Sharable Article
How Cruise Lines Are Redefining Entertainment at Sea
A new era of entertainment is under way at sea, as cruise lines redefine how performers engage with and enthrall audiences. The new standard is onboard entertainment that pulls audiences in, not just playing out in front of them.
Infusing cutting-edge technology and immersive storytelling, cruise entertainment experiences onboard Cruise Lines International Association (CLIA) member ships are not just gaining fans, they are driving bookings.
From revue to revolution
Today’s cruise guests respond to innovation, says Joe Chantry, Vice President of Entertainment and Enrichment at Holland America Line. "Over the past decade, onboard entertainment has evolved from being a complement to the cruise experience to becoming a defining part of it.”
Holland America's “Fosse and Verdon, The Duet That Changed Broadway,” which debuted on the 2,650-passenger Koningsdam in late 2025, illustrates the new standard. Working directly with the Verdon Fosse Legacy estate, the line surfaced never-before-seen archival footage of the famous choreographer and dancer duo behind such Broadway hits as “Chicago” and “Sweet Charity.” The footage is woven into live performances in World Stage theater equipped with a 270-degree panoramic LED wall, "immersing guests into the show's experience in a really cool way," says Chantry.
Noticing that guests are craving entertainment that reflects the regions they are cruising, Celebrity Cruises’ entertainment team created The Bazaar, a new immersive, destination-inspired marketplace that features street-style festivals, with guests invited to join in. The Bazaar debuted onboard the 3,260-passenger Celebrity Xcel in the Caribbean. With cruise lines finding that guest participation equals high guest satisfaction, Celebrity also created for the ship “HOTEL,” a narrative-driven, interactive game show, which Lisa Lehr, Vice President of Entertainment at Celebrity Cruises, says is a “comedic whodunit where guests aren’t just watching – they are actively part of solving the mystery from check-in to check-out."
John Paul Lamb, Princess Cruises’ Vice President of Entertainment, echoes the shift toward guest engagement. He says Princess Cruises is undergoing "a major shift toward interactive formats...moving entertainment beyond passive viewing and into active participation." As an example, Princess Cruises worked with the legendary Magic Castle in Los Angeles to create “Spellbound,” a new multi-room immersive magic experience found on the 4,300-passenger Sun Princess and sister ship Star Princess.
MSC knows that sometimes the most delightful moments come from the unexpected, which is how MSC Street Theatre came to be. These European-style pop-up performances appear in public spaces on MSC ships throughout the day, captivating guests.
Popular programming
Cruise passengers also respond to cruise programming featuring familiar names. As a new example, Royal Caribbean International will welcome one of the world’s biggest entertainment franchises onto a cruise ship for the first time with a new live version of the TV show “America's Got Talent,” debuting aboard the upcoming, 5,600-passenger Legend of the Seas.
Norwegian Cruise Line is leaning into some of the world’s famous recording artists with concert-style shows, such as “ELTON: A Celebration of Elton John,” which debuted on the 3,550-passenger Norwegian Luna in March 2026 and shows paying tribute to the musicians Prince and Fleetwood Mac, both of which debuted on sister ship Norwegian Aqua last year.
“Hercules” is the star of the Broadway-style stage show on the 4,000-passenger Disney Destiny, which also features entertaining character encounters such as villainous Cruella de Vil (from “101 Dalmatians”) presiding over a guest-judged fashion show; and Dr. Facilier (from “Princess and the Frog”), performing close-up magic in a pop-up parlor.
Behind the scenes
Cruise companies operate some of the largest dedicated entertainment rehearsal facilities in the world. These include the 132,500-square-foot Royal Caribbean Group Entertainment Studio in North Miami; Carnival Cruise Line’s Carnival Studios, seven dance rehearsal studios and a full theater, near Fort Lauderdale; and MSC Creative Studios, a new entertainment hub for creative development and performer training, which is opening in Edinburgh in summer 2026.
