UK and Ireland become fastest-growing markets for Azamara

Azamara Cruises has revealed that the UK and Irish market is currently the “fastest-growing and highest-performing” region across its global business.

The announcement comes as the boutique line launches a new global marketing campaign titled ‘The Next Big Thing Is Small’. 

The campaign will be heavily targeted across social media and print platforms, focusing on experienced cruisers who prioritise authenticity, destination immersion and deep experiences.

Marketing assets will be made available for travel agents via the Azamara Connect platform, featuring multiple video iterations, customisable flyers, web banners, hero imagery and official logos.

Chief international sales officer David Siewers said the line remains “on track to deliver a record-breaking year”, despite geopolitical headwinds, consumer uncertainty and fluctuating fuel concerns.

Siewers attributed this resilience to strong performance across overseas sectors during the last quarter. International sources accounted for 40% of total bookings, with approximately half of that volume originating from the UK and Ireland.

He added that the business is already tracking double-digit growth for 2027 and “historic rates” for 2028 from international markets.

“The UK and Ireland really stepped up to build our European season, which is the primary inventory we have for Q2 and Q3,” Siewers said.

“I’m proud to say the UK and Ireland is our fastest-growing and highest-performing market right now. We attribute all of that to our travel partners, because we remain about 90% booked through the trade.”

Siewers noted that the company has returned to exceeding its weekly booking targets across all global markets. He added that recent updates to FCDO and Australian government travel advice regarding the Middle East were “really encouraging”, with booking momentum picking up widely following the US–Iran peace agreement.

However, Siewers pointed to “pockets” of late Q4 inventory in Europe across October, November and December that may require additional sales support from agents.

Chief marketing officer Lisa Kauffman added: “Our goal is that this campaign helps travel partners to be able to clearly and strongly show to their prospective guests why Azamara might be the right brand for them when there are a lot of cruising options out there.”

She concluded that the creative assets are specifically designed to reinforce the cruise line’s “upper premium” position in the market.