Norwegian Cruise Line eyes growth in South African market amid shift to slow travel

As Cape Town celebrates its most successful cruise season to date, Norwegian Cruise Line is doubling down on efforts to appeal to South African travellers seeking longer, more immersive cruise experiences.

Kevin Bubolz, Vice President and Managing Director for Continental Europe, Middle East and Africa at Norwegian Cruise Line, says the company is seeing strong demand from South Africa, particularly for Mediterranean and Asia sailings.

“South Africans love NCL’s European and Asia sailings,” said Bubolz. “The Med is popular at the moment, with our September and October sailings offering a welcome reprieve from South Africa’s winter weather – and you can choose from quick escapes (1 to 8 days), extended vacations (up to 14 days) and global journeys (15+ days).”

This mirrors a wider trend in the industry globally, with 34.6 million passengers in 2024—a 9.3% year-on-year increase.

Cruise Lines International Association (CLIA) reports that one in three international travellers has now cruised, and 82% of those plan to do so again.

South Africans are part of this trend, with Flight Centre South Africa’s Year in Travel Report 2024 showing local travellers opting for cruises averaging 10 days—above the global average of 7.1 days.

“Cruising today looks very different from even 10 years ago,” Bubolz said. “The cruise industry is dynamic, exciting and quick to respond to market trends, with each new ship and itinerary carefully designed to meet the evolving needs of today’s traveller.”

A key trend Norwegian Cruise Line is focused on is the rise of slow travel—longer, unhurried itineraries that prioritise meaningful experiences over rapid sightseeing. These itineraries often include overnight port calls, giving guests more time to explore destinations in depth.

“The biggest appeal of cruising is the ‘one airfare, multi-destination’ nature of the holiday,” Bubolz said. “The money you save on flights and transfers can add extra days – and shore excursions – to an itinerary. It’s a great way for people to maximise their holiday time. You unpack once and really relax into the journey.”

Bubolz also highlighted the onboard experience as increasingly central to the cruise line’s offering. Passengers can expect a range of enrichment opportunities, from cooking regional dishes to attending lectures, wine tastings, and language classes.

He encouraged prospective travellers to plan ahead: “Spend some time planning your cruise. And speak to a travel advisor. There are so many different options, with a combination of itineraries, ports and excursions that can make your journey truly personal and special.”