“Our performers train together for months at our world-class entertainment studio before ever setting foot on the ship,” says Celebrity Cruises’ Lehr. “This creates a synergy with our cast that guests can really feel from the moment they take the stage.”
Cruise lines recruit performers from around the globe, the onboard gigs desirable to performers. The salaries are competitive and attractive, as is a steady contract with minimal living expenses. Then there is the opportunity to work with leading creators that cruise lines partner with.
"When you're developing productions alongside BAFTA-winning designers, World Choreography Award winners, and industry-leading directors, the talent we recruit gets to work at a level that rivals the best stages in the world,” Lehr says.
Princess Cruises’ Lamb says in recruitment the line stresses it is "a platform for innovation, offering artists the opportunity to create large-scale, immersive work in cutting-edge environments.”
Cruise guests are the beneficiaries as CLIA members put innovations in entertainment center stage.
© 2026 Cruise Lines International Association (CLIA). All rights reserved.
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Relevant News
Women Presidents Are Changing the Cruise Industry for the Better
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Female presidents and CEOs lead some 20 cruise lines including 11 CLIA-member ocean cruise lines and six river cruise lines.Female representation in the industry is on the rise, from the navigation bridge to the boardroom, and both cruise lines and their guests are benefiting from this sea change in the historically male-dominated maritime world.We talked with several women cruise line presidents to learn about their journeys to leadership and the growing opportunities for women in cruise.No path to leadership is the sameMost of today’s female cruise line presidents did not begin their careers in the cruise industry, though many started out in the travel and hospitality world.Dondra Ritzenthaler, CEO of Azamara Cruises, began her career at American Airlines before transitioning into the cruise industry. 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Port Canaveral Leads in LNG Cruise Ships, Supports Florida Jobs
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AI Is Making Your Cruise More Personalized and Sustainable
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CLIA confirms return of 'Cruise Champion' training programmes
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Registration opens for CLIA Conference 2026
Cruise Lines International Association (CLIA) UK & Ireland has opened registration for next year's CLIA Conference, which will take place from June 4-6 in Southampton.The event - the largest annual travel agent conference of its kind in Europe, and the 18th to be held - will bring together the cruise industry for ship visits, conference sessions, a trade fair and a celebratory sailaway evening party.An optional ‘New to Selling Cruise Day’ will take place on June 3, offering dedicated training and brand introductions for agents who are keen to expand their cruise knowledge and boost sales.The first full day of the main conference will include business sessions at the O2 Guildhall, followed by an evening trade fair.On day two, delegates can choose to visit Cunard’s Queen Anne or P&O Cruises’ Britannia, with an evening sailaway party at the O2 Guildhall.The final day will feature ship visits to Celebrity Apex, MSC Virtuosa, Oceania Cruises' Oceania Insignia or Regent Seven Seas Cruises’ Seven Seas Grandeur.Andy Harmer, CLIA UK & Ireland managing director, said: "CLIA Conference brings the cruise community together in a way no other event does - and 2026 will be no exception. From exploring extraordinary ships to hearing from inspiring speakers, agents will come away with new ideas, stronger connections and the sales insight to grow their business."It’s also our opportunity to recognise and celebrate the trade’s ongoing role in shaping the incredible success story that cruise has become."Agents can register at www.cruising.orgDetails of the conference theme and keynote speakers will be announced in due course. 20 October, 2025
CLIA unveils 2026 conference dates and schedule
