Cruising is shaking off its retirement-home stereotype, with younger Australians driving the strongest growth in intent to take a voyage – and they want something very different to deckchair days and bingo nights.
Under-35 cruise intent jumps as “value” and experience lead
New research commissioned by Tourism & Transport Forum (TTF) Australia through Pure Profile shows 44 per cent of Australians under 35 are looking to take a cruise within the next 12 months, up from 35 per cent two years earlier. Across all ages, one in three Australians (33 per cent) are now considering a cruise.
On Water Expeditions targets the Gen Z sweet spot
World Expeditions Travel Group’s On Water Expeditions – launched in 2025 – says it was created in response to rising demand for small-ship, adventure-led cruising, particularly among experience-driven travellers.
Brand Manager Rachel Imber says the under-35 market is looking for active exploration and immersion on the water, with trips designed to be affordable, small-group and geared to “big landscapes” rather than big-ship attractions.
Three itineraries resonating with younger Australians
On Water Expeditions has flagged three trips gaining traction with younger travellers:
Maldives Dhoni Cruise (MSS)
An eight-day journey on a traditional wooden dhoni, island-hopping through remote atolls with snorkelling, village visits and simple, sustainable onboard living.
Paros Catamaran Explorer (YGB)
A social sailing week through the Cyclades with swim stops, tavernas and flexibility baked in, capped at eight passengers for a relaxed, personal feel.
Mekong River Active Explorer – Saigon to Siem Reap (CEF)
A 10-day mix of kayaking, cycling and river travel through Vietnam and Cambodia, pairing active days with cultural experiences and local support throughout.
Connection, not consumption
The operator says the broader shift is being fuelled by travellers seeking connection and meaningful experiences, with small groups and local-led operations pitched as a lower-footprint way to explore coastlines and waterways.
