- The River Cruise Collective has presented new research showing the boom in river cruising among Australians.
- Four out of five Australians are open to river cruising.
- With new lines, an ageing population and pressure to bring down prices from the competition, river cruising will continue to grow.
Australians are famous for their love of the sea. More than 1.3 million of us took an ocean voyage last year. But behind the waves, a quieter revolution is happening on the rivers of Europe, Asia, Africa, and South America.
Exclusive research by the Cruise Passenger River Cruise Collective, comprising Avalon Waterways, APT, AmaWaterways, Abercrombie and Kent and Tauck river Cruising, and presented at the Cruise Lines International Association’s Cruise360 2025 conference in Brisbane, reveals that as many as 350,000 Australians are already river cruisers, and an astonishing four in five Aussies say they’d be open to trying one.
The presentation in front of 850 travel agents and cruise line executives broke the stereotypes about river cruising.
.With new ships, new destinations, and new styles of travel, river cruising is no longer a niche—it’s becoming the next big way Australians explore the world.
Who’s on Board? Meet the Aussie River Cruiser
Our researchers, led by Carolyn Childs of Mytravelresearch.com, identified three types of Aussie cruiser:
Exploration & Immersion Travellers (42%)
Younger, curious, and adventurous, they crave authentic cultural experiences, expert guides, and unique land tours. For them, a river cruise is a classroom, a museum, and a theatre—all rolled into one.
Relaxation & Indulgence Travellers (36%)
Couples and families seeking quality time together want comfort, indulgence, and an effortless holiday. Think floating resort: stylish cabins, gourmet dining, and no worries.
Social Travellers (23%)
Outgoing, plugged-in, and up for anything, they’re attracted by onboard gyms, Wi-Fi, flexible excursions, and late-night options. Price is less of a concern than making memories and meeting people.
“Four out of five Australians say they’d be open to trying a river cruise.”
— River Cruise Collective Research
Top Things Aussies Want
- Price that stacks up. Nearly 90% said it’s their top decision factor—but river cruises are often 20% cheaper than DIY travel once you add up hotels, meals, and tours.
- All-inclusive certainty. 84% won’t book unless they know everything’s covered.
- Trusted brands. 91% want the reassurance of a reputable company.
- Standout itineraries. 85% said destinations and unique ports sway them most.
- The unpack-once factor. A staggering 88% said this is the number-one clincher.
Busting the Myths
- Millennials and Gen X are booking in greater numbers, especially with active excursions like kayaking, cycling, and hiking.
- “Solo travellers aren’t catered for.” Not true anymore. More than half of potential solo travellers want river cruise options, and lines are responding with dedicated cabins, hosted dinners, and no single supplements.
- “It’s more expensive than independent travel.” The opposite is true. With meals, tours, and even wine often included, river cruising offers genuine value.
“It’s just for retirees.” Wrong. The average age of Aussie cruisers is now 48.4, and dropping
Where Aussies Want to Go
- Europe reigns supreme. The Rhine and Danube are still the big drawcards.
- France is surging. The Seine, Rhône, and Bordeaux rivers are on trend.
- Portugal’s Douro is hot. Wine, history, and scenery in one unforgettable journey.
- New horizons. AmaWaterways is launching in Colombia, while Abercrombie & Kent are sailing in Peru. Asia’s Mekong and Africa’s Nile are also growing.
Why River Cruising?
River cruising isn’t just about where you go—it’s how it makes you feel. Travellers said the appeal is “freedom from hassle.”
- 79% love the comfort and style.
- 71% cherish that “everything is taken care of.”
- 88% simply love not packing and unpacking.
That combination of liberation, immersion, and ease is why river cruising is winning over Australians in record numbers.
Ocean cruising remains a huge part of Australia’s travel story—but for many, it’s just the beginning.
The research shows 92% of river cruisers have also taken an ocean cruise.
For ocean fans, river cruising offers something familiar—unpacking once, comfort, all-inclusive perks—plus the extras of smaller ships, city-centre access, and deeper cultural experiences.
“River cruising is no longer a niche reserved for retirees—it’s for explorers, relaxers, and social adventurers alike.”
With new destinations, younger travellers climbing aboard, and innovative ships catering to solo and multigenerational travellers, now is a good time to try a river cruise.
New lines, great pricing and an increasing abundance of air travel mean the river cruise boom is likely to grow stronger.
