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Cruise Lines Embrace Cultural Immersion by Bringing the Destination on Board
Cruise lines embrace cultural immersion by bringing the destination on boardThe 2026 Virtuoso Luxe Report ranked “cultural immersion” as the #4 trend in travel and cruise lines are ready for it. Cruise lines have found creative–and delicious–ways to bring regional culture to their guests.From cuisine tied to the day’s port of call to local experts and performers holding court in ship theaters, cruise lines more than ever are tying on-ship activities to the destinations they sail.Cruise lines embrace regional cuisineTrying new foods, expecially regional specialties, has always been important to most travelers. A new trend is cited in American Express Travel’s 2023 Global Travel Trends Report - 89% of Millenials and Gen Z surveyed say they want to enjoy local snacks.Cruisers can enjoy some culinary risk-taking and immersion on board, not just during time ashore.Silversea Cruises has embraced this trend, introducing the S.A.L.T. (Sea And Land Taste) program in 2021 on its Silver Moon and expanding the program to other ships in the fleet, including the newest ships Silver Ray and Silver Nova. Guests can learn about regional cuisine through expert-led lectures, cooking demos, and hands-on cooking classes. S.A.L.T. Kitchen and S.A.L.T. Bar change their food and drink menus throughout the cruise to highlight ingredients and recipes from the current port of call.Alaska specialists Holland America Line and Princess Cruises are committed to serving locally sourced, sustainable seafood on their Alaska sailings. Holland America specifically highlights an array of Alaskan ingredients at themed brunches and dinners and offers a special menu of Alaska-inspired cocktails, cooled by glacial ice.On select Arctic cruises, in Greenland and the Northwest Passage, Quark Expeditions’ Tundra to Table dinner introduces guests to Inuit and Nunavutdishes, starring ingredients like musk ox and ptarmigan, prepared by visiting Inuit chefs. HX Expeditions features a Greenlandic culinary program, bringing aboard a rotating roster of local chefs, partnering with QAJAC Brewery to offer Greenlandic craft beer on its ships, and pledging to procure 30% of food products from regional purveyors.Local crew and guest performers bring their culture on boardThe cruise industry has long known the power of personal interactions between guests and crew of diverse nationalities and continues to prioritize bringing locals on board to educate, entertain and interact with passengers.On AmaWaterways’ two new ships on Colombia’s Magdalena River, every crew member is Colombian – even the captains. Polynesia-immersive Paul Gauguin has always sailed with Tahitian hosts, Les Gaugins and Les Gauguines, who share their culture through song, dance, and crafts. The Paul Gauguin also brings performers from the islands on board for culturally relevant evening entertainment.Iditarod winners, mountain climbers, and Alaskan authors share their journeys and Alaskan heritage with Princess Cruises guests through the line’s North to Alaska program. However, its most popular cultural program might be the sled dog puppies it brings into its Piazzas for guests to adore.Azamara introduced Stories Under the Stars, a program that invites destination experts on board to share folklore and local mythology with guests while they enjoy campfire-style desserts and drinks on the pool deck. The line also offers a Destination Showcase event, pairing a regionally inspired meal with a performance from local entertainers.Cultural programming infuses onboard activities with local flairCruise lines are enhancing their daily activity schedules with programming related to the ship’s destination. On the new Celebrity Xcel, Celebrity Cruises has dedicated an entire section of the ship to cultural immersion. The Bazaar will feature a market selling the wares of Caribbean and Mexican artisans, restaurants and cooking classes themed to regional flavors and dishes, and onboard “festivals,” celebrating with music, dance, and costumes–inspired by the Bahamas, Mexico, the Dominican Republic, and the Cayman Islands.Princess Cruises offers a mix of cultural enrichment programs on its Japan cruises. The captain will kick off the cruise by breaking open a cask of sake as part of a Japanese welcome ceremony. Guests can make paper flowers and try other local crafts, enjoy rakugo (traditional comic) storytelling and learn from regional expert lecturers. Plus, the Diamond Princess has a Japanese-style bathing spa, with indoor and outdoor pools, for cruisers to experience relaxing onsen.Onboard cultural immersion through dining, programming, and entertainment is only the starting point. Travelers also have theopportunity to embrace local experiences through the lines’ extensive shore excursion programs and via their own independent shoreside activities.© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 18 May, 2026

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Cruise Lines Embrace Cultural Immersion by Bringing the Destination on Board
The Luxury of Cruising
Some travelers may define luxury as opulent accommodations, personalized service, and fine dining, others may see it as opportunity to visit remote bucket-list destinations. Whatever the definition, luxury is one of the fastest growing segments of the cruise industry – and among those attracted by luxury cruising are younger generations of travelers.Proof of the popularity of luxury cruises is in growth. According to Cruise Lines International Association (CLIA), the luxury cruise fleet has tripled over the past 15 years, from 28 ships in 2010 to 98 ships in the luxury category in 2025. That growth promises to continue: 1.7 million cruise travelers are forecast to choose a luxury cruise experience by 2029, accounting for 4% of the projected 42.1 million cruise passengers globally in 2029In CLIA's 2026 State of the Cruise Industry Report, travel professionals reported luxury cruising as their highest growth area in 2025.Luxury cruise brands are well poised for the fanfare. “If you look at everything from the big ships in the contemporary brands to where we are with small ship luxury cruising, everyone is upping their game, and consumers are really benefitting from it,” says Samuel Chamberlain, CEO of PONANT EXPLORATIONS Group Americas.Growth has come from new ships and even new luxury lines such as MSC’s Explora Journeys, joining established high-end brands including Crystal Cruises, Silversea, Seabourn, Regent Seven Seas Cruises, and Ponant. Additionally, popular cruise lines such as Celebrity Cruises,Cunard Line, MSC Cruises, Norwegian Cruise Line, and Princess Cruises offer luxury ship-within-a-ship options, affording guests in select cabins and suites access to dedicated dining, lounges and other exclusive spaces, plus enhanced service and amenities.Luxury cruise vs. hotelCruise ships offer all the fineries of leading luxury hotels, even butler service. But a big bonus of luxury cruising is cruise ships go places – the dreamy beaches of the Caribbean and Mediterranean, world class cities around the globe, and even to some of the most remote destinations on earth, such as Antarctica, the Arctic, the Galapagos and the Kimberly region of Australia.