Trafalgar has partnered with Cruise Lines International Association (CLIA in Australasia) as a River Cruise Marketing Affiliate, shoring up local momentum for the brand’s first foray into European river cruises from April 2026.
The partnership signals a strategic expansion for the touring brand as it prepares to debut its highly anticipated European river cruise program this April.
Part of The Travel Corporation Tour Brands (TTC Tour Brands) family, Trafalgar will launch two inaugural Rhine and Danube itineraries, bringing its signature touring standards to the iconic European waterways.
By joining CLIA in Australasia’s 6,000-strong travel advisor community, Trafalgar aims to bridge the gap between guided touring and river cruising.
CLIA Executive Director Australasia Joel Katz welcomed the new partnership as river cruising trends with ANZ travellers.
“Trafalgar is an excellent example of the incredible diversity we now see in river cruising and the extraordinary experiences that can be enjoyed on the world’s inland waterways, so we look forward to sharing this with our CLIA travel agent community,” he said.
TTC Tour Brands Deputy CEO Melissa DaSilva added: “We’ve always focused on connecting travellers with the heart and soul of a destination. Now, we’re bringing that unmatched experience to Europe’s iconic rivers.”
“Our strategy is simple: unlock the best of the waterways through trusted touchpoints, including our much-loved ‘Be My Guest’ and MAKE TRAVEL MATTER Experiences.”
For advisors, TTC Tour Brands Senior Vice President Sales Oceania Andrew Young said the partnership represents a commitment to education and sales support.
“We understand the vital work CLIA does to educate and inspire agents to sell river cruise. We are delighted to join the association and support our partners in this growing category,” he said.
For more info, visit trafalgar.com
KARRYON UNPACKS: Trafalgar’s entry into river cruising adds another recognisable brand to the competitive European waterways sector, offering new land-and-cruise cross-sell opportunities for advisors, while the CLIA partnership strengthens education and engagement.
