At the Virgin Islands Tourism Summit on Wednesday at Peter Island Resort, Florida-Caribbean Cruise Association (FCCA) president Adam Ceserano emphasized that cruise tourism should be viewed as the beginning of a long-term relationship with visitors rather than a one-day transaction.
Participating in a panel discussion on the importance of the cruise tourism sector, Ceserano said cruise passengers often become future stayover visitors when destinations give them compelling reasons to return. “Most of the time people take a cruise, that’s their first experience to a destination … and they come back to that destination because they wanted more,” he said, noting that tourism stakeholders must work together to make that happen.
Ceserano also stressed that destinations must innovate around the evolving consumer while building a truly symbiotic partnership with their cruise partners. He said the cruise industry can be a powerful ally in helping destinations grow their visitor economies, but that success will depend on stronger collaboration and ongoing communication between both sides. He noted that FCCA can serve as that bridge, facilitating dialogue, strengthening relationships, and helping destinations and cruise lines align their goals for mutual success. “Communication is going to be the key for future success,” he emphasized.
The FCCA leader also encouraged destinations to develop more immersive cultural and experiential offerings. “There needs to be a holistic approach to tourism for the destination,” said Ceserano, urging stakeholders to redevelop tours, engage with local culture and create experiences that inspire visitors to return.
He added that nearly 60% of cruise passengers express a desire to revisit destinations as land-based travelers, calling that opportunity “free marketing” if destinations can successfully capture it.
