Beruflich Dokumente
Kultur Dokumente
Dr. A. J. CORRES
Department of Shipping, Trade and Transport, University of the Aegean
Visiting Professor, City Law School
ajcorres@aegean.gr
Y. PAPACHRISTOU
Management Consultant, PPA S.A.
papachristouy@olp.gr
Abstract
The cruise ship industry in Greece is currently undergoing a period of rapid expansion at a time
when the Greek isles are included among the top most popular destinations worldwide. This
paper presents an overview of the trends in the development of the cruise industry in Greece, by
offering comparative statistics of ship calls and visitors in the most popular Greek destinations.
In addition, the question of available cruise-related infrastructure in the Greek ports - in their
function as ship and passenger interface points - is discussed and assessed. Subsequently, the
paper proceeds to an evaluation of the incoming revenue streams stemming from cruise ship calls
and highlights their significance for the development and sustainability of port-cities.
As the viability and future success of the cruise industry in Greece will largely depend on the
cooperative endeavors shown by the public and the private sectors, the ways through which such
ventures can be implemented are briefly discussed along with their relative merits. Despite the
restraints posed by the current economic crisis, the reasons for which there are still good
prospects for continued growth by this industry in the foreseeable future are examined along with
the necessary conditions which will make this matter realistically possible.
Key Words: Cruise ships; passengers; home port; port infrastructure; tourist season; cruise
benefits.
Acknowledgements
We should thank the Hellenic Ports Association (HPA) and its members who have made valuable
contributions and without their assistance this analysis would not have the necessary depth.
1
1. Introduction Norwegian company Kloster which bought the
Cruising in Greece goes back half a century to vessels however, went bankrupt in the middle
the days when the Nomikos family sold two of an economic crisis discovered Skordilis
passenger ships, "Achilles" and (2009).
"Agamemnon," in 1958 to Olympic Cruises,
whose major shareholder was Aristotle In 1972 Karageorgis Lines was founded,
Onassis. A few years before the founding of having as its first ship the Mediterranean Sea.
Olympic Cruises, Epirotiki, a company owned A significant and interesting case is the Greek
by Potamianos family, active in passenger company Regency Cruises, which was
shipping since the 30s, operated the vessel founded by Anastasios Kyriakides in 1984,
"Tasos" of the "patriarch" of Greek cruising and paved the way for Greek cruising in the
Tasos Potamianos, which was chartered by international markets. It was a company which
American archaeologists who enjoyed cruises operated in the beginning at the Montego coast
to the Aegean islands.1 and later in the Caribbean. In the 90s Tony
Lelakis bought the Regency cruises which
Epirotiki, eventually, established itself as one collapsed in 1995. In 1997 Celebrity
of the leading companies in the cruise industry (Chandris Group) sold all its ships to Royal
globally, but sadly went bankrupt despite its Caribbean Cruises and withdrew from the
brilliant course mentioned Theotokas and cruise industry noted Diakomichalis,
Harlafti (2007). In 1958 Charalambos Stefanidaki, Lekakou and Syriopoulos (2011).
Kioseoglou founded the Sun Lines. In 1965, Carnival Cruises acquired Epirotikis shares in
Kavounidis, one of the oldest passenger 1994, but the Potamianos family and regained
shipping companies, which was founded in it one year later and formed the Royal
1912 in Istanbul and moved to Piraeus in Olympic Cruises in collaboration with Sun
1922, entered cruising in 1965 under the name Lines.
