Cruises are enjoying growing popularity, and not just on the German market. Within the tourism industry, the cruise market is one of the major growth sectors. Although the proportion of cruise tourists in Germany was still low in 2008 at 2% of the population compared to the USA, where the proportion had already reached 20% by 2009, the number of cruise tourists is increasing every year. The old image, also known as 'SALZ' = stiff, old, boring and too expensive, is now outdated. With falling prices and young families on advertising posters, the industry has managed to appeal to a wider audience. Nowadays, everyone, whether they are looking for relaxation, sunbathing, adventure, sports or music, can find a suitable ship. See Adjouri, N., Büttner, T. (2008), p. 62. See Anonymous, 2010 CLIA Cruise Market Overview, www.cruising.org, p. 1, (19 February 2011). See Adjouri, N., Büttner, T. (2008), p. 62. See Schüßler, O. (2005), p. 61.