Why river cruising is on the rise, from retirees to millennials

Globe and Mail

a day ago

Cruising comes in all shapes and sizes, from vessels that hold 7,600 passengers to intimate yachts with room for just 12 guests. River cruises fall somewhere in between. For travellers who like to socialize but want to avoid crowds, they offer an attractive option for exploring destinations throughout Europe, Asia, North and South America, Egypt and beyond.
Over the last decade, river cruising grew 10-15 per cent each year, according to Cruise Lines International Association. Its rising popularity is fuelled by many factors. Some travellers like being in a new port every day and not having at-sea days associated with large oceangoing ships – of note to passengers prone to motion sickness. Others like the all-inclusive pricing, which includes most food, beverages, and often excursions, in the package.
River cruising is also seeing a change in demographics. In the past, passengers tended to be older adults, but in recent years, younger cruisers, primarily gen-Xers and millennials, have come on strong, drawn by the promise of unique cultural experiences and the chance to explore intimate corners of the world along rivers like the Mekong, Nile and Amazon.
'Oceans take you to countries while rivers take you through them,' says Catherine Powell, president of AmaWaterways. 'That's one of the most beautiful aspects of river cruising.'
Founded in 2002, AmaWaterways has been steadily expanding, adding ships such as the AmaSintra, which sails the Duoro River, and the AmaMagdalena, the first luxury cruise ship on Colombia's Magdalena River. In 2026, two more vessels are set to sail: the AmaSofia on the Rhine and Danube rivers and the AmaMaya, which will take guests through Vietnam and Cambodia.
Powell, who joined AmaWaterways in February, says guests have the opportunity to explore not only Europe's iconic cities but also the smaller, less-travelled towns and villages rich in cultural experiences – places that river cruising's narrower vessels can easily access.
'With an average of just 156 guests on board, our ships offer a more intimate and personalized experience,' she says. 'Our crew and cruise managers take great pride in getting to know each guest by name and tailoring the journey to make it truly memorable. Beyond that, river cruising naturally fosters deeper connections with the destinations we visit.'
Whether it's joining a local guide for a village walking tour, visiting a family-run vineyard or learning about regional traditions firsthand, guests leave feeling they've truly experienced the heart of each community.
AmaWaterways believes the journey to a destination is just as important as the destination itself. That's why it includes, on average, up to eight shore excursions each day, giving guests the flexibility to tailor their experience to their own interests and energy level – whether that's a guided hike, a scenic bike ride, a wine or culinary tasting or a gentle walking tour.
Expert local guides bring each destination to life through storytelling and personal insight, while dedicated cruise managers help guests navigate their choices and make the most of every port – some opt to join a tour while others prefer to head out on their own.
When AmaWaterways guests return to the ship, they're greeted with refreshing drinks, light snacks, cold towels or hot mulled wine, depending on the season. After a day of exploring, evenings strike the perfect balance of relaxation and connection, beginning with a complimentary cocktail hour followed by a multicourse dinner showcasing regional flavours, accompanied by live on-board entertainment.
River cruising is becoming increasingly diverse. While Europe-based itineraries remain the most popular, new and more exotic destinations have arrived. In July, Viking Cruises announced its first river voyages in India. It is building a new 80-guest vessel designed specifically for the Brahmaputra River. The ship is expected to start sailing in 2027 as part of a 15-day Wonder of India itinerary, which combines stays in Agra, Delhi and Jaipur with an eight-day river trip.
New players are jumping on board. In January, Celebrity Cruises – best known for its ocean voyages – announced its debut in river cruises, kicking off with cruises along Europe's most iconic rivers.
According to a recent Flight Centre survey conducted by YouGov, 42 per cent of Canadians are likely to take a cruise within the next two years. Many are leaning toward smaller ships and more curated itineraries. The growing appeal of slow travel and the desire to spend more time ashore are also fuelling interest in river cruises.
'River cruising offers a leisurely, more intentional way to travel to multiple destinations,' says Dilnavaz Kayani, a cruise specialist at Flight Centre Canada. 'We're seeing more of our travellers – especially those who've explored Europe's major cities – now drawn to its quieter corners. Think cobblestone lanes, family-run vineyards and riverside cafés tucked away from the crowds.'
New to river cruising? Kayani recommends itineraries along the Danube or Rhine. Portugal's Douro River is also gaining popularity, thanks to its dramatic valleys and culinary focus. Travellers also like seasonal and themed cruises, like Christmas market sailings through Germany and Austria.
Part of river cruising's appeal lies in the simplicity, Kayani says. Guests can unpack once and let the scenery come to them. 'This trend reflects a broader shift. More than half of Canadians say they want to travel more meaningfully, and 59 per cent are looking for experiences that feel authentic and local,' she notes. 'River cruises provide those opportunities.'
Advertising feature produced by Globe Content Studio with AmaWaterways. The Globe's editorial department was not involved.