Building on its reputation as a premium ocean cruise line, Celebrity Cruises announced a new offering, Celebrity River Cruises, a luxury river cruise line. The line has already ordered ten new ships to compete in the highly profitable river cruise market.

Agents are hopeful that Celebrity Cruises’ move into river cruising will lead to a rise in sales and increased spotlight on the sector. The line has signed an initial order for 10 “transformative” ships to sail in Europe from 2027. More details are due to be announced soon and bookings will open this year.