The deal gives both sides shared show floor presence, mutual member discounts and joint research as cruise lines invest heavily in attractions-style experiences.
IAAPA and Seatrade Cruise Global have formalised a strategic partnership to connect the cruise and attractions sectors. The agreement gives each organisation a dedicated presence on the other’s show floor. The announcement came ahead of Seatrade Cruise Global 2026, which ran 13–16 April at the Miami Beach Convention Center in Miami.
The 2026 edition was the largest in the show’s 41-year history. More than 12,500 attendees from 128 countries took part. Over 650 exhibitors attended, alongside representatives from more than 85 cruise brands.
Under the deal, IAAPA and Seatrade Cruise Global will share research, exchange sustainability data and run joint networking events. IAAPA members receive a 10% discount on Seatrade Cruise event passes. Seatrade attendees, in turn, gain access to IAAPA Expos across North America, Europe, Asia and the Middle East.
Alice Mathu, vice president of business development and partnerships at IAAPA, outlined the scope: “The agreement will involve several departments and includes cross-promotion for the Expos, attendee discounts, research and data sharing, networking receptions, live content sessions, digital content, and Expo floor presence, among other initiatives.”
“Cruise lines and attractions face many of the same opportunities and challenges – from immersive storytelling and guest experience innovation to sustainability and operational excellence,” said Jakob Wahl, president and CEO of IAAPA. “This partnership with Seatrade Cruise Global creates a powerful platform for cross-industry collaboration, learning, and connection.”
The convergence between the two sectors has grown steadily. Modern cruise ships now routinely feature surf simulators, immersive media experiences, VR attractions, zip lines and interactive entertainment zones. These formats have long been standard in theme parks and family entertainment centres. For attractions suppliers, the deal creates a direct route to the cruise decision-makers who commission them.
Seatrade Cruise Global is part of the Informa Seatrade Cruise Portfolio. The show returns to the Miami Beach Convention Center from 5–8 April 2027.
Image: IAAPA
