CLIA Introduces “Cruise Actually” Campaign at 20th Annual Cruise360 Conference

The Cruise Lines International Association (CLIA) is introducing a new social media campaign to help travel advisors convince hesitant cruise prospects that cruise vacations are so much more than the misconceptions many non-cruisers still harbor.

The campaign was inspired by the movie “Love Actually,” which Charles Sylvia, CLIA’s vice president of industry and trade relations, said is about the characters discovering what love actually is, rather than what they think it is. “Cruise Actually” does the same thing for cruise vacations.

“The character development in ‘Love Actually’ reminded me of so many people who I have helped overcome their own irrational apprehensions about taking their first cruise,” he said.

“Cruise Actually,” Sylvia continued, is more than just a clever tie-in. “It’s a new social media movement that going CLIA is going to provide to you, conceived to create awareness of the realities of cruise travel and dispel cruising myths and misconceptions.”

The campaign will feature a series of ready-to-post memes and captions that dispel myths while showcasing attractive visuals that advisors can share with their clients and prospects.

Sylvia shared some of the content the campaign will provide:

• Cruise actually is for everyone.
• Cruise actually offers all kinds of ships.
• Cruise actually is what you want it to be.
• Cruise actually is the best way to see the world.

The announcement of “Cruise Actually” came at this year’s Cruise360 conference in Fort Lauderdale, which also happens to be the 20th anniversary of the event. Attended by about 1,000 attendees, Cruise360 is CLIA’s largest annual event, offering dozens upon dozens of seminars over three days that count towards CLIA certification.

This year’s conference also marked the first Cruise360 mainstage appearance of CLIA’s new president and CEO Bud Darr. Darr came onto stage accompanied by the classic 1980s hit “Let’s Dance,” which he said is the perfect example of what can be accomplished when people work together instead of independently – a common refrain from Darr in his public appearances and media interviews.

“There is a lot of work that we [CLIA and ASTA] can do together to help all of you have your businesses be more successful,” Darr said. “I really do have deep respect for the travel advisor community and the value you add. You’re still 72% of the bookings and that number has stayed relatively stable over time.”

State of the Cruise Industry

At previous Cruise360s, CLIA has taken the opportunity to provide advisors with insights into the current state of the industry. Unfortunately, this year, the report is not ready yet, but Darr did provide a few snippets of how the industry did in 2024.

In 2024, the cruise industry, globally, carried 34.6 million passengers. For 2025, 37 million passengers are expected and that number jumps to 42 million for 2028.

The opportunities for travel advisors, Darr said, are boundless.

Some of the stats he shared included:

• 80% of those surveyed that cruised would cruise again
• 36% of cruisers are now under 40
• 70% that haven’t cruised before would consider cruising
• A third of cruisers took their first cruise in the last two years

“The opportunity is really there to introduce new people to this fantastic business that we’re all really fortunate to be part of right now. It really is a golden age that I think has the best days yet to come.”

One stat that should make all advisors pay attention to is that advisors that have completed advanced certification with CLIA can sell up to 350% of the volumes that those who haven’t gone through advanced certification.

“That’s an indicator to us that we’re helping you help your businesses,” Darr said.

Darr also updated the audience on the size of the order book for CLIA member lines, which currently stands at 77 ships.

“This is a sign of great optimism,” he said. “Not just by the cruise lines but by the finance community and the investment community as well.”