Milford Haven has become the first port in the United Kingdom to undertake a series of seminars aimed at raising the standard of its shore-side welcome for a growing number of cruise passengers. A series of seminars entitled 'Welcome Ashore' focused attention on the level of service offered not only at the port, but also within the wider community. With seven cruise visits booked this year, including the largest vessel to date which will bring up to 2000 passengers/crew ashore, the authority has worked hard to boost Pembrokeshire's reputation in international cruise circles, creating greater opportunities for the county's tourism industry. Port authority cruise co-ordinator, Sue Blanchard- Williams, believes that Pembrokeshire's success in attracting further cruise vessels lies in a collective approach. "The experience of our cruise visitors is dictated not only by the welcome that they receive at the port, but in shops, restaurants and attractions county-wide," she said. "Our aim in hosting the Welcome Ashore initiative has been to create a collective approach amongst shop owners, tourism operators and other service providers who come into contact with cruise passengers." Devised and delivered by Jim Wilson, of the McKenzie Wilson Partnership, the Welcome Ashore initiative has been developed to address standards of service across all areas of the marine leisure industry, but this programme focused on cruise in specific response to growth in this specific market sector for the authority and Wales. Jim previously worked with P&O Cruises as senior sales executive for Scotland and Ireland, before spending 11 years running regional tourist boards. More recently he has been involved in project managing successful marine leisure industry initiatives such as Sail Scotland, Wales Watersports, Sail Northern Ireland and Cruise Scotland. Through a major market assessment and economic impact study, undertaken to assess the Northeast of England's potential in the cruise market, Jim has been instrumental in developing the region's popularity as a major cruise destination. "We were delighted to adapt our seminar for the Milford Haven Port Authority, focusing solely on the cruise industry and how an annual growth in visits to Pembrokeshire is impacting on the local economy, and perhaps more importantly, how much more benefit the industry can offer local businesses," said Jim. The course will now be rolled out across other ports and communities across the UK and Ireland, with a long-term plan to deliver the integrated approach in Europe.