CLIA Spain Networking Event 18 February 2014

CLIA SPAIN NETWORKING EVENT, 18 February 2014 Rebuilding Spain’s Cruise Market KEYNOTE SPEECH BY ROBERT ASHDOWN, SECRETARY GENERAL, CLIA EUROPE
INTRODUCTORY REMARKS	Ladies and Gentlemen, I’m delighted to be here in Madrid today for the launch of CLIA Spain and I would like to start by thanking the Chairman and Vice Chairman of CLIA Spain, Belen Wagenmuert and Emiliano Gonzalez respectively, for inviting me to speak to you today. I am also pleased to introduce you to Alfredo Serrano, the National Director for CLIA Spain, who has organised today’s event.  I hope that today provides you with a valuable networking opportunity and one which demonstrates that, from this point on, CLIA Spain will be the centre point for cruise business activity in Spain and the central source of information, contacts and advice for any company that conducts cruise business in this region. It is an honour for CLIA Spain to have its launch in such a beautiful venue, and thank you to Madrid’s City Council, the Spanish Local, Regional and National Authorities, as well as Port Authorities and all the companies and agents that are here today for their constant efforts to promote tourism.  Our job is to work with you to ensure that cruising becomes an integral part of the Spanish tourist industry so that we can help add to the 2.1m jobs and 10.9% of Spanish GDP that tourism already contributes. So please allow me to say just a few words about how the cruise industry can support jobs and growth in Spain and how Spain can help grow Spain as a key market for the cruise industry, not only as a destination but as a source market and as a renowned centre of excellence for cruise ship maintenance and refurbishment.
I. SPAIN WILL NOT LOOSE ITS GRIP ON CRUISING AS SOURCE	Looking at the participants here today, the cruise industry in Spain can be described as opportunity as source and reality as a destination.  Let me speak first about Spain as a source market.  Although the challenging economic circumstances have impacted the growth of the cruise industry in Spain the industry is responding strongly by finding new ways to drive change and to set sail. And it is important that we do so, and empowered to do so given the total number of jobs the industry provides here: o   In 2011, a year of growth, the industry employed 25,219 people, amounting to a total compensation of €766 million. o   This number increased to 26,389 in 2012, amounting to a total compensation of €794 million. ·       The industry’s contribution to the Spanish economy amounted to €1.255 billion in direct expenditures in 2012. ·       576,000 Spaniards booked at cruise holiday in 2012 being the 4th most important source market in Europe, a solid base of cruise loving individuals that we need to consolidate and grow. But what these figures demonstrate, more than anything, is the potential of the market here in Spain.  Our challenge in this challenging market is to deliver this potential and to ensure any reverses are temporary. Last but not least, we do know that the heart of the problem does not lie only in the current economic downturn. Although a good number of Spanish people love cruising and many of them still have cruising as an aspirational vacation choice there are too many people in Spain who still do not know that Cruise vacations are more affordable, in any segment, than other land-based alternatives, with transport, accommodation, meals and entertainment all included in the final price.
II. SPAIN AS A HIGHLY ATTRACTIVE DESTINATION	Turning to Spain as a destination,  we all know that this country has always been proud of its great maritime tradition whose passion for coastal tourism has resulted in it becoming a leading cruise tourist destinations for visitors from across the world. Spain is a fantastic destination for our cruise line members.  No-one will be surprised to hear that Spain is one of the leading points of embarkation for cruise liners in Europe.  Let me give you some facts: ·       Last year, 1.2 million passengers embarked on a cruise ship from a Spanish port (21.1% of the total for Europe) and second only to Italy. ·       Spain also remains one of the most important destinations in Europe for cruise passengers: 5.17 million cruise passengers visited Spain in 2012. Again, second only to Italy. ·       This is possible thanks to highly attractive port cities, such as Barcelona and Palma de Majorca, but also Malaga, Valencia, Cadiz, Vigo or Cartagena. o   Barcelona is the second leading cruise port in the Mediterranean, with 608,000 embarkations in 2012. o   Palma is also one a leading Mediterranean cruise ports, with 233,000 embarkations last year. CLIA recognises the work of the Spanish Port Authorities, as well as the Ministry of Fomento, in making Spain a highly attractive destination that facilitates the ability of cruise lines to inject capital directly into the local economies of the Spanish ports and cities that we visit.
IV. CLIA, THE POWER, ASSETS AND ADDED VALUE OF THE INDUSTRY UNDER ONE BANNER	Ladies and Gentlemen, Today, our most significant opportunities and our toughest challenges are global in scope and we source our customers from all over the world. To succeed in this global operating environment, the cruise industry must act as a coordinated industry and speak with a single, unified voice.  By so doing, we can leverage the strength of a global industry that has local reach.  CLIA Spain is the local embodiment of a global organisation. Thanks to the commitment of our members and executive partners, 12 cruise associations across the globe are now operating under a common organization with a unified structure to serve as the voice and advocacy leader of the cruise industry. In very short period of time, Italy will also come as part of the CLIA Family. Here in Spain and across Europe we are utilising the full force of our global resources to boost the profile of the cruise industry in this critical market with on single goal: to enable the cruise industry and its supply chain to maximize the incredible potential of the booming global tourism market.  CLIA Spain brings added value not only to CLIA as a global  association, but also to our existing partners and all those potential ones that have joined us today. This year, CLIA has a completely new Executive Partnership scheme that will allow immerse allow partners greater access and leverage as a CLIA partner than ever before. I want to send a message to our partners and potential partners : you are an integral part of the supply chain and of the success of our industry. There is no more powerful testimony than that of small and medium size enterprises in persuading local tourist boards and chambers of commerce, as well as national and regional governments, of the immense economic contribution a flourishing cruise industry can make. I do not want to forget to also thank on this special occasion a critical partner in realizing this potential. The travel agents. We in the cruise industry never lose sight of the fact our success in Spain in the past years is directly tied to the travel agent community.  We see agents in Spain as a vital link between travelers and cruise lines.  They are our leading advocates when it comes to communicating the thrill of a cruise vacation and we are keen to deepen that cooperation in future. And with the transformation of CLIA into a global association to match the global scope of our industry, we will have an even stronger platform in Spain to provide expanded travel agency training and shared marketing activities.  The first evidence of this will be seen at Seatrade Med in Barcelona later this year and, as Alfredo will explain later on, through CLIA Global, and CLIA Spain certification programs, agents will have outstanding opportunities to build their expertise, sharpen their skills and further their education.   We know the agent community is ready to seize the incredible opportunities that lie before us.  My pledge to you is that CLIA Spain will be an active partner in helping you achieve your goals.
CLOSING REMARKS	Ladies and Gentlemen, Challenging times are exciting times.  CLIA Spain is being born at a difficult time but never before has the industry been so well equipped to overcome the challenges we face. CLIA Spain will undoubtedly help grow Spain as a source market, it will continue to protect and enhance Spain’s offering as a destination, it will work with Spanish travel agents and CLIA Spain will engage with the Spanish authorities to ensure that the right conditions exist for the industry to prosper. We all have a shared interest in the continued growth and success of the cruise industry ; by working with and through CLIA Spain we can ensure that we  build a future that is even greater than our past. Muchas Gracias.