Cruise Lines International Association (CLIA) UK & Ireland has announced its 2026 conference will be held from June 4-6 in Southampton.The conference, the largest annual travel agent event of its kind in Europe and the 18th to take place, will include ship visits, conference sessions, a trade fair and a celebratory sailaway evening party. An optional 'New to Selling Cruise Day' will take place on June 3 - which will combine sales training and brand introductions from suppliers - for agents who are looking to build their cruise knowledge and bookings.The first full day of the event will comprise conference sessions and an industry trade fair in the evening. The conference sessions will take place at the O2 Guildhall, with trade fair details to be confirmed.On day two, attendees will have the option to visit Cunard's Queen Anne or P&O Cruises' Britannia. The sailaway party will follow that evening at the O2 Guildhall.Delegates will then have the choice to visit Celebrity Apex, MSC Virtuosa or Regent Seven Seas Cruises' Seven Seas Grandeur on the final day.Andy Harmer, CLIA UK & Ireland Executive Director, said: "CLIA Conference is always a highlight in the travel trade calendar and 2026 will be no exception. With a line-up of stunning ships to visit, training opportunities and inspirational speakers, we’ll be giving agents the insight and tools they need to grow their cruise sales."The conference is also the ideal opportunity to celebrate the vital role the trade plays in bringing a holiday at sea to life, and to connect with colleagues and partners from across the industry."Registration opens shortly. Details of the theme and keynote speakers will be announced in due course. 19 September, 2025
CLIA Strengthens Leadership Team with Two Key Appointments in Brussels
CLIA Strengthens Leadership Team with Two Key Appointments in BrusselsNiels Wammen-Jensen to join CLIA as Executive Vice President, International Regions;Nikos Mertzanidis promoted to Executive Director for CLIA in EuropeWashington, D.C. and Brussels – 14 July 2025 – Cruise Lines International Association (CLIA), the leading voice of the global cruise industry, today announced two senior leadership appointments. Niels Wammen-Jensen has been appointed Executive Vice President, International Regions, a newly created role based in Brussels; and Nikos Mertzanidis has been promoted to Executive Director for CLIA in Europe, also based in Brussels.Niels Wammen-Jensen, who currently serves as Group Vice President, Government Affairs for Europe at MSC Group and leads engagement with European Union institutions on shipping and transport policy, will officially join CLIA on 21 August 2025. He will be based in Brussels and report directly to CLIA President and CEO Charles (Bud) Darr. Wammen-Jensen brings deep expertise in maritime policy, international regulation, and European public affairs to his new role at CLIA, where he will oversee cross-functional coordination across all regions outside North America—working with CLIA’s senior-most executive leader in each of those markets, which includes:• Nikos Mertzanidis, CLIA, Europe• Andy Harmer, CLIA, UK & Ireland• Joel Katz, CLIA, Australasia• Marco Ferraz, CLIA, South America (Brazil)Wammen-Jensen will also collaborate with leaders for CLIA’s core functional areas—central to how the association delivers value to its members—working in partnership with Mike McGarry, Senior Vice President of Government Affairs and Executive Director for North America; Donnie Brown, Senior Vice President of Maritime Policy; and Anne Madison, Senior Vice President of Strategic Communications.Nikos Mertzanidis was promoted to Executive Director for Europe effective 1 July 2025, following several months in an acting capacity. He joined CLIA in 2016 and most recently served as Vice President, Ports & Destinations and Taxation in Europe. His promotion to Executive Director recognizes his exceptional leadership, policy expertise, and proven ability to represent the cruise industry effectively before European institutions.“Together, the expertise and experience that Niels and our functional and regional leaders provide in support of our cruise line members reflect the scope and sophistication of our industry and our investment in leadership that is globally connected and locally empowered,” said Bud Darr, president and CEO of CLIA. “Their collaboration is essential to advancing CLIA’s global mission and ensuring consistent, high-impact engagement across markets as our members continue to advance a strong sustainability agenda and demonstrate their longstanding track record and ongoing commitment to responsible cruise operations.”About the Cruise Lines International Association (CLIA)Cruise Lines International Association (CLIA) is the preeminent cruise trade association, providing a unified voice for the industry and its members as the leading authority of the global cruise community. CLIA represents oceangoing member lines which comprise 95% of global cruise passenger capacity, including the world’s most prestigious ocean, river, and specialty cruise lines, as well as a business community of leading ports, destinations, shipyards and maritime product and