We've been to San Juan, Puerto Rico twice. We've been to Liverpool, England once. At the risk of sounding like glass-half-full tourists, we enjoyed both places and, despite that, we haven't been in either as often as we'd like.
These days, a lot of our travel involves cruising. Duh! Anything that by whatever means returned us to San Juan or Liverpool would range between fantastico (San Juan) and splendid (Liverpool). Both cruise ports are taking steps to get us — or people like us — to visit them more often.
San Juan's strategy is impressive.
The governor of Puerto Rico, Alejandro García Padilla, signed off on an enthusiastic bill that Puerto Ricans hope will multiply tourism dollars over the next four years. Hugely discounted fees ($9) for each cruise passenger. A $1 per-passenger rebate to cruise lines that keep their ships in port longer than eight hours…$2 if they do it 21 times a year with that ship. And 10% discount on goods (supplies) and (maintenance) services that cruise lines purchase while in port.
Here's an example:
Suppose a cruise ship of 3,000 passengers meets the first two criteria. That's between $30,000 and $33,000 of savings per visit for cruise lines. If it's $33,000 per visit, that means the ship has been there 21 times. On our electronic calculator, that's $693,000 for the year. This will attract the cruise lines, who then must sell their customers on going to Puerto Rico. With savings to play with, cruise lines can make that financially attractive. Puerto Rico wins if the visitors come…and spend.
Liverpool's strategy is short-term.
In 2008, the city built a new cruise terminal. There were 13 ships that called in Liverpool that year. Last year, there were 42. Next year there will be 52. They're not all heavyweights, but Cunard's ships occasionally go to their ancestral home, Holland 
America's Prinsendam was there this week and the Ruby Princess will be next year, when during the British Open at Royal Liverpool Golf Club the Celebrity Infinity will be staying overnight to accommodate its golf fans.
So it's growing. The problem is, or has been, that the terminal's temporary check-in facility needs a facelift. It will be replaced in another year and a half, but in the interim Liverpudlians feel it looks too much like…well, a warehouse. This steel-framed tent with gray walls is being re-decorated (make that "decorated") with large photographs and huge sails, hanging from the ceiling. It's all about the image and making the city feel warmer and more fun.
If it works, the terminal will be more like Liverpool's people…warm and fun.