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On Land

CLIA Education: New Audiences Across Borders By Peter Kollar, Head of International Training & Development, CLIA


hile there has been a growing demand for cruise retail education over the past decade which accords with market growth, the last few years has seen this interest not only spread to new-to-cruise markets such as China, Southeast Asia, and India, but to an audience that is becoming quite varied and outside the retail landscape. The past three months have been indicative of this, as CLIA teamed up with Singapore Tourism Board (STB) late 2018 alongside hosts Northstar Travel Media for the CruiseWorld Indonesia conference in Jakarta. As I presented a keynote on the state of the industry specific for the emerging cruise nation, I witnessed a greater engagement than years prior, and across a broader collection of stakeholders which is understandable given their potential, as Indonesia with a population base of 264 million people is blessed geographically amongst 17,000 islands and represents a possible cruise hub given the right supportive commercial environment which is slowly being understood by government. Agents and retail managers too were engaged, attending in larger numbers due to new demand driven from client interest, as they took part in a workshop that showcased some key points of cruise sales that would grow their business profits. The vocational sector is also seeking further cruise industry knowledge, and not necessarily just for the retail sector. In December and January, I had the privilege to present an industry SWOT analysis for a delegation of U.S business students visiting the University of Notre Dame, Sydney Australia. Students from institutes such University of Mississippi, Louisiana State University, University of Alabama, Virginia Tech, Western New England University and others, gained a deeper understanding of how CLIA conducted international business in Asia Pacific and the management issues confronting such a multi-national enterprise across 46 FIRST QUARTER 2019 | TRAVEL & CRUISE

the region. We spent time on growing challenges the industry faces across cultures, ethos, and advocacy perceptions that can affect cruise appeal, as well as the vast opportunities that easily outweigh the tough road ahead of building cruise education and awareness. CLIA Australasia’s newly launched traineeship program is gaining traction across states in Australia (supporting students’ education while being placed into the cruise retail sector), while similar interest is now being shown from New Zealand. The vocational appeal for cruise specific education is also growing in other nations. Demand in China from institutes traditionally versed in

Profile for Florida-Caribbean Cruise Association

Travel & Cruise 1st Quarter 2019