The CLIA RiverView Conference 2026, held in Amsterdam from 8–10 March, focused on the rapid growth of river cruising and how travel agents can better target and serve this market. The conference took place amidst news that Amsterdam plans to cut river berths by 10pc and ban ships that do not meet strict environmental requirements.
- A primary theme was converting existing ocean cruise customers to river cruising.
- Agents were encouraged to target clients who already love specific brands (like Celebrity Cruises) as they expand into river offerings.
- Experts noted a shift toward “more personal, smaller experiences” where passengers avoid the queues and economies of scale found on mega-ships.
- Europe is currently seen as a resilient “hot ticket” for the industry.
- Ongoing conflicts in the Middle East have led to a surge in demand for European river cruises as a safer alternative for those seeking immersive land-based or water holidays.
- Portugal’s Douro River: remains a top destination, with lines like Uniworld and Scenic launching new ships there to meet high demand.
- There is a call to adopt star-rating systems (similar to hotels) to help advisors and customers differentiate between ultra-luxury, luxury, and premium river lines.
- Agents were urged to “do their homework”—specifically regarding geography and logistics—to build the confidence needed to close sales.
- The nature of the river cruise product is changing to attract a broader demographic. Lines are moving beyond standard city walking tours toward “Active & Discovery” itineraries featuring hiking, cycling, and kayaking.
- While baby boomers remain key, there is a growing focus on Generation X and solo travelers.
- Long-form video (e.g., YouTube) was highlighted as the best tool for explaining the intricate logistics of river cruising to potential buyers.
- Several lines are testing HVO (hydrogenated vegetable oil) and biofuels to align with CLIA’s goal of net-zero emissions by 2050
The 14th annual CLIA RiverView conference drew a record-breaking attendance of 600 travel agents, cruise industry executives, destination partners, and other stakeholders, marking a strong show of confidence in the river cruise sector despite recent market fluctuations.
Held from 8 to 10 March at venues including the Muziekgebouw for business sessions and the Mövenpick Hotel for the networking trade fair and masterclasses, the event featured visits to eight river ships moored along the city’s waterways, allowing delegates hands-on exploration of vessels from operators such as AmaWaterways, Amadeus River Cruises, Avalon Waterways, Emerald Cruises, Riverside Luxury Cruises, Riviera Travel, TUI River Cruises, and VIVA Cruises.
Delegates experienced a packed programme of workshops, presentations, and networking opportunities, with highlights including sessions on closing river cruise sales, lesser-known rivers, long-haul itineraries such as those on the Nile, and strategies for newcomers to the sector. Celebrity guest Susan Calman, a well-known cruise enthusiast, made a surprise appearance, adding an engaging personal touch to the proceedings.
Key takeaways emphasised the importance of deep customer understanding to tailor recommendations effectively, particularly by recognising preferences for hassle-free experiences, immersive destination focus, and straightforward travel logistics from multiple UK and Irish airports. Speakers stressed the potential to convert ocean cruise clients to river options by highlighting distinctions such as smaller ship sizes, more intimate onboard atmospheres, and richer cultural immersion without the complexities of large vessels.
Industry representatives addressed the need to challenge outdated stereotypes of river cruising as solely for older demographics, while clarifying brand differences to aid advisors and passengers in selection. There was strong emphasis on meeting growing demand for exclusive, immersive shore excursions and unique onboard experiences, as lines continue fleet expansion with announcements including three new ships from the Scenic Group.
Adaptability emerged as a critical theme, with discussions on resilience amid external challenges, including a noted dip in bookings the previous week followed by a weekend recovery, suggesting a return to pre-Easter norms barring unforeseen developments. CLIA also unveiled new training initiatives, including an online platform offering videos on brands, ships, destinations, and sales techniques to support ongoing agent development.
Andy Harmer, CLIA London MD, described the turnout as reflective of positive momentum and robust demand in river cruising, positioning the sector as a compelling growth area for travel professionals offering destination-rich holidays.
