Cruising with Culture

Cultural immersion is a big draw in the tourism industry. According to the 2025 U.S. Summer Travel Trends survey by Enterprise Mobility, traveler interest in experiencing culture and history ranked higher (33%) than visiting family and friends (30%). And WorldVia Travel Group named “purposeful and experience-driven journeys” as one of this season’s top emerging travel trends.

So it’s no wonder that the cruise industry has become increasingly adept at adding cultural elements to itineraries.

“Cultural immersion is a key priority for my luxury cruise clients,” said McLean Robbins, owner and founder of Lily Pond Luxury, a Travel Experts affiliate in Annapolis, Maryland. “It’s often what drives their decision to choose a small or mid-size ship. These travelers are seeking elevated, authentic experiences that connect them to a destination.”

Small and mid-size cruise ships are especially well-positioned for this type of travel, according to Lesley Keyter, founder and CEO of The Travel Lady Agency, a member of Ensemble in Calgary, Canada. "This is very important, especially for experienced travelers,” she said. “They generally have visited the major ports of the world, and traveling on a small ship means they have access to smaller ports in less-visited places.”

Stephen McGillivray, chief partner marketing officer for Internova Travel Group, agrees on the appeal of these ship categories, noting that “while big ships are a fantastic option for certain travelers, smaller ships typically have more of a focus on shore excursions and destination immersion.”

“They can get into ports that mega ships cannot, and that alone can open up many doors for immersion onshore,” he explained.

Definitions of Culture

The concept of “cultural travel” means different things to different folks — and cruise lines are responding to diverse preferences with an array of offerings, both onshore and onboard the ships.

“I’ve seen growing appreciation for meaningful onboard enrichment: lectures by regional experts, cooking classes and even wellness rituals,” Robbins said. “Cruise lines that blur the line between ship and shore culture are winning with this new generation of experiential luxury travelers.”

Demand for cultural immersion on cruises is so strong for Internova Travel Group that the company curates its own cruise programs: Distinctive Voyages and the Culinary Collection. Each features sailings on various cruise lines that are offered exclusively to member agencies. "Our advisors frequently tell us that luxury equals authenticity in many ways, and these types of cruise programs get their clients closer to people and cultures while enjoying a high-end sailing experience,” McGillivray said.

Making the Right Choices

No two cruise lines or ships are the same, especially when it comes to cultural immersion. That makes the travel advisor’s expertise even more helpful, according to Pamela Walker, founder of Walker Adventures, a Travel Experts affiliate in Palm Coast, Florida. “Not all small ships offer the same experiences,” she said. “I present one or two options and let clients choose which they prefer.”

Asking the right questions — of both the client and the cruise line — is a crucial part of the decision-making process, according to Susan Quillan, founder and president of SQ Travel by Design, a Travel Experts affiliate in Palenville, New York.

“There are times when I think the supplier must be exasperated by my many questions and repeated calls,” she said. “No matter the cruise line, [choosing] requires a great deal of due diligence on my part.”

Who’s Sailing

Cruise-based cultural travel can appeal to a variety of demographics, according to McGillivray.

“We’ve found that nearly any demographic can be interested in cultural immersion,” he said. “It’s the advisor who makes a difference, by flagging which clients will make this a priority.” Walker reports that well-educated clients who don’t want to travel alone on an FIT vacation are ideal candidates for cultural cruising. “I believe that the higher education that the traveler has, the more interested they are in the cultural things of life in general,” she said.

The Travel Lady Agency’s Keyter, meanwhile, reports a healthy demand among her multigenerational travelers.

“There is a trend with grandparents/grandchildren travel,” she said. “I have a client who, each year, will take one grandchild on a very special trip. The idea [behind it is] to give that child an experience, an education.”

And Robbins identifies several key demographics among her cruisers. “My clients who prioritize cultural immersion tend to be well-traveled couples in their 40s through early 70s, who often alternate between at-sea vacations and land-based programs,” she said. “Generally, these are intellectually curious travelers who view travel as an opportunity for learning and growth — not just leisure. I also work with multigenerational families who want to introduce their teens or young adult children to global culture in a more accessible, cruise-based format.”

Regardless of demographics, McGillivray stresses the need to dispel misperceptions around the idea of small-ship cruising, and all that it entails. “Over the last 20 years, there has been so much evolution in the world of cruise,” he said. “If an advisor thinks it’s only midnight buffets and drinks in coconuts, they are missing out on a valuable source of revenue that clients will love.”