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.

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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.

Every cruise traveler has their own way to really relax on their vacation, from karaoke with their besties to sunbathing on the beach to late-night casino action.

In recent years, however, Carnival Cruise Line has done away with one type of relaxation onboard, much to the chagrin of travelers who want to get away far beyond their cruise ship.

In late 2023, the cruise line confirmed that onboard libraries were being removed from older ships during dry dock visits. Guests had already noted that newer ships, such as Mardi Gras, Carnival Celebration, and Carnival Jubilee never had libraries at all.

Now, however, travelers have noted that a form of library is actually returning to ships and being incorporated into a smaller but easily accessible format.

“My husband and I are cruising on the Miracle right now, and we’re very happy with the changes made during dry dock. I was especially grateful to learn that there is a mini library on board in the game room,” one guest commented. “It’s [just] a cabinet for a book exchange, but I was very happy to see this.”

Worth Reading: Carnival Cruise Line Not Planning to Order Smaller Ships

Carnival Miracle is spending her summer in northern Europe, offering 9- and 12-night British Isles, Scandinavia, Baltic, and Iceland itineraries from Dover through mid-August. She’ll close out the summer season with Greek Isles sailings from Rome from late August through early November.

Before beginning her European season, however, Carnival Miracle underwent an extensive update at the Navantia Shipyard in Cadiz, Spain.

Along with a new Seaside Theater for Dive-In Movies, the ship received other upgrades such as nightclub, bar, and casino updates, refreshment to the popular Chef’s Table, and cosmetic updates throughout.

The cruise line’s brand ambassador, John Heald, acknowledged the loss of the library but noted that the smaller versions are suitable to these changing times of different reading formats.

“We haven’t put them in [on all ships] and yet these mobile libraries definitely help just a little bit,” Heald said. “On a personal level I’m sad to see them go, they have been a cruising tradition, but times have changed and now people are bringing 50 or more books on their Kindle or phone.”

Carnival Miracle‘s original Raven Library was located on the port side of the Atlantic Deck (Deck 3), forward. That space is now the new location of the Warehouse Arcade.

The game room the guest is referring to, actually the Joker Card Room, is on the starboard side of the Promenade Deck (Deck 2), forward. The space is smaller but contains some quiet seating, board games, and a cabinet of books for guests to exchange.

How Else Have Cruises Changed?

The loss of the larger onboard libraries is not the only way that Carnival Cruise Line’s ships have changed over the years.

New specialty dining options are continually being added and activity schedules are revamped to enhance offerings that today’s cruise travelers want.

For example, in the past couple of years, Carnival has ended the once popular Hairy Chest Contest and other Lido Deck games that are no longer considered as family-friendly for today’s cruisers.

Years ago, no one would have ever thought of such innovations onboard as the Bolt roller coaster, more dedicated non-smoking casinos, or even simple but practical touches like multi-purpose lamps with different charging ports.

I love a good book on a cruise, and I’m one of the old-school types who doesn’t have a tablet or read books electronically (paper pages for me!). Yet I always bring my own books and never have relied on the ship’s library for reading material.

Instead, I welcome the dedicated game room and the chance to make more memories with family and friends onboard – exactly what a cruise vacation is all about.