Business this year has been incredibly strong in North America, and we're seeing very strong forward bookings for 2026 and 2027. The U.S. and Canada remain our strongest markets, and our next really important markets are the U.K. and Australia. We're also excited about what we're seeing in South America and Asia. Building a brand presence there will be a focus of ours next year.
From a capacity perspective, our fleet is growing. We'll have a new ship, the AmaSofia, coming out in January on both the Danube and the Rhine. In 2027, we'll have two more in Europe: The AmaFiora will be on the Rhine, and the AmaRudi, which is a brothership of the AmaMagna, will be on the Danube. Also in 2027, we'll be putting a second ship on the Mekong, the AmaMaya, which will be a sister to AmaDara. And there are another eight that will be in Europe by 2030.
The number of places that we go to is also growing. And I'm very interested in the ways that we can attract specific communities. Soulful Experience does very, very well, and we also have Latin Touch. We have our long-standing wine cruises, and beer cruises are doing very well. We'll continue to look at ways in which we can identify communities or their affinity groups or interests.
And, we have partnerships, like the ones with Disney, Backroads and the Smithsonian. We'll continue to invest in those.
We're very focused on AI, and we're looking at it for use at multiple levels. We want to leverage AI to create the right tools for our reservation agents and crew to make sure that they have the data about guests that they need to super-serve them, surprise and delight them.
We're also looking at AI to discover where there are opportunities to be more efficient and productive. I'm focused on technology and data generally; we're creating a data warehouse and investing in data and tools, and AI is going to underpin all of them.
And, we're investing in a refresh and elevation of the brand. Ama has an incredible brand legacy. We're known for high touch, personalized service, and that's something that our advisor partners know and love us for. And guests who come onboard know that our crew and the service are exceptional.
But it's a very competitive space, so we're focused on having a brand that looks different, that sets itself apart and that stands for something that is immediately recognizable as Ama. The new logo and font will look different, and we want the colors to reflect the warmth of our service, the elegance that we aspire to and the luxury that we stand for. I just want to make sure that those who don't know us find us, that they know that we cut through the sea of sameness.
This interview was conducted by Arnie Weissmann for our annual Preview issue.