The biggest cruise-ship season in Dunedin history got under way this week, with Monday's arrival of the Majestic Princess. The visit was the first of 121 scheduled for the city this season.
There are some words commonly heard around town when the big ships come into port and their passengers swarm the city. Buzz. Vibe. Atmosphere. The inference is always the same - it feels good being in Dunedin in the midst of cruise-ship season.
It feels good because we like being part of a collective celebration. We do it with sports, concerts, religion and politics, congregating to celebrate as a tribe.
When the cruise ships dock, it is as if another tribe has come to celebrate our own patch of earth with us, collectively, publicly. Thousands of visitors ogle our sights, their cameras clicking, wallets opening and their perspectives positive. It is hard not to share their euphoria.
But euphoria doesn't put food on the table. Thankfully, the cruise ships also bring commerce. As Dunedin's factories have closed one by one, tourism has stepped in, helping keep the city financially afloat. Every coffee or cake bought by a passenger is made and served by a local.
Every tour is run by locals. The museums' donation boxes swell, the gift stores are busy, the scenic trains are full and the pavements are packed with diners and drinkers. The port itself thrums with activity over the cruise-ship season, bringing increased employment and economic benefits.
There is no question Dunedin now depends, in part, on the money tourism brings, and a significant portion of that money comes from cruise ships. The city has gained its place as a favourite destination, despite fierce competition. It has done so by being more than just another stop on a busy tour. It is a highlight, lying as it does at the heart of a magnificent harbour, surrounded by imposing hills covered in drystone walls, incomparable views and abundant wildlife.
The city centre itself is a highlight too. It is compact, pretty, friendly, alive with things to discover and places to explore. The hinterland is as good as any city's and, perhaps most importantly, Dunedin's available activities are deemed worth travelling the world to experience.
It is those activities - and the need to increase them - that may be the next big step for the city's tourism market. Dunedin's current offerings are generally passive. Wildlife tours, train tours, castle tours, sightseeing tours - they are wonderful additions to the regional economy and strong advocates for our tourism industry. But it could be argued they are all of a type.
As the cruise industry's economic value continues to increase, other New Zealand destinations will adapt to improve their own offerings. Without the chance to profit from natural beauty as effectively as Dunedin has done, they will instead be creative, dreaming up ways to impress and inspire tourists eager for unforgettable experiences.
That mindset of aggressive innovation must exist in Dunedin too. Tourism is a competitive industry and our city's tourism offerings must increase, in both number, variety, tone and ambition, if we are to fully capitalise on its spoils. Our activities must be active as well as passive, adventurous as well as scenic, thrilling as well as enthralling.
Perhaps Dunedin should make more of its topography. Steep hills can be put to multiple uses - as tourism operators around the world have shown. Perhaps it should make more use of what is arguably the country's greatest harbour village - Port Chalmers. Certainly, it could make more use of its creative people, its innovators.
Dunedin is on the cusp of becoming a true tourism heavyweight. This summer's extraordinary cruise-ship schedule is proof of that. Rather than basking in the spoils, the city should see this season of abundance as an opportunity to evolve and innovate. It is an opportunity not to be ignored.
