CruiseBritain is a new joint initiative between industry, the Passenger Shipping Association and VisitBritain, focusing on promotion of cruise as an integral part of the British leisure travel industry. It's main objective is to reinvigorate the brand of Britain as an exciting destination and to become the No.1 European choice for Cruise Operators when selecting itineraries.

2008 saw a record number of ships (101) and cruise lines (53) call at British ports, with the average number of passengers calling at a cruise port during the year increasing by nearly 40% to over 11,000 passengers. The ECC reports that passengers spend an average of 106 Euros at turnaround ports and 57 euros at ports of call, making them a valuable revenue stream. So valuable in fact that it is estimated that passenger revenues for the UK cruise market increased by 17% to top £2.0 billion in 2008.

Kate O'Hara cruiseBritain chair says; "This really is an exciting time for cruising around Britain.  With a coastline of spectacular scenery ranging from sub-tropical gardens, ancient castles, and majestic cliffs to sandy beaches and rocky coves, Britain really does create a wild and magical playground for all ages".

Under this new initiative, cruiseBritain will be hosting a British pavilion at the Seatrade Cruise and Shipping Convention in Miami (15-18 March 2010) to launch its new information guide. The main aim of the guide is to encourage and aid international cruise lines who are considering adding British ports and destinations to their routes. The brochure will suggest different themes, itineraries and excursions, as well as provide information on all cruiseBritain members. The new brochure will equally be relevant for travel agents when arranging pre- and post-cruise accommodation and activities for passengers.