2026 shines for Whitestar

2026 has already been a particularly exciting year says Whitestar Cruise & Travel. It’s been marked by strategic portfolio expansion, strong growth in demand for immersive cruise experiences and continued investment in supporting the South African travel trade. Whitestar says its portfolio is “picked with purpose” – each brand carefully selected to meet distinct traveller needs, travel styles and evolving market demand within South Africa. Whitestar focuses on representing cruise lines that deliver exceptional quality, clear differentiation and strong value for agents and their clients. New brands In 2026, Whitestar added Azamara and HX Expeditions, the latest brands to join the portfolio, responding to growing demand for immersive, destination- focused and expedition-style cruising. “This expansion gives agents scope to confidently match clients with the right cruise experience, from luxury ocean voyages to expedition-led adventures, says Whitestar marketing specialist, Henuti Purshotam. Portfolio “Our exclusive brands, Cunard, P&O Cruises and VIVA Cruises, remain central to our portfolio. Cunard received significant local attention with the recent visit of the iconic Queen Mary 2 to South Africa, generating strong interest in classic ocean travel and reaffirming the brand’s appeal within the local market,” says Purshotam. “River cruising continues to gain traction, with VIVA Cruises’ contemporary European itineraries appealing to guests seeking relaxed, all-inclusive and culturally rich journeys. P&O Cruises offers relaxed yet stylish holidays at sea, combining quality dining, varied onboard entertainment and a wide choice of destinations, all within a friendly and welcoming atmosphere. P&O represents excellent value for South African travellers, with the added benefit of two ships offering adults-only itineraries,” says Purshotam. “Brands within our portfolio such as Norwegian Cruise Line (NCL), Azamara and Explora Journeys resonate strongly with clients seeking destination-rich itineraries, extended port stays and culturally immersive experiences. “Seabourn appeals to those clients looking for ultra-luxury cruising, intimate ship environments and highly personalised service, while HX Expeditions caters to the growing appetite for responsible adventure travel and polar exploration. “Cunard’s world voyages, which include port calls in South African waters between January and April each year, offer clients the opportunity to experience Cunard’s classic and iconic ships at highly accessible price points. This has driven growth in demand, giving South African travellers the option to cruise to or from Cape Town.” Good value Low-season offers give good- value opportunities. Pricing is more favourable and clients get to experience destinations out of peak periods, giving them a more authentic experience and the opportunity to explore at a slower pace. “South African cruise bookings are showing increasing demand for premium experiences, smaller ships, sustainable travel and flexible booking options, as well as increased interest in longer voyages and once-in-a-lifetime travel experiences. Whitestar continues to adapt by promoting value-added offers, immersive itineraries and brands that prioritise sustainability, enrichment and personalised service while supporting the trade every step of the way,” says Purshotam. “A highlight for the travel trade is the Whitestar Cruise & Travel Win a Car incentive. It was launched in January and runs to November. Every booking earns agents an entry – it’s Whitestar’s commitment to rewarding agent loyalty.”