“Guests can sail to destinations that luxury hotels simply can’t reach, such as remote landscapes and hidden ports that feel worlds away from the ordinary,” says Rob Coleman, Senior Vice President of Sales with luxury line Seabourn. “Luxury cruising delivers the sophistication of a world-class resort and the soul of genuine hospitality, but with the added power to take travelers to the most extraordinary corners of the world.”Most luxury cruise ships explore with fewer than 1,000 passengers, some far fewer. According to CLIA, ships under 3,000 passengers account for more than 71% of the 2026 CLIA member global fleet.Chamberlain observes that with cruising, travel logistics are easier than on land-based trips, which he says is “a luxury in itself.” Guests enjoy oceanfront cabins and suites and only need to unpack once, and luxury cruise fares include everything from intuitive, personalized service to enriching cultural experiences that connect guests with the places they visit.Today’s Luxury CruisersWhile traditionally, luxury cruisers are Baby Boomers, the wealthiest retiring generation in history, other generations are taking note - and booking the experience.“Today’s luxury cruisers are engaged explorers who are curious, confident travelers, and want to see and experience the world in comfort and style,” says Coleman. “Many are couples in their 50s and 60s who have the means, time and curiosity to travel deeply.”Luxury cruisers ages 29 to 49 are a growing segment, whether traveling as couples, with friends, or as part of multigenerational families. Another growing segment of luxury cruising is solo travelers, including those attracted by the social aspects of the cruise experience.Cruise lines are responding to increased demand with updated ships and over-the-top enhancements, such as memorable dining experiences, creative wellness offerings, and adventures ashore. Many lines have “slowed” their itineraries, affording more time in ports by day and opportunity to experience local nightlife.Back onboard, spacious staterooms and thoughtfully designed public spaces afford the luxury of room to relax and unwind, all while admiring the sea.© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 18 May, 2026

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The Luxury of Cruising
Christmas Market River Cruises in Europe Brighten Up the Shoulder Season
Christmas market river cruises in Europe brighten up the shoulder seasonThe weeks between Thanksgiving and Christmas are considered a slower travel period in Europe – but not for river cruise lines and ports along the Rhine and Danube rivers. Late November and December cruises are some of the river cruise industry’s most popular itineraries.Christmas market river cruises hit the sweet spot for modern travelers seeking authentic cultural experiences and a festive holiday atmosphere. They also boost business for river cruise lines and the communities they visit during what would otherwise be a slow season.These limited-time, themed sailings sell out far in advance of the holiday season – a win-win-win for the river cruise lines, travelers and the ports they visit.Christmas market river cruises transform the shoulder seasonReinvigorating the slow travel months of November and December (with some cruises into January) brings benefits in many ways.Christmas market cruises “allow us to extend our sailing season into January, keeping our ships and crew active during what would traditionally be a quieter time on Europe’s rivers,” says Ellen Bettridge, President and CEO of Uniworld Boutique River Cruises. At a time when river cruise lines might be laying up ships for the winter off-season, they are instead delivering popular itineraries.At the same time, two trends have taken hold among travelers, slow-season travel, as they strive to avoid summer crowds, and seeking out cool-climate experiences. Festive holiday cruises deliver in this regard, “helping us meet strong demand for unique, off-peak experiences,” says Pam Hoffee, president of Avalon Waterways.Ports along the rivers also benefit from the extension of the river cruise season, as cruisers do their holiday shopping, indulge in gingerbread and other edible treats, visit attractions and enjoy holiday cheer.“It really is an economic driver for some of these small towns we visit” says Jennifer Halboth, CEO Riverside Luxury Cruises. “Plus, people really like to showcase their town during Christmas.”Holiday sailings attract new river cruisers and drive repeat bookingsFor the cruise lines, Christmas market river cruises are good for business. A longer cruise season means added revenue, and holiday sailings command premium prices. Also important, these cruises help river lines draw first-time cruisers with seasonal attractions and convenient seven-night itineraries.“Our Christmas Market cruises often serve as the perfect introduction to river cruising, attracting travelers who might not have considered a sailing before but are drawn to the idea of Europe during the holidays,” says Bettridge.Riverside’s Halboth notes the appeal of these itinerariesisnot just for couples, solo travelers and groups of friends but for multigenerational families looking to spend time together during the holiday season.Christmas market cruises also drive repeat bookings. Guests fall in love with the destinations, the ease of travel, the friendly crew and the beautiful ships and are persuaded to sign up for another river cruise in a different destination or time of year, the executives say.