From 'floating petri dishes' to record sales, the incredible journey of the UK cruise industry
Will PayneFrom horror stories in the national press to one of the safest means of Covid-era travel, cruise has been on an epic journey throughout the pandemic – with much of this journey taking place behind closed doors before a single passenger even boarded in what is truly now set to be a new era for the sector.
In February 2020, a month before the UK was plunged into lockdown, the BBC posed the question: Are cruise ships really "floating petri dishes"? If there was ever a headline destined to create a misjudged perception of cruise, it was this.
With the threat of the Covid-19 pandemic still on the horizon, the cruise industry was already facing a crisis of its own after being labelled a breeding ground for germs before it even had a chance to defend itself. There was a time that – for many – cruise was the epicentre of the Covid crisis as the infection ran rampant onboard Diamond Princess in Japan.
It’s safe to say then, that cruise didn’t get off to the best start in 2020 – and it got worse. By July the industry was all-but shut down, as a result of government-imposed restrictions. The collapse of Cruise and Maritime Voyages, meanwhile, hinted at further instability, sending the message the industry was on the brink of deeper turmoil.
But a year later, following months of public uncertainty over the future of the industry, MSC Cruises took a bold step when it became the first line to restart cruising from the UK after months of collaborative hard work by the industry behind closed doors.
Was the move met with praise? Respect? A sense that MSC was doing its best to pave the way for a return to normality? Sadly not.
Not only did the Scottish government reintroduce a ban on cruise ships just a few weeks after Virtuosa hit the water again, but many people brandished the industry "irresponsible" for restarting in the way it did while Covid was still prominent in the UK.
This, despite MSC insisting on mandatory face masks in all settings onboard, pre-departure and mid-cruise PCR testing, social bubbles, social distancing rules, health screening, hand sanitisation stations and a 1,000-guest capacity cap.
In the months that followed, the industry steadily got back to doing to what it does best – offering guests once-in-a-lifetime opportunities to visit far-flung corners of the globe.
‘Newfound respect’
And now, three years since that BBC headline, despite the constant upheaval the industry has faced, cruise is well and truly back.
The industry has seen its "best-ever" wave period, with many lines and agencies reporting bookings exceeding 2019 levels; new ships, including P&O Cruises’ Arvia, MSC’s World Europa and NCL’s Prima, have made their debuts, while new lines and brands such as Ambassador Cruise Line, Riverside Luxury Cruises and Four Seasons, have entered the market to provide even greater choice for agents and their customers.
But despite the new additions to the industry paving the way for a fruitful start to 2023, perhaps the most important development in the last three years is the public’s new found respect for cruise, recognising the sector’s determination to get back to normal, of how lines put aside their differences aside to lobby governments, and of how the industry established new standards for safety in travel.
So successful has it been, industry association Clia held a reception at the House of Commons just yesterday (22 February) for more than 25 MPs, including maritime minister Baroness Charlotte Vere and her Labour counterpart Mike Kane. "The pandemic halted the growth of the sector, and that is why we jointly created the cruise industry and government forum," said Vere. "We will continue to support the growth of the sector as it enters a year of renewal."
The start of the year has so far been a welcome breath of fresh air for the industry, and one the sector must capitalise on to ensure 2023 brings the good fortunes everyone so desires – and deserves.
Will Payne is TTG’s senior reporter and cruise expert.
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