Renowned Liverpool maritime expert and journalist Peter Elson writes for LBN detailing his campaign for Fred. Olsen Cruise Lines to be given the Freedom of Liverpool to recognise its ‘priceless contribution’ to the city

Fred. Olsen Cruise Lines has made a priceless contribution to Liverpool and Merseyside’s regional economy and national reputation.

This is why I am campaigning for the company to be awarded the Freedom of Associations and Institutions of the City of Liverpool.

What more persuasive evidence could there be for this ultimate civic accolade than the report presented to Liverpool City Council’s Culture and Visitor Economy Committee. It revealed that Fred Olsen passengers alone contributed more than £2.25m to the local economy from 2022 to 2023.

Already the Lord Mayor of Liverpool Cllr Barbara Murray and her predecessor Cllr Richard Kemp have backed my campaign.

If successful, I hope Fred Olsen Snr, now aged 96, but still highly active, and/or his daughter Anette S Olsen, who wholly owns Fred Olsen Cruise Lines (part of the family’s global transport Fred Olsen Group) will attend the Freedom ceremony.

Cllr Kemp even suggested it could take place onboard one of their liners while berthed at Liverpool Cruise Port.

The company’s wider commitment to Merseyside was demonstrated by a multimillion-pound dry docking of its MS Borealis at Cammell Laird shipyard Birkenhead, the first cruise liner to be overhauled there in 25 years, supporting the local economy and apprenticeships.

As a former Liverpool Daily Post & Echo shipping correspondent I have watched FOCL grow the cruise market in Liverpool for nearly a quarter of a century, bringing in bigger and more luxurious ships, which creates more wealth for the area.

FOCL was literally an anchor company, backing my successful Get On Board campaign to allow ‘turnaround’ cruises (starting and ending in Liverpool) from the new Liverpool Cruise Terminal which was initially only a port of call. 

The campaign for the Daily Post resulted in me personally delivering a petition of 3,000 signatures (including Cdre Robin Woodall, from Hoylake, ex-QE2 captain) to the then Shipping Minister Mike Penning MP at his Whitehall office.

Mr Penning gave the go-ahead for turnaround cruises to restart from Liverpool after a gap of 30 years, reviving what Liverpool was founded to do 800 years ago, namely send people all over the world by sea.

Over two decades, FOCL’s operation has developed from a handful of cruises in high season with its smallest 472-passenger capacity liner MS Black Prince to a nine-month season with its largest ships MS Borealis or MS Bolette each carrying 1,400 passengers – a three-fold increase in berths per voyage.

The company offers around 25 cruises per annum with destinations ranging from Iceland, and Canada, to the Mediterranean. In an incredible move, it has run the first World Cruises from Liverpool since the 1930s – more than 80 years ago.

The company started and stayed with Liverpool when sailings used the primitive facilities at a Langton Dock vegetable warehouse to the present operation from Liverpool Cruise Terminal (now Liverpool Cruise Port), returning after the Covid pandemic halted the cruise industry. 

Its presence in the city has helped hugely in boosting Liverpool’s image across the UK – passengers who would never visit Liverpool otherwise come from all over Northern England and Scotland to embark on cruises and are sufficiently impressed to extend their stay in the city.

READ MORE: Cammell Laird continues spectacular comeback

READ MORE: Mayor pushes on with £6bn Mersey barrage project

At the risk of overstating my case, I feel obliged to end on the fact that Liverpool has very close historic links with Norway; not least it gave us our renowned Scouse dish and nickname.

The Norwegian Royal Navy and Merchant Navy relocated here during the Second World War. Finally, let’s not forget Norway has the biggest Liverpool FC supporters’ club outside the UK.

It could be argued this award is as much for Liverpool’s great ally Norway as for its ever-deserving Fred. Olsen Cruise Lines.

Peter Elson also runs the Shipping Lines website. He has also put his case for Fred Olsen in a video. Click here to view.