Montreal Area Seeks Year-Round Cruise Traffic

The ports along Canada’s side of the St. Lawrence River seem to be perfect cruise destinations for North Americans. They are easily reachable from major U.S. cities such as New York and Boston, giving them access to a huge drive market.

And the ports along the St. Lawrence are spending millions to improve their port facilities so that ships going as far up the river as Montreal and Quebec have many itinerary options. However, while cruise traffic to the region has grown, the area struggles to shake the perception that it is a late-summer and fall cruise destination.

This month, the July 10 port call by Holland America’s 1,258-passenger Maasdam was Montreal’s only visit by a major ship. In September, 11 major cruise ships will visit the city, including the largest vessel that calls there, Aida Cruises’ 2,500-passenger Aida Luna. This imbalance is something regional tourism leaders want to change.

Boemi said that the port is working with Cruise the Saint Lawrence, the region’s cruise marketing association, and the city of Montreal to put together products that will entice the cruise lines to see Montreal as more than just a fall-foliage destination.

The port recently launched a campaign to encourage cruise lines to operate a longer season by tying itineraries to some of the many festivals and events Montreal hosts throughout the summer, such as North America’s largest jazz festival in June, performances by hometown troupe Cirque du Soleil and its annual Formula One car race.

Boemi said that another new initiative Montreal launched is targeting European cruise lines like Germany’s TUI Cruises as well as Cunard Line, MSC Cruises and Costa Cruises. Boemi said the city is expanding beyond the U.S. market, its traditional source of tourism.

According to Boemi, cruise traffic has been steady for Montreal over the last few years. About 47,000 cruise passengers and crew visited the city in 2009, and he expects about the same traffic this year.

Currently, cruise visits represent minimal direct revenue for the port. But cruisers are strong contributors to the local economy because almost all of the itineraries to Montreal begin or end there, taking advantage of the city’s international airlift, and because it is too far to turn around and go back to a North American port.

Those passengers tend to add hotel stays and spend money in restaurants and on pre- and post-cruise excursions. Having to visit Montreal on open-jaw cruises can also be a disadvantage.