Taking a cruise might be the holiday of a lifetime for many passengers, but for the UK, it’s big business, according to a new report.
An independent June 2025 report by WPI Economics, commissioned by Carnival Corporation, says the company’s cruise activity in the UK has a far-reaching impact.
The findings show that cruising in the UK contributes well beyond the port, from job creation to tourism.
The report, titled More than the Trip of a Lifetime, reveals that each time one of Carnival Corporation’s largest ships “turns around” in Southampton – meaning passengers disembark and new guests begin their cruise – the local economy gains between £1.9 and £2.5 million.
Across all “turnaround” (homeports) in the UK, the annual benefit reaches £505 million.
“As this report demonstrates, Carnival’s UK-based and global portfolio of brands make a significant impact to the economy,” said Paul Ludlow, president, Carnival UK and P&O Cruises.
Carnival UK, headquartered in Southampton, which expects to break cruise passenger records again in 2025, operates P&O Cruises and Cunard. It is the largest private sector employer in the city.
In 2024, the company made 700 UK port calls and supported nearly 1,900 jobs, including 1,650 full-time roles based in Southampton alone.
The report also highlights a ripple effect beyond the docks. International passengers who visit the UK contribute £147 million annually in future tourism spend, returning for land-based trips after experiencing the country by sea.
“I believe it is crucial for policymakers to recognize the value that cruise provides and the potential for this to grow sustainably in the years ahead,” said Ludlow.
Behind the Numbers
While Southampton is the company’s home base, Carnival’s reach spans far beyond the South Coast.
The report identifies consistent port spending in destinations such as Dover, Liverpool. Edinburgh, Invergordon, Greenock, and Belfast. This spending totaled £54 million annually, with £28 million of that spent in Scotland alone.
Each UK port call averages £280,000 in local visitor spend, according to the findings.
And that economic activity isn’t limited to passengers, either.
Carnival UK’s operations support nearly 2,000 seafarers and inject significant spending into the domestic supply chain. In fact, 90 percent of its £200 million in hotel goods spending stays within the UK, according to the report.
Read Also: What Cruise Lines Does Carnival Own? List of Carnival Corporation Brands
Travel agents also benefit, receiving over £112 million in annual commissions across Carnival Corporation’s portfolio of brands, which also includes AIDA Cruises, Carnival Cruise Line, Costa Cruises, Holland America Line, Princess Cruises, and Seabourn.
Currently, Princess Cruises’ Emerald Princess, Regal Princess, and Sky Princess; P&O Cruises’ Arcadia, Arvia, Aurora, Britannia, Iona, and Ventura; and Cunard’s Queen Mary 2 and Queen Anne are homeporting in Southampton for the summer 2025.
Other impacts are harder to quantify beyond economics, but the WPI Economics review noted that since 2007, Carnival UK has raised £3 million for The King’s Trust. It also hit £1 million in donations to the Teenage Cancer Trust in 2025.
The company also funds a performing arts academy in Southampton that draws thousands of entertainers annually for rehearsals and training.
WPI Economics also calls attention to Carnival Corporation’s role in supporting port infrastructure and workforce development, urging stronger collaboration with the UK government.
Carnival UK has homeports in Southampton, Malta, Tenerife, and Barbados, and a six-month seasonal homeport operation in Malta is now being studied for similar regional impacts.
It is estimated that its ship, Azura, which spends 29 weeks in Valletta, Malta, with 3,500 passengers and 1,200 crew, brought in £188,000 on hotels and £120,000 on transfers in 2022, not including taxes, port fees, and the supply chain.
While the report only reviewed Carnival Corporation, Southampton also serves as a homeport to ships within Norwegian Cruise Line, Oceania Cruises, Celebrity Cruises, MSC Cruises, Royal Caribbean, Regent Seven Seas Cruises, and Silversea, which are adding to the economy.
