Germany witnessed a surge in river cruise bookings, coinciding with Euro 2024.
- Riviera Travel experienced a 20% boost in bookings during this period.
- The rise covered various itineraries including Cologne and the Rhine Gorge.
- The Euro 2024 tournament began on June 14 and concluded on July 14.
- Holidaymakers appeared influenced by the tournament to plan their next trips.
Germany’s renowned river cruise sector saw an impressive 20% increase in bookings during the Euro 2024 football tournament, as reported by Riviera Travel. This substantial growth was noted over the four weeks from June 8 to July 12, coinciding with the tournament that Germany hosted.
The surge in bookings covered a range of itineraries offered by Riviera Travel, such as journeys through Cologne, the Rhine Gorge, and Medieval Germany. These itineraries additionally included explorations of the enchanting Rhine and Yuletide Markets, alongside gastronomic experiences focused on Switzerland and the Rhine, demonstrating the diversity of options that appealed to travellers during this period.
Euro 2024, a significant sporting event, kicked off on June 14 and culminated in Berlin on July 14, creating a captivating backdrop for potential holidaymakers. This occasion seemed to inspire many viewers who were engrossed in the matches to simultaneously contemplate their forthcoming holidays.
Will Sarson, product director at Riviera Travel, acknowledged that while the football tournament’s outcome might not have met all the expectations of England supporters, the event undoubtedly spurred interest in their holiday offerings. He highlighted the allure of their Rhine itineraries, which promise engaging experiences such as discovering medieval Germany, enjoying festive sailings through Christmas markets, or indulging in unique food and drink on a gastronomy-themed voyage. “While the end result to Euro 2024 was not the one that all England fans were hoping for, it’s clear that many who tuned in to games over the last four weeks were also thinking about their next holiday while the action was taking place,” said Sarson.
The Hohenzollern Bridge in Cologne, often featured in promotional materials, became symbolic of this travel surge. The picturesque setting not only acted as a visual draw for tourists but also became an emblem of the increase in cruise interest during the tournament period.
Riviera Travel’s experience underscores a unique intersection between major sports events and travel planning, highlighting an opportunity for growth in the sector.
