Ambassador Cruise Line has introduced a new sales incentive, allowing agents to win tickets to major entertainment events in the UK, according to a press release.

Until October 23, 2024, the initiative invites travel agents to enter a draw by booking any cruise in the 2026-27 Ambassador season.

Agents will have the chance to win tickets to events including the Formula 1 British Grand Prix, The Lion King at the Lyceum Theatre, Disney on Ice in Liverpool and shows by André Rieu and James Bay, among others. To enter, agents must book a cruise for the 2026-27 season and email their name, agency name, ABTA number, ticket preference and booking reference to [email protected].

Winners will be announced on October 24 via the Ambassador’s Facebook business page, Ambassador Cruise Line Trade Partners.

Nicola Harper, Head of Distribution at Ambassador Cruise Line, said: “Our valued business partners are extremely important to us, and we continue to show our appreciation with this brand new incentive. Agents are and will remain key to our ongoing efforts to broaden the appeal of the Ambassador brand throughout the 2026/27 season, and “Hot Fares – Hot Tickets” provides us with a great opportunity to thank them for their support continuous.

The commercial initiative coincides with the launch of Ambassador Cruise Line’s new 2026-27 season, titled “Bigger Season, Smaller Ships.” The season runs from March 22, 2026 to March 29, 2027 and offers 84 itineraries and visits to 146 ports, including 27 new ones, across 48 countries and three continents, covering more than 140,000 nautical miles.