Celebrity Cruises to Sponsor ASTA River Cruise Expo As New River Ships For Danube And Rhine Debut in 2027

Published on December 4, 2025

Celebrity Cruises, as the Title Sponsor, has been declared for ASTA River Cruise Expo in 2026 and 2027, this is a very well-timed move considering that soon the company will start its European river cruises on the Danube and Rhine rivers. The Expo’s 2026 edition, which is scheduled to take place from March 11 to 15 in Amsterdam, has already been completely booked and hundreds of travel advisors will meet together with the leading river-cruise companies.

As the world opens up to renewed wanderlust, this partnership marks more than a corporate branding move, it signals the start of a new chapter in how travellers explore Europe’s historic waterways.

Sponsorship Signals Confidence in River Cruise Boom

At the Expo, Celebrity Cruises will feature prominently: its executives will address attendees during a main-stage presentation and join a fireside chat with ASTA President & CEO Zane Kerby, on 13 March. The line will also host a welcome reception and be woven into key programming across the gathering.

For ASTA, the timing couldn’t be better. The Expo, the industry’s leading event dedicated solely to river cruising, offers travel agents a rare chance to engage directly with supplier leadership, deepen their product knowledge, and network in a segment that is rapidly expanding. ASTA’s willingness to partner with Celebrity is widely seen as a recognition of rising demand and growing sophistication in river cruising.

Celebrity River Cruises: What’s Coming in 2027

The sponsorship ties in directly with the launch of Celebrity’s river-cruise initiative: the company will debut a new fleet of vessels, including Celebrity Compass and Celebrity Seeker, built for the Rhine and Danube, slated to begin sailing in 2027.

These aren’t typical riverboats. Celebrity’s designs integrate the signature style of its Edge-class ocean ships with European river sensibilities: expect open decks, panoramic views, modern dining concepts and spacious accommodations.

Onboard features will include:

• 360° open-deck areas and one of the most usable outdoor spaces of any river ship.
• Magic Edge — the first-ever cantilevered dining pods floating over the river, offering destination-inspired meals with a view.
• A variety of staterooms from River View and Balcony categories up to the new Skylight Infinite Balcony Suites, designed for comfort, light and sweeping scenery.
• An all-inclusive fare structure: meals, 24/7 dining, alcoholic and non-alcoholic drinks, complimentary Wi-Fi, onboard experiences and at least one shore excursion per day.
• Option to extend the journey with pre- or post-cruise stays in cultural capitals such as Prague or Budapest, a thoughtful way to add depth to the river-cruise itinerary.

With these innovations, Celebrity aims to breathe fresh life into river travel, making it attractive not just to traditional river-cruise passengers, but also to travellers familiar with ocean-cruise luxury and style.

What Travellers Gain And Why This Matters

For travellers and tourists, this development spells a richer, more seamless way to experience Europe’s river regions.

Firstly, the design and amenities on Celebrity’s river vessels promise more comfort, freedom and flexibility than traditional river cruises. The open-deck spaces, cantilevered dining, and panoramic views mean you don’t just pass by castles and vineyards, you experience them in style and comfort.

Secondly, the inclusive pricing simplifies planning: with dining, drinks, Wi-Fi and daily excursions bundled in, you know what to expect upfront, no unpleasant surprises once on board.

Thirdly, combining river cruising with pre- or post-cruise stays in major cities gives travellers the chance to explore more deeply, whether it’s the historic quarters of Budapest, the gothic beauty of Prague or the canal-lined charm of Amsterdam, without having to plan separate trips.

Finally, Celebrity’s entry into the market and its visibility via the ASTA Expo may drive healthy competition, potentially leading to better services, more innovation, and perhaps even broader route offerings in the future.

Industry Context: What Celebrity’s Move Means for River Cruising

The fact that Celebrity chose to sponsor the ASTA River Cruise Expo for two years underscores how seriously it is taking river cruising. For decades, ocean-cruise lines and river-cruise specialists occupied different worlds. Now, with Celebrity’s entry, the lines are blurring, and passengers stand to benefit.

By positioning itself at the centre of the industry conversation, via ASTA, Celebrity is signalling more than just new ships: it’s showing commitment to building river cruising 2.0 from the ground up. For travel agents, advisors and tour operators, that means access to new itineraries, fresh messaging, and the chance to pitch a river-cruise product that combines luxury, convenience, and flexibility.

Looking Ahead: What to Watch

The very fact that the ASTA River Cruise Expo 2026 is already at full capacity and the arrival of new ships by Celebrity in 2027 shows that people are not only interested in but are also getting more and more into the European river cruise scene. Once the prices are made available to the public (general booking opens after September 2025’s priority deposits), travel consultants will be instrumental in guiding the clients through the process of getting the best cabins and planning the most memorable river-cruise experiences with possible land extensions.