On Location: “There’s such a positive energy”: Avalon-ACTA's festive River Cruise Summit sets sail

Step into the ultimate floating classroom, gliding along one of Europe’s most iconic rivers.

This week, Canadian travel advisors are diving into the exciting world of river cruising at Avalon Waterways' European River Cruise Summit, an invite-only event held in partnership with the Association of Canadian Travel Agencies and Travel Advisors (ACTA).

Now in its third year, this year’s event, happening Nov. 22-29, revolves around the festive magic of Europe’s most iconic Christmas markets.

PAX is embedded in the action, which is unfolding aboard a fully-chartered ship – and generating lots of buzz.

More than 450 advisors applied for a spot on the voyage, and just 122 were selected to attend—a dynamic group of seasoned travel pros, some of which are experiencing river cruising for the first time.

All week long, attendees will have a chance to unlock daily networking, expert-led workshops, and content-creation opportunities—all designed to help boost sales in the expanding river cruise market.

For Pam Hoffee, president of Avalon Waterways—on board until Wednesday —the Summit presents a golden opportunity.

“Having an entire ship of travel advisors from Canada on board feels fantastic,” Hoffee told PAX on Sunday (Nov. 23). “This is probably one of my favourite events of the year because having advisors experience Avalon, and the style we deliver on board, really gives them a sense of who we are.”

Avalon’s partnership with ACTA has been instrumental in driving the company’s growth in Canada, Hoffee said.

The Summit – this year, sponsored by Manulife and Air Canada – has contributed to a 35 per cent increase in Avalon’s Canadian bookings, she said.

“It definitely pays off,” she said. “It’s also a lot of fun.”

All aboard the Avalon Panorama

For this year’s Summit, travel advisors—some returning for their third consecutive Summit—will unpack a Christmas-themed sailing through Switzerland, France and Germany.

Their ride? The contemporary Avalon Panorama, the first of Avalon’s Panorama Class ships.

Modern and inviting, the vessel, decked with garland and ornaments for the festive season, has 83 staterooms and can accommodate up to 166 guests.

The Avalon Panorama debuted in 2011, which was surprising to learn because she looks fresh.

 “Our oldest ship looks like our newest,” Hoffee said.

The ship was refurbished in 2024 as part of a multi-year, phased project by Avalon. This led to enhancements to the ship’s décor, Sky Deck, gym facility, along with improved internet connectivity.

What sets the ship apart, however, are its “Panorama Suites.”

These boast wall-to-wall, floor-to-ceiling windows, an open-air balcony, 200 square feet of living space—among the largest in the industry – spa-like bathrooms and a cozy bed (which can be separated into two twins or connected to make a king) facing the window.

On Avalon Panorama, 80 per cent of the staterooms (two full decks) fall into this category.

Stepping into our suite, we were immediately enveloped by a comforting sense of “home.” Home suite home. 

The vibe on board? The company refers to it as “relaxed luxury,” which translates into a high level of service, but done in a comfortable and casual way.

“We encourage the crew to be themselves,” Hoffee explained. “To be friendly, show their personality, while interacting with guests in a professional and service-oriented way.”

One of the first things PAX noticed upon boarding was that attentive service. We were greeted by smiling staff who knew our name, handled our heavy luggage, and even offered an immediate tour of the ship.

The captain was nearby to welcome us. Within minutes, it felt like we truly belonged.

“Ah-ha” moments

The Avalon Panorama—with its restaurant offering Chef-prepared meals and light-filled lounges—will transform into a dynamic learning hub this week as workshops and speaker sessions take place.

Yesterday, advisors piled into the main Panorama Lounge where Denise Harper, managing director for Canada at Globus family of brands (Avalon’s parent company) led a fireside chat with Hoffee, who shared insider insights on Avalon’s strategy, future plans and river cruise trends.

The session also included a Q&A, giving advisors an opportunity to ask Hoffee questions about the brand and business.

The afternoon also included an advisor panel – Jodi Simpson of JLS Vacations (TTAND), Christine Ward of Great Escapes by Christine (TTAND), Judy Ostrander of Uniglobe Carefree Travel, and Marivic Cregan of New West Holidaytrips – on strategies for selling groups.

Dave Llewellyn, manager of sales operations and channel marketing at the Globus, was on hand to share expert tips on content creation, building customer trust, and streamlining the content production process.

The head nods, jaw drops and scribbled notes we witnessed suggested the audience was soaking up plenty of “ah-ha” insights.

During the voyage, attendees will put their social media skills to the test by posting highlights from the Summit using the hashtags #AvalonInView, #ACTAxAvalonWaterways, and #ACTACanada, for a chance to win a seven-night European river cruise with Avalon.

Follow those hashtags on Facebook and Instagram to follow the group on their journey!

