The Japanese city of Yokohama has signed the Cruise Friendly brand license agreement created by the Var Chamber of Commerce and Industry. This is the first international destination for this label to improve the cruise line experience.

The Cruise Friendly quality initiative, initiated in 2013 by the Var Provence Cruise Club of the CCI du Var, goes all the way to the Pays du Soleil. By signing the charter and the brand licensing agreement, the port of Yokohama becomes the first international destination to adopt the approach. The goal of the label is to build customer loyalty by offering an extraordinary experience to passengers, to make a good impression and strengthen their desire to come back to stay in the city.

“We are proud to be part of the Cruise Friendly family in the hope that more cruise passengers will discover the main sights and the atmosphere of our city because this project fits perfectly with our motto Inspire your Soul”, says Yokohama Mayor Fumiko Hayashi.

And Jacques Bianchi, president of the Chamber of Commerce and Industry of the Var, said: “For all of us, it is about excellence: by offering a personalized welcome, helping to optimize the experience of cruise passengers to give them an unforgettable memory of their visit to the Var, helping local businesses and attract new customers and take advantage of the economic impact of the cruise business.”

Seven Var towns including St-Raphaël, Le Lavandou, Toulon, La Seyne, Sanary … already follow the recommendations of the quality approach home. Castellet and Fréjus should join the network in 2020.

The cruise business generates substantial economic benefits estimated at €430 million for the sea and river ports of the South-Provence-Alpes-Côte d’Azur Region: an average expenditure of €36 per passenger (of which 83% in transit ).

According to Caroline Pozmentier-Sportich, vice-president of the Delegate Region for International Relations: “This Cruise Friendly certification is an excellent example of how to mobilize the entire community on the importance of welcoming under the best conditions these new passengers come to discover our region and those who come back to visit it.”