China’s Century Cruises has officially partnered with United Waterways, marking the company’s formal entry into Europe’s river cruise market. Through this strategic alliance, United Waterways will serve as Century Cruises’ turnkey partner, overseeing operations and infrastructure development along Europe’s premier waterways, including the Rhine, Danube, Seine, and Rhône.
Headquartered in Basel, Switzerland, United Waterways is Europe’s largest white‑label ship management and shipping services provider. Since its consolidation in 2019 under the UNITED WATERWAYS Group, the company has offered a comprehensive service chain—from vessel planning and regulatory compliance to crew management and hospitality services—ensuring seamless guest experiences under partner brands.
Headquartered in Basel, Switzerland, United Waterways is Europe’s largest white‑label ship management and shipping services provider. Since its consolidation in 2019 under the UNITED WATERWAYS Group, the company has offered a comprehensive service chain—from vessel planning and regulatory compliance to crew management and hospitality services—ensuring seamless guest experiences under partner brands.
Europe’s river cruise market is projected to reach USD 1.52 billion in sales revenue by 2025, growing at a CAGR of 8.64% from 2025 to 2033, while global cruise passenger numbers are estimated at 37.7 million in 2025, reflecting robust consumer interest in river voyages.
Leading operators such as Viking report strong market dynamics, with 92% of 2025 capacity sold and occupancy rates exceeding 94.5%, illustrating growing demand among affluent and repeat travelers for high‑end river cruise experiences.
Key European itineraries span iconic historic and cultural landscapes—from the castle‑lined Rhine Valley and imperial capitals along the Danube to the vineyard‑studded banks of the Rhône and Seine—offering diverse experiences tailored to both first‑time cruisers and seasoned river explorers.
By leveraging Damen’s eco‑design leadership—emphasizing emission‑reducing propulsion options and circular interior design—the Century Star will join a growing fleet of sustainable vessels, aligning with industry trends toward low‑impact cruising.
This collaboration also underpins Century Cruises’ wider global expansion strategy, which includes new joint ventures, potential shipyard acquisitions, and additional newbuild plans slated for 2026 in markets such as North America and Egypt.
By combining United Waterways’ turnkey operational model with Century Cruises’ luxury hospitality standards, the partnership is set to redefine premium river cruising in Europe and deliver personalized, memorable journeys for an international clientele.
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