rates are still low and that a significant portion of cruise guests carried are first-time cruisers . we believe this presents an opportunity for long-term growth and a potential for increased profitability . the following table details industry market penetration rates for north america , europe and asia/pacific computed based on the number of annual cruise guests as a percentage of the total population : year north america ( 1 ) ( 2 ) europe ( 1 ) ( 3 ) asia/pacific ( 1 ) ( 4 ) .