CLIA unveils Cruise Week 2025 plans

Cruise Lines International Association (CLIA) UK & Ireland has revealed its plans for Cruise Week 2025, which will take place from Monday 15 – Sunday 21 September. The annual, trade-focused event is designed to promote and raise awareness of cruising to agents, and will for 2025 continue the theme of #BeyondExpectations, first introduced at CLIA Conference in May.

CLIA member travel agents will be asked to confirm their support of the campaign via a sign-up link ahead of August 22. This will ensure they receive all assets and relevant communications directly to their registered email, and they or their agency are also eligible to win from a catalogue of CLIA Cruise Week prizes, which will reward those who achieve the highest standards in promoting cruise across a number of platforms.

This year’s plans include:

• ‘The UK’s Biggest Cruise Event’ on Tuesday 16 September, with both agents and cruise lines encouraged to host cruise-promotional activity; whether customer-facing event, internal training, hosting ship visits, a social media campaign launch or sharing original cruise content – all to ensure the largest-ever coordinated cross-agent cruise gathering.
• Special trade incentives from cruise lines, running across the week – rewarding bookings, training and competition prize draws. The incentives will be supported by a series of webinars in the week ahead of Cruise Week, beginning September 8, allowing cruise lines to share incentive details and offer the latest brand updates.
• Registered agents will receive a Cruise Week digital toolkit, which will include all trade incentives, the official logo and social media content and registration links to the Cruise Week webinars – helping the trade boost enquiries and sales throughout the week and beyond
• Multiple prizes will be awarded to agents who have actively supported Cruise Week, across numerous categories including best window or shop display, social media campaign, internal training event, customer-facing event and overall campaign.

Almost 40 ocean, river, expedition, luxury and small ship cruise lines have pledged their support throughout the week.

Andy Harmer, managing director of CLIA UK & Ireland, said: “Cruise Week is always a fantastic opportunity to shine a spotlight on our sector, so 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 enquiries and bookings – and to demonstrate exactly how cruise continues to go beyond expectations for every type of traveller.

“With dedicated support, special incentives and national visibility, Cruise Week will once again underline the amazing potential of selling a holiday at sea.”

For more information, go to cruising.org or head to the CLIA UK Travel Agent Facebook Group.

#CLIACruiseWeek #BeyondExpectations