IF THERE'S anything we've learnt from Cruise Whitsundays, it's that it's never too early for cake and the celebrations are long-lasting.

On Monday, at 7.30am, passengers and staff lined up for a slice of chocolate goodness and, most importantly, to celebrate the phenomenal triumph the past year has been since the company began operating from its custom-built terminal at Port of Airlie.

Bags of cake slices were flying out the door as about 100 guests had already checked in to visit the islands and Great Barrier Reef.

Cruise Whitsundays sales and media coordinator Alyce Carter said the creation of the terminal was "one of the biggest, most exciting investments in Queensland's tourism industry for some years".

"The $15 million investment is not only a huge mile

stone in our company's history, but it has set new standards for marine tourism experiences in Australia, established a truly impressive welcoming statement for tourists to the Whitsundays, and helped to reinvigorate Airlie Beach tourism businesses," she said.

In the past year the new terminal has hosted 400,000 passengers. "Today is really just a celebration of the fantastic facility we created for the everyday community and tourists," Ms Carter added.

"We also want to thank the local community for their support, Turtle Club members, local travel agents and all the holiday-makers and daily commuters who pass through our maritime terminal."

Highlights of the past year include Chinese New Year celebrations featuring two furry special guests that literally marked The Year of the Goat.

The terminal also welcomed the first visit for Royal Caribbean ship Legend of the Seas in June.

Now Cruise Whitsundays staff and crew are gearing up for Talk Like a Pirate Day next Saturday, September 19.

Cruise Whitsundays will celebrate the entire weekend with everyone and everything in theme.