CLIA Unveils Exciting Plans for Cruise Week 2025 in September

The Cruise Lines International Association (CLIA) UK & Ireland has announced its plans for the highly anticipated Cruise Week 2025, scheduled from September 15 to September 21, 2025. This annual trade-focused event aims to promote and raise awareness of cruising among travel agents. The theme of #BeyondExpectations, first introduced at the CLIA Conference in May, will continue to guide the campaign.

Travel agents affiliated with CLIA are invited to express their support for the campaign through a sign-up link, which must be completed by August 22. By doing so, agents will receive campaign assets and relevant communications directly to their registered email. Participation also makes agents eligible to win prizes from a catalogue of incentives designed to recognize those who excel in promoting cruising.

Key Events and Incentives Planned for Cruise Week

Among the highlights for this year’s Cruise Week is “The UK’s Biggest Cruise Event,” taking place on September 16. Both travel agents and cruise lines are encouraged to engage in promotional activities, including customer-facing events, internal training sessions, ship visits, social media campaigns, and sharing original cruise content. The goal is to create a coordinated cross-agent cruise gathering that is larger than ever before.

Special trade incentives will be offered throughout the week, rewarding bookings, training efforts, and participation in competition prize draws. To prepare agents for these opportunities, a series of webinars will be held starting on September 8. These webinars will allow cruise lines to share details about the incentives and provide updates on their brands.

Registered agents will receive a comprehensive Cruise Week digital toolkit, which will include trade incentives, the official logo, social media content, and registration links for the webinars. This resource is aimed at helping agents boost inquiries and sales, not only during the week but also in the long term.

Support from the Cruise Industry and Future Outlook

Almost 40 ocean, river, expedition, luxury, and small ship cruise lines have pledged their support for Cruise Week 2025. This collaboration underscores the industry’s commitment to promoting cruise travel as an appealing option for diverse travelers.

Andy Harmer, managing director of CLIA UK & Ireland, emphasized the importance of Cruise Week as an opportunity to spotlight the sector. He stated, “We’re building on the momentum from this year’s CLIA Conference to make 2025 bigger and more engaging than ever. We’re committed to equipping agents with the tools, insights, and inspiration they need to drive inquiries and bookings – and to demonstrate exactly how cruise continues to go beyond expectations for every type of traveller.”

With dedicated support and national visibility, Cruise Week 2025 aims to highlight the immense potential of selling holidays at sea. For more information, interested parties can visit cruising.org or join the CLIA UK Travel Agent Facebook Group.