CLIA Launches Cruise Week 2025 Campaign with Enhanced Trade Engagement Initiatives

The Cruise Lines International Association (CLIA) UK & Ireland has announced that Cruise Week 2025 will take place in Rotterdam, Netherlands, from September 15 to 21. This annual event aims to raise awareness of cruise vacations and promote them to a wider audience. The theme for 2025, “#BeyondExpectations,” was first introduced at the CLIA Conference earlier this year.

Travel agents associated with CLIA are invited to register for participation by August 22. Those who do will receive campaign resources and have the chance to be part of a prize program aimed at recognizing their engagement. One of the main highlights will be September 16, celebrated as “The UK’s Biggest Cruise Event,” encouraging agents and cruise operators to organize consumer events, training sessions, ship visits, and digital promotions, all while leveraging social media for engagement.

Cruise Week will also feature various trade incentives from participating cruise lines to reward agents for their booking efforts and campaign involvement. Information about these incentives will be shared through webinars starting September 8, where cruise lines will provide brand updates and promotional insights.

Registered agents will receive a digital toolkit containing campaign branding, marketing materials, and details on trade incentives. Nearly 40 cruise brands from different sectors, including ocean, river, expedition, luxury, and small ships, will be participating.

Andy Harmer, Managing Director of CLIA UK & Ireland, highlighted that Cruise Week serves as a significant platform to showcase the industry’s evolution and its growing appeal to diverse traveler demographics. He emphasized the association’s commitment to equipping agents with the necessary tools and insights to drive bookings effectively and present cruising as an attractive travel choice.

This announcement follows CLIA’s first Expedition Showcase held in Longyearbyen, Norway, signaling a growing interest in immersive cruise experiences.

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