AMSTERDAM -- While some river cruise lines are aggressively expanding their fleets, others are taking a slower approach, which travel advisors say is welcome news as European destinations feel the strains of tourism.
The slower growth from lines like AmaWaterways, Avalon Waterways, Riviera Travel and others is a balance of necessity and branding. While at the ASTA River Cruise Expo, these brands promoted their slower approach to growth as a perk: A smaller fleet is more manageable, which executives say enables them to better serve guests and destinations alike.
River cruising is exploding in popularity, with no sign of slowing down. Viking routinely adds a handful of ships to its fleet each year. Celebrity River Cruises is entering the market in 2027 and has 20 vessels on order. And according to a Cleveland Research analysis, 95% of the world's river cruise capacity is in Europe, meaning lines are competing in the same towns and on the same waterways.
"It is something that worries me when you hear the big numbers that some people are talking about, and I understand why this industry seems to have a never-ending possibility," said Avalon president Pam Hoffee. "The last few years in particular, there's just been a lot of growth for everyone, and it's the fastest-growing segment in travel. So I get why there's this rush to build and grow."
Hoffee said Avalon's approach is to add one ship per year. It's not about "growth for growth's sake," she said.
The discussion about industry growth and the future of fleet expansion comes as Europe finds itself in the middle of the overtourism debate. Amsterdam, which has bluntly told tourists to stay home, has pushed back on its river cruise traffic, moving to halve the number of river cruise stops.
And Hoffee is aware that other destinations could follow suit.
"I think there's a risk, yes, that other communities could say this," she said. "It has come up from some other communities that it's too much when you can't walk down the streets of your charming town."
An opportunity to diversify
AmaWaterways CEO Catherine Powell views Amsterdam's decision as a silver lining that will encourage river cruise lines to add new destinations to their itineraries. For example, she said AmaWaterways has been focused on strengthening its relationship with officials in Zaandam, where the line will sometimes dock instead of in Amsterdam.
Having previously worked at Airbnb, she is keenly aware of, and sensitive to, overtourism concerns.
"I think it encourages you to spread, to diversify where you go," she said. "You have communities like Zaandam who welcome us. They want the tourism."
Travel advisor Lena Arcedo of Seven Heaven Travel in New York said while listening to executives speak about their river cruise lines at the expo, she was struck by the number of ships that will soon be cruising Europe.
"I was sitting there and thinking, 'Where are all of those ships going?'" she said. "I appreciate the fact that some of the companies are approaching this more responsibly."
Arcedo is concerned about docking space on the rivers and fears the intimacy of river cruising -- a strong selling point and key feature of the travel style -- could disappear if brands don't intentionally uncover and promote less-crowded experiences and destinations.
Take Tauck, for example. Arcedo praised the exclusive experiences the brand includes on its sailings that no other line has, giving travelers an authentic, and uncrowded, taste of a destination.
Mary Graham of Trips by Mary in Holly Springs, N.C., said she would like to see lines seek out lesser-visited destinations as the rivers become more crowded. She previously cruised with Emerald and stopped in Koblenz, Germany, where she spent several hours, enabling her to visit local businesses and shops.
The lower Danube also has promise to develop more tourism there for river cruises, as does the Moselle River, she said.
"They have a lot of potential to develop their tours," she said of the lower Danube. "That is a very interesting itinerary if you're looking for Europe untouched by America."