Christmas Market crawl

Then, of course, there’s the destinations. The itinerary for this week’s seven-night river cruise was designed exclusively for the Summit.

The charm of Christmas Markets on the Rhine will be a focus—even if only about half of the ports on the itinerary will feature open venues, as the season is still just beginning.

The cruise began Saturday (Nov. 22) from Basel, Switzerland, famed for its vibrant arts scene and medieval old-town charm.

Oliver Weibel, director of Switzerland Tourism in Canada, is actually on board this week to meet with advisors—some of whom are experiencing Switzerland on pre and post- excursions to must-see destinations like Lucerne.

Yesterday, the ship docked in Kehl (Germany), which is 10-15 minutes from Strasbourg, France’s Christmas capital.

Here, advisors participated in tours like Avalon’s “Bites and Highlights,” which unpacks Strasbourg’s Franco-Germany history, gastronomic hot spots, medieval laneways and Petite France, known for its well-preserved half-timbered homes.

Today, the ship arrived in Ludwigshafen, Germany, where attendees were bused to old-world Heidelberg, home to castle ruins, one of the oldest universities in the world, wine tastings and, yes, Christmas Markets, where mulled wine lives.  

A little shopping – OK, maybe a lot of shopping – was definitely part of the fun.

Later this week, the Avalon Panorama will cruise the Rhine Gorge, a scenic valley dotted with beautiful castles, and then do an overnight in Rüdesheim (Germany), where the markets are also open.

Here, attendees will travel to places like Koblenz, which sits at the confluence of the Rhine and Moselle rivers, where history dates back to Roman times.

“The Rhine is the most popular rivers for cruisers,” Hoffee told PAX. “It’s a magical river – especially at Christmas. Every area has a unique Christmas market theme. Advisors will see the variety you can get on the Rhine.”

The voyage will then continue to Speyer, with advisors venturing into Frankfurt—Germany’s premier financial, cultural, and tourist hub—before concluding in Breisach, a launch pad for Freiburg, located in the foothills of the Black Forest, and the Instagram-worthy town of Colmar in France’s Alsace region, renowned for its early Renaissance buildings and "Little Venice" canals.

All about value

Happening in the background is “Avalon Choice,” the brand’s all-included excursion program, which allows guests to personalize their trip.

Guests can choose from "Classic” (sightseeing with local guides), "Discovery” (activities, like cooking classes, focused on culture, cuisine, and local life) or "Active" (hiking, cycling) options to suit their pace and interests – at no extra cost.

“There’s great value when you travel with us because you have so many different choices of excursions,” Hoffee said.

Combine that with Avalon’s onboard experience—which includes alcoholic beverages at lunch and dinner, plus a nightly happy hour—and "it really is an all-inclusive vacation,” Hoffee said.

A “win-win-win-win”

Suzanne Acton-Gervais, president of ACTA, called the River Cruise Summit “a living example of what partnership and industry collaboration looks like.”

“It’s an incredible opportunity for advisors to tool up and gain more expertise,” she told PAX earlier today in Heidelberg.

This week’s itinerary on the Rhine is a “win-win-win-win,” she said, because advisors can discover river cruising, enjoy it off-season, explore destinations they may never have visited before, and experience the magic of Europe’s Christmas markets.

The Summit, aligned with ACTA’s commitment to education and professional development, also gives the ACTA team a chance to connect with members face-to-face.

“We gain insight into what matters most to them, how their business is being impacted, and how we can help them thrive,” said Acton-Gervais.

And the camaraderie on board is real. At any moment, you’ll see advisors supporting one another—sharing best practices, collaborating on challenges, and offering solutions for each other’s bookings.

“From day one, everybody has been smiling, laughing and interacting,” Acton-Gervais said. “There’s such a positive energy on board.” 

Seeing is believing

The Summit is also designed to clear up common misconceptions about river cruising – mainly, the belief that it’s sedentary and solely for older people.

“The reality is that river cruising is a fit for all travellers. It spans generations,” Hoffee said.

Summit attendees will see how river cruising blends an active itinerary with the chance to explore numerous destinations in a short time—all from the comfort of a luxurious, floating boutique hotel.

“River cruising is a ‘seeing is believing’ experience,” Hoffee continued. “We know that when an advisor travels with us – or any river cruise line – they will come back energized and excited about the product. They’ll know how to sell it and identify the right customers.”

It’s a timely conference as well, given that river cruising “has never been more popular.”

“There are so many cruisers who still haven’t tried a river cruise,” Hoffee said.

Moreover, the river cruise industry is poised for continued growth.

“There are new entrants coming, new ports being developed and ones that will continue to be developed,” Hoffee said. “This travel style is really exciting. It’s the future of cruising.”

To see more pictures from the ACTA-Avalon's European River Cruise Summit, visit and “like” PAX’s Facebook page here.

Stay tuned as PAX brings you more coverage from the event. 

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