“The combination of shorter itineraries,iconic destinations and the built-in magic of the season makes these cruises a natural entry point for new guests,” says Hoffee.“Once guests experience Avalon’s elevated design and excursions, many (approximately 40%) become repeat cruisers.”Christmas market cruises are in demand“Demand has been so strong that our entire Rhine, Main, and Danube fleet is dedicated to Christmas Market sailings this season— a clear indicator of how this segment continues to grow,” says KenMuskat, President of Scenic Group (USA and Latin America), parent company of the Scenic Luxury Cruises and Tours and Emerald Cruises and Tours brands. “We’re also seeing these voyages book further out.”As Christmas Market river cruises’ popularity skyrockets, cruise lines are taking advantage by adding festive-season sailings on other rivers, such as France’s Rhone and Portugal’s Douro, to give repeat cruisers more options featuring regional holiday traditions.“Our Christmas Market cruises have transformed what was once the quietest time on Europe’s rivers to one of the most in-demand seasons of the year,” says Hoffee.© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 18 May, 2026

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Christmas Market River Cruises in Europe Brighten Up the Shoulder Season
Winter Cruises in Europe Benefit Travelers, Cruise Lines and Ports
Winter cruises in Europe benefit travelers, cruise lines and portsEurope used to be a three-season cruise market. Ocean ships would reposition from Europe in late October or November and return in early spring. River ships would sail through December’s Christmas market season then take a break until spring. But change is afoot.More cruise lines have discovered the multifaceted benefits of keeping ships in Europe year-round, both for their businesses and for their port partners. The move aligns with traveler trends around avoiding summer crowds and seeking out more authentic travel experiences.Here’s how Cruise Lines International Association (CLIA) member lines are expanding shoulder-season offerings in Europe.Winter cruises in Europe are on the rise due to guest demandA few European cruise lines, such as Costa Cruises and MSC Cruises, have long offered winter cruises in the Mediterranean. Other cruise lines have recently added itineraries too – inspired by inquiries from their guests.“Over the past few years, we’ve seen growing interest in quieter, more immersive travel experiences, especially in destinations that are traditionally busy during peak seasons,” says Janet Bava, Windstar Cruises’ Chief Commercial Officer. To that end, the line trialed its first Mediterranean winter cruises in 2023.On the inaugural sailing, "every single travel advisor and guest on board told me, ‘This is genius’,” said Bava. Windstar continues winter-in-Europe cruises with itineraries exploring Southern Spain, the French and Italian Riveiras, and the Dalmatian Coast. All are on the new Star Explorer.Celebrity Cruises also dipped its toes into cooler cruise waters beginning in 2023, positioning Celebrity Infinity in Europe year-round. The ship continues to offer cruises in winter, with Canary Islands, Spain and Morocco sailings from Barcelona, before heading to Italy and Greece in March.Holland America Line is introducing late fall/winter cruising in Europe in the 2027-2028 season - including a dozen sailings on the Nieuw Startendam in Northern Europe and the Mediterranean.River cruise lines, such as AmaWaterways, are extending their cruise seasons as well. AmaWaterways has February 2027 departures on the Danube aboard the AmaLea and AmaMora", says Catherine Powell, AmaWaterways' CEP. The AmaMora cruise is a themed Celebratio nof Wine sailing, hosted by a winemaker and including tastings and vineyard visits.Winter cruises appeal to travelers seeking authentic experiencesTravelers today want cultural authenticity and a respite from summer crowds in popular Europe cities. Winter cruises offer just that.“More guests are realizing that cruising outside the traditional popular months comes with wonderful advantages: Cooler temperatures, fewer crowds, and a more authentic, relaxed atmosphere,” says Powell. “Our February and early March sailings have been well received.”She adds, “It’s a chance to connect with local people, enjoy seasonal traditions, and see destinations before spring really blooms.”For cost-conscious travelers, off-season sailings can be lighter on guests’ wallets. Pre- and post-cruise flights and accommodations may cost less than during summer’s peak travel times.The value isn’t just financial. Cruisers who have sailed Mediterranean cruises before can return in winter to experience the destination in a new way.“Sailing Europe in the winter and shoulder seasons gives our guests a completely different perspective. Cities like Venice or Dubrovnik feel more intimate, more local, and more accessible,” says Windstar’s Bava. “These sailings often attract seasoned travelers who’ve seen the ‘greatest hits’ and are now looking to dig deeper.”Winter cruises support sustainability goalsVacationers are not the only parties who benefit from increased off-season sailings. Winter cruises are beneficial for cruise lines and their port partners as well.For the cruise lines, deploying a ship to Europe year-round is a smart investment. “Sailing in the off-season maximizes asset utilization,” says Bava. “By avoiding long transits like ocean crossings, we’re able to increase the number of port calls and spend more time in destination-rich regions.” It also allows the lines to reduce fuel consumption.Extending the Mediterranean cruise season also supports local port economies during tourism’s slow season.“Our port partners have been very supportive,” says Powell. “They like the idea of taking the pressure off the busy summer and fall months while continuing to bring meaningful benefits to local communities throughout the year.”“Restaurants, museums, and markets in the Mediterranean are still very much alive in the off-season,” says Bava. “Our presence helps sustain that activity.”© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 18 May, 2026

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Winter Cruises in Europe Benefit Travelers, Cruise Lines and Ports
Why Has Expedition Cruising Become Travel’s Hottest Ticket?
