Norfolk Brings Back Market Days to Boost Cruise Spending

Norfolk’s Half Moone Cruise Terminal is handling a concentrated late-April cruise week, led by more than 2,000 passengers aboard Holland America Line’s MS Zuiderdam on Tuesday, about 1,200 more expected aboard MS Artania on Friday, April 24, and a Carnival Sunshine turnaround scheduled for Sunday, April 26. Nauticus, which operates the downtown terminal, is pairing the arrivals with the return of Cruise Norfolk Market Days to draw passengers toward local vendors and nearby businesses.

The week follows Norfolk’s first full year with year-round cruising, when more than 340,000 passengers moved through the city in 2025. Stephen Kirkland, executive director of Nauticus, said he expects a similar total in 2026 and estimated that a port-call passenger spends about $125 ashore, putting Zuiderdam’s visit alone at roughly $250,000 in potential local spending.

Market days target port-call spending

The market program places local vendors, food and live music on the waterfront at Nauticus, next to the terminal at 1 Waterside Drive. “We’re rolling out the welcome mat,” Kirkland said, adding that the city is working to “build a cruise culture” around the downtown calls.

For Friday’s Artania call, Nauticus scheduled a public Cruise Norfolk Market Day from 11 a.m. to 2 p.m. with local sellers and music. Tuesday’s Zuiderdam call also included market programming as the ship began an East Coast itinerary that departed Miami and continues to Newport, Boston, Halifax and Quebec City.

For vendors, the cruise market offers access to customers who may not otherwise encounter their businesses. Amy Lu, owner of Crunch On! Snacks, said the opportunity brought “a new clientele” to the waterfront.

The spending impact remains uneven beyond the pier. Businesses at Selden Market, about two blocks from the terminal, were asked to open on Tuesday despite that normally being their day off. Several reported slow sales. “They’re just walking through,” said Anita Green, co-owner of Cooking With Greens. “They’re not purchasing anything.”

Norfolk builds around both calls and turnarounds

Nauticus and Cruise Norfolk have used similar markets around other spring calls, including Regent Seven Seas Grandeur, which brought more than 800 passengers for a day in the city, and Oceania Allura’s March 25-26 overnight call with more than 1,000 passengers. Catherine Taterway, director of marketing for Nauticus, said port-of-call visits continue to show Norfolk’s appeal as a cruise stop.

The port’s schedule also includes homeport operations, where passenger logistics differ from short port calls. Carnival Sunshine, which carries 3,002 guests at double occupancy, has been operating Norfolk turnarounds, bringing thousands of embarking and disembarking passengers through the waterfront on select weekends.

Official cruise parking for Norfolk sailings is at Cedar Grove, 1000 Monticello Ave., about 1.5 miles from the terminal. Passengers check luggage at the lot and use free shuttles to reach Half Moone, while taxi, rideshare and private-vehicle drop-offs typically use Waterside Drive near the terminal.

Those homeport days can overlap with major downtown events. Carnival Cruise Line warned guests booked on Carnival Sunshine’s April 18 sailing that the 73rd Annual Parade of Nations would bring street closures and heavier traffic near the cruise port, though the ship’s schedule and itinerary were not changed. The line also alerted May 2 guests to congestion tied to Norfolk’s Spring Wine Festival at Town Point Park, less than a half-mile from the terminal, and reminded passengers that final boarding times would still apply.

Kirkland said the community’s goal is to keep expanding the port-of-call side of the business as the year-round schedule continues.