Open Access
River cruises are getting popular across North America, with market revenue expected to hit 27.56 billion USD in 2025 and grow to $33.95 billion by 2029, with the projected annual growth rate (CAGR 2025-2029) at 5.36%.
In this article, we’ll explore the latest statistics, market shifts, and travel patterns shaping river cruising, particularly for those considering it as part of their retirement lifestyle.
Key Insights
U.S. river cruise revenue is projected to reach $27.56 billion in 2025.
↓ Jump to insight
The average river cruise passenger is getting younger—dropping from 66 years old in 2019 to 55 by 2024.
↓ Jump to insight
35% of travellers are choosing experiences that align with their interests.
↓ Jump to insight
Cost remains a major barrier, as 45% of travel agencies report that price makes river cruises harder to sell.
↓ Jump to insight
Europe makes up 39.4% of global river cruise revenue in 2023.
↓ Jump to insight
Overview of River Cruise Market Size
River cruises may not be as large as ocean cruises, but they’re growing faster, especially in the U.S. The U.S. river cruise market was expected to generate $197.9 million in revenue in 2024, with a 14.5% annual growth rate projected through 2030. Compare that to ocean cruises, which are forecasted to bring in $7.58 billion by 2030, growing at a 12.9% CAGR. The gap in market dynamics is significant, but the growth is visible.
River cruising is gaining attention with an increasing demand for its comfort, pace, and cultural experiences.
A survey conducted by TravelAge West of over 250 travel advisors found that:
- 60% saw a rising demand for river cruises
- 52% reported more bookings than in 2019
- 40% said bookings have remained steady
This shows a shift from mega-ships to more personal experiences. Additionally, with more Americans eyeing retirement-friendly travel, river cruises are stepping up.
A Demographic Breakdown
River cruising continues to attract a broad range of travelers, but older adults remain a significant part of the market.
By 2029, the number of users is expected to reach 23.05 million, reflecting a steady increase in participation during this forecast period. User penetration is projected at 3.77% in 2025, rising to 4.39% by 2029, indicating growing interest across age groups.
The average age of river cruise passengers has shifted over time. In 2019, it stood at 66 years old. By 2024, this figure dropped to 55, reflecting a younger demographic entering the space. However, most passengers still fall within the 55 to 75 age range, especially for longer or higher-end cruises.
Notably, the 36 to 45-year-old age group is expected to represent the leading key players in 2024. While this group may drive volume, older adults often bring higher spending power and a preference for extended itineraries, cultural excursions, and comfort-focused amenities.
This evolving demographic landscape suggests that river cruising is becoming more inclusive while still offering strong appeal to those planning travel during retirement.
Cruise Pricing and Value
For many, retirement brings two valuable resources: time and money. River cruises offer a way to enjoy both. These trips are typically slower-paced, well-organized, and include nearly everything, like meals, excursions, entertainment, and accommodations.
According to the market research by Cruise Lines International Association:
- 28.5 million people took a cruise in 2018
- Of those, one-third were aged 60 or older
- More than half were at least 50
This trend has only accelerated as more travellers seek personalised itineraries and authentic cultural experiences. A 2023 market analysis by the European Travel Commission found that 35% of travelers now prefer experiences focused on their personal interests.
What It Costs and What’s Included
Pricing varies widely, but some U.S. river cruise ships can start as low as $89 per person per day. That figure covers:
- Private accommodation
- All meals and snacks
- Entertainment
- Daily excursions
- Onboard staff and concierge support
Compared to the cost of many senior living communities or extended vacations, some retirees find cruising to be a more cost-effective option over the long term.
A growing number of cruise operators now offer senior-specific programs. One example is The Cruise Web, a Virginia-based company offering Senior Living at Sea, which handles:
- Visa paperwork
- Shore transfers
- Ship-switch logistics
- Travel insurance
- Long-term planning
Some retirees have stayed on cruise ships for over a year, often after downsizing or renting out their home to fund their travels.
Premium Options and Long-Term Living at Sea
For those considering a more permanent arrangement, residential cruise ships are emerging as a niche option. Many river cruise operators allow passengers to purchase or lease private cabins with full-time residency.
