Princess Cruises plans to double its regional New Zealand port visits from the 2028/29 season, positioning itself as the country’s largest cruise operator. The announcement coincides with the arrival of the Crown Princess in Auckland’s Waitematā Harbour, marking the start of a subdued 2026/27 cruise season shaped by regulatory and operational costs.
The cruise season kicked off this Saturday morning as the Crown Princess docked in Auckland’s Waitematā Harbour following a 114-day world cruise that departed Auckland on May 6 and has since sailed 36,000 nautical miles, visiting 44 destinations across 26 countries. Yet the most consequential news accompanying the vessel’s arrival was not about the current calendar, but a long-term commercial commitment looking toward the end of the decade.
Tourism and Hospitality Minister Louise Upston said more than 200,000 cruise passengers are expected to visit New Zealand between now and the end of June. Auckland’s cultural, events and destination agency, Tātaki Auckland Unlimited, expects the sector to contribute more than $200 million to the local economy this season alone. However, Tātaki Auckland Unlimited director Annie Dundas said passenger numbers remained below the levels seen in previous years.
Princess Cruises Plans Expansion Across Nine Ports
Princess Cruises announced that it will significantly increase its regional visits starting in the 2028/29 season, with the company planning to double its number of port calls in New Zealand. Under the plans, the expanded schedule will bring ships to nine New Zealand ports: Auckland, Tauranga, Wellington, Lyttelton, Dunedin, Picton, Napier, and Timaru, as well as offering scenic cruising through Fiordland. The company said the expanded schedule would make it New Zealand’s largest cruise operator.
Matthew Rutherford, Princess Cruises vice-president Asia Pacific, noted that the company had been bringing international visitors to New Zealand for more than 50 years as it prepares for a major operational milestone.
This will be an especially significant season as we prepare to welcome our one-millionth Princess guest to Aotearoa,
Matthew Rutherford, Princess Cruises vice-president Asia Pacific
Rutherford added that New Zealand remains a top draw for international travellers due to its landscapes, culture, and hospitality.
New Zealand continues to be one of our guests’ most sought-after destinations. Its extraordinary landscapes, culture and hospitality are why people return year after year.
Matthew Rutherford, Princess Cruises vice-president Asia Pacific
The additional stops would generate more than $100 million in economic value, cementing the company’s status as the largest cruise operator in New Zealand waters. Minister Upston described the planned deployment as a vote of confidence in New Zealand as a cruise destination, and an example of the tourism sector and the Government working together. Upston noted that more port calls mean more visitor spend flowing into regions, supporting local businesses, tourism operators, and jobs right around the country.
Navigating a Subdued Season and High Operating Costs
Despite the long-term outlook, the immediate environment remains constrained. Annie Dundas acknowledged that passenger numbers remain below previous years. Retail NZ chief executive Carolyn Young pointed to consecutive contractions in the sector, noting that the downside this year is down about 20 percent on last year, which was down about 20 percent on the year before.
Young called the cruise season “a vital cog” in the tourist market.
Carolyn Young, Retail NZ chief executive
Industry leaders have attributed the recent downturn to deployment decisions made years in advance, driven by high operational expenses. Cruise lines make deployment decisions years in advance, and the next critical decisions for 2028/29 and beyond are being made now. NZ Customs forecast a 19% reduction in cruise passenger volume for 2025/26, following a 28% drop the season before, with only modest growth expected from 2026/27. The New Zealand Cruise Association expects just 660 port calls this season, well below pre-pandemic norms, with ship deployments still more than 40% below peak levels as of April 2026.
In April, New Zealand Cruise Association chair Tansy Tompkins noted that while cruise guests continue to rate New Zealand among the best destinations in the world, the country had made itself one of the most expensive destinations in the world to operate in. High port charges, strict hull biofouling rules, and rising visa fees and border clearance costs all stacked up to create operational friction. July 2025 Customs scenarios also flagged scheduled capacity 15% lower than the prior season, citing infrastructure gaps like hull cleaning and shore power alongside cost increases.
Government Alignment and the Road Ahead to 2028
Cruise lines deploy where there is certainty, competitiveness, and trust, and cruise lines recognise the practical steps the Government has taken to make it easier to visit New Zealand, along with stronger co-ordination between Government and industry. Minister Upston stated that the Government has taken a new approach to work closely with the cruise sector to improve their ability to do business in New Zealand, having attended the world’s largest cruise conference, Seatrade, in May.
We’ve worked hard to ensure New Zealand is positioned as a must-dock destination for cruise lines and passengers this season, and for many seasons to come.
Louise Upston, Tourism and Hospitality Minister
Upston also pointed to the Tourism Policy Statement released in June, which highlights building a sustainable and resilient cruise sector as a specific action reflecting the important role cruise tourism plays in New Zealand’s economy. Tansy Tompkins noted earlier that government engagement has strengthened, cruise is now recognised within the Tourism Growth Roadmap, and a Cruise Forum has been established.
For broader economic context, the New Zealand Cruise Association reported that in 2024/25, cruises contributed $1.23 billion in total economic output, supported 8,253 jobs, generated $384.2m in wages, and delivered 1.3 million passenger visit days across 25 ports and destinations. Direct passenger expenditure reached $393.7m, $108.4m of that spent with retail businesses, and an average passenger spend of $313 a day ashore. Additionally, MBIE research found that the 2023/24 season delivered $648 million in cruise spending, supported 8,790 jobs, and generated $572 million in GDP.
With regional economies relying heavily on individual ship arrivals—such as the 3,080 guests carried aboard the Crown Princess—the upcoming years will test whether regional operators can build upon these incoming commitments as Princess Cruises works toward welcoming its one-millionth guest to Aotearoa.
