Cruise operators are seeing robust corporate demand for meetings and incentive programmes, with full-ship charters offering planners greater flexibility over itineraries, onboard experiences, and event requirements.
During the Cruising into MICE: Innovative Event Solutions at Sea panel at IT&CMA and CTW Asia-Pacific 2026 yesterday, Diana Bloss, co-founder and vice president of Worldwide Cruise Associates, said corporate demand has strengthened significantly in recent years.
“Post-Covid, there was a pause for a couple of years, but now it’s extremely strong,” she said.
Despite this rebound, Bloss noted that unfamiliarity with cruises remains a hurdle for corporate clients accustomed to land-based meetings and conferences. To overcome this, she suggested that planners experience cruises firsthand through familiarisation trips and site inspections to fully understand onboard deliverables.
Echoing the region’s growth, fellow panellist Matthew Boutwell, senior director of global MICE at Crystal Cruises and Abercrombie & Kent, highlighted Japan as a standout market for cruise-based business events in Asia. All eight of his company’s 2026 Japan and Japan-South Korea sailings reached full occupancy, prompting the addition of new sailings in October and November.
He added that Abercrombie & Kent Travel Group is also working with a partner to develop additional voyages linking Japan, Korea, and China.
Boutwell stressed that cruise products must be carefully matched to event requirements, as ships differ in their strengths. Some are better suited for groups requiring substantial meeting space, while others excel in entertainment-focused programmes.
He advised that it is better to turn away business and recommend a different product if a ship is not the right fit, rather than place a group on an unsuitable vessel.
Meanwhile, Jan Basson, senior director of charter sales at Lindblad Expeditions, suggested that expedition cruises offer a unique way to combine corporate programmes with immersive destination experiences.
“Everyone knows a work trip is not the most exciting thing in the world. But when paired with an expedition, it’s a work trip you actually want to go on,” Basson said.
However, he noted that this format comes with capacity constraints. Lindblad’s largest ship carries just 138 guests, limiting its suitability for larger corporate groups.
For groups that do fit the format, Lindblad’s shortest sailing programmes start at five days, with seven-day itineraries making up the majority of its offerings.