Why Has Expedition Cruising Become Travel’s Hottest Ticket?You’re hovering at the waterline in an inflatable Zodiac off your expedition cruise, exploring one of the most remote corners of the world. You could be in arctic waters as a humpback whale breaches, close enough that you can count its barnacles. Or you’re snorkeling in the Galapagos, encountering a playful pack of sea lions. Expedition cruises bring you close to unspoiled wonders of the world with unmatched convenience and ease.These small ship cruises aren’t just a trend; they’re redefining modern travel by bringing the furthest corners of the world within reach. The sector is experiencing significant growth. Cruise Lines International Association (CLIA) reports a 150% increase in global capacity for expedition and exploration ships from 2019 to 2029 (including ships on order), with more than 40 small ships sailing today that are specifically built for this type of cruising. Among the many staggering statistics that point to the meteoric rise in popularity of expedition and exploration cruising, there was a 22% rise in passengers from 2023 to 2024, alone.This booming new cruise sector has become the go-to for ultimate, bragworthy adventures worldwide.Experiencing the OceanDriven by a traveler fascination with exploration and first-hand encounters, expedition cruises have never been more popular. The industry has seen a rapid increase in customer demand not just to see the world, but to adventure through its outermost frontiers. New, boutique-sized ships are equipped with advanced technology and reinforced hulls, enabling them to navigate waters that were once unavailable for consumer travel. Expedition cruises are often the only way to reach remote places such as South Georgia Island, the North Pole, or the Northwest Passage, easily and safely.For passengers who have explored the world's most popular ship routes and newbies alike, expedition cruises offer unique, off-grid itineraries. Immersive, adventure-focused excursions, always bespoke given the unpredictability of nature, are the highlights of these sailings. Whether you’re kayaking alongside penguin colonies in Antarctica from a luxurious Seabourn expedition ship or snorkeling alongside sea turtles and stingrays in the Galápagos on the upscale Celebrity Flora expedition ship, these immersive nature encounters leave you with memories of a lifetime.Appealing to New GenerationsExpedition voyages have contributed to interest in cruising from younger travelers, particularly Gen Z and Millennials. These guests are often first-time cruisers, seeking extraordinary experiences – with pent up wanderlust and opportunity to brag on social media driving demand for remarkable journeys. Younger travelers seek authentic travel adventures where they can travel with purpose, and are eager to learn about ecosystems, cultures, and climate through expert-led excursions.Keeping Up with the DemandThe exponential growth in expedition fleets has encompassed a remarkable roll out of new, boutique ships, new routes, and uncharted itineraries. New ships are slated to debut in the coming years, including the Scenic Ikon from Scenic Luxury Cruises & Tours in 2028.Luxury brands are also expanding the expedition experience beyond the ship. Silversea will launch its first-ever hotel, The Cormorant at 55 South, for the 2026/2027 Antarctica Season. The new luxury lodge is in Puerto Williams, Chile – the world’s southernmost town. The cruise line’s entrant into land-based accommodations will offer a stylish launch pad for its Antarctica sailings.The Cutting Edge of SustainabilitySustainability is a core mission of all CLIA member cruise lines, with a commitment to pursuing net-zero emissions by 2050. Passengers are eager to see expedition fleets doing their part to help protect the environment, and the cruise industry is meeting the challenge.Technological breakthroughs in sustainability include the LNG‑battery hybrid propulsion on Ponant’s LeCommandantCharcot (with net‑zero operations when on battery); Silversea’s first-ever Galapagos waste solution, diverting all non-organic waste away from island landfills; Quark Expeditions’ micro‑turbine energy, which delivers one of the cleanest, lowest-footprint polar expedition ships; and HX Expeditions’ award-winning sustainability leadership efforts to reduce their environmental footprint with hybrid ships, shore power, and biofuels. Ponant is also developing the Swap2Zero, a next generation sailing ship, to debut around 2030.Future Horizons A world of new exploration awaits from the North and South Poles to remote destinations in between. CLIA member cruise lines continue to meet the demand for expedition sailings, pioneering voyages that take guests on the most thrilling adventures – complemented with special interest programs targeting, for instance, birders, citizen scientists, and photographers.Expedition cruising’s popularity, blending exploration with premium onboard amenities, shows no sign of slowing as small-ship fleets (and their mighty sustainability efforts) journey to the far reaches of the earth.© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 18 May, 2026

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Why Has Expedition Cruising Become Travel’s Hottest Ticket?