Here’s a look at the pricing:
While these options are limited to a select few, they reflect the growing demand for long-term cruise living among financially secure retirees.
What Influences Cruise Decisions?
When choosing a river cruise, travellers over 60 tend to prioritise the following:
- 44% look at itineraries and destinations
- 35% think that price is the key factor
- Onboard amenities like wellness, dining, enrichment programs
- Accessibility and ease of travel
However, cost remains a key concern. 45% of travel agencies note that price is the main barrier to selling a river cruise, despite increasing consumer interest. Even so, U.S.-based river cruise companies are adapting. They’re expanding routes, building new ships, and offering more flexible packages, making domestic river cruising more accessible than ever before.
Popular Routes and Ports for River Cruises
The global river cruise market segmentation has five regions: North America, Europe, Asia-Pacific (APAC), South America, and the Middle East & Africa (MEA). In 2023, Europe accounted for 39.4% of the global river cruise market revenue, making it the largest regional market. With rivers like the Danube, Rhine, and Seine offering easy access to historic towns and world heritage sites, it remains a top destination.
The European River Cruise Association notes that the Danube and Rhine continue to lead in market share. However, interest is growing in routes like:
- The Douro River in Portugal
- The Elbe River in Germany
In total, 1.8 million passengers cruised through European rivers in 2023, reflecting a clear demand for varied itineraries and less crowded paths.
North America’s Most Popular Routes
Closer to home, the United States leads the North American river cruise market because of its vast network of navigable rivers. Key routes include:
Mississippi River
The Mississippi River remains the most iconic route. Cruises often start in New Orleans, heading north with stops in cities like Memphis, where the river cruise industry contributes $100 million annually, which is triple its 2016 figure.
Napa River
The 8-day Napa Valley cruise sails through Sacramento, Stockton, Vallejo, and Napa, offering a mix of rivers and bays. In 2023, visitors to Napa Valley spent $2.5 billion, generating $107.5 million in tax revenue, which is driven in part by tourism-heavy activities like river cruises and wine tastings.
Tennessee River
American Cruise Lines expanded its Tennessee River offerings in 2023, launching new eight-day itineraries between Nashville and Chattanooga. The season now runs from May through early November, drawing travellers with scenic views and regional culture.
Best River Cruise Lines: Trends and Statistics
The North American river cruise market offers options for nearly every preference and budget. Cruise lines are typically segmented into luxury cruise lines, premium, contemporary, and budget categories, each offering a different experience in terms of ship design, onboard experience, and pricing.
Here’s a look at the leading cruise lines and the latest trends shaping the market growth.
American Cruise Lines
American Cruise Lines operates a fleet of 25 ships, ranging from modern riverboats to traditional paddle wheelers. It’s the only line sailing 100% domestically with U.S.-built and U.S.-flagged vessels, covering routes in 35 states.
- Prices range from $2,500 to $12,500 per person, depending on destination and duration
- Destinations include the Mississippi, Tennessee, Columbia, and more
- Offers consistent domestic service, making it ideal for those avoiding overseas travel
Viking River Cruises
Best known for its European sailings, Viking has expanded into the U.S. with a focus on the Mississippi River.
- Cruises start at $3,499 per person
- Viking Holdings reported $1.68 billion in revenue in Q3, up 11%
- Inventory for 2025 is already 70% sold, signaling high demand
Viking is a strong choice for travellers seeking a premium travel experience without going abroad.
AmaWaterways
Known for personalised service and wellness-focused amenities, AmaWaterways is gaining traction in the river cruise market. Though more active in international waters, it continues to attract North American travelers looking for unique river cruising experiences.
- 2025 bookings are already tracking 31% higher than the same period in 2024
- Offers wellness programs, themed cruises, and flexible excursion options.
Market Challenges
While river cruising continues to grow in popularity, the industry faces several ongoing challenges that affect both operators and travellers.
Seasonal Limitations
River cruises often depend on weather and water levels, which vary widely by region. In colder climates, the cruising season is shorter. In some areas, water levels can drop so low that ships are forced to delay, reroute, or cancel sailings.
