River cruising is certainly having a moment. Once regarded as a niche holiday option, it has evolved into one of the fastest-growing sectors of the cruise industry, attracting passengers seeking slower, more immersive journeys. ADVERTISEMENT ADVERTISEMENT Europe's most iconic waterways – including the Danube, Rhine, Seine and Douro – remain the heart of the market, with demand fuelled by smaller ships, longer stays in historic cities and an increasing focus on wellness and cultural experiences.