K Hellenic Lines with the ship Centaur. Other
major companies followed such as Typaldos Throughout the course of the Greek flag in the
Lines and Efthimiadis noted Papadopoulos cruise industry sector, labor cost has been an
(2011). In 1963 Chandris Group started its important factor as this form of service is the
activity in that sector, and in 1976 it managed most predominantly labor intensive in the
to control the largest fleet of cruise ships shipping industry. This has led to strategic
around the world. alliances between seafarer unions and cruise
ship owners in the context of Presidential
While the cruise market was expanding in the Decree 177 which regulates the mandatory
coming decades, Greek companies claimed an composition of the crew for passenger vessels
increased share in Mediterranean markets including all hotel services staff. In the past,
which were increasing in number. In 1970, this practice was extended also to cover
Louis Cruises, a Cypriot-owned company cabotage - related matters, in expectation that
entered the Mediterranean market for the first the exclusive reservation of the Greek cruise
time, focused on organizing short-period market for ships under the Greek flag would
cruises to Cyprus and during the 80s benefit both sides. History has shown however
expanded its activities by offering cruises to that this practice which burdened operators
the Greek islands, Egypt and Israel. Pericles with oversize manning did not lead to the
Panagopoulos founded his own company in desired result, but to the opposite i.e. to the
1971 named Royal Cruise Line. The Royal disappearance of the Greek cruise ship.
Cruise Line was repeatedly voted as the best
cruise company in the world. This company Meanwhile, the Mediterranean as a destination
was also sold in 1989, while at its peak. The has prevailed over Alaska and has climbed to
the second place in the preferences of
passengers worldwide, while the Caribbean
1
http://www.koutouzis.gr/naftilia-atmoploia.htm remains, consistently, the most popular
2
destination (Bleiberg, 2012). Europeans are are also making approaches to other Greek
the largest audience as cruise passengers destinations and that results to visitors to the
(26.9%) after the Americans and they prefer to local markets in periods where there is no local
travel in Europe, due to proximity, natural tourism. This fact is perhaps the most
beauty and cultural interest. The important element of cruising from the
Mediterranean as a cruise destination area perspective of national tourism policy.
could be divided into two geographic regions,
the Western and the Eastern Mediterranean, As the first results show the potentials of this
considering the Italian peninsula as a natural new drive are extremely encouraging to the
boundary. The port of Piraeus is, undoubtedly, extent that the official state is talking about a
prominent in the eastern Mediterranean, both new resource for the Greek economy, if not for
as a home port as well as a popular a'' new locomotive'' for the national economic
destination; famous are also the Greek islands. development. The purpose of this analysis is
an initial inventory of the key items of this
The Greek cruise market as already mentioned economic phenomenon as manifested by
has remained for many years under the statistics and information from the network of
privilege of exclusivity for ships under the cruise ports throughout Greece.
Greek flag. This regime has changed, since
2003, by the adoption of EU Regulation 2. Cruise ships and destinations
3577/92 which allows ships under the flag of Cruising is a combination of actions which
European countries to access the Greek include maritime transport, travelling, tourism
market. In 2012, it further opens to cruise and leisure noted Lekakou and Pallis (2005)
ships under flags of third countries. Following and it can be described as a round trip based
this change, ships under flags of third on a specific rotation with given destinations
countries will be examining the possibility to which takes place on a suitably designed ship
use Greek ports as a point of embarkation and that provides hotel services of high-level
disembarkation of passengers, which is quality, entertainment places, indoor sports
accompanied by significant benefits for the and spa, medical assistance and the
tourism industry in general. appropriate organization to explore the places
of interest.
The cruise industry may potentially fulfill the
role of a battering ram to the persistent Greek In addition, the cruise ship is the mean by
problem of a short tourist season. It is well which tourists access the various cruise
known that the duration of the tourist season in destinations from which they have the
Greece is very limited starting from fifty days opportunity to visit local or nearby places of
(e.g. in the western Cyclades islands) and interest. This method of tourism that takes
exceeding only in a number of cases the length place from Alaska to the Caribbean and from
of one semester. Barcelona to Singapore in the new globalized
environment (Wood, 2000) has been
By contrast, the period of cruising in Greece, characterized by rapid growth at an annual rate
begins much earlier, there are already several of 7.38% from 1990 projected to 2015. The
ship arrivals in March (in March 2011, Piraeus estimate for 2013 is that cruise passengers will
welcomed 29 cruise ships and 49,171 reach 21.3 million, an increase of 15.7% over
passengers) or even earlier, and continues until 2010.
December, totaling three hundred days a year.
