Following its partnership with Discover the World in India, VIVA Cruises aims to strengthen its presence through focused trade engagement and brand-building initiatives. At an exclusive media interaction in Mumbai, Rony Broun, Vice President, Sales Asia; Patrick Ell, Vice President, Commercial and Marketing, VIVA Cruises; and Dipti Adhia, Country Director, Discover the World, India, shared solid insights into the brand’s expansion strategy, premium river cruise offerings, and the growing potential of Indian travellers in the European cruise segment.
Leveraging its established presence in India and strong relationships with travel agents and tour operators, Discover the World is well-positioned to expand VIVA Cruises’ footprint in the market. The collaboration aims to build awareness and drive demand among Indian travellers and the travel trade. Under the agreement, Discover the World will represent VIVA Cruises commercially in India, leading trade engagement, sales development, market education, and brand positioning across key cities.
VIVA Cruises Eyes India as Next Growth Market
As VIVA Cruises accelerates its global expansion, India has emerged as a key focus market in Asia. Rony Broun highlights that consistent investment in travel trade engagement across Asia is now beginning to deliver measurable outcomes. He said, “We have been actively training travel agents across multiple markets, and are now seeing encouraging results, including a steady rise in repeat guests. This is a strong indicator of both satisfaction and trust in our product.”
Building on this momentum, VIVA Cruises is now considering India as a highly promising source market. With Indian travellers increasingly seeking immersive and premium experiences in Europe, river cruising offers a compelling alternative. “It provides a seamless way to explore multiple cities and cultural landmarks without the stress of constant packing and transfers. Guests can enjoy changing landscapes, curated excursions, and high-quality onboard service, all at a relaxed pace,” explained Rony.
The flexibility of VIVA Cruises’ offerings further enhances its appeal. With operations spanning 11 months and itineraries of varying durations, travellers can choose between standalone cruise holidays or integrate river cruising into a larger European itinerary. This adaptability positions the product well for a diverse range of travel preferences.
In the first year of its India foray, the company is prioritising trade relationships and market education. Rony emphasised the importance of structured training sessions, regular sales calls, and close collaboration with key partners. He noted, “Discover the World plays a critical role with its deep understanding of the Indian market, helping us position our offerings effectively and build meaningful connections.”
While acknowledging that market development in India will take time, Rony remains confident about long-term growth. He mentioned, “We expect to see stronger traction from 2027 onwards as awareness builds and demand increases steadily.”
To further strengthen its premium positioning, VIVA Cruises is set to introduce VIVA Boutique, a new concept focused on personalised service and intimate, high-end experiences. As Rony pointed out, “We aim to offer Indian travellers a distinctive, comfortable, and enriching way to discover Europe, one that combines luxury with authenticity.”
Positioning India at the Core of Global Growth Strategy
As VIVA Cruises expands beyond its traditional European base, India has emerged as a key pillar in its global commercial strategy. With curated European itineraries and a strong emphasis on service flexibility and cultural sensitivity, VIVA Cruises is positioning itself as a premium yet approachable entry point into river cruising for Indian travellers.
VIVA Cruises is also aligning its offerings with the evolving preferences of Indian travellers. Pointing to the rapid rise of outbound travel, particularly in the premium segment, Patrick Ell said, “India is a highly strategic source market for our future growth. With Indian travellers increasingly seeking curated and experiential journeys, river cruising presents a strong fit. Our focus is on affluent, well-travelled guests who are moving away from mass tourism and looking for more meaningful and immersive experiences.”
A key element of this strategy is the launch of VIVA Boutique, a concept designed to cater to high-value travellers seeking exclusivity and personalisation. With smaller ships, elevated culinary offerings, and tailored service, VIVA Boutique aims to deliver a more intimate and design-led experience. This is particularly appealing to Indian travellers, including multi-generational families and couples seeking bespoke journeys. Patrick noted, “Luxury today is not just about opulence; it is about authenticity, privacy, and attention to detail.”
In a competitive global cruise landscape, differentiation remains key, especially for first-time river cruise guests from India. Patrick emphasised the importance of simplicity and accessibility. He said, “River cruising is still a relatively new concept in India, so we focus on making the experience seamless and transparent. Our all-inclusive model is a strong advantage.”
He further added that VIVA Cruises’ modern fleet, contemporary design, and relaxed onboard atmosphere set it apart from more traditional players. He emphasised, “We offer a lifestyle-oriented experience that feels fresh and relevant to a younger, globally minded audience.”
Building the River Cruise Market in India
As Discover the World takes on the responsibility of representing VIVA Cruises in India, building awareness and educating both trade and consumers has become a key priority. Dipti Adhia said that the strategy was to position river cruising as a compelling premium travel choice for Indian travellers. “Our approach is multi-layered, focusing on trade engagement, media outreach, consumer awareness, and targeted partnerships,” explained Dipti.
Given that river cruising is still an emerging segment in India, education remains central to the strategy. The company plans to work closely with travel partners through training sessions, webinars, product showcases, and familiarisation trips, enabling them to confidently promote VIVA Cruises.
At the consumer level, the focus will be on highlighting the unique advantages of river cruising: city-centre docking, all-inclusive pricing, seamless multi-destination travel, and premium onboard experiences. Dipti added, “Digital campaigns, social media storytelling, and editorial collaborations will play a critical role in building aspiration and driving awareness.”
Engaging the travel trade is another cornerstone of the strategy. Regular in-person training sessions across key cities, supported by easy-to-use sales tools and promotional collateral, will ensure that agents are well-equipped to sell the product. Dipti conveyed, “Firsthand experience is invaluable, so ship visits and familiarisation trips will be integral wherever possible. Also, the emphasis is on building long-term partnerships and positioning VIVA Cruises as a premium yet easy-to-sell brand.”
Dipti identifies several high-potential segments within the target audience. Affluent couples and mature luxury travellers seeking immersive European experiences form a strong base. At the same time, younger premium travellers are increasingly drawn to boutique-style, design-centric journeys, making the upcoming VIVA Boutique concept particularly relevant.
She also highlighted growing interest from honeymooners, multi-generational families, celebration travellers, and small private groups looking for differentiated experiences. Dipti summed it up, stating, “Indian travellers today value exclusivity, convenience, and authenticity. River cruising delivers all of this, making it a natural fit for evolving travel preferences.”
