Avalon Waterways is reshaping how travellers experience Europe, unveiling a new suite of seasonal excursions for 2027 designed to capture the continent at its most authentic.
Seasonal travel takes centre stage
Announced in late April 2026, the river cruise line’s latest initiative responds to growing demand for off-peak travel, with new excursions crafted to reflect the distinct character of each season across Europe.
From spring blooms to autumn harvests, the program encourages travellers to rethink not just where they go, but when they go.
“Where you go matters. When you go can change the experience entirely,” said Pam Hoffee, president of Avalon Waterways. “Our new seasonal excursions connect our guests more deeply, and authentically, to the places they’re exploring.”
Experiences shaped by time and place
The new excursions are designed to take place exclusively during specific times of year, offering travellers access to moments that are fleeting and deeply local.
Highlights from the 2027 program include:
- Apricot picking and tastings in the South of France during summer
- Lavender field visits and distillery experiences in peak bloom
- Apple harvesting and cider tastings in Normandy in autumn
- Seasonal cooking classes using fresh, regional market ingredients
- Strawberry picking experiences celebrating summer harvests
- Flower picking and essential oil workshops rooted in local traditions
- Vineyard visits showcasing generational farming practices
Each experience is tailored to reflect the natural rhythms, traditions and produce of the destination.
Building on Avalon Choice excursions
The seasonal offering expands Avalon’s established Avalon Choice excursions program, which allows guests to personalise their journey through:
- Classic sightseeing experiences
- Active excursions for more energetic exploration
- Discovery experiences focused on culture and immersion
Seasonal excursions add another layer, delivering time-sensitive experiences aligned with each traveller’s preferred style.
Off-peak travel demand continues to rise
Avalon reports a strong shift towards shoulder and off-season travel, with 75 per cent of 10,000 surveyed guests indicating a preference for travelling outside peak periods.
This trend is already reflected in performance, with off-season sailings increasing by 18 per cent year-on-year in 2025, supported by expanded late autumn and early winter capacity.
“With fewer crowds, cooler temperatures and in some cases more value, we’re opening the door to different experiences year-round,” Hoffee said.
Expanding seasonal cruise offerings
The introduction of seasonal excursions complements Avalon’s broader cruise portfolio, including its Cosy Cruise Collection featuring harvest, festive and Christmastime itineraries, alongside spring sailings such as Tulip Time cruises.
The initiative reinforces the brand’s focus on delivering immersive, flexible and experience-led river cruising across Europe.