The cruise ships calling at the port of Piraeus
3
Cruise Passenger Trend (worldwide)
25000000,0
20000000,0
15000000,0
10000000,0
5000000,0
,0
2008 2009 2010 2011 2012 2013 2014 2015
These figures are also reflected in the financial task is assisted by the indivisibility of the
results, produced for 2010 by the cruise cruise ship which offers a low opportunity cost
companies, their crews and passengers direct for vacant spaces. Given the indivisibility of
expenditure of 14.5 billion Euros which, the cruise ship, the marginal cost of the
compared to 2009 was increased by 3%. In additional passenger is so low that it radically
particular, it should be noted that the changes the traditional regular pricing based
phenomenon of continuous demand rise occurs on the average cost per passenger plus margin.
since 2008 during a global economic crisis.
This could mean that it has the potential to For the three years period from 2011 to 2014,
increase much more rapidly after the crisis. 23 cruise ships have been scheduled for
Under such circumstances the number of delivery worldwide having a total intake
cruise passengers worldwide could reach the capacity of 60,630 passengers. It should be
thirty million mark in 2020. stressed that nine of them, with a capacity of
20,300 passengers (33.5%), have been
earmarked for the European market amounting
The brisk rises in demand for cruises as well to an investment of around 5.1 billion Euros
as competition among companies for larger (European Cruise Council, 2011).
market shares in this lucrative market, is
resulting in the construction of more and larger The increase in the size of cruise ships, which
vessels (mega-liners, mega-ships) that increase as we have seen follows its own pattern, is not
the number of available passengers, while generally accompanied by a parallel increases
reducing further the cost per departing in infrastructure in host ports. Normally port
passenger through economies of scale. These facilities are planned with a prospect to host
economies materialize only if high filling rates larger-sized ships, but once the limit is reached
are warranted. As the high filling rates are not they cannot match rates of ship size evolution.
given, or automatically achieved, the burden of Having all these in mind, let us examine the
booking down to the marginal cabin falls on size issue of cruise ships visiting Greece.
the companys marketing department, whose
4
Table 1: Average size of cruise ship
2500 2196
2047
2000 1911
1586
1312
1500 1144 1327 1118 1235 1193
1108 1117 1056 1060
975 2010
1000
549 650 2011
548
500 366
286
1200
962 936
1000 823
800 700 684 526
531
594
600 536 481 453
429360429 2010
400 247
2011
209 72 61 48 42 19 10
200 21 33 44 33 20 11 23 11 1
0
5
The last two years, the eight major cruise should not miss the rapid increase in Chania
destinations attracted 8,900 out of a total of which is expected to continue next year.
9,322 approaches to emerging ports. If we
divide 8,900 approaches: 2 years: 8 ports = We notice significant cruise ship arrivals
556 calls/ per main destination /per year. The before the tourist season starts and after it is
average number of calls per port implies about completed, in particular, the season for cruise
1.5 ships on a daily basis for twelve months ships in Piraeus begins in February. However
for each main destination. If this number is it does not start simultaneously for all Greek
correlated with the average size of 1.140 destinations, the first arrivals in Rhodes may
passengers per ship, we can have an estimation occur in February, Katakolon does not expect
of the theoretical average number of visitors the first cruise ship before Easter, which is in
for 2010/11 which is: 1,710 visitors / per day/ mid-April. Nevertheless, the month with the
per main destination. This number provides an plethora of arrivals varies according to
order of magnitude for the importance of destination.
cruising for the ports in question and also
highlights the impact on local demand for Cruising by definition has an international
goods and services. character and that allows operating
independently of any national legislation
Santorini is currently the most popular which restricts the right to holidays to a few
destination in the world and that is reflected in summer months. This feature may be the key
the number of calls which increased by 37.4% in extending the duration of the tourist season
in relation to 2010. Other Greek ports also in the Greek destinations. Greece has every
show increasing trends with the exception of reason to exploit this opportunity for economic
five destinations which showed a decline in development, with the introduction of
2011 compared to the previous year (Rhodes - flexibility to its own national legislation with
1.8%, Patmos -9.4%, Heraklion -15.3%, an eye to smoothing out the spikes in vessel
Thessaloniki -5% and Kavala -9%). Finally we traffic during summer months and spreading
the season wider.
