The United Kingdom river cruise market size reached approximately USD 593.78 Million in 2025. The market is projected to grow at a CAGR of 5.60% between 2026 and 2035, reaching a value of around USD 1023.92 Million by 2035.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
5.6%
Value in USD Million
2026-2035
*this image is indicative*
| United Kingdom River Cruise Market Report Summary | Description | Value |
| Base Year | USD Million | 2025 |
| Historical Period | USD Million | 2019-2025 |
| Forecast Period | USD Million | 2026-2035 |
| Market Size 2025 | USD Million | 593.78 |
| Market Size 2035 | USD Million | 1023.92 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 5.60% |
| CAGR 2026-2035 - Market by Region | England | 6.4% |
| CAGR 2026-2035 - Market by Region | Scotland | 6.0% |
| CAGR 2026-2035 - Market by Type | Luxury Cruises | 6.2% |
| CAGR 2026-2035 - Market by Duration | Short Trips | 6.1% |
| Market Share by Region | England | XX% |
| Popular Destinations | UK and Ireland Tourists | Repeat Customers | Future Plans |
| Mediterranean, Northern Europe, Caribbean | 1.7 million cruisers in 2022 | 85% want to cruise again | Nearly 60% planning to cruise in the next few years |
A river cruise is a type of leisurely travel experience in which 100-250 people collectively undertake a journey to different port towns and cities through inland waterways. Typically, river cruises last longer than a week and cover several destinations on the go. The size of accommodation on a cruise ship ranges between 150-600 square feet and the service provider ensures the provision of a variety of regional cuisines and diverse flavours of alcoholic beverages for consumers.
The United Kingdom river cruise market is being driven by an increase in the attraction of river cruising, as it provides an educational and culturally immersive experience. It also offers an intimate and personalised experience to onboarders and takes them through scenic routes, providing mental relaxation and improving mood. Moreover, it covers a variety of travel destinations, exposing travellers to newer perspectives, ideas, and histories of landmarks.
Rising hotel prices; an increase in the number of solo female travellers; concerns surrounding sustainability; and comfort offered by river cruising are the major trends impacting the United Kingdom river cruise market growth favourably.
| Date | Company/Organisation | Announcement |
| Dec 6th 2023 | Viking River Cruises | Launch of 10 new cruise ships for European cruises |
| Apr 24th 2023 | Saga River Cruises | Addition of a new ship, Spirit of the Dour, with 63 cabins, a sun deck, and a panoramic restaurant |
| Nov 29th 2021 | Cruise Lines International Association (CLIA) | Launch of River Cruise Challenge to enhance agent expertise and knowledge |
| Aug 13th 2021 | TUI | Launch of TUI River Cruises with diverse shore experiences |
| Trend | Description |
| Surging hotel prices | Rising prices of hotels and vacation packages driving the demand for far-flung destinations on water |
| Attraction of river cruising among women | River cruising is an attractive travelling option among women, providing safety for solo female travellers and offering good company and health and wellness activities |
| Growing trend of sustainability | Sustainability is driving the United Kingdom river cruise market growth, with travel agencies using emission-reducing engines on their ships and improving waste management practices, attracting British consumers |
| Rising demand for enriching experience | River cruising is a comfortable and enriching experience, preferred by people with motion sickness as river waters are calmer and ship travels at a slow pace, providing ample time for enjoyment |
The Mediterranean, Northern Europe, and the Caribbean constituted the most popular destinations for river cruising for British and Irish travellers. They spent an average time period of 9.7 days on a cruise holiday and reported high levels of satisfaction mentally and emotionally.
As per the data published by the Cruise Lines International Association, 70% of people who have never travelled on a cruise are expected to do so in the next few years, which is creating a favourable outlook for the United Kingdom river cruise market expansion.
