Australian delegation to this event for over 30 years and are proud to have contributed to its growth and continued success.”

Port Authority of NSW General Manager Cruise Martin Bidgood, Destination NSW Regional Manager North America Irene Morgan and Port Authority of NSW CEO John McKenna joined the delegation. They highlighted NSW cruise ports and visitor experiences at the Australian Cruise Association booth during the Seatrade Cruise Global Exhibition.

Australian and New Zealand delegates also took part in a panel discussion: “Navigating Challenges, Harnessing Opportunities: Sustaining Australasia as a Key Deployment Region”.

The discussion highlighted Australasia's resilient source markets, strong supply chains and world-class destinations.

To give exhibition attendees a taste of the region, a selection of Australian and New Zealand wine was served at a ‘Down Under barbecue’ at the Australian and New Zealand booth on 9 April.

Bumper cruise season for NSW

More than 1.2 million passengers and crew from 312 cruise ships are expected visit NSW ports by the end of the summer season.

Cruise season is defined as 1 October to 30 April, with ‘peak cruise season’ from 1 December to 30 March.

Sydney is the top cruise port in Australia, with the sector also boosting visitor economies in regional NSW.

In 2024-25, the Sapphire Coast welcomed 25 cruise ship visits, which brought 43,000 passengers and 20,000 crew to the Port of Eden, injecting a potential $12 million into the local visitor economy.

Newcastle saw 12 cruise ship visits, which brought 12,500 passengers and 6500 crew to take advantage of the diverse array of shore excursions to explore the best of the Hunter region and nearby coastal towns.

Visits to cruise ports and positive shore experiences also inspire high-value travellers to book return visits. Approximately 20 per cent of cruise visitors return independently to a destination visited on a cruise.

Destination NSW's NSW First Program provides tools, knowledge and resources to help businesses promote NSW destinations and experiences. These include the Quick Tips for Creating Cruise Shore Experiences guide and the Cruise Sydney & NSW – Along the Blue Highway guide.

Photos and videos highlighting onshore experiences at all nine NSW ports are also available on the Destination NSW Content Library. The content can be used to promote cruising in NSW to both domestic and international audiences across all marketing channels. Visit the Content Library here.

Shore excursions of the future

A Seatrade Cruise Global 2025 panel discussion explored “Navigating Generational Shifts & Crafting Future-Ready Shore Experiences”.

“This new generation coming to cruising, they’re wanting something different,” said Norwegian Cruise Line Holdings VP destination services operations Christine Manjencic.

“Now we’re looking at things that contain social media, even just our selfie tours.”

Global Cruises CEO Leyla Osorio said: “An excursion not only needs to be immersive and authentic, but there’s another key word right now and it's photogenic.”

Cruise lines are also prioritising early excursion availability. Manjencic said that pre-pandemic, NCL would finalise excursions two to three months before sailing and pre-book 20 per cent. That figure is now 75 per cent.