3. Cruise Passengers
Cruise passengers are people with an average both the infrastructure and the image of the
age of 48 years, highly educated (76% have a existing cruise ports. Home porting for cruises
university degree) with a high annual income, should be encouraged in view of significantly
97,000 $ (Cruise Market Profile Study CLIA, higher levels of tourist expenditure and
2011). They come in organized groups and multiple benefits for the national economy and
they are expecting services of high quality. also for the local communities (Dywer and
When tourists are aboard a cruise ship, they Forsyth, 1998). This is important for the
are enjoying a controlled environment of flexibility of the companies programming and
luxury and security a "tourist bubble as aptly it requires the existence of an international
described (Jaakson, 2004) that in some cases airport within reasonable distance from the
can "bust" meaning to come in contrast to the port. The existence of such airports is the
situation at the destination port. It may become condition that will ultimately dictate whether a
even worse if confronted with a disappointing port district has the potential to evolve into a
picture of a dirty and disorganized city or town home port, forming a conditio sine qua non.
where archaeological sites may be locked and Under this perspective - and if things develop
basic infrastructure services may be as expected - Greece could become a major
unavailable due to industrial unrest. hub for Eastern Mediterranean cruises which
will also cover the Black Sea and the Adriatic
An important part of a national policy for the with excellent prospects in the foreseeable
development of cruising in Greece should be future.
the adoption of measures aimed at improving
6
Table 3: Passenger arrivals by cruise port
It should be noted that only 6 Greek ports - In general, without significant investment both
which are traditional cruise destinations- out of in infrastructure - in order to accommodate
a total of 17 exceed 500,000 thousand cruise cruise ships - and in superstructures to
passengers a year. The other ports have facilitate the movement of passengers, a cruise
presented low cruise passenger traffic, port cannot attract the necessary support
however, there are reasonable grounds to be (Marti, 1990). The existing port infrastructures
optimistic regarding their rapid development and other land facilities in Greece face
once the law allowing access to non- EU flag problems. One can briefly mention certain
cruise vessels is amended. A rise to the order problem areas which need to be addressed
of 21% in the number of passengers (2010/11) here:
has been observed in the above main Docks and Piers (mainly length and depth)
destinations. Safe Areas for Anchorage (adequacy of the
number of served ships and anchorage
Only 3 destinations have shown a decline in management, winds, seabed mapping)
the number of passengers: Heraklion has Ship services at anchorage
shown a decline of 27%, Kos has shown Berth Reservation System
increased cruise ships arrivals (a rise of 9%) Sites for disembarkation and for passenger
but has hosted fewer passengers as obviously waiting
smaller ships have visited this island. Means for taking passengers to inaccessible
Thessaloniki also has seen a decline of 28%. areas ashore (e.g. Santorini))
Although 5 destinations have hosted fewer Port Security
cruise ship arrivals, only two of them have Port organization to accommodate large
presented fewer visitors, a fact that indirectly numbers of tourists Adequacy/training of
confirms the trend towards larger cruise ships. port personnel
Ability to deal with health emergencies
Although Santorini has a higher number of
calls by cruise ships than Piraeus, the biggest It is evident that these issues cannot be
Greek port receives many more cruise ignored, but it is also obvious that these
passengers. Piraeus exceeds by far in matters could not be addressed simultaneously.
passengers numbers not only Santorini (by There is need for prioritization and planning
58%) but also all the other destinations, which could suitably become a part of the
demonstrating the kind of dynamism home national policy for the Development of the
porting brings once established. Islands which has already been announced at a
7
time when the role of the port authority The issue of the adequacy of infrastructure is
expands, not necessarily as a provider of port also raised in vessel size and the increase in
services, but as a regulator to safeguard the the number of visitors. In the first case
public interest and to promote the common questions are raised relating to the size,
interest (Chlomoudis, 2011) at a local level. number and depth of the piers, the second case
The newly formed Greek Regions are also concerning the admission, service and access
expected to have an active role in that, of visitors to various places of tourist interest
although the effort would be more effective if (cruise terminal, customs, parking for coaches
there was some form of central coordination. and taxis, adequate roads, etc.). Some Greek
NSRF involvement will be necessary in raising ports possess a significant number of piers for
capital, and assistance would be needed to cruise ships, but some others have only one, or
expedite projects by bypassing bureaucratic none which necessitates the use of boats.
obstacles in the implementation process.
