Cruise Lines International Association (CLIA) will shine a spotlight on two of the most dynamic sectors in cruising — river and expedition — during this October’s Cruise Month campaign.
In a first for the association, CLIA will host live-recorded Spotlight Sessions aimed at equipping travel agents with deeper insights into these fast-growing cruise segments.
The sessions are timed to support River Week (12–18 October) and Expedition Week (19–25 October), both key pillars of the broader Cruise Month initiative. Travel agents will gain practical knowledge from industry leaders representing river and expedition operators, and the sessions will later become part of CLIA’s professional development library.
A select group of CLIA agent members will also be invited to attend the recordings in Sydney on 7 October, giving them the opportunity to interact with presenters, ask questions and help shape the dialogue.
Innovation and popularity driving demand
According to CLIA’s Managing Director in Australasia, Joel Katz, river and expedition cruising have seen significant innovation and increased consumer demand, making them essential knowledge areas for any cruise-focused consultant.
“River cruising and expedition cruising have been seeing a huge amount of investment and innovation over recent years, and have become incredibly popular ways to cruise,” said Mr Katz.
“Our Spotlight Sessions are designed to help travel agents better understand river and expedition cruising, and to capitalise on their growing popularity.”
Cruise Month 2025 will once again feature a mix of themed activity weeks, with Ocean Cruising (5–11 October), River Cruising (12–18 October), Expedition Cruising (19–25 October), and Luxury Cruising (26 October – 1 November) each taking a turn in the spotlight. The campaign is designed to generate excitement and encourage travellers to consult CLIA-accredited agents.
Marketing tools to support the trade
To help members take full advantage of Cruise Month, CLIA has developed a dedicated Cruise Month Toolkit. This includes a suite of marketing materials such as digital banners, videos, customisable flyers, logos and social media assets, allowing agents to tailor their own local campaigns in sync with national promotions.
Spotlight Sessions will be made available online following the live recording, offering ongoing access to valuable insights from key players in river and expedition cruising.
