That was the prediction from Clia’s president Cindy D’Aoust at the association’s conference last week.

We have, of course, been here before. There had been high hopes the UK would realise this ambition in 2017, but growth was surprisingly minimal with passenger numbers increasing just 0.5% to 1.9 million compared with 2016.

This new target though, is not just an aspiration – it’s a necessity. The industry is set to welcome 40 new ships over the next decade, and the UK market – as the second largest in Europe (after Germany) – will be integral in helping to fill them.

The appetite from agents certainly seems to be there. This year’s Clia UK and Ireland conference welcomed 450 travel agents, establishing it as one of the largest travel agent events in the UK. And every session hosted by a cruise line chief – both ocean and river – was focused on what their line could offer the trade to boost sales, from new technology to numerous fam sailings (p14-15 of TTG).

Virgin Voyages has been creating similar waves this week. Shane Riley, formerly of P&O Cruises, took up his new role as international sales director this month, and has made courting the trade his first priority.

Such a strategy might be a far cry from that of sister brand Virgin Holidays, which went direct-sell in 2015, but Riley’s urging of agents to “judge the line on its actions” seems genuine – and it helps that he’s a former travel agent himself (p7).

It is heartening to see cruise lines remain so committed to the trade, and last week’s conference showed the industry’s dedication to agents is stronger than ever. But it’s worth noting that cruise still represents just 4.3% of the overall holiday market, with Brits taking an estimated 45 million holidays annually. Is it time perhaps for the sector to expand its horizons further?