What’s Next for River Cruising?

by Lacey Pfalz
Last updated: 9:10 AM ET, Fri May 5, 2023

River cruising has become more popular than ever before, and with its rise in popularity and demand come some new developments in the river cruising world.

From Botswana and Egypt to Colombia and the mighty Mississippi, river cruising is expanding rapidly across major rivers across the globe, thanks in large part to more adventurous, well-traveled travelers and well-known river cruise brands like AmaWaterways, Viking River Cruises and Avalon Waterways.

There are three new developments happening in the world of river cruising: new rivers and destinations diversifying a subset of the cruise industry that Europe generally dominates; an increased focus on themed or specialty river cruises, from classical music cruises to literary-themed cruises; and an interest in longer cruises or pre- and post-cruise stays that enhance a traveler’s overall trip.

Christen Sellier, Travel Advisor for Travel Concierge Services LLC, a Dream Vacations affiliate who books primarily river cruises with AmaWaterways and Avalon Waterways, predicts the same things: “I foresee continued rapid growth and increased interest in river cruising. I also foresee cruise brands targeting and marketing to a wider demographic.”

“We will probably see more brands launching their own versions of U by Uniworld to attract Millennials and Gen Z clients,” she continued. “I also predict more partnering with railroads and offering pre- and post-package trips. Special Interest cruise itineraries will become more abundant and in demand.”

New Rivers & Destinations

Perhaps the buzziest news surrounding river cruising lately has been the addition of new river cruise itineraries in completely new destinations — most notably, AmaWaterways’ new Rio Magdalena cruises in Colombia, debuting in 2024.

But many cruise lines have been expanding into other destinations, too. Besides the Rio Magdalena, AmaWaterways recently expanded into the Chobe River in south-central Africa. Many, including Viking, Uniworld and Avalon, are also debuting or have already debuted new ships along the Douro River in Portugal and the Nile River in Egypt.

Viking River Cruises, meanwhile, has also begun offering river cruises in the Mississippi River, while Uniworld is the first to offer cruises along the Peruvian Ucayali and Marañón rivers.

It seems like the main driver for these new itineraries are well-seasoned travelers who’ve likely already cruised along Europe’s popular waterways and are looking for something more adventurous.

“While most first-time river cruisers are drawn to the Danube and Rhine rivers visiting iconic cities like Budapest, Vienna, Amsterdam and Cologne, we have a large following of repeat guests that are always looking to us to take them to a new destination further afield,” said Rudi Schreiner, Co-Founder and President of AmaWaterways.

“Our unique sailings along the Mekong, Magdalena, Chobe and Nile rivers give guests an unparalleled opportunity to discover these off-the-beaten-path destinations with extraordinary culture, traditions and beauty, while simultaneously taking comfort in the luxurious amenities and customer care from start to finish that AmaWaterways is known for,” he continued.

River cruising in these destinations offers something that many other travel styles beyond traditional touring cannot provide: they often grant travelers access to in-depth explorations and guided tours of a destination’s culture, wildlife and historical wonders that traditional traveling might make more difficult.

It’s likely there will be more rivers receiving their first river cruise ships and passengers in the future as the demand for more river cruising in different destinations expands.

Specialty Cruises that Support Niche Interests

Some river cruise lines, such as Avalon and Uniworld, offer a wide variety of special interest and themed cruises ranging from itineraries focusing upon photography to LGBTQ+ oriented cruises, Jewish history cruises and multi-generational cruises.

Some of the most notable include Avalon Waterways’ popular Storyteller Series cruises, which offer cruises hosted by storytellers such as Graham McTavish and Diana Gabaldon, giving cruisers an opportunity to meet and indulge in their love for their favorite books or TV series while also enjoying all the benefits of a European river cruise.

Viking and AmaWaterways have also followed suit with a small selection of specialty cruises, such as wine-themed, foodie or classical music-centric cruises.

“We are excited that our brand of destination-focused, active river cruising with a strong culinary presence continues to appeal to a more diverse group of travelers of all ages and backgrounds,” said Schreiner.

“Younger travelers, groups of friends and extended families are turning to river cruising as a stress-free and convenient means to visit multiple countries and immerse themselves in distinct cultures while personalizing their experiences onboard and onshore,” he continued. “We also anticipate increased demand for themed cruises, like our Celebration of Wine, Soulful Epicurean Experiences and Latin Touch cruises.”

With travelers more interested in personalized travel experiences than ever before, including among the luxury traveler segment, and with the demographics among river cruisers changing following the pandemic, river cruise lines are responding with more special interest cruises, a selection which we anticipate will grow even larger.

“I would say the favorite feature that clients rave about is the variety of shore excursions offered for every fitness level and point of interest,” said Sellier. “It definitely feels more personalized, which of course contributes to that enriching, elevated experience.”

A Stronger Demand for Pre- and Post-Cruise Stays

Popular especially in Europe are Viking River Cruises’ and AmaWaterways’ individual pre- and post-cruise stays, which are often specially curated for an itinerary in a selection of popular cities.

One of these stays is typically two to three nights long and includes transportation, accommodation and included excursions which can round out a traveler’s stay in Europe.

Viking River Cruises’ Executive Vice President of Marketing, Richard Marnell, identifies a growth in demand for these types of add-ons, as well as for longer voyages.

“As our guests have returned to post-pandemic international travel, we have seen many of them increasingly interested in spending more time with us,” said Marnell. “Our 15-day voyages, such as the Grand European Tour and France’s Finest, remain very popular, and about 45 percent of our guests also add one of our Pre or Post land extensions before or after their voyage.”

So…What’s Next for the World of River Cruising?

Chances are, we’ll see quite a few exciting new developments in the river cruise world in years to come. More specialty and themed cruises, as well as new offerings along other major rivers of the world, will likely entice both seasoned river cruisers and younger, more adventurous travelers, while expanded pre- and post-cruise offerings will encourage travelers to spend more time enjoying a river cruise line’s offering while off the ship.