River cruising is taking centre stage this week as part of Cruise Lines International Association’s (CLIA) annual Cruise Month campaign, with new ships, itineraries and immersive experiences putting this sector at the forefront of cruising innovation.
As the second themed week in CLIA’s Cruise Month calendar, River Cruising is being promoted through a wide-ranging program that includes social media campaigns, digital advertising, agent education and consumer outreach.
CLIA Managing Director Australasia, Joel Katz, said river cruising continues to evolve, offering travellers more variety and access to incredible destinations.
“In recent times we’ve had a succession of new announcements in river cruising, including spectacular new ships, new rivers and destinations to explore, and new cruise lines entering the sector,” Katz said.
“It’s an exciting time in river cruising, and the result is a much greater variety of experiences available to travellers.”
Cruise Month goes big for 2025
Under the campaign banner #LoveCruise, Cruise Month 2025 is showcasing the diversity of cruise experiences across four weekly themes – Ocean Cruising, River Cruising, Expedition Cruising and Luxury Cruising.
Highlights of this year’s program include:
- Special cruise travel features in weekend publications
- An expanded webinar program for CLIA-certified travel agents
- New “Spotlight Sessions” on river and expedition cruising
- Weekly Cruise Month specials distributed to CLIA members
CLIA is also encouraging consumers to book through CLIA-certified cruise specialist agents, highlighting the value of expert advice when planning a cruise holiday.
Marketing support for the trade
To support travel advisors, CLIA has released a Cruise Month toolkit via the CLIA Members Hub. The toolkit includes a suite of marketing assets such as:
- Downloadable logos, videos and digital banners
- Customisable social media tiles and flyers
- Posters and promotional offers
The toolkit is designed to help CLIA members build visibility and engagement throughout the month-long campaign.
