Cruise tourism plays an important role in the region’s economy and international reputation, says Wayne Brown – the Mayor of Auckland, a major city of New Zealand.
“Cruise brings visitors, spending and jobs to Auckland, and we want to make sure the region remains an attractive place for cruise lines to invest.”
Tāmaki Makaurau Auckland is strengthening its position as Aotearoa New Zealand’s leading cruise hub with the launch of the Auckland Cruise Plan 2026-2036. This is a 10-year roadmap to grow high-value cruise visitation through coordinated investment, stronger partnerships and enhanced visitor experience.
Brown said this plan is about getting the basics right – good infrastructure, good coordination and a great experience for visitors – so Auckland remains New Zealand’s leading cruise port.
The plan – developed by Tātaki Auckland Unlimited, the region’s cultural, events and destination agency, with Port of Auckland and industry partners – sets a shared direction for Auckland’s cruise sector. It strengthens the region’s position as a preferred turnaround destination while delivering greater economic, cultural and community benefits.
Auckland as Oceania’s Cruise Hub
Annie Dundas, Director of Destination at Tātaki Auckland Unlimited, said the Auckland Cruise Plan supports the region’s long-term competitiveness and recognises the value the cruise industry brings to Tāmaki Makaurau.
“Cruise is an important part of Auckland’s visitor economy, supporting jobs, businesses and experiences across the region. This plan is about working together to ensure Auckland remains a competitive, world-class cruise destination by investing in the infrastructure, partnerships and visitor experience that cruise lines and travellers increasingly expect.”
She highlighted that their ambition is for Auckland to be Oceania’s most compelling urban waterfront cruise hub and preferred turnaround destination – a place where visitors choose to begin or end their cruise because of the quality of the experience both on and off the ship.
Roger Gray, Port of Auckland’s Chief Executive, stated that the plan reflects a shared commitment to ensuring Auckland remains internationally competitive.
“Around the world, the cruise industry is growing quickly, and this plan outlines how we’re actively working to capture that demand and boost the Auckland economy. We’re building the infrastructure, we’ve found innovative solutions to biofouling and we’re working with Tātaki Auckland Unlimited to promote Auckland and the unique experiences our great city offers to the world.”
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Cruise Plan
Auckland accounted for around 15 percent of Aotearoa New Zealand’s cruise passenger movements during the 2023/24 season. Cruise passengers and crew spent about $201 million in the region – representing 39 per cent of national cruise passenger expenditure.
The plan responds to a changing global cruise market, where deployment decisions are made years in advance and destinations compete on infrastructure, accessibility, operational certainty, passenger demand and visitor experience.
While Auckland cannot influence every factor, the plan focuses on strengthening those areas within the region’s control.
Some of the key initiatives include supporting the Port of Auckland’s Bledisloe North berth and terminal programme, creating a seamless airport-to-port experience through the Exchange Excellence Programme, and working with mana whenua to deliver distinctive Māori-led visitor experiences that showcase the unique identity of Tāmaki Makaurau.
The Auckland Cruise Plan focuses on attracting higher-value cruise activity, including more turnaround calls, longer stays, increased winter deployment and stronger connections between cruise, aviation and tourism.