Cruise Lines International Association (CLIA)

About

Cruise Lines International Association is the world’s largest cruise association and is dedicated to the promotion and growth of the cruise industry. CLIA is composed of 25 of the major cruise lines serving North America and is an organization that operates pursuant to an agreement filed with the Federal Maritime Commission under the Shipping Act of 1984 and serves as a non-governmental consultative organization to the International Maritime Organization, an agency of the United Nations.

CLIA was formed in 1975 in response to a need for an association to promote the special benefits of cruising and in 2006 merged with the International Council of Cruise Lines (ICCL), a sister entity created in 1990 dedicated to participating in the regulatory and policy development process of the cruise industry.

CLIA exists to promote all measures that foster a safe, secure and healthy cruise ship environment, educate, train its travel agent members, and promote and explain the value, desirability and affordability of the cruise vacation experience. Prior to its 2006 merger with ICCL, CLIA became the principal external marketing organization for its member lines in 1984 following the consolidation of several other industry organizations into CLIA. Currently, more than 15,000 travel agencies and agents are affiliated with CLIA and display the CLIA seal (which identifies them as authorities on selling cruise vacations).

CLIA’s goal is to promote cruise-going vacations to the public since only about 20 percent of North Americans have ever taken a cruise. To help that goal, CLIA is devoted to training travel agents and helping them market cruises to vacationers. In fact, about 80-90 percent of cruise vacations are sold by travel agents. CLIA offers numerous training programs for travel agents in classroom settings throughout the country, online training, textbook training, video training, and at various trade shows and conferences. The training ranges from what is essentially Cruise Selling 101 to advanced courses for experienced agents. CLIA also offers travel agent certification programs that grant designations of Accredited Cruise Counsellor (ACC), Master Cruise Counsellor (MCC), Elite Cruise Counsellor (ECC) and Elite Cruise Counsellor Scholar (ECCS). To qualify for certification, agents must complete different levels of training and ship inspections, sail on ships, and sell a certain number of cruise cabins. CLIA also sponsors events designed to increase the profile of cruising among the public, such as: National Cruise Vacation Month and World Largest Cruise Night in October – which includes a media blitz and marketing programs to help travel agents.   Cruise3sixty, and the hottest ticket in town, the CLIA Hall of Fame Gala celebration, is the travel industry’s must attend annual event that features intensive training, ship inspections, a trade show, product, destination, and technology workshops along with panels featuring the industry’s top executives.   

Fast Facts About CLIA: 25 cruise lines that represent 97 percent of the cruise capacity marketed from North America and more than 15,000 travel agencies and agent members in North America.

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