Battery-powered ships and fuel-efficient engines are enabling travel agencies to promise a clean and sustainable cruising experience for consumers. Many companies are taking steps towards minimising food waste by removing buffets from food menus and providing customised food options to travellers for consumption. This is enabling consumers to reduce their carbon footprint, contributing to the United Kingdom river cruise market growth.
“United Kingdom River Cruise Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Age Group
Market Breakup by Product Type
| CAGR 2026-2035 - Market by | Type |
| Luxury Cruises | 6.2% |
| Budget Cruises | XX% |
| CAGR 2026-2035 - Market by | Duration |
| Short Trips | 6.1% |
| Long Trips | XX% |
People in the age group of 36-55 years are expected to dominate the United Kingdom river cruise market share in the coming years
People aged between 36 and 55 years are expected to lead the market in the coming years. River cruises allow such individuals to visit multiple cities and regions simultaneously without having to pack/ repack their belongings and indulging in the hassle of reaching railway stations/ airports on time. As per the CLIA, the average age of people going to river cruises in Ireland and the United Kingdom was 55.8 years.
Moreover, young individuals aged 16-35 years are gravitating towards river cruises as they offer special and unique experiences and picture-perfect locations. Millennials and Gen-Z are increasingly preferring river cruises as they offer flexibility, immersive experiences, and innovative amenities. In the forecast period, the growing popularity of multigenerational travel is also expected to fuel the United Kingdom river cruise market growth.
| CAGR 2026-2035 - Market by | Region |
| England | 6.4% |
| Scotland | 6.0% |
| Wales | XX% |
| Northern Ireland | XX% |
Premium and innovative travel packages provided by major river cruising companies are expected to contribute to the market growth.
| Company | Founded | Services | Description |
| The Travel Village Group | 1959 | River cruises, guided tours, and city breaks | It provides river cruises, guided tours, and city breaks to people in the UK. It is a highly reputed travel agency across Ireland as well. |
| Scenic Tours (UK) Ltd. | 2006 | Ocean cruises, land journeys, and river cruises | It provides ocean cruises, land journeys, and river cruises across the world. It has been honoured with the title of Europe’s best river cruise line. |
| Riviera Tours Ltd. | 1984 | Escorted tours, ocean and yacht services, and European river cruises | Riviera Tours Ltd. is a UK-based travel agency that provides escorted tours, ocean and yacht services, and European river cruises to travellers across the world. |
| European Waterways Limited | 1974 | Luxurious hotel barge cruising experiences | European Waterways Limited is renowned as the biggest barging company in Europe. It provides luxurious hotel barge cruising experiences to travellers. |
Other key United Kingdom river cruise market players include AmaWaterways LLC, Viking River Cruises (Bermuda) Ltd., Tauck, Inc., Merlin Entertainments Group Company, Lueftner Cruises GmbH (Amadeus River Cruises, LLC), and Belmond Management Limited, among others.
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In 2025, the market reached an approximate value of USD 593.78 Million.
The market is estimated to grow at a CAGR of 5.60% between 2026 and 2035.
The market is estimated to witness a healthy growth during 2026-2035 to reach around USD 1023.92 Million by 2035.
The market is being driven by the growing attractiveness of river cruise among millennials and Gen-Z and rising hotel prices.
The key trends aiding the market include an increase in a number of solo female travellers, concerns surrounding sustainability, and the comfort of river cruising that attracts consumers.
Passenger ticket and onboard facilities are the different product types considered in the market report.
The various segments based on age group considered in the market report are 56 years and above, 36-55 years, 16-35 years, and less than 16 years.
The major players in the market AmaWaterways LLC, Viking River Cruises (Bermuda) Ltd., Tauck, Inc., The Travel Village Group, Scenic Tours (UK) Ltd., Merlin Entertainments Group Company, Riviera Tours Ltd., Lueftner Cruises GmbH (Amadeus River Cruises, LLC), European Waterways Limited, and Belmond Management Limited, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Age Group |
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| Breakup by Product Type |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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