The deep purple vintage swirls, releasing aromas of blackberries, cherries and a hint of liquorice. Holding the stem, I observe liquid trickling inside the glass – these ‘legs’ indicate that the grapes were exposed to long hours of summer sunshine as they grew on the verdant terraces above us. Given today’s warmth, that’s no surprise.
My long-standing appreciation of Portuguese wine is being rounded by exposure to the landscape its from and details about production methods
Together we raise our glasses, to sip and savour the wine’s complexity and smoothness. Doing so in the company of people who share my passion for the Douro’s reds makes this an ideal way to travel and learn.
Unpack this
Wine-themed itineraries are ideal for travellers celebrating a special occasion or spending time together pursuing their passion. Beyond that, themed river cruises offer insights across multiple destinations, with the benefit of having to unpack just once.
Topics include seasonal sailings to experience the festive fairs of Advent markets. Playing is optional during golf-themed cruises, allowing couples to travel together and non-players to relax onboard. And after appreciating luxury along the Rhine, André Rieu fans can waltz home after a concert.
“Themed river cruises are becoming increasingly popular as they offer an immersive experience that allows travellers to indulge a specific passion through specialised activities and lectures while travelling with like-minded people,” says John Fair, UK Sales Director at CroisiEurope. “With so many different types of themed cruises on offer, there really is something for every interest and demographic.”
Guest feedback reveals that immersion in food and drink makes travellers feel closer to their destination. Also, topics such as art, walking and cycling shape itineraries. Increasingly, people are gravitating towards experiential travel, perceiving it as a more meaningful way of connecting with a destination than simply sightseeing. For some, they are a way into a new pastime.
As a selling tip, Fair suggests: “Make sure that customers are well-informed and have some knowledge of the theme or activities, to ensure that they get the most out of the cruise.”
‘Edutainment’ and enrichment
A-ROSA is debuting a series of special and event cruises this year, and Press Spokesperson Annika Schmied says: “Today’s guests are looking for a mix of wellbeing and active programmes, culinary highlights, cultural enrichment and expert-led edutainment.”
Of themed river cruises, she observes: “They provide an excellent introduction for newcomers and a younger audience, who are looking for inspiring travel experiences that combine relaxation, discovery and shared interests.”
Meanwhile, Will Sarson, Product Director at Riviera Travel, explains: “Increasingly, guests want to enhance and augment their holiday experience by layering on their own hobbies and interests. In our experience, it is more about adding some additional touches that reference their interests, like gastronomy or gardens.”
Responding to demand, CroisiEurope has a new wine-themed cruise on the Saône and Rhône rivers, including vineyards in the likes of Beaujolais, Condrieu and Côte-Rôtie.
New walking-themed cruises will explore the Rhine as well as the Rhône Valley and southern Burgundy. Art cruises on the Guadalquivir, Rhone and Seine and a musical cruise along the Seine are also new for 2026.
Viking River Cruises offers destination-led itineraries rather than themed cruises. It is introducing an 18-day combined itinerary on three rivers: the Rhine, Main and Danube Odyssey.
Yet similarly, onboard cultural enrichment and shore excursion programmes lend themselves to learning about the likes of architecture, geopolitics and the natural world.
Guests appreciate exclusivity during shore excursions and activities. Neil Barclay, Head of Sales at Viking UK, says: “Our guests have had opportunities to visit seldom-seen collections with before and after-hours access to world-class museums, to be special guests at private homes and palaces, and attend cultural performances of folklore, ballet, and opera to get an insider’s view during these private tours.”
Top cruises in 2026
A-Rosa’s five-night dance-themed cruise on the Rhine, with professional dance teacher Michael Theissen (priced from £880pp) departs Cologne on November 5, 2026. It includes disco, fox and line dance lessons and an exploration of dance history. arosa-cruises.com
On July 29, 2026, Riverside Cruises’ eight-day Hops and Heritage: Cruising Through Centuries of Brewing Craftmanship, departs Basel for Amsterdam (priced from £3,094pp). It is curated by beer sommelier James Kellow, who will lead tastings, interactive educational sessions and excursions. riverside-cruises.com
Starting September, the new ship Travelmarvel Sirius will cruise the Nile from Luxor. Priced from £3,695pp, the seven-night Treasures of Egypt and the Nile visits Cairo, Karnak, the Valley of the Kings and Queens, plus Abu Simbel’s temples by private charter flight. travelmarvel.com
CroisiEurope’s seven-night wine-themed cruise (priced from £1,956pp) on the Saône and Rhône rivers departs Lyon on October 21, 2026, calling in Mâcon, Vienne, Avignon, Arles, the Camargue and Tournon. croisieurope.co.uk
Leger Holidays’ new 12-day sailing, The Beautiful Blue Danube, departs July 20 and 27, 2026, priced from £3,499pp. The itinerary visits Budapest with its historic architecture and the Slovakian capital city of Bratislava, renowned for its picturesque Old Town.leger.co.uk
Book it
Riviera Travel’s seven-night The Gastronomy of the Douro River cruise, from Portugal to Spain, costs from £2,449pp, based on two sharing. rivieratravel.co.uk
Stuart Forster
Stuart is an award-winning travel writer and photographer based in the northeast of England
