Europe River Brand Viva Cruises Launches In North America

Bruce Parkinson, Open Jaw

Spearheaded by travel industry veteran, Joni Rein, most recently head of Scenic Group USA, European river cruise operator VIVA Cruises has announced the introduction of its fleet of 10 premium river cruise vessels to the North American travel trade. 

The privately-owned company based in Dusseldorf, Germany has been in business since 1973. Its vessels cruise the Seine, Rhine, Main, Danube, Vltava, Elbe, Moselle and Rhone rivers, as well as the Black Sea. 

“VIVA Cruises offers the North American market something that no other brand currently delivers to the travel trade today. They offer an incredible value with per diems starting at approximately $100 per person/per day, an all- inclusive onboard experience, and most importantly a consistent high-touch onboard service delivery” Rein stated. 

“We’re thrilled to partner with Joni on what will undoubtedly be a very successful sales launch in North America,” said Andrea Kruse, President of VIVA Cruises. “Joni is a well-respected industry veteran and her knowledge of the market and how our brand best aligns to the North American river cruiser will undoubtedly accelerate our market share.”

Across the fleet, VIVA provides 4-star plus accommodations aboard its vessels sailing classic river itineraries, as well as itineraries and waterways rarely seen by North American river cruisers. 


VIVA’s all-inclusive approach on-board includes: 

  • All meals served onboard including breakfast, lunch, multi-course gourmet dinner including regional specialties; 
  • Free flowing premium beverages including; select wines, spirits, aperitifs, soft drinks, coffee, water, teas and juices; 
  • Fully stocked in-stateroom minibar including beer, water, and soft drinks; 
  • Shipboard gratuities (effective 1MAR, 2020); 
  • Complimentary audio headsets and bottled water on all optional shore excursions 


VIVA’s North American website has launched along with toll-free sales support for travel trade. A series of webinars and familiarization trips will be announced in late October to begin educating the travel trade.

For more information and reservations, travel advisors can call 1-866-359-0140, Monday through Friday, 9:00AM to 5:00pm CST.

Bruce Parkinson

Bruce Parkinson Editor-in-Chief

An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.

Leave a Comment...

(will not be published)