service providers, and the largest network of travel professionals who specialise in cruise travel.Together with its members and partners, CLIA supports policies and practices that foster safe, secure, healthy and sustainable cruise operations; tourism strategies that maximise the socioeconomic benefits of cruise travel; and technologies and innovations designed to support the industry’s pursuit of net zero emissions by 2050. The organization’s global headquarters are in Washington, DC, with regional offices located in North and South America, Europe, and Australasia.For more information, please visit www.cruising.org or follow us on Facebook, Instagram, X (formerly Twitter), and YouTube at @CLIAGlobal—or connect with us on LinkedIn. 14 July, 2025
Agent 'cruise champions' celebrated at CLIA graduation ceremony
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United team to put Australasia up front at Seatrade Cruise Global
March 31, 2025 – Australia and New Zealand will field their biggest ever delegation of cruise representatives at this year’s Seatrade Cruise Global conference in Miami next month, putting the region’s cruise destinations on show in front of international industry leaders.More than 30 organisations from both sides of the Tasman will take part in a joint mission including Cruise Lines International Association (CLIA), the Australian Cruise Association (ACA), and the New Zealand Cruise Association (NZCA). The Australasian delegation will involve members of all three associations including ports, destinations and industry stakeholders, as well as tourism authorities representing each Australian state and New Zealand.The delegation will join events and discussions throughout the 40thanniversary Seatrade event, to be held from 7-10 April. As well as the conference and exhibition, delegates will join business meetings with global cruise industry counterparts and an Australasia panel discussion on the challenges and opportunities in the region.ACA Chief Executive Jill Abel said Seatrade Cruise Global would be an important opportunity to showcase some of the world’s most diverse and exciting cruise destinations.“We have led the Australian delegation to this event for over 30 years and are proud to have contributed to its growth and continued success,” Ms Abel said. “This year, our delegation brings extensive expertise across the Australian and South Pacific cruise landscape, including port operations, destination promotion, itinerary development, shore excursions, pre- and post-cruise experiences, and the food and beverage supply chain.”NZCA Chief Executive Jacqui Lloyd said the event was an opportunity to demonstrate New Zealand’s long-term vision for a thriving cruise economy."We’re thrilled to have so many new faces join us at Seatrade for the first time, connecting with cruise lines and sharing knowledge with other delegates,” Ms Lloyd said. “This exchange will only strengthen and enhance New Zealand’s cruise offering, and demonstrate New Zealand’s strong commitment to the cruise sector."CLIA Managing Director in Australasia Joel Katz said this year’s team would create an even bigger presence from a traditionally high-profile cruise region.“Australia and New Zealand represent one of the world’s most dynamic cruise markets and together offer some of the most spectacular cruise destinations on earth,” Mr Katz said. “This year’s Seatrade delegation will ensure cruise industry leaders from around the world have the enormous potential of this region front of mind. At the same time, it will allow our industry supporters from Australia and New Zealand to join discussions on the trends and issues shaping the global cruise industry.”The Australian delegation will include representatives from CLIA, the ACA, Destination NSW, SA Tourism Commission, Tourism NT, Tourism Queensland, Tourism Tasmania, Tourism WA, Visit Victoria, Auriga Pilots, Cruise Broome, Intercruises, Port Arthur, Port Authority of NSW, Port of Brisbane, Select Fresh Providores, Shorex Australia, TasPorts and Ports Victoria.The New Zealand delegation will include representatives from the NZCA, Tourism New Zealand, Air New Zealand, CentrePort Wellington, ID New Zealand, Napier Port, Northport Whangarei, Port of Auckland, Port of Tauranga, Port Marlborough, Port Otago, Primeport Timaru, and Wellington Cable Car. 31 March, 2025
CLIA expands trade support with expedition event
