The popularity of river cruises is increasing. Across Europe, around 1.5 million passengers have travelled on them in 2025, which is an eight per cent increase on the previous year. To ensure this growth continues and that Europe benefits from high-quality inbound tourism, ports, energy supplies and waterways now require public investment.

Europe’s river cruises attract people from all over the world. More than half of these travellers come from North America, the United Kingdom, Asia and Australia. A key feature of this customer segment is their particular demand for high-end cruise offerings and authentic, local experiences. The local communities along the waterways benefit significantly as a result. For example, cruise passengers spend an average of around €30 per person on day trips along the Danube, primarily in retail and hospitality.

River cruises as a magnet for inbound tourism

Origin of passengers on European river cruises, 2025

TUI is investing in Europe

TUI River Cruises, a UK-exclusive brand specifically tailored for the British holiday market, is part of this growth story and is expanding its offerings on the Rhine, Main and Danube, as well as on Dutch and Belgian routes. From 2027, TUI River Cruises will also operate in Portugal. A particular highlight is that the TUI Luzia, the brand’s first newly built ship, will be deployed there. It was ordered from the Dutch shipbuilder Concordia Damen, who has also been awarded contracts for two further newbuilds. TUI River Cruises is therefore supporting the European shipbuilding industry specifically. The company is also committed to sustainability: the entire European fleet can use shore power in ports where it is available. From 2028 onwards, newbuilds are designed to run on alternative fuels such as methanol.

To ensure continued growth and strengthen regional value creation along the rivers, modern, environmentally friendly infrastructure is required. Key issues include:

• Expanding mooring facilities: At popular destinations, additional, reliable mooring options are needed. This will relieve pressure on popular tourist destinations and create capacity for new routes.
• Promoting shore power: The TUI River Cruise fleet in Europe is compatible with shore power. To enable ships to reduce their emissions while moored in port, the expansion of shore power facilities along the rivers is required.
• Maintaining reliable waterways: Navigation channels, locks and bottlenecks must be maintained and modernised. Reliable waterways are the foundation for stable timetables and long-term investment in modern river vessels.

Key economic factor

TUI River Cruises’ Rhine-Moselle route, for example, calls at towns including Riol, Cochem and Bernkastel-Kues – communities for which tourism is a primary economic sector.