Italy and More See Luxury Cruise Competition as Ritz-Carlton, Seabourn and More Expand Their Routes of 2028 Season

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Italy and more destinations are becoming important stages for luxury cruise competition as the 2028 season approaches. Ritz-Carlton, Seabourn and more luxury cruise brands are expanding their routes, giving travellers fresh reasons to explore Italy and more of Europe. Meanwhile, the 2028 season brings new ports, refined experiences and diverse itineraries for global travellers. Ritz-Carlton and Seabourn are strengthening their routes as Italy remains a major attraction for luxury cruising. As competition intensifies, travellers can compare more destinations and experiences. Travel And Tour World urges readers to explore the entire story and discover how the 2028 season is reshaping luxury cruise travel.

Luxury Cruise Competition Intensifies as Ritz-Carlton Yacht Collection Builds Its Summer 2028 Europe Programme

The Ritz-Carlton Yacht Collection Summer 2028 programme arrives as the global cruise market reaches record passenger volumes. The company has announced 52 European voyages aboard Evrima and Ilma, covering the Mediterranean and Northern Europe from late April through October 2028. Voyages range from four to nine nights, with departures including Rome, Monte Carlo, Athens, Venice and Reykjavík.

The timing is significant. CLIA’s latest industry research records approximately 37.2 million ocean-going cruise passengers in 2025, marking a new global high. Its 2026 industry overview also identifies 327 cruise ships across member fleets and estimates nearly $198.8 billion in global economic impact from cruising in 2024.

The Ritz-Carlton programme therefore enters a large and increasingly diversified market where travellers can choose between megaships, boutique yachts, expedition vessels and ultra-luxury ships.

Ritz-Carlton Yacht Collection Summer 2028: Key Numbers Travellers Need to Know

For travellers, the programme offers a particularly broad geographical spread. Greek-island itineraries include Mykonos, Santorini, Patmos, Amorgos and Nafplio. Italian routes feature destinations including Valletta, Taormina, Amalfi, Portofino, Portovenere and Elba.

Northern Europe brings another style of holiday, with Norway’s fjords and Iceland’s volcanic landscapes forming part of the wider programme.

Six Luxury Cruise Lines Travellers Can Compare With Ritz-Carlton

1. Regent Seven Seas Cruises

Regent Seven Seas Cruises is one of the closest comparisons for travellers considering Ritz-Carlton’s all-inclusive luxury proposition. Regent operates within Norwegian Cruise Line Holdings alongside Norwegian Cruise Line and Oceania Cruises. Its positioning centres on luxury voyages with a strong emphasis on included experiences, dining and destination exploration.

The important statistical distinction is that NCLH reports passengers at the group level, rather than publishing a consistent five-year passenger series for Regent alone. NCLH carried approximately 3.36 million passengers in 2025, compared with roughly 3.00 million in 2024 and 2.93 million in 2023. Those figures cover the company’s three brands and should not be interpreted as Regent passenger totals.

For travellers, Regent provides a larger established luxury-cruise network than the comparatively young Ritz-Carlton Yacht Collection. Its portfolio includes Mediterranean, Northern European, Caribbean, Asian and worldwide itineraries.

The fleet-development picture is also important. NCLH states that it expects additional ships across its brands through the 2030s, increasing future capacity.

For a traveller comparing Regent with Ritz-Carlton, the main difference is scale. Ritz-Carlton’s 2028 European programme focuses on 52 voyages aboard two yachts, while Regent operates within a considerably larger corporate cruise platform.

This makes Regent attractive for passengers wanting a broader choice of luxury itineraries and longer voyages. Ritz-Carlton may appeal more strongly to travellers who prefer the smaller-yacht concept and the connection with the Ritz-Carlton hotel brand.

2. Silversea Cruises

Silversea Cruises is another major luxury competitor, particularly for travellers interested in smaller ships, destination-intensive itineraries and expedition-style experiences. Silversea belongs to Royal Caribbean Group, alongside Royal Caribbean International, Celebrity Cruises and other brands.

Royal Caribbean Group carried 8,564,272 passengers in 2024, compared with 7,646,203 in 2023. The group has continued expanding its portfolio across mainstream, premium and ultra-luxury cruising.

Silversea’s relevance to the Ritz-Carlton comparison comes from its ability to reach smaller ports and more unusual destinations. Its fleet includes both traditional luxury ships and expedition vessels, giving travellers choices beyond conventional Mediterranean cruising.

A major difference is geographic breadth. Silversea operates globally, while Ritz-Carlton’s 2028 announcement places considerable emphasis on European coastal destinations.

