Thoughts on the River Cruise Boom
Hank Schrader, USMA '71, Europe Destination & Europe River Cruise Expert
Anne Schrader, Certified Travel Counselor & Certified Luxury Cruise Specialist
There is no doubt that river cruising is booming. I can say with real confidence that river cruising is evolving from a niche product to a key mainstream vacation.
It is one of the fastest growing sectors in the travel industry. It is expanding by 5 % annually and outpacing ocean cruising (source State of the Cruise Industry 2026).
What is Driving the Demand?
There is noticeable shift in demand that travelers want a more immersive vacation with as few hassles as possible for their European vacations. This is exactly what a river cruise usually offers, with the convenience of a floating hotel combined with port stops in the heart of many countries.
The river cruise companies sees this demand, and they are expanding its numbers of ships far beyond just a few years ago.
While the major demographics are still the over 50 age clients, there is a trend that riving cruising also appeals to younger age groups.
Since 98% of river cruises sales are on Europe waterways (source Travel Market Report 2025), it is no secret that the Rhine, Danube, French Waterways and the Douro are top sellers. New markets worldwide are in expansion plans by combining the usual routes with new routes, to include India and Columbia, along with adding ships in record numbers.
The Constant Annual Lists of Best Lines Just Adds to Confusion
With more expansion, it is even harder to properly evaluate both the current state of the river cruise industry and its future. Many publications try but we feel fall short, not due to inaccurate reporting, but by not considering matching their ratings to your preferred style of travel.
No matter how they are assembled, best lists usually boil down to opinion only. They do; however, peak interest that helps drive demand. I have been told best-list issues are the best-selling product of guides and magazines, but I have never been able to verify these facts by a solid source.
US News & World Reports has published their first river cruise ratings, which somehow is going to add clarity to who really is best. They picked AmaWaterways as number one and have a reasonable scoring system (mythology) but again does not match individuals to their preferred travel style.
The annual list from Travel & Leisure is out (July 7, 2026) and provides their ratings based upon readers’ responses survey of the best lines. Maybe someone smarter than me can explain how Oberoi Luxury Nile Cruises, with only 2 ships, is the best river cruise line in the world.
The Points Guys lists 10 to 15 different routes and their pick for the best line on that route and their pick never selects the same line more than twice.
Cruise Critic lists 4 best categories Avalon (active); Viking (first timers); Riverside Luxury Cruising (Dining) and Scenic (best bar and entertainment).
The real problem is they all are good travel options, yet all have different vibes and price points, so the only really proper way to evaluate what is best for you is to study their advantages and disadvantages to see if they match your travel style and expectations. We excel at this.
The River Cruise Companies are Expanding and There are New Entries in the Marketplace
Just look at these new ships planned in the next couple of years—expansion is here and thriving.
AmaWaterways. As we reported earlier, the AmaSofia (our blog in April was a tour of this new ship) was christened in March, and we have a long-time client who really liked their cruise on the ship. This was after some initial engine problems right after the Expo in March 2026, but now the ship is performing well.. The AmaMaya is scheduled to join the fleet in August in the Mekong. By 2032, AmaWaterways plans to have 50 total riverships. 15 new ships will sail in Europe. 2027 will see the second double wide riverships, the AmaRudi on the Danube in April 2027, the sister ship of the AmaMagna.
3 AmaWaterways ships docked in Vienna. From left to right, the AmaReina, the AmaSerena and the AmaBella. Picture Anne Schrader
3 AmaWaterways ships docked in Amsterdam. From left to right the AmaSofia, the AmaVenita and the AmaPrima. We stayed on the AmaSofia during the river cruise expo. Picture Anne Schrader
Avalon. In 2027, the Avalon Artistry II will reposition to the Seine, but no other expansion plans have been announced.
Emerald. Emerald is adding 2 new ships. In May of 2026 the Emerald Astra yacht ship was added and on the Seine River the Emerald Lumi will sail with 130 guests. The Emerald Nova will sail the Douro in 2027.
Riverside. In 2028, Riverside will add two 135-m ships that they have currently leased to Uniworld. These are the former Crystal ships that Riverside purchased from the bankruptcy of Crystal. The Bach and Mahler will sail on European waterways.
Scenic. In 2027, the Scenic Aria with 96 passengers will launch on the Douro. In 2028 the Scenic Spirit II will begin to sail the Mekong.
Tauck. They are adding 4 new ships in the next 2 years. The 124 passenger ms Serene is now sailing on the Seine and the ms Lumiere will sail on the Rhone. In 2027, the ms Reveire will sail on the Seine and the ms Saudade will sail the Douro.
Uniworld. Their new ship, the S.S. Emilie, accommodates 154 guests and boasts an elegant interior inspired by Viennese painter Gustav Klimt. It was on display at the 2026 ASTA River cruise Expo and got many favorable comments from advisors. The S.S. Audrey, the S.S. Marlene and the S.S. Sao Rafael are slated to sail in 2027..
