Assessing the Feasibility to Create a Homeported Small-ship, Experiential Cruise Line in Guam and Micronesia
Guam Visitors Bureau
Guam, United States
Engagement: 2016
As part of its Vision 2020 plan to diversify tourism offerings, increase length of stay, and improve visitor yield, the US territory of Guam put together a working group – consisting of the Guam Visitors Bureau, the Guam Economic Development Authority, and the Port Authority of Guam – to explore the business case of homeporting a small-ship, experiential cruise line.
While initial exploratory discussions focused on attracting mega-cruise lines, it quickly became clear that more in-depth analysis was needed to effectively assess the policy and business case. Twenty31 was retained to support the working group, provide a strategic framework to analyze the issues, and map a path forward for Guam.
Stakeholder consultations and buy-in
We conducted 100 in-depth interviews and surveys with businesses, the tourism industry, government, community, and NGO leaders in Guam and Micronesia to understand opinions related to the cruise industry and to gauge interest in homeporting a cruise line in Guam.
Inventory analysis opportunity mapping
We performed an extensive analysis of tourism and cruise line infrastructure, prioritizing types of cruise companies, ship sizes, and possible sailing itineraries that would work within Guam's existing and potential infrastructure. We evaluated these opportunities via a framework to assess the ease of implementation and viability in supporting sustainable, community economic development.
We provided a series of recommendations addressing the policy and business case for homeporting a small-ship, expedition-style cruise line in Guam, including the high-level investment costs and possible return on investment. This report was workshopped with the working group and presented to the Governor of Guam who endorsed the recommendations.
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Assessing the Feasibility to Create a Homeported Small-ship, Experiential Cruise Line in Guam and Micronesia
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