In October 2026, Scenic Group is celebrating its anniversary with special initiatives for guests and partners around the world, alongside a development plan that will continue through 2028 and beyond. The programme includes new river ships in Europe and Asia, an expansion of its luxury yacht fleet and the debut of Scenic Ikon, with the aim of strengthening the Group’s position in the international luxury cruise market.
Founded in Australia in 1986, Scenic Group has gradually expanded its operations to reach destinations across all seven continents. According to Glen Moroney, the Group’s founder and chairman, this journey has been driven by a commitment to continuously enhancing the travel experience through innovation, fleet development and the exploration of new destinations.
Engaging with guests is one of the key pillars of this strategy. By managing its ships directly, from design and construction to day-to-day operations, the company can refine every aspect of the onboard experience and develop new standards in the luxury cruise segment.
The expansion programme will cover several geographical regions. In Europe, Emerald Lumi will enter service on France’s River Seine in 2027, expanding the river cruise offering of Emerald Cruises & Tours. In Asia, Scenic will introduce itineraries on India’s Hooghly River in 2027, while an additional vessel is scheduled to arrive in 2028 for operations on the Brahmaputra. In the same year, Scenic Spirit II and Scenic Spirit III will debut on the Mekong, strengthening the Group’s presence in Southeast Asia.
At the same time, the luxury yacht fleet will continue to grow. Emerald Raiya is expected to join the fleet in 2027, followed by Emerald Xara in 2028. The two vessels will help expand Emerald Cruises’ itineraries, which will also include the Seychelles. The year 2028 will also mark the return of Scenic Eclipse II to the Asia-Pacific region. Together with the arrival of Emerald Xara, this development will further consolidate the Group’s presence in the region.
One of the most eagerly anticipated projects is Scenic Ikon, which is scheduled to make its debut in the Mediterranean in April 2028. Its inaugural season will also include itineraries to Antarctica, further expanding the offering of the Scenic Discovery Yachts collection, dedicated to luxury cruising and the exploration of remarkable destinations. The arrival of the new vessel will mark another step in the development of the Group’s ocean cruise offering, combining comfort, high-end services and itineraries focused on discovery.
Throughout October 2026, guests travelling with Scenic and Emerald Cruises & Tours will be able to take part in culinary events, themed entertainment and special anniversary experiences. The programme also includes selected departures for members of the Scenic & Emerald Rewards loyalty programme. These include the annual Scenic Discovery Yachts Chairman’s Voyage in the United States, featuring events in Wilmington, Charleston and Key West, as well as a river cruise along the Rhine and Moselle, combined with a stay in Switzerland and an exclusive dinner in Lucerne hosted by the Group’s management team.
As Tom Goetter, Vice President of Hotel Operations for the Ocean division, explains, these initiatives provide an opportunity to share the company’s history with guests and recognise the contribution of the people involved in creating every journey.
To mark the anniversary, Scenic Group has also introduced a promotion for the US and Latin American markets. From 12 to 26 October 2026, customers can receive an additional discount of $200 per person on selected 2026 and 2027 departures by using code BOOST26. The offer applies to selected Scenic and Emerald river itineraries along the Rhine and Danube, specific Scenic Discovery Yachts departures in the western Mediterranean, and selected Emerald Yachts cruises in the Caribbean and Seychelles, with departures scheduled between November 2026 and March 2027. The promotion also gives travel advisors an opportunity to strengthen relationships with existing clients and introduce new travellers to the world of river and yacht cruising.
For Scenic Group, reaching the 40-year milestone is both a time to celebrate and the beginning of a new chapter, with a host of developments designed to give travellers more opportunities to discover the world. From river cruises in Europe to the landscapes of Asia and yacht itineraries exploring some of the world’s most captivating destinations, the Group continues to look to the future while remaining true to the values that have shaped its history: the joy of travelling, the discovery of new places and the care devoted to every guest.
Giorgia Lombardo
