Cruise Lines International Association (CLIA) is gearing up for the return of Cruise Month this October, with a month-long campaign designed to stimulate cruise demand and connect travellers with specialist travel advisors across Australasia.
Running under the #LoveCruise banner, Cruise Month 2026 will feature social media campaigns, digital advertising, education opportunities and other initiatives aimed at building excitement around the coming cruise season.
Importantly for the trade, the campaign will direct consumers towards their local CLIA travel consultant, putting the expertise of cruise-specialist advisors at the centre of the initiative.
Four weeks of cruise inspiration
Cruise Month will again be divided into four themed weeks, allowing advisors to focus their marketing activity on different sectors of the cruise market:
- Ocean Cruising: 4–10 October
- River Cruising: 11–17 October
- Expedition Cruising: 18–24 October
- Luxury Cruising: 25–31 October.
The format gives travel advisors an opportunity to tailor promotions and client communications throughout October while showcasing the breadth of cruise experiences available.
New toolkit supports advisor campaigns
CLIA has released the first stage of its Cruise Month Toolkit to help members prepare their own marketing campaigns.
Available through the CLIA Members Hub, the toolkit includes logos, videos, digital banners, posters, customisable flyers and other marketing resources. A new collection of social media tiles has also been developed, along with a how-to video offering guidance on how members can participate.
Cruise lines will also take part in a new webinar series providing product news, sales tips, updates and details of Cruise Month promotions.
CLIA champions the value of cruise advisors
CLIA Executive Director in Australasia Joel Katz said the campaign would promote both cruise holidays and the value of the association’s travel advisor community.
“Cruise Month is about inspiring travellers and directing them towards CLIA travel advisors, so we’ll be rolling out a succession of initiatives to help celebrate cruise holidays and the expertise of our member community,” Katz said.
He encouraged members to begin planning their promotions, events and social media activity ahead of October, adding that Cruise Month offered an opportunity to highlight travel advisors’ contribution to Australia’s broader cruise economy.