Following the Path of Totality: How Cruise Is Benefiting from the 2026 Solar Eclipse
Following the Path of Totality: How Cruise Is Benefiting from the 2026 Solar EclipseIn 2026, cruise ships will carry passengers into the path of a rare astronomical event. The total solar eclipse on August 12, 2026, will be one of the longest of the century, lasting 6 minutes and 14 seconds at its peak. Its path of totality will stretch from the Arctic and Iceland’s west coast down the Atlantic and through Spain, which hasn’t seen a total eclipse in more than 120 years.With cruises being one of the best ways to see the phenonium, several Cruise Lines International Association (CLIA) member lines have ships focused on the 2026 eclipse with specialty sailings that feature captivating lectures, lively deck parties, and inspired culinary delights. And demand for these sailings is surging.Travelers are also setting their sights on 2027 eclipse sailings with strong numbers of bookings, says Robert de Bruin, Director of Itinerary Planning & Development for Holland America Line. That event, with the path of totality crossing southern Spain, North Africa, and Egypt, will happen August 2, 2027.Why eclipse cruises?Cruises provide an ideal vantage point for a solar eclipse. At sea, ships have the flexibility to align directly beneath the path of totality. When paired with the Perseid meteor shower, which peaks on the same night as the total solar eclipse in 2026, the timing is perfect for a night of astronomical wonder.“At sea, there are no city lights, no obstructions, and the horizon is endless, which makes the spectacle that much more phenomenal,” says Brennan Quesnele, Senior Vice President of Sales and Trade Marketing for North America for Oceania Cruises. “Beyond the vantage point itself, there’s also the energy onboard: Hundreds of guests together in anticipation, celebrating with deck parties, live music, and celestial-inspired cuisine. It’s a shared experience of wonder and awe that is simply unparalleled.”Who’s sailing?CLIA member cruise lines planning specialty eclipse sailings include Azamara Cruises, Carnival Cruise Line, Cunard, Holland America Line, HX Expeditions, Oceania Cruises, Princess Cruises, Regent Seven Seas Cruises, Royal Caribbean and Virgin Voyages. Many of the first round of eclipse-specific cruises now have limited availability or are waitlist-only, and some sold out more than a year in advance. Cruise lines are finding ways to meet demand by adding more sailings.In response to the way the celestial alignment has energized travelers, Oceania has five 2026 eclipse sailings, while Princess has three eclipse sailings in 2026, and Azamara has dedicated three of its four ships to the cosmic spectacle.Immersive experiencesIn addition to the magical experience of seeing an eclipse while at sea, cruise lines are enhancing the educational aspect of the events with immersive and educational programming.Azamara has partnered with the Lowell Observatory and its astronomers for lectures, star-gazing sessions, and live eclipse narration. Holland America will have dedicated astronomy experts on board delivering live commentary and running Q&A sessions. Oceania is featuring NASA ambassadors – along with deck parties, and solar-themed treats (from star-shaped finger foods to “cosmic” macarons).Eyes towards the skiesHolland America’s de Bruin says stay tuned for more spaced-focused cruises, affording a front row seat to the wonders of the universe. “Astrotourism is gaining serious momentum, with more travelers planning their vacations around celestial events like eclipses, the Northern Lights, and stargazing,” he says.CLIA member William Kingston, ECC, of Finest Travel Agency, who has sold specialty sailings for years, says travel advisors should also focus attention skyward. “Travel advisors should anticipate special events such as eclipses to secure the best options and experiences for their clients,” he says.With skyrocketing demand for the upcoming cruises, the 2026 solar eclipse event previews a bright future for astrotourism at sea.© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 18 May, 2026

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Following the Path of Totality: How Cruise Is Benefiting from the 2026 Solar Eclipse
The New Wave of Cruisers: How Millennials and Gen Z Are Redefining Cruise Culture
When it comes to young travelers, cruise vacations are all about the adventure, connection to culture, food, and most importantly, being able to capture and share experiences online. If you need any proof of that, just check out hashtags like #CruiseTok and #CruiseLife on TikTok and Instagram. Those two hashtags have collectively amassed hundreds of millions of views, offering a front row seat to the next generation of cruisers.Young travelers, especially those aged 21 to 39, are seeing those social media videos and responding with an eager curiosity for cruises. Cruise Lines International Association (CLIA) reports that Millennials (22%) and Gen Z (14%) now make up roughly 36% of all cruise passengers. Jason Liberty, president and CEO of Royal Caribbean Group, says about half of Royal Caribbean’s guests are now Millennials or younger (including those under age 20).Among Millennials, 83% who have cruised before plan to cruise again, topped only by Gen-X (84%), according to CLIA’s 2025 State of the Cruise Industry Report.Who are young cruisers and what makes them tick?Emerging 21- to 39-year-old cruisers are digital natives, on the hunt for experience-driven travel that is socially connected. They value authenticity over luxury, prefer shorter length trips, and seek more affordable, top-value getaways.Many in this group took their first cruise with their parents as children or teens and have fond memories of their family vacations. Now, as working adults or young parents themselves, they’re returning to the sea—this time with their own kids, partners, or friends in tow.