Townsville Hosts Strategic Cruise Forum to Drive Regional Tourism

Townsville has welcomed a first-time-in-region event designed to strengthen North Queensland’s position as a premier cruise destination, in a forum hosted by Townsville Enterprise and delivered in partnership with Tourism and Events Queensland and the Port of Townsville.

Designed specifically for the region’s tourism operators, the Cruise Industry Forum aims to build regional capability and readiness to host more cruise ships, welcome additional cruise passengers and continue to deliver memorable onshore experiences for the growing sector.

Townsville Enterprise Director Visitor Economy and Marketing Lisa Woolfe said the industry forum offered North Queensland tourism operators a front-row seat to the inner-workings of the cruise sector and the significant opportunities it presents to the region.

“Cruise visitation to Townsville North Queensland has more than doubled since 2023, injecting millions into our economy and attracting high-value travellers from both international and domestic ports,” Ms Woolfe said.

“It’s a clear sign that the cruise sector sees the potential of our region – and we’re ready to build on that momentum.”

“Bringing cruise decision-makers directly into the region allows us to showcase the unique and authentic experiences we offer – from reef to rainforest, Indigenous culture to outback adventure – all within easy reach of the port.”

“This forum is also a vital platform for emerging tourism operators to learn how to work with the cruise market and tap into its global reach.”

“The Cruise Industry Forum offers an unparalleled opportunity for local businesses to meet one-on-one with product managers from leading lines like Carnival and Royal Carribean.”

“We are excited to be bringing the decision makers from the cruise sector into region, showcasing to them experiences we have to offer and providing new tourism operators the opportunity to understand how to work with cruise.”

“The Cruise Industry Forum provides a rare opportunity to meet with the product managers of major cruise lines – offering operators a chance to pitch new tour concepts, and hear firsthand traveller demand insights to shape an iconic North Queensland experience.”

A prestigious list of industry contacts will flock to the city as part of this industry forum including spokespeople from Australian Cruise Association, Carnival Cruise Line, Holland America and Seabourn Product Managers, as well as panel representatives of a number of Shore Excursion companies.

Product Manager from Princess Cruise Matthew McKeown said there’s strong demand from travellers for new and unique destinations.

“This Forum is a valuable opportunity for local tourism operators to gain a better understanding of what cruise lines look for when selecting destinations and planning itineraries,” Mr McKeown said.

“At the same time, it’s fantastic for us to experience firsthand what’s on offer in Townsville North Queensland.

“The region has already proven popular with previous Carnival visits being extremely well received by our guests, and we can see that there’s real potential here for growth.

“We’re always looking to expand into destinations that offer authentic, memorable experiences, and Townsville is well positioned to deliver just that.”

Port of Townsville CEO Ranee Crosby said the region’s cruise sector is on an exciting growth trajectory.

“Our Port has a world-class dedicated cruise terminal which has recently undergone renovations to its bus and taxi rank to provide passengers with a seamless experience from ship to shore,” Ms Crosby said.
“With the completion of our $251 million Channel Upgrade project, we are now able to welcome Large-Class cruise ships to Townsville for the first time, which carry triple the number of passengers than were previously able to arrive to our Port on any one ship.

“This brings great opportunities for our region to grow as a must-cruise destination.

“We’re seeing increasing interest from major cruise lines, and welcoming key decision-makers to Townsville signals that there is even greater potential ahead.

“With strong collaboration across industry and government, Townsville is ready to take cruise to the next level.”

Upcoming cruise ship visits, including the next visit on the 16 August, are already putting the region on the radar, but the potential for growth is significant following the successful channel widening project bringing new and bigger ships to the city.

The Cruise Industry Forum is part of a broader effort to drive off-season visitation and boost the region’s year-round tourism economy.