Riviera Travel‘s latest booking data from the trade reveals the destinations and experiences driving the strongest growth across escorted touring and river cruising, helping agents identify where customer demand is and shape sales opportunities ahead of 2027.
*All details correct at time of publication (21 August 2026)
Morocco has emerged as one of Riviera Travel’s fastest-growing destinations for 2026 departures, with the Marrakesh and The Atlas Mountains itinerary recording an impressive 1,500% growth compared to the same time last year.
The strong performance reflects Morocco’s growing popularity with customers looking for an affordable, year-round, cultural destination that is convenient to access, with Morocco’s close proximity to Europe being an attractive alternative to traditional short-haul destinations.
Demand continues to extend beyond Morocco, with strong growth also recorded across a range of Riviera’s long-haul itineraries. Grand Tour of New Zealand with Australia saw passenger numbers rise by 300%, highlighting a growing appetite for immersive touring experiences.
As agents continue to drive demand across Riviera’s diverse touring portfolio, customers are showing a growing appetite for “Grand Tour” itineraries; Riviera’s extended, more immersive tours that allow customers to both explore and relax in a single destination for longer.
The 12-day Grand Tour of Kenya and 11-day Grand Tour of Portugal: Lisbon, Porto & The Douro Valley itineraries also saw impressive triple-digit growth from the trade YoY.
The appetite for discovery-led travel is also being reflected across Riviera Travel’s river cruise programme, with customers continuing to seek holidays that offer a blend of culture, history and exploration across some of Europe’s most celebrated regions.
The strongest-performing river cruises showcase continued demand for journeys through Western Europe, with itineraries such as Bruges, Medieval Flanders, Amsterdam & the Dutch Bulbfields seeing passenger numbers rising by 400%, whilst Gastronomy of the Seine saw growth of 354%.
The growing popularity of these itineraries presents a strong opportunity for agents. Western Europe’s concentration of diverse cultures, distinct cuisines, and historic landmarks, all within an easily accessible distance of each other, makes it particularly appealing to customers seeking culturally immersive, expertly curated holidays that deliver richer experiences with less complexity.
Looking ahead, early booking trends suggest demand is set to continue into 2027. Across Riviera Travel’s river cruise itineraries, customer demand remains strongest throughout Western Europe, with Highlights of the Douro Valley & Salamanca continuing to perform strongly.
The Best of Japan continues to stand out among Riviera Travel’s most popular long-haul destinations for 2027 departures, whilst Lake Garda, Venice & Verona and Grand Journey on Canada’s Rocky Mountaineer & Alaskan Cruise reflect continued demand for immersion-led touring holidays.
This gives agents a strong mix of proven short and long-haul options to promote as customers plan further ahead.
Vicky Billing, Director of Trade, Partnerships, and Loyalty UK & Ireland at Riviera Travel, said:
“These results are a true reflection of the strength of our partnerships across the trade, and we’re incredibly grateful for the ongoing support from our agent community.
“From the rapid growth we’re seeing in destinations such as Morocco, to the popularity of our European river cruises, these trends show that guests are continuing to value the culture, discovery and meaningful experiences that sit at the heart of every Riviera holiday.
“For our agent partners, these trends present a clear opportunity; Customers are actively planning ahead and looking for expert guidance.
“These insights help agents start more informed conversations, match customers with the right holiday, and make the most of demand across both touring and river cruising.”
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