We were delighted to attend the Cruise360 conference last week at Sydney's ICC. The venue was ideal, and the city was enjoying the final days of winter with beautiful, sunny weather.

It was a monumental event, marking the largest gathering in its history. Industry leaders, travel agents, and cruise enthusiasts came together to celebrate the unstoppable growth of the cruising sector. The record-breaking attendance at the conference is a testament to the enduring appeal and expansion of cruise tourism.  ATAC was well represented by the attendance of agents as well as Meg Hill from Cruise Express taking part in a panel discussion; Beyond the Cruise, Harnessing the Potential of Immersive Pre-and Post Cruise Experiences.  Key insights into marketing and expanding the opportunities we are given by our cruise customers were among the topics covered. 

Julie O’Grady, Exclusively Cruising,  Michelle Bandura, Travellers Lounge, Meg Hill, Tina Wheelock, Cruise Express & Michelle Emerton, ATAC joined by first time Cruise360 attendees, Carla Di Mento, Cruise Express and Georgina Randall, ATAC.

Cruising has never been more popular, with a staggering 34.1 million passengers taking to the seas worldwide. This number reflects the global appetite for cruise holidays, underscoring that cruising is not just a trend but a preferred vacation choice for millions. Australia alone contributed 1.34 million passengers to this global figure, highlighting the country’s significant role in the industry. The allure of cruising is evident, with 77% of first-time cruisers indicating they would book another cruise, reinforcing the idea that once you cruise, you’re hooked.

Cruise tourism is unique in that it offers a managed tourism experience. Every aspect of a cruise, from excursions to on-board activities, is curated to provide a seamless and enriching experience. Not to mention that every aspect of a cruise is a commissionable component for you. This controlled environment is a major draw for passengers, ensuring a high level of satisfaction and a strong likelihood of repeat bookings.

One of the key takeaways from Cruise360 was the importance of recognizing that "new to cruise" customers are not necessarily new customers. These individuals are often already in your database but have yet to experience a cruise. The challenge for travel agents is not simply to find new clients but to qualify these existing customers to match them with the perfect cruise holiday. By understanding their preferences and past travel habits, agents can convert them into enthusiastic cruisers, adding to the growing number of repeat customers.

It was wonderful to have the opportunity to meet and spend quality one-on-one time with the cruise BDMs. These personal interactions were invaluable for deepening our connections and gaining insights that will benefit our ATAC members and the group as a whole.

The conference emphasized that the future of cruising is bright, with the potential for even more growth. As the industry continues to innovate and expand, the focus will remain on delivering exceptional experiences that keep passengers coming back for more. The record attendance at Cruise360 is a clear indication that the cruising industry is not just surviving but thriving, poised for an even bigger future.