Cruise Lines International Association (CLIA) UK & Ireland has confirmed Cruise Week 2025 will take place from 15 to 21 September in Rotterdam (Netherlands). The annual initiative aims to enhance cruise awareness within the travel trade and promote cruise holidays to a broader audience. The 2025 campaign will build on the theme of “#BeyondExpectations,” initially launched at the CLIA Conference in May.
CLIA-affiliated travel agents are invited to formally register their participation by August 22. Those who confirm support will gain direct access to campaign resources, including promotional assets and eligibility for a prize programme designed to recognise trade engagement.
Among the highlights for 2025 is the designation of September 16 as “The UK’s Biggest Cruise Event.” Agents and cruise operators will be encouraged to mark the occasion by organising consumer events, internal training, ship visits, and digital promotions. Social media engagement and original cruise content sharing are also core elements of the day’s activities.
Cruise Week will also feature a variety of trade incentives from participating cruise lines, intended to reward agent efforts in bookings, training and campaign engagement. These incentives will be communicated via a series of webinars beginning September 8, during which cruise lines will present brand updates and promotional opportunities.
Agents who register will receive a Cruise Week digital toolkit, which includes campaign branding, marketing collateral, details on trade incentives, and access to relevant webinars. Nearly 40 cruise brands, including those operating in the ocean, river, expedition, luxury, and small ship sectors, have pledged their involvement.
CLIA UK & Ireland Managing Director Andy Harmer noted that Cruise Week provides an important platform to highlight the industry’s evolution and its increasing appeal across traveller demographics. Harmer stated that the association remains focused on ensuring agents are equipped with the insights and tools needed to drive bookings and present cruising as a dynamic, high-value travel option.
The Cruise Week announcement follows CLIA’s inaugural overseas Expedition Showcase, held earlier this month in Longyearbyen, Norway, which further signals the organisation’s growing emphasis on immersive, experiential cruise segments.