An ambitious plan to strengthen Auckland's role as the gateway for the cruise industry is expected to result in smoother sailing for the rest of the country."When Auckland performs well, the cruise system across Aotearoa benefits," a report by Auckland Council's economic and cultural agency Tātaki Auckland Unlimited (TAU) said."Although the city accounts for only 15 percent of nationwide (cruise) passenger movements - totalling 236,240 passengers and 103,030 crew in the 2023/24 season - it generates a disproportionately high share of economic value.The Auckland region's cruise business generated around $244.6 million in gross domestic product and supported about 3780 jobs in the 2023/24 season.However, a downturn over the past couple of years saw the industry shrink, along with its contribution to jobs and the economy, and the knock-on benefits for the rest of New Zealand tourism industry.Cruise ship industry in the doldrumsThe Cruise Association raised the alarm a couple of years ago, following the launch of a national strategy in August 2024.But it had been tough going ever since.By November 2024, the industry's plan was moving in the opposite direction, amid rising costs, industry disorganisation and a sharp 20 percent drop on bookings for 2024/25 on the year earlier.The number dropped again in 2025/26 by 40 percent on the peak 2023/24 season with an uncertain outlook for the upcoming season."Despite strong appeal and ratings, New Zealand faces forecast softness in 2026/27 driven by macro factors (fuel, FX, geopolitics) and local cost/regulatory settings-reinforcing the need for destination competitiveness and clarity of value," TAU's report said.Still, IDNZ managing director Debbie Summers who specialises in all manner of cruise passenger logistics on the ground, said developing Auckland's gateway was key to the industry's overall success."Cruise tourism is right now bringing in over $1 billion overall in economic spend for the country. That's without us even really trying. We haven't actively gone out and really marketed the country," Summers said."Nearly 40 million people are going to take a cruise in the next 12 months. The industry is booming, and it's wildly competitive."She said there was a need to support investment in Auckland."Auckland is pretty much the major turnaround port for the cruise industry," Summers said.'It's also the economic generator for the rest of the country -- for all of our wonderful regions -- like Gisborne, and as far down as Bluff and Stewart Island."There are 26 different cruise destinations, and they're all in various ways dependent on the success of Auckland."The case for developmentPort of Auckland chief executive Roger Gray said the redevelopment 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," Gray said."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."The plan included a proposal to redevelop Auckland's waterfront to accommodate large cruise ships."We believe we're creating Oceania's best cruise destination and that the potential for cruise in Auckland is huge."The proposed Port of Auckland's Bledisloe North berth and terminal programme includes:Development ship berth able to accommodate a large ship of about 350mImprovement to existing berthsCreation of a seamless airport-to-port experienceDeliver a distinctive Māori-led visitor experience of Tāmaki Makaurau.Improving existing cruise facilities and accessibility.Stronger collaboration across the cruise sectorBetter use of data to measure economic, visitor and community outcomes.Who pays?Summers said income generated by the cruise industry and its passengers would ultimately fund the development of the Auckland gateway, rather than the region's ratepayers.She said tourists paid a $100 international visa, which was used to fund various infrastructure as well as conservation efforts."Cruise lines are also paying to come alongside every port that they go into."They're paying various taxes every single time they drop an anchor or go alongside in a destination."She said Auckland was primed for an increase in visitors."Auckland is just on the cusp of being something really magnificent. We need the visitors, and cruisers - they can deliver."