For example:
- In 2023, the Danube River faced unusually low water levels, disrupting cruise operations for weeks
- The European Environment Agency links these disruptions to climate change, noting a rise in severe droughts across inland waterways
For travellers, these limitations can lead to unpredictable schedules. For operators, they can result in lost revenue and logistical challenges.
Environmental Concerns
The environmental impact of river cruising and its sustainability is under increasing scrutiny. Key concerns include:
- Emissions from older cruise vessels
- Waste management in sensitive ecosystems
- The potential for ecosystem disruption in smaller waterways
To address these issues, the industry is investing heavily in greener operations. At the forefront is CLIA, the global cruise industry association, which represents a shared commitment to reducing the sector’s carbon footprint.
Cruise operators have committed over $25 billion toward building new vessels equipped with advanced environmental technologies. This is aimed at not just meeting but exceeding international standards.
Bottom Line
River cruising is on a strong growth trajectory, with North American market revenue projected to reach $27.56 billion in 2025 and rise to $33.95 billion by 2029, growing at a 5.36% CAGR.
By 2029, the number of river cruise users is expected to reach 23.05 million, with user penetration increasing from 3.77% in 2025 to 4.39%. While the average passenger age has dropped from 66 in 2019 to 55 in 2024, older adults, especially those between 55 and 75, remain a core demographic, often seeking extended itineraries and premium experiences.
Popular domestic routes, including the Mississippi, Napa, and Tennessee Rivers, continue to see high demand. Operators like American Cruise Lines, Viking, and AmaWaterways are leading the space, with 2025 bookings already 70% sold out for Viking and 31% higher year-over-year for AmaWaterways.
Seasonal limitations, such as low water levels on the Danube in 2023, and growing environmental concerns are pushing the industry to adapt. With over $25 billion invested in new vessels equipped with advanced environmental technologies, cruise lines aim to exceed global standards and sustain long-term growth.
River cruising is no longer niche. It’s a maturing travel option for retirees and older adults seeking comfort, culture, and consistency—all in one place.
Fair Use Statement
Readers can share these findings for noncommercial purposes only and must provide a link back to this page.
Sources
- Cruises – North America | Statista Market Forecast. Statista. Evaluated April 7, 2025.
Link here - River Cruise Market Size, Growth, Industry Trends, 2032. Market Research Future. Evaluated April 7, 2025.
Link here - North America River Cruise Market | Growth, Trends, Insights. Ken Research. Evaluated April 7, 2025.
Link here - Dubois, M. Everything you need to know about river cruises in the US in 2025 AOL. Evaluated April 7, 2025.
Link here - American Cruise Lines Sails into 2025. MarineLink. Evaluated April 7, 2025.
Link here - Stieghorst, T. Viking earnings Q3 2024. Travel Weekly. Evaluated April 7, 2025.
Link here - The United States Cruise Market Size & Outlook, 2030. Grand view research. Evaluated April 7, 2025.
Link here
- Average cruise passenger age drops by 11 years. World of Cruising. Evaluated April 7, 2025.
Link Here - River Cruises Market. Future Market Insights. Evaluated April 7, 2025.
Link here
- US River Cruises Are a Hot Market. USA River Cruises . Evaluated April 7, 2025.
Link here
- Shapiro, K. Is river cruising popular. TravelAge West. Evaluated April 7, 2025.
Link here
- Is “Serial Cruising” the Right Senior Living Option for You? MyLifeSite. Evaluated April 7, 2025.
Link here
- Travel trends for cruises – What motivates consumers to set sail. Kantar. Evaluated April 7, 2025.
Link here
- Mississippi River cruises in flux decade after comeback. Mississippi Today Evaluated April 7, 2025.
Link here
- 2023 Visitor Profile and Economic Impact Study Released. Visit Napa Valley. Evaluated April 7, 2025.
Link here
- American Cruise Lines Opens Summer with Tennessee River Cruises. Cruise News. Evaluated April 7, 2025.
Link here
- Lynch, P. How The Cruise Industry Sails Against Climate Change. Cruise Passenger. Evaluated April 7, 2025.
Link here