Travel advisors from Canada took part in a large river cruise expo in Amsterdam, where they joined more than 1,600 industry professionals. PAX News
Travel advisors from Canada joined hundreds of industry professionals at the annual River Cruise Expo held from March 12 to 16 in Amsterdam. The event brought together more than 1,600 advisors and cruise leaders for hands-on learning, ship tours, and live presentations.
Organizers hosted the expo in one of Europe’s busiest river cruise hubs, giving attendees a chance to explore ships and meet industry leaders face to face.
Learning Beyond Brochures
Ottawa-based advisor Sheila Gallant-Halloran returned for her second year, eager to build on her experience. She said the event offers something far beyond what brochures or online sessions can provide.
“Last year in Vienna was a turning point for me,” Gallant-Halloran says. “I said then that it gave me a level of insight you simply can’t get from brochures or webinars and that’s exactly why I returned.”
She explained that this year focused on deepening her knowledge, building stronger relationships, and improving how she matches travel experiences to her clients.
Hands-On Experience at Sea
Throughout the week, advisors moved between ships to compare layouts, services, dining options, and onboard features. They tested cabins, explored facilities, and even experienced entertainment programs.
Gallant-Halloran said this direct experience helped her understand the small details that matter most to travellers.
“That level of immersion is what allows me to truly understand—and explain—the differences,” she says.
She toured 16 ships during the event, noting that each offered a unique style and experience despite sailing similar routes.
Industry Leaders and New Trends
The expo also gave advisors access to senior leaders from major cruise brands. These conversations helped them learn about new trends and upcoming changes in the market.
Experts highlighted growing interest in personalized travel, with more clients looking for wellness trips, cultural experiences, and flexible options. Advisors also noted that travellers now book earlier and choose higher-end accommodations.
Gallant-Halloran emphasized that each cruise offers a different experience, even on the same river.
“While the river is the same, the experience onboard is very different.”
More Canadians Join In
This year’s event saw a noticeable increase in Canadian participation. Gallant-Halloran said she attended as the only Canadian last year, but this time, more professionals from Canada joined the expo.
She welcomed the growing presence and said it shows Canadian advisors want to strengthen their knowledge in this fast-growing travel segment.
A Valuable Investment
Renee Blokzyl, a travel advisor from Barrie, Ontario, attended for the first time after trying for several years to secure a spot. She described the experience as highly valuable for her business.
“The expo proved to be a remarkable business investment I feel will enhance my entire river cruise sales for the future,” she says.
She also praised the variety of ships, noting how each one offered a distinct atmosphere and design.
Changing Role of Travel Advisors
As the river cruise market grows, advisors now play a bigger role in helping clients choose the right experience. They no longer rely only on well-known brands but focus on matching trips to individual preferences.
“This is where I build the level of discernment my clients expect,” says Gallant-Halloran.
She added that understanding every detail helps create a better travel experience for clients.
Looking Ahead
The next River Cruise Expo will take place in Vienna in March 2027. Interest in the event continues to rise as more advisors seek deeper knowledge in this expanding sector.
