In order to assess the value lost by the territory due to such traffic diversion, extant literature suggests some approaches considering both monetary and non-monetary impact of cruise ship calls. Consistent with prior contributions, this study not only focuses on passengers’ expenditures, but also provides an economic assessment on crew and cruiseline expenses taking place onshore. In addition, this paper measures the overall value potentially generated for the territory by a cruise company, estimating the non-monetary effect triggered by WoM behaviour in port destinations.