The American Society of Travel Advisors (ASTA) announced that Celebrity Cruises will serve as the Title Sponsor of the ASTA River Cruise Expo for both 2026 and 2027. The collaboration marks a significant moment for the travel industry as Celebrity prepares to debut their transformative ships with open decks, spacious staterooms, unmatched dining and signature elevated hospitality on the Danube and Rhine.

The ASTA River Cruise Expo is the premier industry event dedicated exclusively to river cruising. The sold out 2026 Expo will take place March 11–15 in Amsterdam, Netherlands, bringing together hundreds of travel advisors and the world’s leading river cruise brands for immersive ship tours, educational sessions and networking. As Title Sponsor, Celebrity Cruises will be highlighted throughout the event, including at the Welcome Reception and a featured presentation during the General Session. Additionally, Celebrity executives will participate in a fireside chat with ASTA President and CEO Zane Kerby on March 13.

“Celebrity River Cruises is set to transform river vacations when the groundbreaking ships set sail on Europe’s iconic rivers in 2027 offering design innovations and unmatched hospitality,” said Katina Athanasiou, senior vice president of sales and service, The Americas at Celebrity Cruises. “Our partnership with ASTA creates unique educational and sales opportunities for the travel advisor community to engage with the new product, best positioning agents to sell into the product.”

Celebrity’s new river ships will combine the brand’s iconic Edge Series ocean ship design with European charm, while introducing innovations such as Skylight Infinite Balcony Suites, transformative open-deck spaces and elevated dining and beverage programs. Fares will include shore excursions, Wi-Fi and premium drinks, offering guests a seamless and indulgent experience that redefines river cruising.

Zane Kerby, President and CEO of ASTA, added, “The ASTA River Cruise Expo is more than an event; it’s a gateway for advisors to deepen their expertise, connect with supplier leadership and stay ahead of one of travel’s fastest-growing segments. We are delighted that Celebrity Cruises is not only entering the river cruise space but investing in the advisor community as our Title Sponsor for 2026 and 2027. Their involvement amplifies the value of the Expo and signals the momentum we’re seeing in river cruising.”

Celebrity Cruises’ partnership with ASTA reflects its deep commitment to strengthening relationships with the travel advisor community and supporting the continued growth of the river cruise segment. With its unmatched hospitality and focus on elevated, immersive experiences, Celebrity is poised to bring a new level of sophistication and excitement to river cruising when its first vessels set sail in 2027.