Join Carmen as she speaks with James Coughlan, founder of Shorex Australia, about his 25-year journey through the cruise industry.
James began his career as a chef, working in high-pressure kitchens before joining Crystal Cruises and stepping into life at sea. What started in the galley eventually led him into shore excursions, where he discovered a new side of the cruise industry: guest experience, destination knowledge, local operators and the complex world that sits just beyond the gangway.
In this episode, James shares what cruise ship life taught him about standards, service and resilience, and how saying yes to opportunities shaped his career. He also talks about the shift from ship life to shore-side roles, the impact of COVID on the cruise and tourism sector, and the decision to launch Shorex Australia in 2023.
This conversation is a fascinating look inside cruise tourism, but it is also a story about career evolution, backing yourself, building trust, and understanding the value of local tourism experiences.
What you’ll take away
- What life on board cruise ships can teach you about standards, service and resilience
- How James moved from chef to shore excursions and built a long-term career in cruise tourism
- Why saying yes, staying open and building relationships can change the direction of your career
- What shore excursions are and how they connect cruise lines with local tourism operators
- Why destination knowledge and guest trust are so important in delivering great visitor experiences
- What James learned from moving from employee to business owner
- Why Shorex Australia is focused on local relationships, sustainable growth and understanding each destination properly
- What tourism operators need to know if they want to work with the cruise industry
About James
James Coughlan is the founder of Shorex Australia and has spent around 25 years working across the cruise and tourism industry.
His career began in hospitality and commercial kitchens, including time at Bathers’ Pavilion in Sydney, before he joined Crystal Cruises as a chef. While working at sea, James moved from the galley into shore excursions, where he discovered the world of destination experiences, guest service and cruise operations.
After more than a decade at sea, James transitioned into shore-side cruise operations and spent many years working with inbound cruise programs across Australia. In 2023, he launched Shorex Australia, a locally focused business delivering shore excursion programs and destination experiences for cruise lines visiting Australia.
James brings deep practical knowledge of cruise tourism, local product development, guest experience and the importance of building strong relationships across the industry.
Connect with James on Linkedin: https://www.linkedin.com/in/james-coughlan/
Discover more about Shorex Australia: https://www.shorexaustralia.com
Organisations and resources referenced
Episode chapters
00:00 Introduction and tourism operator call-out
01:31 Welcome James Coughlan
03:38 James’ early life, first jobs and chef apprenticeship
07:49 Learning high standards in professional kitchens
09:54 Joining Crystal Cruises and life at sea
15:14 Moving from chef to shore excursions
17:14 What shore excursions are and how they work
20:07 Destination knowledge, guest trust and service excellence
25:55 Career progression, leadership and knowing when to move on
35:43 Transitioning from ship life to shore-side cruise operations
42:43 COVID, industry change and seeing a new opportunity
47:48 Launching Shorex Australia and backing himself
53:55 What Shorex Australia does differently
59:29 The next stage of growth, including a new Cairns rainforest experience
1:02:27 Advice for tourism operators wanting to work with cruise
1:05:52 Carmen’s closing reflections
