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July 9, 2025

In the world of tourism and travel, experience has become the beating heart of the luxury concept. Scenic Group, which encompasses the brands Scenic Luxury Cruises & Tours and Emerald Cruises, stands out as a strategic partner for travel agencies and tour operators specializing in the luxury and tailor-made segment.

The group’s offering combines elegance, technology, sustainability, and high-level cultural content, redefining the way we experience cruising. Scenic Group’s strength lies in its ability to offer a wide variety of travel experiences, all tied together by a common thread: excellence. On one side, river cruises aboard the elegant Scenic Space-Ships and the refined Emerald Cruises vessels, both conceived as floating boutique hotels navigating the most iconic rivers of Europe and the world. On the other, luxurious ocean cruises aboard the innovative Discovery Yachts Scenic Eclipse and Scenic Eclipse II, designed to take travelers to the most remote and fascinating places on Earth—from the poles to the Galápagos—offering a unique and sophisticated exploration experience. The fleet also includes ocean yachts such as Emerald Azzurra, which expands the group’s offerings with exclusive journeys that blend comfort with authentic itineraries in both European and international destinations.

This dual nature allows Scenic to meet a wide range of desires and traveler profiles: from those wishing to explore Europe’s cultural cities along the Danube, to those dreaming of five-star journeys to more exotic or polar destinations. For travel agencies, it means being able to create personalized itineraries based on a platform of the highest quality.

The Scenic Eclipse Discovery Yachts are among the most innovative vessels in the luxury cruise sector, with a maximum capacity of 228 guests (limited to 200 in Antarctica), ensuring an intimate atmosphere and highly personalized service. The suites, all featuring a private veranda, strike the perfect balance between elegant design and functionality. Onboard, guests can enjoy ten restaurants, a world-class spa, a theater for lectures and entertainment, as well as helicopters and a submarine for exclusive marine explorations. Discovery Leaders—naturalists and scientists—accompany every land excursion, offering engaging insights that make the cruise educational, exciting, and transformative. Meanwhile, the Emerald yachts, such as Emerald Azzurra, represent the group’s latest ocean offering, combining elegance, comfort, and exclusive itineraries along picturesque coasts and exotic destinations. These luxury yachts cater to travelers seeking exclusive experiences with a more intimate atmosphere, while maintaining a high level of service and personalization.

This drive for exploration does not come at the cost of comfort—in fact, it enhances it. The Discovery Leaders—experts in natural sciences, geology, history, and marine biology—accompany each shore excursion with in-depth and compelling storytelling. The result is a cruise that is educational, exciting, and deeply transformative. Ideal for a cultured, discerning audience seeking authentic contact with the environment. On the river side, Scenic’s and Emerald Cruises’ Space-Ships offer spacious suites, often with panoramic balconies that convert into enclosed verandas, high-quality dining, and authentic excursion programs that favor direct interaction with local culture. Destinations include major European rivers such as the Danube, Rhine, Rhône, and Seine, as well as more exotic itineraries like the Mekong. Each route is designed to offer a deep understanding of the local culture, with exclusive events such as concerts in private castles, tastings in historic cellars, or dinners with regional chefs.

The story of Scenic Group is a testament to continuous growth, innovation, and a commitment to excellence in the luxury tourism sector. Founded in 1986 in Australia, Scenic began its journey with exclusive tours along the Great Ocean Road, a spectacular route that immediately highlighted the group’s passion for authentic experiences and attention to detail. In the years that followed, Scenic progressively expanded its offerings, going global and embracing destinations across Oceania, Europe, Asia, Africa, Latin America, Canada, and Alaska. The ability to adapt and innovate has enabled Scenic to anticipate and lead changes in luxury tourism, always placing the traveler at the center of an experiential narrative.

A key moment in the group’s history came in 2006, when Scenic introduced river cruises in Europe. This move represented a true revolution: Scenic brought the concept of luxury and personalization aboard ships designed to offer maximum comfort and refined design, giving rise to the iconic Scenic Space-Ships. These vessels are conceived as floating boutique hotels, capable of navigating through the most scenic rivers—like the Danube, Rhine, Rhône, and Seine—with impeccable service and curated cultural itineraries. In 2008, Scenic took another major step forward by entering the shipbuilding industry directly. This allowed the group to fully control the quality of its vessels, creating state-of-the-art ships in terms of design, technology, and sustainability. By 2016, the fleet had grown to include 13 river ships operating in Europe, solidifying Scenic’s position as a leader in the luxury river cruise segment.

Alongside the expansion of river cruises, Scenic Group has also made significant investments in the luxury ocean cruise segment. In 2019, Scenic Eclipse was launched—the first of a new generation of Discovery Yachts, revolutionary in capacity, technology, and exploratory destinations. These yachts are designed for journeys to the most remote and untouched corners of the globe, offering a unique experience that combines luxury, adventure, and environmental respect. Alongside Scenic Cruises, the group developed Emerald Cruises, a complementary brand aimed at expanding the offering, with a fleet of river and ocean yachts that combine comfort, elegance, and exclusive itineraries. Emerald Cruises quickly established itself as a top choice for sophisticated travelers seeking more intimate and personalized explorations.

Scenic Group also continually invests in innovation—not just technological but also environmental. Scenic doesn’t treat sustainability as a trend, but as a deep and structured commitment to creating a tangible positive impact. At the heart of this philosophy is the “Cherish the Planet” program, developed in alignment with the United Nations Sustainable Development Goals (UNSDGs). The program outlines six key areas of action with clear priorities and measurable goals for continuous improvement. The objective is to leave the smallest environmental footprint possible while ensuring authentic and enriching relationships with the communities visited. This is why Scenic places special attention on reducing CO₂ emissions: ships are designed and operated to minimize fuel consumption and environmental impact, with support from independent organizations like Ecollective to measure and monitor the average carbon footprint of guests and set concrete targets.

Over the course of more than 35 years, Scenic Group has established itself as a global benchmark in experiential luxury tourism, thanks to a winning combination of innovation, attention to detail, sustainability, and authenticity. Its continuous evolution reflects the desire to offer not just trips, but memorable and transformative experiences that meet the expectations of an increasingly discerning and conscious international audience.

Don’t miss news, updates, and reviews of Scenic Group on Cruising Journal, with photos, videos, and featured cruise deals.

Giorgia Lombardo

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