Avalon Waterways Launches New Bordeaux River Cruise in Nouvelle-Aquitaine, France, Blending Wine Tourism and Cultural Heritage Along the Garonne and Dordogne

Published on March 30, 2025

The river cruising industry is set to experience a fresh surge of interest as Avalon Waterways officially adds Bordeaux, France, to its growing list of destinations. Industry insiders have noted that this new itinerary is more than just a scenic journey—it’s a strategic expansion that could shape the future of travel demand in Southwestern France and ripple across global travel markets.

With the inaugural seven-night Bonjour Bordeaux cruise beginning March 25, 2025, Avalon aims to blend luxury, local immersion, and community engagement in a region known for its vineyards, UNESCO heritage, and culinary appeal. Observers say that this move will likely redirect travel patterns in Europe, with Bordeaux poised to become a top-tier river cruise destination.

Cruise Industry Momentum Builds Around Avalon Artistry II
The Avalon Artistry II, which previously operated on the Rhine, has been redeployed to Bordeaux after a comprehensive refresh. Travel analysts suggest that this repositioning reflects Avalon’s confidence in Bordeaux’s long-term potential as a river cruise hub. The 128-guest ship—originally launched in 2013—now boasts updated interiors, including a neutral color palette, fresh tiles, plush mattresses, and new furnishings in public spaces like the Panorama Lounge and Sky Deck.

Travel professionals attending the preview voyage, including over 70 media and consortia partners, reported that the upgraded ship provided a seamless and elevated onboard experience. The inclusion of modern fitness equipment, improved Starlink internet, a second shore power hook-up, and 19 new bicycles—15 of them electric—signifies Avalon’s effort to appeal to today’s active and tech-savvy traveler.

Bordeaux’s Rise on Avalon’s Radar
Until now, the absence of a Bordeaux itinerary from Avalon’s portfolio surprised many industry watchers. But according to company president Pam Hoffee, the decision was entirely customer-driven. Feedback collected from Avalon’s “wish list” surveys consistently placed France at the top, reinforcing the appeal of Bordeaux as a long-awaited addition.

The travel trade community noted Hoffee’s emphasis on “intentional growth”—a strategy that resonates strongly in today’s tourism climate. Instead of flooding destinations, Avalon seeks collaboration with local communities. In the case of Bordeaux, the company partnered with regional tour operators and city officials to design immersive, sustainable excursions that benefit both visitors and hosts.

Highlights of the Bonjour Bordeaux Itinerary
Avalon’s new itinerary includes a curated set of excursions under its “Avalon Choice” program, divided into three categories: Classic, Active, and Discovery. This flexible structure allows travelers to tailor their experience according to their interests and physical activity levels.

Examples of planned experiences include:

• A walking tour highlighting Bordeaux’s architectural gems
• A guided stroll through the vineyards of Médoc
• A hands-on wine blending workshop in Libourne

For guests booking by April 19, Avalon is offering a complimentary two-night Paris extension, including a high-speed TGV transfer to Bordeaux. Travel journalists who sampled this extension praised the execution, calling the logistics “flawless” and underscoring Avalon’s commitment to service excellence.

Not Just for Wine Lovers
While Bordeaux’s reputation is built on its wine heritage, Avalon has been careful to cater to non-drinkers as well. Travel agents and cruise planners applauded the wide array of wine-free activities available, such as food and market tours, seaside excursions to Arcachon Bay, and historical site visits like the Château de La Brède, the birthplace of political philosopher Montesquieu.

In Blaye, guests can enjoy a scenic drive along the Route de la Corniche and explore the UNESCO World Heritage Citadel. Avalon has also expanded its non-alcoholic beverage selection, introducing zero-alcohol cocktails, sparkling wine alternatives, and beer, ensuring all guests feel included.

Travel Advisor-Friendly Features
Avalon’s consistency across its fleet has made it a favorite among travel advisors. Hoffee emphasized that whether in Bordeaux or Budapest, the ship layout remains predictable—making it easier for agents to sell. The standout 200-square-foot Panorama Suites feature wall-to-wall windows that open seven feet wide, offering panoramic views and a bed that faces the river—a signature feature of Avalon’s fleet.

The flexible dining program, another industry differentiator, allows guests to dine anytime between 7 p.m. and 8:30 p.m., choose lighter fare in the Panorama Bistro, or opt for room service. The cruise also includes a wine-pairing dinner with a local sommelier who explains the regional wines paired with each dish, creating a multisensory experience deeply rooted in place.

Support from Travel Industry Leaders
Travel Leaders Network’s Senior Vice President of Partner Relations, Pam Young, was among those who attended the preview sailing. She described the Avalon experience as relaxed yet polished, praising the staff and operations. She highlighted Avalon’s strong advisor partnerships, attributing its success to close collaboration and a shared goal of advisor growth.

Kathryn Mazza-Burney, Chief Sales Officer at TRAVELSAVERS, echoed that sentiment, noting Avalon’s exceptional support for the travel trade. She appreciated the ship’s intimate size and high service levels and emphasized that the new itinerary offers far more than wine tastings.

KHM Travel Group’s President & CEO, Rick Zimmerman, who also participated in the voyage, described the experience as an ideal blend of wine, scenery, history, and cuisine. He even recommended that advisors turn the experience into a marketing opportunity by hosting a Bordeaux wine-tasting event back home to spark client interest.

Weekly Departures Through Fall 2025
The Bonjour Bordeaux itinerary is now part of Avalon’s regular sailing calendar. Weekly departures are scheduled every Tuesday through November 2, 2025. Industry observers believe that the popularity of the route will drive significant interest from North American, European, and Asian source markets.

Wider Implications for Global Travel Markets
Avalon’s Bordeaux debut signals more than just a new cruise route—it highlights how mid-sized luxury operators are adapting to modern travel preferences by focusing on personalization, sustainability, and community partnerships. Destinations like Bordeaux are poised to see increased visibility among global travelers, especially those seeking off-the-beaten-path experiences in France beyond Paris and Provence.

The tourism infrastructure in Southwestern France, including high-speed rail connections and regional airports, is expected to see a modest boost in international traffic. The ripple effects could benefit nearby destinations like Saint-Émilion, Arcachon, and the Dordogne Valley, stimulating hospitality services, culinary tourism, and boutique accommodations.

Takeaway for Global Travelers and Travel Advisors
The introduction of Avalon’s Bordeaux itinerary marks a pivotal moment in the evolution of river cruising. It reflects a growing demand for experiential travel that combines luxury, cultural depth, and regional flavor. Travel advisors are likely to find this itinerary easy to market due to its familiar Avalon structure, strong brand recognition, and highly customizable experiences.

As interest in slow travel and regional immersion continues to rise, Bordeaux could soon find itself among Europe’s top river cruising capitals—redefining how global travelers experience France’s wine country and shaping cruise trends in 2025 and beyond.