According to Cruise Lines International Association's 2010 Cruise Market Overview, growth in the number of North American passengers(95% US. and 5% Canadian) was cur- rently flat. Mickey Arison estimated the number of people in the United States that have taken a cruise at 20%. He based his estimate on the total U.S. population. Arison's estimate did not reflect the core market, the number of people who fit the cruiser potential profile: over 25, suffi cient income, leisure time, and other factors. Cruise Market Watch estimated the core market at million, approximately 60 million individuals in the core market had taken a cruise The North American market was a more mature market than other geographic markets inter- nationally. Still, as of 2009. the North American market was the largest and was valued at $15.95 billion with Carnival holding a commanding 55% market share.