Canada's Cruise Line Industry
The cruise industry in Canada is not only successful, but also thriving. Increasing the nation’s tourism as well as its economy, large cruise lines docking at Canada’s ports are an added benefit to the port industry. Seeing a successful 2011, ports along Canada’s Pacific and Atlantic coast not only embrace cruise ships but also their growth in the future.
British Columbia’s cruise industry in 2011 was reported by Cruise BC as successful. Seeing an 8 per cent increase in total passengers compared to 2010, it’s clear the industry is on an upward trend. A total of 1.2 million passengers came into the Canadian ports of Nanaimo, Port Alberni, Prince Rupert, Vancouver and Victoria. This had beneficial impacts on the economy bringing in 1.3 million to the province. This paired with passenger and crew spending at $185 million, cruise line spending totaling $367 million and cruise line industry tax contributions coming at $50 million, the BC economy is definitely seeing a monetary benefit.
In a breakdown by port, here are some of 2011’s highlights:
- In Nanaimo, the port saw a 26 per cent increase of passengers in comparison to 2010. Additionally in 2011, Nanaimo opened its new $25 million port facility which makes passenger loading and unloading more efficient.
- Victoria led British Columbia’s cruise success with the most cruise calls, a total of 206, and 440,000 passengers. In August 2011, Victoria welcomed its four millionth cruise guest to port. Victoria, also in 2011, was the first British Columbia port selected as a stop for Disney Cruise Line’s Disney Wonder.
- In Prince Rupert, 2011 brought 50,000 cruise passengers to port from a total of 21 ship calls. Prince Rupert’s Port Authority, from an initiative set in motion in 2010, started the Prince Rupert Cruise Task Force to expand volunteer programs, excursion and interpretations featuring wildlife and wilderness, aboriginal and cultural experiences and the Port’s history for visitors. This initiative has seen successful results such as an increase of guest shore time as well as a greater number of passengers coming ashore.
- Vancouver also saw increases in its passengers compared to 2010, a total of 15 per cent. During the cruise season, Vancouver welcomed 663,425 passengers off of 27 different vessels that included 199 cruise ship calls. Vancouver’s 2011 season saw a second full year of shore power operations conducted by Canada Place, thus reducing greenhouse gas emissions by 1,318 tonnes.
British Columbia has become a power playing province in the cruise industry and associations in the industry aren’t ready to slow its growth down.
“BC has enormous potential as a unique stand alone destination or as part of a larger West Coast itinerary,” Cruise BC Chair Doug Peterson said. “Our port facilities have the capability to handle more ships and can provide the cruise visitor with diverse and captivating shore excursion experiences that rival some of the best in North America.”
Atlantic Canada’s cruise industry saw a steady 2011 season, reported the Atlantic Canada Cruise Association. Providing $82 million in direct economic impact, the season not only shows the beneficial tourism that occurred in 2011, but also can provide a forecast to a successful 2012.
Overall, Atlantic Canada saw 825,000 passengers at port between April and November. Unfortunately, Atlantic Canada’s 2011 season was not up to par with 2010’s season, but this can be attributed to uncontrollable circumstances such as poor weather that cancelled scheduled calls.
“We are seeing the results of our marketing efforts that have been incredibly effective. The number of passengers visiting our region and the associated economic impact continues to have a huge impact on our region’s economy,” said Betty MacMillan, Chair of the ACCA. “Atlantic Canada’s ports are iconic parts of the Canada New England cruise itinerary experience, and remain extremely attractive to passengers and cruise lines alike. The ACCA is projecting consistent growth for the next three years and we are confident that we can continue to increase our numbers even in the midst of these uncertain economic times.”
Good news for Atlantic Canada is the ACCA’s forecast for 2012, expecting a record season with close to 650,000 passengers.
Overall, the cruise industry is in love with Canada. With cruise lines such as Norwegian, Princess, Celebrity, Carnival and Disney making port, Canada should be able to create a business of tourism that will benefit in the foreseeable future.
Marketing matters: from IBM to Kyndryl
Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.
With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.
You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?
I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.
What experiences have helped prepare you for this new opportunity?
I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.
The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.
How would you describe your leadership style?
I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.
I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.
What’s the best leadership advice you’ve received?
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.
What does success look like to you?
I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.
What advice would you give to your younger self just starting out in the industry?
I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.