Luxury river cruise line reveals booking increases led by rising demand for shoulder season travel and undiscovered destinations
AmaWaterways has shared its latest trading data showcasing the growing demand for river cruising demonstrated by increased bookings from UK travellers across its European and Colombian itineraries.
Colombia
Having made history in 2025 as the first major river cruise line to sail Colombia’s Magdalena River, launching AmaMagdalena in April followed by sister ship AmaMelodia in October, AmaWaterways has seen a 106% year-on-year boost for Colombian itinerary bookings based on sales from January-April. By opening up a destination previously difficult to access, AmaWaterways is bringing guests closer to Colombia’s landscapes, communities and traditions in a way that feels both exclusive and responsible. With just 60 guests onboard, the experience is intentionally intimate, with a focus on personalised service and thoughtful design that reflects the spirit of the region. Guests can choose from the Wonders of Colombia itinerary from Cartagena to Barranquilla and the Magic of Colombia itinerary from Barranquilla to Cartagena, both showcasing the music, cuisine, and traditions of Colombia.
Europe
In addition, AmaWaterways’ European river cruises have seen significant growth with bookings along the Rhône in France up by 111% year-on-year and Dutch and Belgian Waterways up 84% year-on-year. The rise in Dutch and Belgian Waterways bookings reflects growing consumer demand for visiting these areas all year round beyond just the traditional Tulip Time period in late March to mid-May.
Starting its European season in February 2026, departures for the month were up by 150% compared to the same month in 2025, showcasing growing traveller demand for off-peak European travel. Against the backdrop of the ongoing geopolitical caution around long-haul eastern destinations, UK consumers are booking last minute European holidays more frequently. This is showcasing the flexibility in consumer booking behaviours, with Europe seen as a convenient and accessible destination.
Recent Product Development
AmaWaterways has continued to develop its product offering in recent months with the launch of its City Escapes programme in March, a thoughtfully designed collection of sailings offering extended time in Europe’s most iconic cities along the Seine, Rhine and Danube rivers. Created for travellers seeking deeper cultural immersion and a more relaxed pace, City Escapes reimagines the traditional river cruise by providing additional overnight stays, more daylight sailing and 24 hours or more in key cities including Paris, Amsterdam, Vienna, Strasbourg and Budapest.
Meanwhile, AmaWaterways has launched ‘Cooking with Mamie,’ a new immersive culinary experience in France in an exclusive partnership with Atelier des Mamies. This unique offering brings authentic French grandmothers directly into the guest experience, both on board and in the heart of Paris. On board, a French grandmother joins the ship in Paris to host intimate cooking sessions for small groups of up to 10 guests. Together, they prepare classic French desserts such as tarte Tatin and madeleines, sharing techniques, stories and traditions passed down through generations.
Also launched in 2026, AmaWaterways has collaborated with Mandarin Oriental on luxury pre- and post-cruise experiences which are available in select European cities including Barcelona, Geneva, Zürich, Madrid, Paris, Prague, Vienna, and Amsterdam, with Budapest to follow in 2027. Guests enjoy private drivers and guides, daily excursions, and door-to-door transfers between airport, hotel, and ship. Immersive culinary experiences, such as hands-on cooking demonstrations followed by lunch at a local restaurant, inviting travellers to savour authentic regional flavours while connecting more deeply with each destination.
Earlier this year, AmaWaterways revealed ambitious plans to grow its global fleet to over 50 ships by 2032. This year, it launched AmaSofia in March with sailings along the Rhine and Danube and will launch AmaMaya in early 2027, bringing guests closer to the heart of Southeast Asia as it sails the Mekong River between Vietnam and Cambodia. AmaWaterways are also set to debut AmaNubia on the Nile later this year.
Jamie Loizou, Managing Director for International Markets at AmaWaterways, said: “We are continuing to see incredibly strong demand from UK travellers, particularly as more guests look towards shoulder season travel and lesser-known destinations that offer a more authentic and relaxed experience. Evidently, UK travellers are increasingly looking to travel outside of peak periods with less crowded destinations and greater flexibility. River cruising provides exactly that, giving guests the opportunity to explore destinations more deeply, whether through culture, cuisine or simply discovering cities at their own pace.
At the same time, we are always looking for ways to further enhance our product offering and create even more meaningful experiences for our guests reflecting our continued focus on elevated and personalised travel experiences. For travel agents, these kinds of experiences are a real game changer, as they offer clients a journey that goes far beyond a traditional cruise and delivers a richer, more immersive connection with each destination. Looking ahead, we have exciting growth plans on the horizon and look forward to welcoming guests onboard AmaMaya and AmaNubia as we continue to expand our offering into some of the world’s most fascinating regions.”
