VIVA Cruises begins India push as river cruising demand rises

VIVA Cruises has formally initiated its India journey with its first trade activation, signalling a strategic entry into a market the brand believes is primed for growth, particularly in the European river cruising segment. Joins hands with Discover the World India to represent VIVA Cruises in the market.

Viva’s first footprint in the India market

Patrick Ell, Vice President, Commercial & Marketing, VIVA Cruises, when talking to T3, described the event as a starting point for the brand’s India foray. “This event is really the kick-off event for VIVA Cruises entering the Indian market,” he said, adding that the timing aligns with evolving travel demand. “The Indian market and the rising demand for Europe in general, but also cruises, is a perfect opportunity for us to enter this market as well.”

Positioning 2026 as a key milestone, Ell noted that this will effectively be the launch year for the brand in India. “Whenever we enter a new market, we see a lot of interest in our product. And then it’s of course on us and the trade to convey this interest also to the guests and potential travellers.”

Ell pointed out that travellers are increasingly seeking more intimate and relaxed travel formats. “We see a rising demand for river cruises globally actually. For smaller venues, not the big ocean ships. If you really want to look for something smaller, more intimate, more relaxing, then river cruises are perfect,” he said, adding that the brand is optimistic about the product’s relevance for Indian travellers.

A key initiative includes the appointment of Discover the World India to represent VIVA Cruises in the market. Through this partnership, Discover the World will drive strategic sales, marketing, and reservation initiatives to position river cruising as a compelling premium travel choice for Indian outbound travellers.

More than an alternative to ocean cruises

Ell emphasised that river cruising should not be viewed merely as an alternative to ocean cruising, but as a distinct experience altogether. “There is a lot of guests that are looking for alternatives to the big ocean ships,” he said. “Big ocean ships take you to the coastline, but if you really want to discover the heart of a country, then a river cruise brings you to destinations a big ocean ship can’t bring you to.”

He highlighted the cultural depth of European river itineraries, noting that many cities have historically developed along rivers. Ell explained that while river ships may not offer features such as theatres or casinos, the focus remains on immersion and relaxation.

India as a source market & strategy

Rony Broun, Regional Vice President, Sales & Marketing, VIVA Cruises, noted a visible shift in demand patterns. “We definitely see an upwards demand and upwards demand in interest. Much more questions than we had about a year and a half ago when we entered the market first,” he said.

 

Early traction has already been encouraging, with initial groups showing repeat intent, and noted, “We have to give it some time.” Broun emphasised that sustained investment and patience will be key. “The market is big. We now have a full team to support and bring the message because we are not there all the time,” he said. “Once we have the message through and the first guests who have travelled, it will be a word of mouth.”

In terms of source markets, VIVA Cruises currently draws travellers from Nordic countries, Belgium, Luxembourg, North and South America, and German-speaking regions. India, Ell believes, can integrate well into this global mix. “We shall see where we end up at the end of 2026 and 2027, we believe in this market,” he said.

He added that the company is in the process of building a structured roadmap for India. “We are building up a plan now for the next month. And this is just the first event now. But there will be more to come. And with the great support of Discover the World, we will be sharing more information soon.”

What sets VIVA Cruises apart

A key differentiator for VIVA Cruises is its VIVA all-inclusive DNA. The offering includes full board with breakfast buffet, lunch and dinner, a free choice of tables across up to three restaurants, all-day beverages including non-alcoholic and a selection of alcoholic drinks, sparkling welcome wine, a minibar restocked daily, reusable water in the cabin, curated shore excursions in every port, and additional experiences such as high tea.

Ell highlighted flexibility as central to the product. “You are not assigned to a table. You can dine whenever you want to, wherever you want to. You have the full flexibility, freedom of choice,” he said, adding that the brand caters to both group and individual travellers.

Broun positioned the product as aligned with post-pandemic traveller expectations. “We offer a complete new experience in vacationing,” he said. “Guests in general post-COVID are looking more for a hassle-free holiday and want to explore and discover many things in a relatively short time. Our ships are basically floating from city to city or from destination to destination in a complete relaxed atmosphere,” he said. “For us, the main aim is the vacation starts the moment that you reach the ship and finishes there.”

Further strengthening its portfolio, the team unveiled VIVA Boutique, that enhances the offering through a more intimate, design-led concept, with a high proportion of suite categories and a focus on personalised experiences.

Discover the World’s market approach

From the India market perspective, Dipti Adhia, Country Director – India, Discover the World, underlined the importance of education and targeted outreach. “VIVA Cruises holds a very niche market for India, we are still evolving,” she said.

“With VIVA Cruises, we are more going to be focusing on educating the travel trade, connecting to the right target audience and we have ample of target audience who really want to have a very immersive experience in terms of slowing down, enjoying city and sailing. It’s a combination of everything,” she explained, adding that the all-inclusive nature of the product further strengthens its appeal.

Adhia outlined a multi-segment strategy. “It would be a combination of everything, MICE - because we have a MICE product on river cruising, FIT luxury – for small groups as well,” she said, highlighting niche opportunities such as Christmas market cruises. “We will be definitely collaborating with a lot of partners who want to do such niche products, very exclusive,” she added.

As VIVA Cruises builds its presence in India, the focus remains on awareness, trade engagement, and developing demand for a category that is still emerging but increasingly aligned with evolving traveller preferences for immersive and experience-led travel.