“These guests are doing their homework; they’re exploring social media, reading reviews, and leaning into peer recommendations before they ever hit 'book now,” says Stephen Hopkins, Vice President of Growth at adults-only Virgin Voyages. “They want flexibility, unexpected moments, and experiences that match their lifestyle, whether that’s a sunrise yoga class, dinner at a Michelin-inspired eatery, or dancing until dawn under the stars. They're rethinking what a cruise can be.”What do they love most?Like other travelers, Millennials and Gen Z, including young professionals and young families, appreciate that cruise fares match many budgets, and there are a variety of itineraries that easily fit into work and school calendars. They also appreciate the value of cruise fares – which cover accommodations, entertainment, activities, and culinary options.Modern ships bring elevated travel experiences, combining cuisine by top chefs, Broadway-caliber entertainment, exciting amusement attractions, and resort-style ease. They are also easy to book – whether DIY or through an experienced travel agent. Young travelers appreciate they can hop aboard, unpack once, and wake up in a new destination.How are cruise lines responding?Cruise lines have taken note of the surge in demand by younger travelers and have responded with fresh, innovative offerings. These include:More shorter cruises: Cruises are aware younger generations may be short on PTO. Many cruise lines have 3- to 5-night itineraries that pack in visits to tropical destinations, beach days, nightlife, and onboard fun – perfect for a long weekend or quick getaway.Beach club vibes: DJs and party flair fuel the late-night vibe onboard ships and at cruise line-owned destinations. Royal Caribbean’s Hideaway Beach is an adults-only beach club with a poolside DJ spinning lively beats, located at the line’s private Bahamas island, Perfect Day at CocoCay. Carnival Cruise Line boasts a massive swim-up bar with DJ at its adults-only Calypso Lagoon at the new Celebration Key on Grand Bahama Island. Both destinations also have extensive facilities for young families.Solo travelers: Many cruise lines, including Royal Caribbean, Celebrity Cruises, MSC Cruises, and Norwegian Cruise Line now offer solo cabins designed for one person, eliminating the need for single supplement fees. Sailing solo is more popular than ever, and cruise lines now host numerous gatherings and events to help solo travelers connect. These include cocktail hours, wine tastings, and group dinners. Select Norwegian Cruise Line ships also have a solo lounge, an exclusive socializing hub for those booking solo Studio cabins.Millennials and Gen Z travelers are influencing the ships of the future, with cruise lines not only meeting their needs but also learning from them.© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 18 May, 2026

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The New Wave of Cruisers: How Millennials and Gen Z Are Redefining Cruise Culture
How to Make Your First Cruise the Best Vacation Ever
With all the buzz around action-packed megaships, visits to idyllic private cruise line beaches, expedition cruises to the far-reaches of the earth, and new ultra-luxury yachts, it’s no surprise the cruise industry is attracting an increasing number of first-time cruisers. The number of travelers open to taking their first cruise increased from 55.3% in 2020 to 75.6% in 2025, according to Cruise Lines International Association (CLIA).Travelers considering their first cruise vacation are not all Baby Boomers, or couples for that matter. The average age of a cruiser is 46.7 years, with Gen-X and Millennials the most enthusiastic cruisers, according to CLIA’s 2026 State of the Industry Report. About 75% of cruisers are sailing with one or more generations and 34% with three to five generations of family, attracted by cruise activities for guests of all ages - including complimentary supervised children's programs.Cruises have a high satisfaction rate compared to other vacation types, so it’s not surprising that about 90% of those who have cruised will cruise again. Recent first-time cruiser Blythe Wilson, who sailed to the Bahamas with her spouse and three other couples, is among new fans. “I didn't really understand until I was there,” she says. “Cruising is an amazing experience, and it makes you want to take more cruises in the future.”Here are some top tips for guests considering their first cruise vacation.Pack for the activities you preferA great thing about cruising is you unpack once and get whisked to exciting destinations. Still, for some first-time cruisers, packing can be stressful. It doesn’t have to. During the day on a warm-weather cruise, you’ll spend most of your time in swimsuits, cover-ups, shorts, and tees. For colder-weather itineraries, pack layers to go over or under your sweatshirt and jeans.First-timers may be surprised that many cruises still include dressy evenings when you need a nicer outfit to eat in the main dining room (though not usually a tuxedo). No stress here, either. Pack some nice duds or opt to eat in the buffet, which is always casual. Some cruise lines offer optional themed events where you are encouraged to dress accordingly, such as ‘80s night or a white party. On board evening attire can vary by cruise line –and some do still offer a formal night should you choose to partake -- so be sure to find out what’s standard for your cruise.Advance planning can help you saveYou might love to be spontaneous in life and travel, but your cruise will benefit from some advance planning. Book shore excursions, drink packages and Wi-Fi plans online before you sail, and you’ll often find prices that are discounted from the onboard rates.If you have your heart set on a particular tour, reserve your spot when bookings open because popular tours may sell out quickly.Use the cruise line app to plan your dayYour days at sea will be a mix of taking advantage of cruise ship amenities (pools, the spa, waterslides) and