A new shuttle bus service to bring cruise ship passengers into downtown Tauranga could prompt a campaign for CBD-wide Sunday trading.

Tauranga retailers have welcomed the launch of the new bus service, which operates for the first time today. But Mainstreet Tauranga's decision not to run buses on Sundays due to a lack of CBD trade has prompted some retailers to call for a fresh push for seven-day trading from all businesses.

A new shuttle service will take cruise ship passengers into Tauranga City, starting today with the arrival of the Ocean Princess.

The bus service, which runs for the first time today, will drop passengers at Red Square where they will be greeted by a Tauranga ambassador, who'll tell them about the city's attractions.

In a joint announcement with Tourism Bay of Plenty, Mainstreet Tauranga spokeswoman Sally Cooke says the service is a 'very exciting” opportunity for downtown traders and gives them a chance to get a bigger slice of $45-$50 million cruise ship passengers spend in-port.

Feedback from some passengers being disappointed on visiting the CBD prompted a joint decision by Mainstreet and TBOP not to run shuttles on Sundays because many businesses are closed.

TBOP general manager Rhys Arrowsmith says it has been important for him to help get the service established, because it means more businesses have a chance to get some of the US$100 per day an average passenger spends.

'It's not hard to get them to spend money, you just have to make them feel special and create a festive feel,” says Rhys.

Sally is encouraging Tauranga retailers to urge others to open Sundays if they want cruise passengers seven days a week. 'At least 70 per cent of businesses need to open on Sunday to consider extending the service.”

All business owners spoken to at the launch are welcoming the bus service, with many calling on others to open on Sundays.

Limelight owner William Tulloch, Hot Ginger's Chris Montgomerie and Robert Harris' Susanne Irwin – who are all Sunday traders – are urging others to open Sundays, saying it will help create a more attractive city. Subway owner Bruce Guise applauds the service, but is sceptical 'of the chances of convincing many businesses”.

Cruise ship passengers will pay $5 for a return trip – with the bus leaving the I-Port every hour from 8.30am, and departing the CBD on the hour. The shuttle will be on offered to 64 major ships.