For tourists planning a European luxury holiday, Silversea can therefore be considered when the priority is a smaller ship combined with extensive destination coverage. Ritz-Carlton’s programme may be more suitable for travellers seeking a hotel-inspired yacht experience.

The passenger figures also illustrate why group-level statistics must be handled carefully. Royal Caribbean Group’s millions of annual passengers include several brands and cannot be used as Silversea’s individual visitor count.

3. Seabourn

Seabourn competes directly in the small-ship luxury segment and is particularly relevant to travellers looking for intimate European voyages. Its product includes Mediterranean, Northern European, expedition and longer-distance itineraries.

Unlike publicly listed groups such as Royal Caribbean, Carnival and Norwegian Cruise Line Holdings, Seabourn does not provide a straightforward five-year public passenger series that can be reliably separated from its parent-company reporting.

That means a year-by-year Seabourn visitor table would risk presenting estimates as official statistics.

Seabourn’s competitive strength lies in the smaller-scale cruising model. This allows the brand to position voyages around boutique ports, scenic destinations and longer destination experiences.

That strategy overlaps with Ritz-Carlton’s 2028 philosophy. The Ritz-Carlton programme includes Italian coastal communities, Greek islands and Northern European destinations rather than relying only on Europe’s largest cruise ports.

For travellers, the comparison should therefore focus less on headline passenger numbers and more on ship size, itinerary design, included services and port selection.

Seabourn can appeal to passengers who want a highly intimate luxury environment. Ritz-Carlton brings a similar yacht-oriented concept while using the hospitality identity associated with the Ritz-Carlton name.

Both brands are therefore particularly relevant for travellers who prefer smaller vessels over the entertainment-heavy experience of very large cruise ships.

4. Explora Journeys

Explora Journeys is one of the newer names in luxury ocean travel and represents another important comparison for Ritz-Carlton.

The MSC Group-backed brand has positioned itself around an ocean-residential concept, with spacious accommodation, destination-led itineraries and a luxury hospitality approach.

Unlike Carnival Corporation, Royal Caribbean Group and Norwegian Cruise Line Holdings, Explora Journeys does not provide a long historical five-year passenger series comparable with public-company cruise statistics.

This is partly because the brand is relatively new. Its first ship, EXPLORA I, entered service in 2023, meaning there is no meaningful five-year operating history beginning in 2021.

That creates an important comparison with Ritz-Carlton. Both are relatively recent entrants into the luxury yacht-style market rather than decades-old conventional cruise brands.

For travellers, Explora is particularly relevant when comparing contemporary ship design, spacious accommodation and European itineraries.

Ritz-Carlton’s 2028 programme is especially focused on Mediterranean and Northern European ports. Explora’s network similarly places strong emphasis on European destinations while extending into other regions.

The two brands therefore compete for travellers who want cruising to feel closer to a luxury resort stay than a traditional mass-market cruise.

5. Celebrity Cruises

Celebrity Cruises, part of Royal Caribbean Group, provides another alternative for travellers seeking premium European cruising.

Celebrity operates at a larger scale than Ritz-Carlton Yacht Collection. Its fleet includes large modern ships, while the brand offers extensive Mediterranean and Northern European itineraries.

Royal Caribbean Group’s passenger volume reached 8.56 million in 2024, up from approximately 7.65 million in 2023 across its portfolio. Again, these are group figures and should not be presented as Celebrity-specific visitor numbers.

Celebrity’s advantage is breadth. Travellers can choose numerous departure points, sailing durations and European destinations.

Ritz-Carlton takes a different route with smaller yachts and a more intimate operating model. Its Summer 2028 programme includes just 52 European voyages aboard Evrima and Ilma.

For families and travellers seeking extensive onboard facilities, Celebrity may offer a wider range of shipboard options. For couples and luxury-focused travellers seeking a quieter yacht atmosphere, Ritz-Carlton provides a different proposition.

The choice therefore depends heavily on the desired holiday style rather than passenger numbers alone.

6. Oceania Cruises

Oceania Cruises is another useful comparison because it combines premium-luxury accommodation with a strong emphasis on food and destinations. The brand is part of Norwegian Cruise Line Holdings.

NCLH reported approximately 3.36 million passengers across its three brands in 2025, compared with around 3.00 million in 2024 and 2.93 million in 2023. The company also lists approximately 35 ships across its portfolio and around 75,000 berths.

Oceania is therefore operating at a significantly different scale from the two-yacht Ritz-Carlton European programme.

For travellers, Oceania’s key attraction is destination variety combined with culinary positioning. Its European network covers Mediterranean and Northern European ports, making it a practical alternative for tourists comparing luxury European cruising options.

