Norwegian Cruise Line (NCL) is seeing a robust upswing in fly-cruise demand from Asia, with growing interest in shorter, immersive itineraries and a rise in multigenerational and incentive travel groups.
Damian Borg, senior director of sales, Asia Pacific at NCL, said: “We’re seeing increasing demand from this market into regions like Europe, particularly the Mediterranean and Northern Europe. Our new seven-day one-way open-jaw itineraries to the Mediterranean, starting and finishing on weekends, have really resonated with time-conscious Asian travellers.”
Borg noted that itineraries featuring extended port hours averaging 10 hours per stop, and occasional overnight stays in cities such as Istanbul, Reykjavik and Santorini, are especially appealing.
He added: “They’re very immersive and allow guests to really explore and connect with destinations without feeling rushed.”
The line’s Haven ‘ship-within-a-ship’ concept continues to attract multigenerational families from Asia. Located on select ships, The Haven offers private suite accommodation with 24-hour butler and concierge service, an exclusive sun deck, pool, and restaurant, along with priority embarkation and disembarkation. Guests also enjoy access to all ship amenities outside The Haven, combining exclusivity with variety.
“It provides the convenience of a large ship with the exclusivity and personalised service of a small one. We’re seeing grandparents opting for The Haven’s comfort while their children and grandchildren enjoy the rest of the ship,” Borg explained.
To meet growing regional demand, NCL will reintroduce Norwegian Jade to Asia in October 2026 with 10- to 14-day cherry blossom sailings across Japan.
It is also strengthening its Australia and New Zealand offerings with Norwegian Spirit, which will feature the line’s first-ever four-night taster cruises from Sydney to Tasmania in January 2027, an itinerary Borg expects to be “extremely popular” among Asian travellers looking for short cruises in the region.
Travel for business events is also gaining traction.
Borg shared: “We’ve seen more than 10 per cent year-on-year growth in incentive groups out of Asia.”
He added that outbound incentive groups from Asia are increasingly choosing sailings in Alaska, the Mediterranean and Hawaii, with the latter particularly appealing for its convenient weekly departures from Honolulu.
He noted that the recently launched Norwegian Aqua in April 2025, and the soon-to-be-launched Norwegian Luna in early 2026, both sailing in the Caribbean, will enhance guest experiences and may pave the way for further ship redeployments to the Asia-Pacific region.
