Some 1.61 million Brits took a cruise this year, compared with 1.77 million in Germany, according to the 2016 Clia Cruise Industry Outlook Report.

“Over the last 12 months the UK has lost number one billing to Germany – it’s gone ahead for the first time. If I set one target it is to get it back,” said Stuart Leven, vice- president Europe, Middle East and Africa, and managing director of RCL Cruises Ltd.

“With the skill and expertise we have and the deployment which is coming to the UK in the next 12 to 18 months, we have a real crack at doing that. “We need to work collectively to get back to being number one in Europe.

“Agents are commenting for the first time that value for money is a lead driver rather than destination. “We know that destination is important but we’ve been trying to find a way for our partners to talk about the value equation you get when you book a cruise.”

He added: “We are in a moment just now for the cruise industry, and when you look at the order books for the next 10 years, there are 96 new ships coming, with $50 billion investment.

“Wherever the ships go, the marketing dollars tend to follow, and the ability to educate our travel partners and consumers.”
Leven congratulated predecessor Lynn Narraway, and Andy Harmer, Clia vice-president operations and director UK and Ireland.

“Lynn has done a great job over the last two years in terms of bringing some flair and drive to the role and pulling together some quite extraordinary committees to focus on areas that are really important for the development of the cruise industry.

“Clia is a global body and it’s fair to say there is an awful lot that happens in Clia in the UK that Clia globally are taking notice of, and looking to roll out across other Clia territories.