River cruising in Europe is experiencing significant growth, and industry leaders believe there is still ample room for expansion. This was the key message at the recent ASTA River Expo in Vienna, where executives from nine river cruise lines addressed over 1,600 travel advisors.
The event, now in its fourth year, featured 15 ships docked in Vienna. Executives highlighted new vessels set to launch this year and next, as well as the upcoming debut of Celebrity River Cruises in 2027. Bookings for Celebrity’s new venture will open later this year.
Rudi Schreiner, co-founder and CEO of AmaWaterways, expressed optimism about the industry’s future. “There’s still room to expand,” he said. “New players will enter the market, and that’s a good thing. Everyone brings fresh ideas.”
However, growth comes with challenges. Viking CEO Torstein Hagen pointed to limited docking space as a “critical resource” that can take years to secure. Schreiner also raised concerns about overtourism in small villages, emphasizing the need for careful management.
Steve Spivak, Tauck’s vice president of global sales and reservations, echoed these concerns in an interview at the event. He stressed the importance of addressing the impact of tourism on local communities. “We must carefully consider how we manage our effect on destinations,” Spivak said. “The last thing we want is for locals to stop benefiting from river cruising.”
Kristin Karst, co-founder and chief brand ambassador of AmaWaterways, emphasized the importance of collaboration with destinations. “We aim to partner with villages and countries in meaningful ways,” she said. “Our successes should also be their successes.”
As the industry expands, operators are working to attract new travelers to river cruising. Michelle Palma, North America executive vice president for Uniworld Boutique River Cruises, sees an opportunity to draw in ocean cruise enthusiasts. “Ocean cruises take you to the heart of a country, but river cruises take you through its arteries,” she said.
Paul Brady, news director at Travel + Leisure, shared his perspective during a panel discussion moderated by Travel Weekly editor-in-chief Arnie Weissmann. He likened river cruising to “staying in a fabulous hotel in the heart of a European city, where you can walk right off the ship and explore.”
Reflecting on his first river cruise, Brady highlighted the unique value of exploring Europe via its waterways. “We need to do a better job—as media, advisors, and an industry—of communicating what this experience is really like,” he said.
With new ships, partnerships, and a focus on sustainable growth, Europe’s river cruise industry is poised for continued success—but balancing expansion with the needs of local communities remains a top priority.
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