The Rising Popularity of River Cruises: A Booming Industry
Demand for river cruises has reached unprecedented levels, with travel agencies inundated with inquiries from eager travelers. Beth Schulberg, owner of Cruise & Travel Specialists in Lake Oswego, Oregon, reports a significant uptick in customer interest, as potential passengers look to experience the allure of river cruising.
This surge in interest comes at a time when options are expanding rapidly. In 2023 alone, approximately 20 new river ships have entered service, with a similar number expected to debut in 2024. Looking ahead, 2027 is predicted to be a landmark year for the river cruise sector, featuring at least 25 new vessels and the launch of new lines, including Celebrity River Cruises, which will introduce two ships along with additional launches planned shortly thereafter.
Major cruise lines are not shying away from expansion. Uniworld Boutique River Cruises plans its largest growth spurt in 2027, which will feature three newly constructed ships and one chartered vessel. Similarly, Tauck is set to unveil two newbuilds along with fresh itineraries, signaling a robust period of growth for the company.
AmaWaterways is also joining the expansion trend, with the addition of three ships planned for 2027. Other companies, including Amadeus River Cruises, Viva Cruises, and Emerald Cruises & Tours are also poised to join the growth with new additions, while Viking plans to add eight new ships to its fleet. American Cruise Lines will contribute by launching three ships, with similar plans for 2028.
Despite this continuous growth in the river cruise market, experts like Michelle Wiseman Kredi, from Krusin with Kredi in Fort Lauderdale, remain confident that the industry isn’t close to saturation. “If you look at the numbers for ocean cruising, [river cruising] doesn’t even scratch the surface,” she explained, indicating that river cruising is beginning to capture the attention of travelers seeking sustainable and immersive travel experiences.
Celebrity River Cruises will launch in 2027 with the Celebrity Compass (pictured) and the Celebrity Seeker. Photo Credit: Celebrity River Cruises
As cruise lines increase their fleet sizes, they are simultaneously broadening their destination offerings. Notably, 2027 will see Viking expand its operations to the Brahmaputra River in India. Meanwhile, Viva will introduce a Po River cruise in Italy, and Riviera Travel will make its debut in Asian waters by sailing the Mekong River.
The upcoming entry of Celebrity into the river cruise market is anticipated to attract a new wave of customers. Their priority-access bookings sold out in a matter of minutes, mainly among existing Royal Caribbean Group customers eager to explore this new opportunity, as highlighted by President Laura Hodges Bethge during a panel discussion at the recent CruiseWorld conference in Fort Lauderdale.
Viking will launch its first river cruises in India in 2027, sailing on the Brahmaputra River. Photo Credit: Viking
Logistical Challenges Amid Growth
The rapid expansion of the river cruise industry does raise logistical concerns. Schulberg expresses a noteworthy apprehension regarding docking capabilities, questioning, “Where will the heck they’re going to dock?” Currently, there are 687 identified river cruise ports in Europe, and competition for prime space is intense. Often, vessels must raft alongside others, requiring passengers to navigate through neighboring ships to reach the shore.
Viking’s CEO, Torstein Hagen, shared insight into these challenges, revealing that it took the company seven years to secure docking rights in front of the Eiffel Tower, underscoring the competitive landscape. With a focus on ensuring passengers visit ideal locations, Schulberg emphasizes the necessity of understanding docking arrangements, as ships may have to opt for lesser-known ports instead of prime spots.
The situation presents opportunities for innovation as well. One potential solution could be navigating to smaller, less traversed ports, akin to the practices of smaller ocean vessels, or prompting riverside communities to develop more docking infrastructure to welcome cruise lines. However, Schulberg voices concern that with existing discussions surrounding overtourism in Europe, not all destinations may be enthusiastic about increasing cruise tourism capabilities.
Kredi acknowledges the need for additional docking locations while also advocating for exploration beyond European waters. Latin America emerges as an attractive prospect, particularly with the growing popularity of Amazon river cruises. This year, AmaWaterways launched river cruises in Colombia, and expectations for increased development in this market are high. “I know the guests are interested,” Kredi commented. “I think global expansion is genius.”
