When it comes to creating content and deciding what to focus on for each issue of Cruise Trade News, it’s imperative for us to showcase the most important stories and deliver the information that is relevant ant any given time.

However, sometimes there are trends that fly under the radar and, while they may not be immediately obvious, after a little digging a picture emerges. That is the theme for this issue’s investigation, which looks at how cruise advertising is changing and what this means for the industry’s public perception. As you’ll discover, the sector is entering a new phase of how it connects with people.

Destination-wise, we report on the growing popularity of cruises to Iceland and Greenland and outline the experiences available on the mighty Mississippi. Experts from C&M Travel Recruitment also discuss the current challenges in finding and retaining talent/

As for trade investment and growing relationships, in recent weeks CroisiEurope has set in motion a plan to boost its presence in the UK market, with the appointment of a new business development manager for the north of England and Scotland a key part of this. You can read more about the operator’s ambitions in the Making Waves feature.

In our coverage of the Cruise Trade News and CLIA Supercharging Digital Marketing event, UniFida MD Jo Young looks at the importance of using data to generate growth.

Last but not least, A-Rosa River Cruises head of sales Stephen Joyner discusses the ins and outs of agent engagement.

Happy reading.