ECO-CRUISING FU_TOUR -a project co-funded under the EMFAF Programme, a fund managed by CINEA aiming to exploit the green and blue potential of the West Mediterranean tourism SMEs- keeps disrupting the cruise sector. The Project’s Consortium –which encompasses Mediterranean companies, institutions and innovation and research centres– has recently announced a Virtual Reality (VR) Tour to promote eco-smart cruising packages for the Millennials and Gen Z. Specifically, the ECO-CRUISING FU_TOUR VR Tour for the ‘Cruise, green, and fun’ eco-smart package, available on the project’s website, will enrich the cruise experience and set a new standard for sustainable and smart tourism. VR technology will allow for greater engagement and connection of the travellers with the destinations, promoting a more informed and conscious travel experience. The inclusion of VR technology will promote eco-friendly tourism practices, by combining eco-conscious activities with cutting-edge technology to create memorable travel experiences tailored to the younger generations.
The VR experience, developed under the coordination of X23 Innovation Bakery, the Project’s Coordinator, will allow passengers to interact with the cruise ship and immerse themselves in the destinations part of the tour itinerary by means of images and videos. They will also access the ECO-CRUISING full cruise itinerary, and explore three of the eight destinations -Tangier, Genova, and Palermo-. After learning about the destinations’ history and points of interest, passengers will enjoy a 360º view of the landscape or learn more about the activities planned at their own pace and with no time constraints.
Focus groups with Millennials and Gen Z
This milestone has been successfully reached after carefully selecting the destinations and the activities to be carried out, thanks to the support and insights from the stakeholders who participated in the co-design thinking workshops celebrated by the partners at the local destinations. Focus groups involving people aged 12 to 35 were also carried out in Italy, Algeria, Cyprus, and Morocco, to gather feedback from the target groups on the eco and smart technologies thought to entertain Millennials and Gen Z during this nearly tailored-made cruise experience.
To ensure the highest quality and meet the target groups’ needs and expectations, the participants of the focus groups in Italy tested the experience in September. In mid-November, it was the turn of the tech and cruise enthusiasts who tested the VR Tour in Algeria. However, the VR experience will be offered free of charge on the 21st of November during the Sun & Blue Congress, which will take place in Almeria (Spain) and where the Consortium will engage with experts and stakeholders of the cruising sector. This initiative is part of the actions carried out by the Eco-Cruising Consortium to offer innovative routes and solutions that pave the way towards Net-Zero for coastal areas by introducing a new experience for young targets of the cruise world. For instance, the green component of the package will stimulate tourists to enjoy nature-based tourism by using alternative zero-impact means of transport. All this while fostering environmental and cultural understanding, appreciation, and conservation.
Another goal is to make young tourists aware of food waste reduction and waste treatment. Young consumers are the fastest-growing segment of the cruise line’s customers. In recent years, cruises -often the vacation style of choice for families and older generations- have started to appeal to Millennials and Generation Z, who see cruising as good value for their money.
In addition, the project will promote cruise destinations that are striving to achieve green local mobility and are connected to the local area in terms of cultural excellence and the production of local food and art. In this sense, ECO-CRUISING FU_TOUR claims for public and private cooperation to redefine the cruise destinations by involving all the institutions and businesses. The idea is to combine a smart (digital) and eco-sustainable offering designed to develop the green and blue potential of Western Mediterranean tourism SMEs through cross-border cooperation to unlock new business opportunities in the new eco-cruise tourism sector.