TUI River Cruises is gearing up for significant growth in 2026, adding a fourth ship to its European fleet and expanding its operations in Egypt.
According to Katy Berzins, head of the brand, "Our sales are strong and we are growing on all the rivers. The Danube sailings have been particularly popular."
The new ship, the TUI Rhia, will join the fleet in early 2026, adding 190 berths to the company's capacity. "The ship will undergo a refurbishment to adapt it to the TUI brand," said Berzins.
A Focus on Flexibility and Entertainment
TUI positions its river cruises as an "informal premium" offering, emphasizing fantastic itineraries, excellent service, and a high degree of flexibility. Unlike some competitors, TUI doesn't package shore excursions, instead providing guests with a wide range of options to choose from.
"We stand out with our evening entertainment," Berzins highlighted. "We listened to guest feedback, and they wanted more to do in the evenings. We've created a varied program with vocal production shows, bridging the gap between ocean and river cruising."
In addition to these shows, guests can enjoy quiz games and even movies under the stars. However, Berzins emphasized that ample quiet spaces and lounges are available for those seeking relaxation.
Guest Demographics and Future Growth
The majority of TUI River Cruises guests are slightly older, with 40% falling between the ages of 60 and 69. The UK market remains a significant source of customers. However, the company is also seeing growth in a segment they call "energized adventurers" – culturally confident guests between 40 and 55 years old.
Approximately one-third of TUI River Cruises guests are new to river cruising, indicating a strong appeal to first-time travelers.
In Egypt, the company has welcomed a second ship on the Nile, responding to healthy demand from the British market.
Looking Ahead
With four European-based river ships and two ships operating on the Nile in 2026, TUI River Cruises is poised for continued growth.
"We are at the start of an ambitious growth strategy," said Berzins. "We are exploring options to extend the European season and will continue to grow our fleet."
According to Katy Berzins, head of the brand, "Our sales are strong and we are growing on all the rivers. The Danube sailings have been particularly popular."
The new ship, the TUI Rhia, will join the fleet in early 2026, adding 190 berths to the company's capacity. "The ship will undergo a refurbishment to adapt it to the TUI brand," said Berzins.
A Focus on Flexibility and Entertainment
TUI positions its river cruises as an "informal premium" offering, emphasizing fantastic itineraries, excellent service, and a high degree of flexibility. Unlike some competitors, TUI doesn't package shore excursions, instead providing guests with a wide range of options to choose from.
"We stand out with our evening entertainment," Berzins highlighted. "We listened to guest feedback, and they wanted more to do in the evenings. We've created a varied program with vocal production shows, bridging the gap between ocean and river cruising."
In addition to these shows, guests can enjoy quiz games and even movies under the stars. However, Berzins emphasized that ample quiet spaces and lounges are available for those seeking relaxation.
Guest Demographics and Future Growth
The majority of TUI River Cruises guests are slightly older, with 40% falling between the ages of 60 and 69. The UK market remains a significant source of customers. However, the company is also seeing growth in a segment they call "energized adventurers" – culturally confident guests between 40 and 55 years old.
Approximately one-third of TUI River Cruises guests are new to river cruising, indicating a strong appeal to first-time travelers.
In Egypt, the company has welcomed a second ship on the Nile, responding to healthy demand from the British market.
Looking Ahead
With four European-based river ships and two ships operating on the Nile in 2026, TUI River Cruises is poised for continued growth.
"We are at the start of an ambitious growth strategy," said Berzins. "We are exploring options to extend the European season and will continue to grow our fleet."
