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viewing and wildlife excursions.“ The client’ s goal was to create a once-in-a-lifetime reward that would motivate and retain top talent and the results exceeded expectations. Attendees highlighted the seamless flow between business and leisure, as well as the ability to experience multiple bucket-list destinations without the complexity of traditional multi-city programmes,” the NCL team says.
Feedback, they say, consistently highlights the convenience, efficiency, and impact of hosting events at sea.“ Clients value having all elements of their programme in one place, along with the ability to deliver a high-touch, premium experience. Attendees often describe these programmes as more memorable and engaging than landbased events, with higher participation rates in both meetings and activities.”
And what makes a successful event at sea?
Successful programmes begin with clear alignment between the client’ s objectives and the onboard experience, according to NCL. Leveraging the ship’ s venues, integrating the destinations into the agenda, and balancing structured sessions with free time are key. Equally important is partnering closely with an experienced cruise MICE team which ensures smooth execution, proactive problem solving and customisation throughout the planning process.
Jacquie Kavanagh, CEO of EDGE Venues in the UK, a key portal for agents to book through, adds that“ the perception of being well looked after, security and the aspirational nature of cruising” are all pluses when considering it as an event option.
As with any programme, there are considerations to keep in mind. Travel logistics can be more complex than traditional land programmes, particularly for sailings departing from less accessible ports. Coordinating arrivals, transfers, and potential pre- or post-night stays often require additional lead time and communication. Planners
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must also often work within the framework of a fixed itinerary.
Port schedules and sailing times create a structured environment, requiring agendas to be aligned well in advance and it can limit last-minute flexibility compared to traditional venues.
Kavanagh adds that cruising challenges, compared to land-based venues, can include“ lack of flexibility as you are going to miss out on people who cannot commit the whole event. Also, not everyone likes the sea and there can be anxieties over Novo Virus, sea sickness and not being able to get off.”
In general though, Kavanagh believes the cruise option shows more creativity and thoughtfulness about the overall delegate experience“ and helps create extra special memories – a very important thing”.
And destinations are also responding by upgrading their cruising port facilities Acapulco’ s new 24-year cruise port concession with Global Ports Holding will see big new public investment deliver a new 350-metre pier by 2027, as Mexico eyes a larger share of this cruising sector business.
Seychelles is another destination with a cruise tourism strategy and a roadmap up to 2033 for sustainable growth, improved governance, and increased local economic value from the sector.
Antigua and Barbuda is marketing its rich history and culture, as well as stunning beaches and festivals to pitch for more cruise traveller business and, in addtion to a UNESCO World Heritage Site offers a selection of direct flights – a big plus in making a cruise starting destination more accessible.
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Left:
NCL ship in Miami
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Cruise meetings can be more varied than you might think too: from 7-day buy-outs on the ocean in five-star luxury, to a bespoke one-day river cruise that is kinder on the budget, or indeed just an add-on element to a land-based event. Certainly, one of Mash Media’ s own events for hosted buyers was a dinner cruise during IMEX Frankfurt, on the River Main. The pull of the water was a unique offer to the many buyers seeking a change from post and pre-show events convened in local hotels or land-based venues. And the sponsoring destination get a fully attentive audience – no reports of anyone jumping overboard to escape the marketing pitch at least!
Let’ s not forget the cruise ships themselves are no longer simply transport vessels but floating resorts and venues today with all the technology needed to stage a range of creative events.
And, in these days of heightened security concerns, cruise lines also have a hard-won reputation for prioritising destinations that demonstrate strong port security systems and robust safety procedures for passengers.
To summarise, taking your event on the high seas can be a very special offering for planners an delegates, with multiple destinations, built-in accommodation, captive audiences and all-inclusive pricing.
Key concerns from destinations for planners to be aware of – and therefore posssibly for event clients too, in addition to those already mentioned, include cruising’ s pressure on marine ecosystems, infrastructure capacity and revenue leakage.
Planners still need to do their due diligence, checking, for example that furniture is movable, public spaces are column-free and that there are recreational and wellness facilities, as well as good event spaces and competent staff to hand. If you can get all those ducks in a line on the water your event should be plain sailing. n
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