The increase in the number of cruise ships
The need for adequate infrastructure is calling during the peak months results to tight
essential for the attraction of cruise ships from situations in berth allocation and in the long
major international cruise companies. term this puts pressure on port authorities to
However, in many cases infrastructure for create more and larger piers. Until that
ships has been designed for different purposes happens, a major issue is created in berthing
than to serve cruise ships and for this reason, coordination (berth reservation is a key
many ports need to adapt to the needs of this demand of cruise companies). The following
business. table depicts the average pier occupancy in
Greek cruise destinations.
Table 4: Cruise ships / pier/ year
600
481
500
400
300 215 228 227
200 104 66 52 36 61
100 24 10 5 1 1
0
Today, as one would expect, Piraeus is the port can use these as a tentative benchmark for
which has most piers, 11 for cruise ships and understanding of what is happening to the
the average number of calls to each one of other Greek cruise ports.
these is: 104 ships a year, meaning 2 ships per Berth occupancy in the ports of Katakolon,
week. This figure includes both the period of Mykonos and Corfu is considerably more
intensive work in the peak of the touristic crowded (4.1 ships / per pier / per week in
season, and also the winter period when there Katakolon, 4.4 in Mykonos and also in Corfu),
are no calls, so it statistically describes the while the status in Patmos appears to be
general situation ignoring peaks and troughs in extreme by having 9.2 ship calls per week to
vessel traffic. Today, the well developed the single pier. It should be noted that the
infrastructure of Piraeus port is considered average size of ship calling at Patmos has been
adequate to serve the numbers of cruise ships 5.5 times smaller than the one calling to
and passengers calling and for this reason one Katakolon. Moreover, Rhodes, Heraklion,
8
Chania, Volos and Kos demonstrate much destination port which means that cruise ships
better statistics, having one ship per berth per spend less time there and therefore the current
week or less, while the traffic of cruise ships in level of calls could theoretically be
the other ports piers is negligible. Of accommodated with fewer piers, maybe four
particular interest is the case of Santorini that or five.
does not have any pier for berthing cruise
ships, despite the record call of 962 ships in The other element of infrastructure that serves
2011. the passengers is the cruise terminal which
like piers also has limits in the number of
In the theoretical case that Santorini proceeded passengers it can handle. Table 5 below offers
to create piers for cruise ships, their number a ball park approach to the general issue of
should not be less than nine if the target is an passenger terminal adequacy without being
average occupancy of two ships a week per able to draw accurate conclusions due to lack
pier, as it is in Piraeus. However, Santorini, of quantitative (e.g. square meters) and
unlike Piraeus which is a hybrid port, is only a qualitative (handling procedures etc) details.
Table 5: Cruise Terminals and Passenger traffic
AVERAGE
PASSENGERS /MONTH/ %CHANGE
PORTS TERMINAL
TERMINAL
2010 2011
PIREAUS YES (2) 77694 104800 35 %
SANTORINI NO 64626 78191 21 %
UNDER
KATAKOLON CONSTRUCTION 61405 68329 11 %
UNDER
MYKONOS CONSTRUCTION 55281 65197 18 %
CORFU YES 47450 49519 4%
UNDER
RHODES CONSTRUCTION 47149 49014 4%
HERAKLION YES 25417 18464 -27 %
PATMOS NO 12655 14684 16 %
CHANIA NO 959 13177 1274 %
VOLOS YES 1788 6066 239 %
KOS NO 2188 1956 -11 %
THESSALONIKI YES 1336 960 -28 %
MILOS 669 1029 54 %
KAVALA YES 197 226 15 %
PATRA YES 88 191 116 %
IGOUMENITSA YES 10 13 27 %
ALEXANDROUPOLIS 0 20
Source: HPA Primary statistics, authors processing
After a large increase in arrivals, the adequacy passengers per month per cruise terminal that
of terminals in the port of Piraeus in 2010 was means - always on average basis throughout
followed by a relative inadequacy in 2011, a the year 3,000 passengers per day, which in
fact which has led to the construction of two practice means approximately 5-6,000
additional terminals in Piraeus port. For the passengers or more on busy days.
