Cruising
Event life on the ocean wave
IN THE CONSTANT SEARCH FOR THE UNIQUE, TAKING YOUR SPECIAL EVENT OUT ON THE OCEAN COULD BE A TEMPTING AND EXHILARATING OPTION – INDEED BIG INVESTMENT IN PORTS AND CRUISE LINERS ARE HELPING POWER THE TREND – BUT BE ALSO WARY OF THE CHALLENGES IN THESE EVENT WATERS
C ruise tourism is a bit of a
niche segment and also a lucrative one. The World Travel & Tourism Council has said it contributed $ 98.5bn to global GDP in 2024 and supported 1.8m jobs worldwide.
Cruise tourism has been shown to promote repeat visitation for destinations and WTTC data points to 60 % of cruise passengers returning to destinations they discovered via a cruise.
It is not all plain sailing for destinations, however: cruise ships tend to pay low port taxes per passenger, certainly in the Caribbean, Alaska or the Mediterranean. Stay-over visitors, on the other hand, tend to be far more heavily taxed through airport fees, hotel taxes, and VAT.
The trend, nevertheless, seems positive for cruising – and by association events at sea – and, according to Cruise Lines International Association( CLIA)’ s
Below: Cruise Norwegian SPL Ship
State of the Cruise Industry Report 2025, passenger numbers are expected to increase from 34.6m in 2024 to 37.7m when the 2025 figure is finalised. Growth is accompanied by a shift toward higher-value, experience-driven offerings and that includes the event market, where the cruising option can offer exclusivity and an environment with few distractions.
Challenges to be aware of can include limited meeting space, and fixed programmes due to timetabling issues.
Norwegian Cruise Line Holdings( NCL) Ltd tells CMW that meetings and incentives at sea continue to gain momentum as planners look for experiences that go beyond traditional venues.“ A cruise offers a unique combination of multiple destinations, purpose-built venues, and integrated accommodations, dining, and entertainment within one seamless environment. This not only simplifies logistics but also maximises attendee engagement, as the journey itself becomes part of the experience,” a NCL spokesperson tells us. So, what is trending in this market? According to NCL it is increased demand for immersive, destination-rich programmes, particularly in Alaska, Hawaii, and Europe where the itinerary plays a central role in the overall event design.“ Planners are also prioritising exclusivity, with more groups opting for ship buyouts or dedicated spaces that allow for branded, customised experiences. Additionally, there is a strong focus on work-life balance. Programmes are being designed to balance productive meeting time with unique, memorable experiences, ultimately fostering stronger connections, higher engagement, and improved ROI,” NCL reports.
NCL adds tht it recently hosted a corporate incentive group for top performers sailing through Alaska. The programme combined strategic meeting sessions onboard with curated shore excursions, including glacier
54 / CONFERENCE & MEETINGS WORLD / ISSUE 142