This chapter reflects on the part played by the destination in the cruise experience. In doing this the reader will consider geography from a cruise industry perspec tive, evaluate the primary and secondary cruise sectors, be able to identify major cruise ports in each sector and consider the attractions and features that are impor- tant in defining a cruise port and destination. DESTINATIONS In a practical sense, cruise companies regard the world as a series of sectors that meet various market needs. For the largest brands, this creates opportunities to configure operations to take account of Seasonality, weather patterns and optimum conditions for cruising Sales and marketing Supply and servicing of ships This chapter considers the influence and effect of geography on the cruise indus- try. To start with, it is impossible to consider the locus of cruising without reflect- ing on the conditions that arise from the prevailing climate. Passenger comfort and safety are directly impacted upon if a cruise ship sails in a particular part of an ocean or sea at a particular time of year. This also holds true for destinations visited and shore activities that may be offered. As much as possible, cruise ships tend to avoid parts of the world where, because variations conditions occur