VIVA Cruises CEO Andrea Kruse on changing travel preferences and rising demand across the Nordic region.
Five questions on the growing interest in river cruising among Nordic travellers and the opportunities shaping the market.
You see an increasing number of guests from the Nordics. Why do you think Nordic travellers are becoming more interested in river cruising?
We see that Nordic travellers are increasingly looking for high-quality, comfortable and culturally enriching travel experiences. With VIVA Cruises and VIVA Boutique we offer exactly that: the opportunity to discover several destinations in a relaxed way, without constantly packing and unpacking. At the same time, guests can enjoy excellent service, spacious accommodations and authentic local and culinary experiences. We also notice that sustainability, quality and a strong connection to nature play an important role for Nordic travellers - values that fit very well with our concept of river cruising. Culinary experiences and wine also play a particularly important role for guests from the Nordic region. Exploring Europe through its regional cuisines, local specialties and wine cultures has become an increasingly important part of the travel experience and is one of the reasons why river cruising resonates so strongly with this market. At VIVA Cruises, this commitment to quality is further enhanced by our own Master of Wine, who carefully selects and curates the wine offerings on board, ensuring that guests enjoy an exceptional wine experience perfectly matched to the culinary concept.
What are your most popular cruises for Nordic travellers?
Nordic guests particularly enjoy itineraries that combine stunning landscapes, authentic cultural and culinary experiences and a relaxed pace of travel. Our cruiseson the Danube and the Douro are especially popular, as they offer a unique blend of breathtaking scenery, charming towns, rich history and outstanding local gastronomy. We also see strong demand for journeys along the Rhine and the Moselle, where guests can discover picturesque vineyards, historic cities and some of Europe’s most beautiful river landscapes. Overall, Nordic travellers tend to appreciate itineraries that allow them to explore destinations in depth while enjoying the comfort and intimacy of a boutique-style floating hotel.
How important is gastronomy on your boats, and in what way?
Gastronomy is a key part of the VIVA Cruises experience. Our guests can enjoy up to three restaurants on board, offering a variety of culinary concepts and regional inspirations. On our VIVA Boutique ships – our new boutique collection, currently represented by a vessel in France and expanding to Italy in 2027, with more than half of all accommodations being suites – guests can enjoy three distinct dining venues, including an exclusive fine-dining restaurant serving gourmet menus developed in collaboration with Michelin-starred chefs and inspired by Michelin-level cuisine. Together with our VIVA All-Inclusive concept, this creates a premium culinary experience that is an integral part of every journey.
How have cruise lines developed over the last 20 years?
The cruise industry has undergone a remarkable transformation over the last 20 years. While cruises were once primarily seen as a convenient way to travel, today’s guests are looking for much more: personalized experiences, outstanding gastronomy, wellness, sustainability and a strong sense of lifestyle. The focus has shifted from transportation to experience.
VIVA Cruises is a great example of this evolution. With our premium all-inclusive concept, modern ships and the launch of VIVA Boutique, we are responding to the growing demand for more individuality, exceptional dining and highly personalized service. Particularly in river cruising, boutique concepts and premium experiences are becoming increasingly important - and we see this trend continuing in the years ahead.
You have just launched Viva Boutique. How do you see the future of cruise lines?
With VIVA Boutique, we are responding to a clear trend: travellers are looking for more individuality, authenticity and exclusivity. We believe the future of cruising lies in highly personalized experiences, smaller ships, exceptional service and a stronger connection to the destinations visited. Guests want quality over quantity, meaningful experiences over standardization. This is also why we have chosen France and Italy as the destinations for our VIVA Boutique collection. Few countries embody the art of living quite like they do, bringing together culture, gastronomy, wine, history and art in a truly unique way. These destinations perfectly reflect the lifestyle and sense of place we want to create through our journeys. At the same time, sustainability and innovation will continue to shape the industry. Our vision is to combine all of these elements and create a new generation of river cruising that feels elegant, relaxed and deeply personal.