Cruise Lines International Association (CLIA) UK & Ireland today (March 20, 2025) hosted 70 delegates from across the trade at its CLIA Expedition Cruise Forum.Held at the Courthouse Hotel London, the event featured:Business sessions, outlining the latest expedition insights and trendsProduct training and networking, via individual cruise lines and associated partnersAs part of the day, CLIA's latest expedition partner, ExplorEarth, announced it is hosting a dedicated section on its website - www.explorearth.com/CLIA - exclusively for CLIA members. It will feature a piece by expedition expert and writer Mark Stratton, plus an 'Ask ExplorEarth' section where CLIA members can ask its team sales or product questions. Recommended CLIA partner cruises will also be highlighted.In addition, CLIA stated a dedicated 'Small Ship Cruising Day' will be held for the trade on May 7. A series of tailored assets, information and webinars will be made available to help agents increase their knowledge and promote the sector, which includes yacht, ship and coastal cruising, as well as expedition vessels.It follows the recent unveiling of a new ‘River Cruise Day’, which is being held on April 3.Andy Harmer, CLIA managing director UK & Ireland, said: "I'd like to thank everyone from across the expedition cruise sector who supported us today, and the fantastic feedback and engagement from all the agents who joined us. Expedition travel is thriving and we're excited to help our partners enhance their sales expertise by learning more about the wealth of options at their disposal."We're also pleased to reveal plans for a further dedicated cruise day, this time focussing on the wide range of small ships available to sell. I'd encourage all agents to keep an eye out for further details on this, as well as our upcoming event next month where we'll support the trade with all aspects of river cruise sales." 20 March, 2025
Accomplished Global Maritime Leader Bud Darr Appointed President and CEO of Cruise Lines International Association (CLIA)
Darr returns to CLIA having previously led maritime technical and regulatory affairs at the global cruise association19 December 2024 (WASHINGTON) –Cruise Lines International Association (CLIA)announced todaythatits Global Executive Committee hasappointedCharles “Bud” Darr as President and Chief Executive OfficereffectiveFebruary 3, 2025.Darr succeeds Kelly Craighead, who, earlier this year, announced her plans to leave theorganization at year’s end.Darr returns to CLIA, having previously held the post of Senior Vice President of Technical and Regulatory Affairs from 2010 to 2017.He joinsCLIAfrom MSC Group where heserved asExecutive Vice President, Maritime Policy and Government Affairsfor more than seven years. He has also held positionswithin the U.S. Coast Guard, including Deputy Chief of Maritime & International Law, and he has served in theU.S. Navy, Merchant Marine, and Coast Guard.“Bud’s proven leadership and dedication to advancing the cruise industry’s policies and environmental leadership practices make him the ideal candidate to lead us into a new era of growth and innovation,” said Jason Liberty, Chairman of the Board, CLIA. “His extensive background and understanding of the maritime industry will be invaluable assets to CLIA as we set even higher benchmarks for success, and I look forward to working with him to drive our collective mission.”In his role as President and CEO, Darrwilllead thenext phase of CLIA’s global strategy atan importanttimefor the industry as the cruise sector builds on a strong and responsible growth trajectory in support of its 2050 sustainabilitytargets.A highly respected figure in the maritime world, Darr brings exceptional maritime experience and outstanding relationships across theglobal cruise industry and its related trade, equipment, ports, shipbuilders, and service providers.“I am thrilled to be returning to CLIA,andI am grateful for the confidence that the Global ExecutiveCommittee andCLIA-memberlines haveplacedin me,” Darr commented.“With the dynamic changes and opportunities ahead, this industry is poised to set new pathways and raise the bar for innovation and sustainability. I am eager to harness our collective expertise to propel us toward an even brighter future. Together, we will navigate the global complexities and reach significant milestones.”Darr will draw on his extensive experience from the broader maritime community, including his involvement with the International Chamber of Shipping (ICS), BIMCO, UK Chamber of Shipping, Liberian Shipowners Council, SEA-LNG, Society for Gas as Marine Fuel, World Shipping Council, IMO World Maritime University, Cruise Safety and Sustainability Forum, and the Seamen's Church Institute (SCI),toenhance CLIA’s standing worldwide.Darr began his education in Submarine Nuclear Engineering and later obtained his formal undergraduate education at the US Merchant Marine Academy. During his service with the US Coast Guard, he studied law at the George Washington University Law School. 19 December, 2024