relative sizes of PPA S.A. the threshold in
terminal throughput is broadly 90,000
9
Although Mykonos and Katakolon have fewer significant increases in ship calls, especially
arrivals than Piraeus, they have cruise when one take into consideration the
terminals under construction which should be possibility of becoming home ports.
similar to size to those Piraeus port has. In that Excluding the ports of Chania and
way there would be a margin of increase in Alexandroupolis, where the changes occurred
throughput of 40% from the current levels. are extreme, we observe that the average
This same argument can be the starting point change in passenger throughput per terminal
of consideration of the needs of other month per month is (2010/2011) has been
destinations. The ports of Crete create a around +33%.
special case because there is great potential for
Experience in Europe has shown that the costs with the construction and repairs of cruise
incurred by cruise lines for goods and services ships (ECC, 2011). If these latter costs - which
in the countries they operate, are twice the constitute a 33% of the total - are removed, we
costs incurred by passengers and crews, but can estimate the overall picture of benefit for
this proportion also includes costs associated Greece from cruises.
Table 7: Sources of income
From passengers and crews (without multiplier): 508.6 million Euros
From purchases of goods and services*: 681.5 million Euros
*{508.6 *2 = 1,017.2 minus 33% (costs associated with construction and repairs) = 681.5 million Euros
4
The above calculation of the cruise turnover is very close to a similar calculation of the Hellenic Chamber of Shipping (internal
data, not published) using a different logical approach, the two different approaches converge and even if both contain
inaccuracies the real number for the cruise turnover cannot abstain from 1.2 billion per year.
12
All data shown in Table 8 deliberately exclude benefits from the substantial costs of companies
for purchases of goods and services. The reason is that most of these costs are not carried out in
destination ports but in homeports (Piraeus and Corfu at present) where the relevant facilities are
provided.
The highest percentage of revenue by source A of Table 6 must be added to the revenue of
Piraeus which is a destination port and at the same time a home port, as it is indicated in sources
B and C of the same table. Assuming that the ratio of income between Piraeus and Corfu
regarding Home Porting is 9:1, i.e. 135 million Euros for Piraeus, then theoretically the broader
area of Athens and Piraeus makes revenue of 220.3 million Euros a year from cruise passengers
and crews only.5
5
The observed small difference between the theoretical calculations in Table 8 (344.6 million) and Table 6 (332.1 million)
probably due to a slightly increased average cost per passenger (approximately 3.6%), or a corresponding difference in the exact
number of passengers, or finally, to a combination of both.
6
Revenues from goods and services are calculated with the same method as before: (total revenue from passengers and crews) =
220.3 * 2 440.6 million, minus 33% (costs related to construction and repairs) 145.4 = 295.2 million.
13
With the benefits for Attica - in terms of of passengers, it becomes evident that the
receipts- exceeding the half a billion Euros promotion of home porting in other Greek
mark and for Corfu exceeding the total ports should be a priority target. On a national
receipts of Santorini which has twice the size level Table 11 gives the big picture:
By applying the income multiplier on passenger and crew spending in island destinations, the total
revenue nationwide - is calculated as follows:
Table 12: Nationwide cruise income (adjusted with the island income multiplier)
Revenues from transit passengers and crews (table 8) 572.3 m
Revenues from home porting passengers and crews 197.6 m
(see previous table)
. Total revenue from home & transit passengers and crews 769.9 m
This amount places the cruise market between than 1% of GDP today, but there are good
those sectors of the Greek economy which prospects to reach this point and to exceed it in
have a distinct contribution to the GDP. In the next few years, especially if one takes into
terms of national account figures, direct cruise account the sharp downturn in the Greek GDP
revenues are close to 0.7%, somewhat less since 2008.
15
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