Specialised training continues to be one of the most effective tools for supporting the growth of the cruise industry. This is demonstrated by the success of the “Cruise Champion” programmes promoted by Cruise Lines International Association (CLIA) UK & Ireland, which have recently celebrated the second group of travel advisors certified in river and expedition cruising.
More than 60 travel agents successfully completed an intensive seven-month training programme, receiving official recognition during a diploma ceremony held in Birmingham. The achievement confirms the growing interest among travel professionals in two segments that continue to experience significant expansion and that require increasingly specialised expertise in order to be effectively presented to the market.
Now in its second year, the “Cruise Champion” programme was developed by CLIA in collaboration with its member cruise lines specialising in river and expedition cruising. Its aim is to provide travel agents—particularly those approaching these products for the first time or with limited experience in the sector—with comprehensive training covering both commercial skills and in-depth destination knowledge.
The programme combined classroom sessions, monthly webinars, virtual workshops, industry expert roundtables, self-learning activities, and regular assessments, culminating in a final evaluation. This hybrid approach enabled participants to gain a deeper understanding not only of the different cruise lines and itineraries, but also of sales techniques and customer advisory skills.
River and expedition cruises are currently two of the most dynamic segments of the cruise industry. Both appeal to travellers seeking authentic experiences, exclusive itineraries, and highly personalised journeys. This increasing level of complexity makes the role of the travel advisor essential: professionals must understand not only the characteristics of the ships, but also the specific features of destinations, shore activities, comfort levels, included experiences, and the ideal customer profile.
According to CLIA, investing in training enables agents to approach increasingly specialised consultations with greater confidence, while simultaneously improving the quality of the service they provide and creating new opportunities for business growth.
Andy Harmer, Managing Director of CLIA UK & Ireland, congratulated all the new Cruise Champions, highlighting how the programme has enabled agents to develop specialist expertise in two of the fastest-growing segments of the cruise industry. Harmer also emphasised that, throughout the training journey, participants shared real-world experiences, success stories, and practical knowledge, helping to create a highly collaborative learning environment while significantly enhancing their skills and confidence when advising customers.
Harmer further noted that the ongoing exchange between colleagues and the contribution of partner cruise lines allowed participants to strengthen not only their technical knowledge, but also their confidence in selling products that are increasingly in demand among today’s travellers.
The success of the second edition has already encouraged CLIA to confirm the continuation of the programme next year. The new cycle of the “Cruise Champion” programmes will begin in November 2026. The initiative will continue to offer two separate training paths, one dedicated to river cruising and the other to expedition cruising, while maintaining the hybrid learning format that has characterised previous editions.
Through this initiative, CLIA once again confirms that professional training is one of the most important investments in supporting the evolution of the cruise market. In an industry where travellers are increasingly informed and seeking niche experiences, having access to skilled and specialised advisors has become a key differentiating factor for both cruise lines and travel agencies.
Adele D'Angelo