VIVA Cruises joins the German National Tourist Board

Germany

Partnership strengthens Germany’s river cruise segment and international tourism appeal / Membership begins January 2026

The German National Tourist Board (GNTB) has welcomed VIVA Cruises as a new member, effective January 1, 2026. The decision was made unanimously at the GNTB Board of Directors’ 109th meeting on November 4, 2025, underscoring the growing strategic importance of river cruising within Germany’s inbound tourism.

Strong potential for river cruising in Germany

“River cruises represent a segment with strong growth potential for German incoming tourism,” said Petra Hedorfer, CEO of the GNTB. “Destinations also benefit from the economic value added by cruise guests’ shore excursions. In our 2025 Travel Industry Expert Panel, 70 percent of international CEOs and key accounts confirmed high demand for river cruises. Over half of the tour operators who do not yet sell river cruises in Germany plan to include them in the coming years. Together with VIVA Cruises, we already presented this product successfully at the GTM 2025.”

VIVA Cruises: pioneering lifestyle on the rivers

“We are delighted and proud to be the only cruise company among the GNTB’s members,” said Andrea Kruse, CEO and co-founder of VIVA Cruises. “Since our founding in 2018, we have set new standards in river cruising – with contemporary design, a relaxed lifestyle atmosphere, fine dining, and our high-quality VIVA All-Inclusive concept. Our international marketing has been key to our steady growth, with more than half of our guests now coming from international markets, even on departures from Germany.”

The partnership marks another milestone for both organizations in promoting Germany as a world-class river cruise destination and expanding its global visibility in premium tourism.