Top 10 Leading Companies in the United Kingdom River Cruise Market

The United Kingdom river cruise market reached a value of approximately USD 562.29 Million in 2024. The market is projected to grow at a CAGR of 5.6% in the forecast period of 2024-2034 to reach around USD 969.62 Million by 2034. As per the analysis by Expert Market Research, the market is expected to be driven by the rise in the marine tourism and the growing demand for themed cruises.

Cruise is a comparatively economical way to travel multiple destinations in one go. Some of the popular cruisng destinations for Britishers include Cork (Ireland), Belfast (Northern Ireland), Glasgow and Edinburgh (Scotland). In 2022-23, with a 33.2% rise in exports to £937 million, the UK marine industry has also had a significant impact on the global market. The demand for UK-made boats, such as sailing yachts, rigid inflatables, and luxury motor yachts, is said to be the reason behind this achievement, which highlights the UK's leadership in maritime production and innovation.

Travellers are choosing more environmentally friendly travel options as they become more conscious of their effects on the environment, which is supporting the United Kingdom river cruise market growth. Companies are capitalising on this trend to attract British consumers. Generally, river cruises are less harmful to the environment than lengthy ocean cruises.

Themed cruises are gaining popularity among travellers with diverse food offerings, party themes and sometimes art and culture explorations. Cruise operators are expanding their itineraries to cater to niche markets and attract a broader range of customers.

In October 2024, AmaWaterways launched Autumn campaigns that feature complimentary flights and savings of up to £250pp off selected cruises departing in 2025 and 2026 through AmaMagna cruise. 

Figure: Seaside Trips Taken by Tourists (%), 2019

Top 10 River Cruise Companies in the United Kingdom

1. AmaWaterways LLC

AmaWaterways is a luxury river cruise line offering its high-end, immersive travel experiences. The company offers river cruises across Europe, Asia, and Africa, providing efficient cruises with personalized service, fine dining, and culturally enriching itineraries. The company also offers affordable flight fares to convenient transfers of customers.

2. Viking River Cruises (Bermuda) Ltd.

The company specialises in luxury river cruises worldwide by offering immersive cultural experiences along rivers such as the Danube, Rhine, and Seine. It offers customised packages to travellers based on seasons and ages with exceptional service, and cuisine. 

3. Tauck, Inc.

Tauck, Inc. is a premium travel company offering guided tours, river cruises, and ocean cruises globally with journeys across 7 continents, in over 100 destinations, and to 70+ countries. The company is honoured to have the trust and guest satisfaction to be named to Travel + Leisure's "World's Best" list for 26 consecutive years.

4. The Travel Village Group

It is a family-run travel agency, specialising in cruise holidays, river cruises, and luxury travel with friendly and approachable service. There are four brands under this company, all Association of British Travel Agents (ABTA) and Air Travel Organiser's Licence (ATOL) protected, and include The Travel Village, Southampton Cruise Centre, RiverCruising.co.uk, and The Holiday Village.

5. Scenic Tours (UK) Ltd.

Scenic Tours is a leading luxury travel operator, specializing in river and ocean cruises and escorted tours. The company sets the benchmark in 6-star cruising with its world-class facilities and experiences to destinations like France, Portugal, and Central Europe. The company focuses on personalized service, offering elegant accommodations, and gourmet dining.

6. Merlin Entertainments Group Company

The company is a global leader in location-based family entertainment, operating popular attractions such as London Eye, Papa Pig Theme Park, LEGOLAND, Madame Tussauds, and others. It operates across different formats, which can be split into two categories including theme parks and gateway attractions.

7. Riviera Tours Ltd.

The company is a leading UK-based travel company specialising in escorted tours, river cruises, solo holidays and ocean & yacht cruises. It offers professionally guided trips across Europe and globally, with a focus on high-quality service, fine dining, and immersive cultural experiences.

8. Lueftner Cruises GmbH (Amadeus River Cruises, LLC)

It is a leading European river cruise company with a specialisation in luxury river cruises along European waterways, offering high-end, all-inclusive experiences on rivers like the Rhine, Danube, and Seine. The company organises customised city tours encompassing the views of picturesque vineyards and enchanting cities and castles. 

9. European Waterways Limited

The company is a luxury hotel barge cruise company, offering high-end, all-inclusive experiences with cruising areas ranging from the Midi in Southern France to the Scottish Highlands and from Ireland in the West to Venice in the East. The company offers vessels available for up to 20 passengers, with cabin sizes varying from cosy and compact to ultra-deluxe staterooms comparable to top hotel rooms.

10. Belmond Management Limited

Belmond Management Limited, a part of the LVMH Moët Hennessy Louis Vuitton group, is a luxury hospitality company known for its luxury hotels, trains, and river cruises in South America, Europe, and Africa. The company operates the Venice Simplon-Orient-Express, Eastern & Oriental Express, Royal Scotsman, and Andean Explorer and has a focus on exceptional service, heritage, and immersive experiences.