TUI River Cruises: Aggressive Growth Path – Cruise Industry News

TUI River Cruises is adding a fourth ship in Europe for the 2026 season and is also expanding operations in Egypt, said Katy Berzins, head of the brand.

“Our sales are strong and we are growing on all the rivers. The Danube sailings have been really popular,” she added.

The TUI Rhia joins the European fleet in early 2026, adding 190 more berths. The ship will enter operations following a refurbishment to adapt the ship to the TUI brand, said Berzins.

That product offering is an informal premium, she continued, with fantastic itineraries and service, but also flexibility. TUI, unlike other operators, does not package in shore excursions but instead has multiple options for guests to choose from.

“We stand out with our evening entertainment. We really listened to guest feedback as they wanted more to do on evenings on the ships. We’ve got a varied program with vocal production shows, bridging the gap between ocean and river cruising,” she said. In addition are quiz games and even movies under the stars.

For guests wanting quiet time, there are still lounges available and plenty of choice, she said.

The majority of guests do trend a bit older, with 40 percent between 60 and 69, and come from the UK market, said Berzins, in an interview with Cruise Industry News.

One growth area has been what the company calls energized adventurers, which are culturally confident guests between the ages of 40 to 55. Overall, about a third of guests are new to river cruising customers, she explained.

In Egypt, the company welcomed a second ship on the Nile  where demand from the British market is healthy.

Looking ahead, TUI will have four European-based river ships in 2026 complimented by a two-ship Nile operations.

Plans are being looked at to extend the European season, and more growth will come with more ships.

“We do have a clear and ambitions plan. That is in the first stage and growth comes with more ships,” Berzins said. “We need to see what those opportunities look like. We are at the start of what is an ambitious growth strategy for us.”