CLIA has announced that its 2021 wave campaign will focus on innovation in the cruise sector.

Generation Innovation will examine the innovative initiatives and activities being rolled out across the industry and by individual cruise lines. 

CLIA will use the hashtag #GenerationInnovation on its social media channels to promote the campaign.

The association with cover a number of themes, including health and safety, diversity and inclusion, sustainability and on-board enhancements. The campaign will also look at apps and wearable technology and innovation at ports. 

Its regular Cruise Podcast will feature guests from across the industry with innovation expertise, and Wave Half-Wower webinars are being introduced every Thursday in January at 9:30am.

The webinars will feature four cruise line partners per episode, who will highlight their latest offers and innovations. The first episode, broadcasting tomorrow (January 7), will feature Celebrity Cruises, MSC Cruises, Princess Cruises and Riviera Travel. 

CLIA’s stakeholder outreach programme – which includes MPs and influential travel groups – will also be used to highlight the progress being made across the sector. 

CLIA UK & Ireland director Andy Harmer said: “From the health and safety measures set to be implemented, to the significant sustainability progress being made, to developments in technology on and off ships, the cruise sector has much to be proud of.

“These innovations have never been more important, as wave gets under way and we further set our sights on the industry’s phased recovery.

“We’ll be highlighting all the incredible work being carried out, both on an industry-wide level and by individual cruise lines.

“Our trade partners have backed cruise through all the recent challenges and we hope we can count on their support and engagement again during this critical period.”

Harmer also hosts a show on Travel.Radio every Monday from 2-3pm, looking at the latest news and insight from the cruise sector.