Poor Marketing Behind Low Cruise Ship Numbers?

Victoria Cruise Ship Season Ends With 229 Ships

Nanaimo Cruise Ship Season Ends With 5 Ships

In 2007 Nanaimo had a total of 16 cruise ships stop for a visit when they still had to anchor out and bring visitors ashore via tender. This last season even with our brand new state of the art terminal the marketing arm of the Port Authority were only able to steer 5 large ships into port.

Down the road in Victoria which is about the same size as Nanaimo, even in the current economy they were able to attract 229 ships which delivered a reported 475,000 visitors to the city this past season. What does Victoria know, that we haven't been able to figure out?

Poor Marketing At The Root Of The Problem?

As we have recently learned, the Nanaimo Port Authority is pretty much not accountable to anyone, and even our MP James Lunney refers to them as an autonomous body not responsible to anyone but themselves. Perhaps that is the reason for their apparent poor performance in the cruise ship business, there is no consequence to poor results.

They recently rented out the inner harbour to a private firm as they were unable to manage the harbour in a manner which would insure it is kept up to an acceptable standard for today's boating public. They also entered into a deal with DP World to help run the cargo end of things. If their current management 'style' is followed it shouldn't be long before they lease the cruise ship terminal to another company also.

After all, what in the world qualifies the management at the Port Authority to effectively market and operate a cruise ship terminal? They seem to be challenged when it comes to managing the inner harbour and the cargo division of the port, so why anyone would think they are capable of running a cruise ship terminal is a mystery.

You might be forgiven for asking just what is left for the board and management of the NPA to actually do these days except rattle around in that fancy new office down at the vacant cruise ship terminal.