attending crew-led programs (such as trivia games, dance classes, and guest lectures). You will not be bored, but you might be overwhelmed by choice.Download your cruise line’s app to see hourly activity schedules. You may even be able to highlight your favorites for a personalized schedule. The app will also show you dining times and daily menus, deck plans, and your onboard bill. Some cruise lines will publish schedules to the app before you sail, so you can start planning your vacation activities early, while others have an app you access once onboard.Sample the dining varietyMost cruise ships offer a mix of included and extra-fee restaurants, with dining rooms you can walk into at any time and others that require reservations. You’ll find casual and upscale options, healthy dishes, and decadent vacation splurges. Cruise lines can cater to dietary restrictions such as lactose-free or gluten-free with advance notice. Your cruise will be more fun if you sample a variety of dining venues.Large ships typically offer a choice of an assigned table, early or late seating in a main dining room, or you can opt for an anytime, walk-in option – with reservations required for specialty venues such as the steakhouse (reserve early to assure your preferred dining time). On smaller ships, dining is typically anytime within set hours, with reservations required only at specialty venues.For specifics on onboard features and what to pack, visit the websites of CLIA member cruise lineshere.© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 18 May, 2026

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How to Make Your First Cruise the Best Vacation Ever
Tourism Minister calls for UK cruise growth as industry gathers for CLIA’s Cruise Tourism Summit
Minister praises cruise as “integral part of the UK’s visitor economy” as Tourism Economics data shows that the industry supports 69,000 UK jobs.Event highlights wide range of benefits cruise brings to local communities across the country, with a focus on the North East as event hosted in Newcastle and the Port of Tyne.UK Tourism Minister Stephanie Peacock MP today reaffirmed government support for cruise growth as industry leaders gathered at the Port of Tyne for CLIA’s Cruise Tourism Summit.The Summit united cruise leaders, UK government representatives, ports, and tourism organisations. The programme explored ways that cruise can expand economic opportunity, strengthen regional tourism, and create lasting value for communities across the country.The Summit follows the publication of the UK Government’s Cruise Growth Plan in September last year.In her address, the Minister highlighted the sector’s role in the wider visitor economy and noted that the UK remains the world’s third-largest cruise source market. She also spoke about the opportunities the sector creates across tourism, hospitality, maritime services, supply chains and travel agencies nationwide.In 2024, cruise generated £6.3 billion for the UK economy (including direct, indirect and induced output), while supporting 69,000 jobs.Speakers at the Summit stressed the need to maintain a competitive operating environment as cruise lines make long-term deployment and investment decisions worldwide. They also discussed how the UK can strengthen its position in the global cruise market and increase economic impact in the years ahead.The Summit demonstrated cruise’s growing role in supporting local and regional economies, as Matthew Dass, Director at Tourism Economics, presented CLIA’s latest economic impact data.The programme highlighted the North East of England and its expanding role in the UK cruise market. Delegates attended a launch reception hosted by the Port of Tyne, where Commercial Director Craig Morton welcomed guests to Newcastle.Sessions onboard Fred. Olsen’s Balmoral brought together cruise executives, policymakers, and destination leaders, with remarks from Fred. Olsen Cruise Lines CEO Samantha Stimpson, CLIA UK & Ireland Managing Director Andy Harmer, and CLIA UK Chair David Dingle.Industry leaders joined a panel on the future of sustainable and responsible cruise tourism in the UK, featuring MSC Cruises’ Vice President for Sustainability and ESG, Linden Coppell; Carnival Maritime’s Senior Manager for Port Operations and Destination Engagement, Richard Cook; and Portsmouth International Port’s Technical Director, Stephen Watkyns.Stephanie Peacock MP, Minister for Tourism, said: “The cruise industry is an integral part of the UK’s visitor economy, driving growth, creating jobs and supporting high streets and businesses across all four nations. In the UK Cruise Growth Plan published last year, we set out our shared vision of how we can ensure the sector can sustain its role as a powerful engine of economic activity and thrive long into the future.“Building on the success of the sector, we remain committed to supporting the UK’s visitor economy as a whole. That’s why we are developing a Visitor Economy Growth Strategy which will provide a clear, long-term plan to unlock investment, support businesses and increase visitor flows across England.”Andy Harmer OBE, Managing Director, CLIA, said: “It has been a pleasure to welcome delegates from across industry and government to our second Cruise Tourism Summit, and to celebrate the range of benefits that our sector brings to the UK.