
TUI River Cruises: Charting an Aggressive Growth Path in the River Tourism Industry
TUI River Cruises is set to expand its European operations by introducing a fourth ship for the 2026 season and extending its services into Egypt. Katy Berzins, head of the brand, reported that sales have been strong across all river routes, particularly on the Danube, which has seen high demand.
The new ship, the TUI Rhia, will enhance the fleet by adding 190 more berths. Scheduled for refurbishment to align with TUI’s brand standards, the Rhia will feature an informal premium experience that combines excellent itineraries with flexible service options. Unlike many competitors, TUI does not include shore excursions in their packages, allowing guests to select from multiple options tailored to their preferences.
Responding to guest feedback, TUI has revamped its evening entertainment. The brand now offers a diverse program that includes vocal production shows aimed at bridging the experience between ocean and river cruising, along with quiz games and outdoor movie nights. For those who prefer quieter settings, there are numerous lounges and relaxation areas.
Berzins noted that the demographic of TUI’s guests tends to lean older, with 40% of them aged between 60 and 69, primarily coming from the UK. However, a significant growth area involves a new profile dubbed "energized adventurers," who are culturally astute travelers aged 40 to 55. Approximately a third of the clientele are first-time river cruisers.
In addition to its European growth, TUI is expanding its reach in Egypt, welcoming a second ship on the Nile amid rising interest from the British market. By 2026, TUI will operate four river ships based in Europe along with two on the Nile, with plans to extend the cruising season in Europe and further increase its fleet.
Overall, TUI is optimistic about its ambitious growth strategy as it seeks more opportunities to expand its operations in the river cruising market.
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