Viking. Could there be any doubt that Viking is adding more ships to its already 80 world-wide? New additions are the Viking Dagur, the Viking Sjofn and Viking Haki. These are the standard 190 passenger ships with identical designs to the 135-meter longships. On the Seine, slightly smaller Viking Fjolvar will made its debut this spring, and the 82-guest Viking Ptah and Sekhmet are headed for the Nile River. By 2028, Viking plans to have 112 river boats sailing worldwide.
Lines We do not Usually Cover
Celebrity. The biggest hype so far has been the Celebrity Ocean cruise company starting river cruising in 2027. With their huge database, they sold out on opening day all slots for 2027 in 7 minutes. Their first two river vessels are the Celebrity Compass and the Celebrity Seeker. They are trying to replicate their edge class ocean ships with unique designs and expanded land extensions. In 2028, they will add 3 ships. They are the Celebrity Wanderer, Roamer, and Celebrity Boundless. They plan to have 10 river cruise ships in this new venture.
Trafalgar. This tour company has joined the expanding ranks of river cruise companies by adding the Reverie (Danube) and Verity (Rhine). Both vessels are redesigned from Uniworld Boutique River Cruises fleet and older ships. This long time tour company has now added river cruising to it portfolio.
Is the Expansion Too Much, Too Fast?
While some key executives we have talked with believe there is plenty of room for expansion, we are not sure that the quality will remain the same as in past years and there are other expansion concerns.
Some smaller port venues just can’t handle too many ships at one time. Several important industry executives said that they must actively manage tourism’s impact to maintain positive relations with local communities with the increase of more riverships.
Environmental challenges by designing and building more eco-friendly ships are a must to include better waste management, reducing engine emissions, and other environmental concerns. Sustainable and green cruise ships and practices must be included in the expansion, to include phasing out older, less green ships.
Overtourism that doesn’t benefit locals must be properly managed. Some solutions include:
1) Using locally sourced foods and wines is a good practice that is making river cruising more palatable to local residents.
2) Working with local village and governments to ensure tourism remains meaningful and beneficial to all residents and tour companies. This includes not scheduling too many ships that might overwhelm any port location during shore excursions.
3) Docking locations and river cruise infrastructure must support expansion instead of being overwhelmed by the expansion. New docks, with energy hook ups will lessen the impact of engine pollution from the docked ships.
Our Final Thoughts
The growth phase of Europe River cruising is definitely here. It is hard to project if the expansion is too fast, but I do think there are some legitimate concerns. How the individual company brands handle this expansion will determine if the rivers become too crowded.
Seldom will we see just one ship at a docking port location, as in the past. How the river cruise industry handles these challenges will determine if the quality remains.
The river cruise market is expanding very rapidly, and we pledge to keep on top of these changes, so we can properly advise you. Too many choices lead to confusion and the best list artlicles only add to these problems. We will help you find the best fit for you and avoid the hype.
We are travel experts, ocean and river cruise specialists, and Europe destination experts. We have first-hand knowledge of almost anywhere you want to visit in Europe. We know our products and the vendors who sell them to you. We have designed special tours for dozens of clients, led several and will continue to find just the right vacation that will exceed your expectations.
When you are spending your hard-earned money for a vacation, you want an advisor who can match you with the right trip. You want someone who will understand your expectations and fuel your anticipation (or excitement) to get you the best possible trip experience. And, you want someone who can help you with the decision-making process. We think we have all these qualities.
Whatever your Dream Destinations are, we are here to help you get the best possible vacation based on what is important to you! We will provide you with high quality, expertly planned travel. Please give me a call 713-397-0188 (Hank) or email me at hschrader@visitdd.com . We want to help you: Savor life…make memories…Visit Dream Destinations! Your journey begins here!
ANNE has earned a degree from the University of Houston in Hotel and Restaurant Management. Serving as the President of Visit Dream Destinations, LLC, since 2016, she is uniquely experienced professional travel advisor with over 30 years’ experience in the travel industry. Among her numerous certifications, she is a Certified Travel Counselor (CTC) by the Travel Institute, considered the gold standard in travel agent certification and she is also an Accredited Cruise Counselor (ACC) by the Cruise Lines International Association (CLIA), as well Luxury Cruise Specialist also from CLIA. Having traveled often to Europe since 1989, she has expanded on her certification as a Destination Specialist in Western Europe (DS) with extensive first-hand experience in luxury vacations. She holds numerous other specialty designations from individual vendors. An expert photographer, she delights in capturing the true essence of destinations to share with all.
HANK is a certified Western European Destination Specialist (DS) who has been traveling to Europe for 55 years. He is also an Accredited Cruise Counselor (ACC), conferred by the Cruise Line International Association (CLIA). His last major certificate is a Verified Travel Advisor (VTA) certificate earned from the American Society of Travel Advisors (ASTA). This recognized expert in cruise and leisure travel is a retired Army Officer, and taught World Geography for 8 years. He is a `71 graduate of West Point and has earned 2 master’s degrees. His other Certifications:
AmaWaterways River Cruise Specialist
Avalon Waterways Specialist
CLIA Riverview Certificate
Emerald Waterways Specialist
Riverside Luxury Cruise Specialist
Scenic River Cruise Specialist
Viking River Cruise Specialist
Brit Agent