“Cruise continues to be a driver of growth and opportunity for local economies across the UK. This success is a testament to the collaboration between cruise lines, ports, destinations, and suppliers, who work together to provide incredible experiences to all those who visit our shores. With the right Government policies that enable the UK to remain competitive, there is great potential for the contributions of cruise to grow further in the years to come.”Samantha Stimpson, CEO, Fred. Olsen Cruise Lines, said: “It was a privilege to welcome such an influential group of leaders and stakeholders aboard Balmoral."We all have a role to play in ensuring the UK cruise sector continues to grow and evolve, and that growth doesn’t happen in silos. It is shaped by collaboration, alignment and long term thinking."Thank you to CLIA for creating the platform to bring the industry together for these important conversations.”Craig Morton, Commercial Director, Port of Tyne, said: “As the North East Gateway for Cruise, The Port of Tyne are proud to welcome the Cruise Tourism Summit to the North East and to showcase everything the Port of Tyne Cruise operation has to offer."More people are choosing to start their cruise holidays from the Tyne, while thousands of visitors are arriving to experience our region for the first time. That growth reflects both the strength of our offer and the appeal of the North East."Cruise tourism brings real value to the region, supporting jobs and local businesses while showcasing the North East’s culture, heritage and visitor attractions.” 15 May, 2026

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Tourism Minister calls for UK cruise growth as industry gathers for CLIA’s Cruise Tourism Summit
Modern Cruise Terminals: Designing the Future of Cruise, On Land
Cruise lines today recognize that the cruise experience begins on land, at the pier, before anyone ever sets foot on a ship. As a result, members of the Cruise Lines International Association (CLIA) and partners are investing in state-of-the-art, custom-designed cruise terminals that aim to both please the eye and move passengers from shore-to-ship with record ease.MSC Cruises’ new record-breaking terminal at PortMiami, which opened in the spring of 2025, was designed by Arquitectonica, the award-winning design firm that also created the Kaseya Center, where the Miami Heat play. Constructed by Fincantieri Infrastructure, a division of Italian shipbuilder Fincantieri Group, the terminal features a striking design with sweeping lines and massive walls of glass – not to mention an ability to process up to 36,000 passengers per day.Just to the west, PortMiami’s Terminal B was built by Norwegian Cruise Line, and opened in 2020. Inspired by a nautilus shell – and known as “The Pearl of Miami” for its distinctive curved design and colorful, illuminated walls of glass – the award-winning 190,000-square-foot structure is LEED Gold Certified for its sustainability and green efforts.Also in Florida, in 2021 Port Canaveral opened the ground-breaking Cruise Terminal 3, in conjunction with the launch of Carnival Cruise Line’s Mardi Gras – the first ship in North America to run on cleaner burning Liquified Natural Gas (LNG). The state-of-the-art facility is known as “Terminal Launch Pad,” reflecting the region’s ties to America’s space program.New tech enhances guest experiencesAs modern cruise terminals excite the eye, new technology is also improving the passenger experience.More than ever before, cruise terminals are equipped with new technology to swiftly embark and disembark thousands of passengers on turnaround days.Facial recognition technology allows guests to board and leave their cruise ships without the need to show passports or other documentation. With your information already on file, you just look at a screen – including to clear U.S. Customs and Immigration post-cruise.It’s estimated that the use of facial biometrics can reduce embarkation time by up to 50 percent – a monumental achievement considering today’s newest megaships hold 4,000-plus passengers.Other innovations include airport-style security scanners that streamline the security process, and digital signage that allows messaging to be updated and reproduced in multiple languages, instantly. For cruise lines catering to many passenger demographics and languages, signage flexibility is a crucial element of the passenger experience.Construction underway around the worldThe exciting new cruise terminal boom isn’t just confined to Miami. New terminals also include MSC’s new $156-million facility in Galveston, Texas – the fourth terminal in the city, with 165,000 square feet of space, a seven-story parking garage for guests (a first for Galveston), and two boarding bridges. The terminal hosts MSC and Norwegian Cruise Line ships.Next year, the port of Ravenna, Italy – which serves as a gateway to nearby Venice and Bologna – will open its first new terminal, designed in conjunction with Cruise Terminals International and Royal Caribbean Group. Available to all cruise lines, the nearly 11,000-square-foot facility will be the first LEED-certified cruise terminal in Italy, complete with onshore power supply (OPS), so cruise ships can plug into local power supply and reduce emissions in port.Antigua and Barbuda is cementing its status as a Caribbean homeport with a brand-new, modern terminal featuring such amenities as a day club with swimming pool and cabanas, dining and retail, and enhanced check-in and security areas. Partners for the project include Global Ports Holding (GPH). British line P&O Cruises’ homeported Arvia arrived at the new Antigua Cruise Port in November 2025. Full project completion is expected by June 2026.The city of Philadelphia is getting its own cruise terminal: the PhilaPort Cruise Terminal broke ground in December 2025 in preparation for the 2026 debut for Norwegian Cruise Line’s Norwegian Jewel. Norwegian Cruise Line has an exclusive seven-year agreement to homeport at the port, which is conveniently adjacent to the Philadelphia International Airport.© 2026 Cruise Lines International Association (CLIA). All rights reserved.This content may be shared or republished with clear attribution to Cruise Lines International Association (CLIA). Content must remain intact and may not be altered, edited, or excerpted in any way that changes its meaning or context. For additional permissions, media inquiries, or additional information, please email [email protected] 01 May, 2026

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Modern Cruise Terminals: Designing the Future of Cruise, On Land