September 16, 2021_Cruise visitors are back in Toulon Bay
On Thursday, September 16, 2021, the Ports of Toulon Bay welcomed the first cruise passengers for more than 18 months, with the welcoming of Mein Schiff 2 from TUI Cruises at La Seyne Cruise Terminal.
During the crisis the piers in Toulon Bay did not remain empty however, since the port and local community have kept on welcoming cruise ships for lay-up calls. At a rate of 2 to 3 ships berthed continuously since spring 2020, 15 calls have been accommodated in Toulon Bay, with a duration ranging from a few days to several months.
So, yesterday was a very special day marking a milestone in the history of the cruise activity in Toulon Bay, with the return of cruise visitors.
“Toulon, off the beaten track, but close to the people…”
Despite a full halt in the reception of cruise passengers, the Ports of Toulon Bay have continued to refine their strategy of promoting the “slow” marketing positioning of Toulon as a cruise destination.
Work has been undertaken to develop the offer ashore, particularly for independent passengers, favoring a “slow” destination positioning, that is, offering “slow-paced tourism, with low CO2 emissions, synonymous with in-depth discoveries, improved knowledge and cultural achievements”.
A choice that respects the territory, and that also responds to the need of visitors to slow down the pace and enjoy slower times during their cruise.
The launching of brand-new accounts on social networks “@cruisetoulonbay” on both (Facebook and Instagram) aims to develop the awareness of the international B2C target toward this positioning, linked to authenticity, off the beaten track, and far from mass tourism, translated into a new punchline “Toulon, out of the crowds, close to the people…”
It seems that this positioning and all the involved work is well appreciated by cruise companies as the schedules for 2022 are promising with an expected average of 90 calls from 16 different companies, for about 200 000 cruise guests (based on full capacity…).
Moreover, that is interesting to see that this strategic turn seems to have a real impact on market segmentation in Toulon Bay as 84% of cruise calls scheduled in 2022 are expected from the Premium and Luxury segments.
Curious to know more about Cruise Toulon Bay? Join us @cruistoulonbay on both, or either at your choice: Instagram & Facebook! You will find updates and tips from our experts and community, plus testimonies from cruise visitors about their experience in Toulon Bay and its surroundings.