AmaWaterways Launches Fresh Brand Identity, Encouraging River Cruisers to ‘Follow Their Own Current’

AmaWaterways has entered a new era, unveiling a refreshed global brand identity that invites travellers to “Follow Their Own Current” and experience river cruising in a more personal, immersive way. Now in its 23rd year, with 29 ships sailing across four continents, the line’s new look has been crafted to honour its heritage while signalling ambitious growth and a future fleet of more than 40 ships by 2030.

A brand refresh shaped by guests

The rebrand is anchored in a modernised visual identity: a refined logo inspired by AmaWaterways’ musical heritage, a vibrant colour palette with destination‑specific accents, and authentic imagery featuring real guests and crew. The updated aesthetic reflects what today’s travellers say they value most – premium comfort, genuine human connection and experiences that feel tailored both onboard and ashore.

“There is a warmth and elegance to the new colours, and a more authentic way in which we are expressing ourselves that feels true to the AmaWaterways spirit,” says CEO Catherine Powell, noting that the brand refresh is designed to “cut through” and clearly communicate what the company stands for. At its heart, the new identity is about bringing AmaWaterways’ personality, passion and sense of discovery to life more clearly than ever.

“Follow Their Own Current”: journeys centred on the traveller

The new tagline, “Follow Their Own Current”, speaks to AmaWaterways’ philosophy of creating journeys that reflect what moves each traveller, not just ticking off destinations. Whether that means joining an expertly guided excursion, lingering in a café ashore or simply watching the river drift by from a balcony, guests are encouraged to shape a river cruise that matches their own rhythm.​ Co‑founder and Chief Brand Ambassador Kristin Karst describes the moment as a celebration of how far the brand has come while staying true to its original spirit of heartfelt service and cultural connection. She highlights that every stage of AmaWaterways’ journey – from its first sailings to its global community today – has been guided by a desire to create spaces where guests feel genuinely cared for.

A redesigned website for modern river cruisers

Alongside the new visual identity, AmaWaterways has launched a redesigned website that blends inspiring storytelling with streamlined functionality. The site offers richer imagery, curated itinerary highlights and enhanced booking tools, making it easier for travellers and advisors to explore destinations, compare river journeys and plan cruise‑and‑land packages.

The digital experience is intentionally more intuitive and visually immersive, designed to help guests dream, research and book in one place – whether they are new to river cruising or returning to discover a different region. Travel advisors also benefit from clearer information and better tools to match clients with the right sailing.

Fleet growth and new rivers on the horizon

The rebrand coincides with a significant period of growth for AmaWaterways as it accelerates fleet expansion towards more than 40 ships by 2030. Recent milestones include two newly launched ships on Colombia’s Magdalena River, extending the brand’s footprint into South America. In Europe and Asia, highlights include the upcoming AmaSofia on the Danube, a new ship on the Mekong River debuting in 2027, and the future launches of AmaFiora and AmaRudi, the line’s second double‑width vessel also slated for 2027.

These additions build on AmaWaterways’ existing presence on iconic rivers such as the Rhine, Danube, Douro, Mekong, Nile and Chobe, giving guests even more ways to experience its “Journeys That Move You” across multiple continents.

A new visual chapter – same heartfelt ethos

While the logo, colours and digital touchpoints may look new, AmaWaterways emphasises that its core remains unchanged: personalised service, authentic immersion and the sense of ease that comes from knowing every detail has been thoughtfully considered. From onboard hospitality to shore excursions that connect guests with local traditions and communities, the refreshed brand identity is intended to highlight – not replace – the values that have defined the line for over two decades.​

A new library of images and visual assets is now available for media and partners to tell this next chapter in the AmaWaterways story. Travellers wishing to explore itineraries or reserve a river cruise and land package can visit amawaterways.co.uk or contact AmaWaterways directly by phone.