Ritz-Carlton’s Summer 2028 programme, however, puts particular emphasis on yacht-style travel and smaller coastal destinations.

The two products consequently target overlapping but not identical audiences. Oceania can suit travellers wanting a broader cruise network and culinary focus, while Ritz-Carlton may appeal to passengers prioritising a smaller luxury-yacht environment.

Five-Year Global Cruise Passenger Comparison

The most reliable five-year comparison available at industry level shows how dramatically cruising recovered following the pandemic.

*Different industry/company methodologies produce slightly different totals. CLIA’s methodology reported 34.6 million ocean-going passengers for 2024, while Royal Caribbean’s corporate reporting referred to approximately 36 million global cruise guests.

Global Cruise Recovery: Year-on-Year Comparison

The comparison shows why luxury operators are expanding their European programmes. Passenger demand has moved beyond simple recovery and reached historically high levels.

Five-Year Data for Major Public Cruise Groups

Important: “Not operating” does not mean the parent company’s entire cruise business was inactive. It refers to the specific newer brand or Ritz-Carlton yacht operation where applicable.

Cruise Industry Passenger Numbers Show Why Europe Matters

Europe remains one of the world’s most important tourism regions. UN Tourism recorded 793 million international tourist arrivals in Europe in 2025, representing a 4% increase over 2024.

That wider tourism environment provides a strong backdrop for cruise operators developing European programmes.

Mediterranean cruising remains particularly attractive because travellers can combine several countries within one holiday. A single itinerary can connect Greece, Italy, Malta, France or Spain without requiring repeated hotel changes.

Northern Europe offers a different proposition. Norway’s fjords, Denmark’s cities and Iceland’s volcanic landscapes create a nature-focused alternative to Mediterranean beach destinations.

Ritz-Carlton’s 2028 Programme Compared With Six Competitors

What the Numbers Mean for Travellers

The data points to a major shift in the cruise holiday market. Travellers now have more choices between large ships and smaller luxury vessels.

Ritz-Carlton’s 52-voyage Summer 2028 programme is particularly interesting because it combines a relatively limited number of European voyages with a wide geographical footprint.

For travellers, the most important comparison is therefore not simply passenger volume.

It is the combination of ship size, itinerary length, number of ports, destination style, excursion choices and onboard experience.

A seven-night Greek itinerary can suit island-focused travellers. A seven-night Italian sailing can appeal to culture and food enthusiasts. A nine-night Northern European voyage can attract travellers seeking fjords and dramatic landscapes.

The programme gives global tourists a chance to build a wider European holiday around a yacht journey rather than treating the cruise as the entire vacation.

The Bigger Picture for European Cruise Travel

The global cruise market’s move to more than 37 million annual ocean-going passengers provides important context for the 2028 competition.

Cruise operators are increasingly differentiating themselves through ship size, destination access, wellness, culinary experiences, private excursions and longer stays.

Ritz-Carlton’s European programme fits directly into this changing landscape.

Its combination of Greek islands, Italian coastal destinations, Spain, Norway and Iceland gives travellers several distinct holiday styles under one seasonal programme.

For tourists planning 2028 travel, the biggest advantage may be flexibility. They can select a short four-night escape or extend the journey towards nine nights, then add land-based stays before or after sailing.

That makes the Ritz-Carlton Yacht Collection Summer 2028 programme more than another European cruise schedule. It is part of a wider movement towards smaller, more destination-focused luxury voyages.

Research and verification notes

The Ritz-Carlton announcement confirms 52 European voyages aboard Evrima and Ilma, four-to-nine-night itineraries, the late-April-to-October season, and new calls at Gijón and Portovenere. 

CLIA’s 2026 industry report puts global ocean-going cruise volume at 37.2 million passengers in 2025, while its current industry overview gives 327 cruise ships, 1.8 million jobs supported, and almost $198.8 billion in 2024 economic impact. 

CLIA’s 2025 report recorded 34.6 million cruise passengers in 2024, with the Caribbean accounting for 43% of cruise passenger itineraries. 

Royal Caribbean Group’s SEC filing states that the global cruise industry carried approximately 36 million guests in 2024, 32 million in 2023 and 20 million in 2022. 

Royal Caribbean Group’s 2024 passenger figure was approximately 8.56 million, compared with approximately 7.65 million in 2023, based on its reported operating statistics. 

NCLH’s current corporate information identifies 35 ships, approximately 75,000 berths and three brands, while its reported 2025 passenger figure was approximately 3.36 million, compared with approximately 3.00 million in 2024 and 2.93 million in 2023. 

UN Tourism reports that Europe welcomed 793 million international tourists in 2025, making it the world’s largest destination region.