European Escapes: ASTA River Cruise Expo 2025

The American Society of Travel Advisors River Cruise Expo brought together the largest gathering of industry experts and vendors to celebrate and educate.

Last month, MVT Agent and Sales Manager Holly traveled to Vienna for the 2025 American Society of Travel Advisors (ASTA) River Cruise Expo.

The four-day event brings together the largest collection of river cruise vendors for trainings, tours and information sessions before cruising season kicks off for the year. Guests can network with fellow industry professionals while learning about the latest offerings from partners like Tauck, Viking, AmaWaterways, Marriott International and more.

Even more exciting, attendees are encouraged to stay on board one of the participating vendor’s ships to get a personal experience of the service, cuisine and accommodations available to their clients.

Any ASTA member is allowed to register for the event, and Holly was sure to jump on board to expand her firsthand knowledge to pass along to her clients. She wanted to check out the ships, food, service and extras for herself, so she’s able to curate recommendations based on client needs and wants.

Attendees used the event to compare and contrast different vendor food, accommodations, service and extras.

Prior to the expo, Holly admits her river cruising experience was limited, so this was an especially exciting opportunity to get up close and personal with specialty brands and itineraries.

“Being able to have so many ships, suppliers, training sessions and opportunities at my fingertips in Vienna was the chance of a lifetime!” she said. “Traveling to learn and experience for my guests is a yearly goal for me.”

Styles vary greatly across ships and vendors, with something to suit any client’s needs.

A hearty agenda meant travel advisors could choose which sessions best fit for their agencies and clientele. Brands spoke to their unique offerings, dining highlights and what it means to travel in luxury along Europe’s storied riverbanks.

Attendees could dine aboard different ships to round out their palate, and understand what makes each line stand out.

Plus, evening receptions at standout Viennese venues paved the way for discussion and networking across agencies and industry leaders.

For Holly, these sessions opened her eyes to the expansive offerings across the seemingly niche industry.

“I was surprised at how different the onboard experiences could be,” she said. “It’s so important to have a conversation (with your agent) about what your goals are as a traveler, and make sure we tailor the river cruise brand to the experience you’re looking to have.”

One of her greatest takeaways from the expo was how intimate an experience river cruising can be.

So many travelers jump to ocean cruising, but river cruising allows you to get much closer to your destinations. These vessels come right up to the banks of European cities without having to rely on shuttles or alternate transport. Arriving in port means arriving at your exciting destination – from charming Swiss hamlets and romantic French villages, to historic cities in Germany, Hungary, the Netherlands and so much more.

“River cruise suppliers are curating trips for health and wellness, food and wine, high activity levels and families,” Holly said. “This is no longer a vacation just for retirees. It can be a vacation for anyone wanting to see Europe in a more convenient way.”

Still, it can be nerve-racking to commit to a new-to-you way of travel, which is why our agents’ firsthand knowledge and experience is crucial to helping curate the best vacation for your needs.

Several of our agents have sailed for themselves along the Rhine, Danube, Seine and more, and are ready to help you understand how wonderful the experience can be.

There is even an opportunity waiting for you to save on your first (or next!) European river cruise with Magical Voyages. We’ve hand-picked the Melodies of the Danube river cruise aboard the AmaWaterways AmaLea, with stops in Austria, Germany, Hungary and Slovakia from July 11-18, 2026.