VIVA Boutique, the premium division of VIVA Cruises, has lifted the curtain on its 2027 shore excursion programme for Italy, designed to complement the debut of its new river vessel, VIVA UNIQUE. The ship will operate on the Venetian Lagoon and the Po River, with three distinct seven-night itineraries running from May through October, plus shorter winter cruises.
The themed sailings—'The Flavours of Italy', 'Timeless Journey Through the Lagoon', and 'Discovering the Legacy of Italian Masters'—all depart from Venice and delve into the region's culinary, historical, and artistic heritage. Each itinerary pairs onboard enrichment with a curated selection of shore excursions, ranging from half-day outings to full-day immersions, with options suited to various activity levels.
Highlights include a bike tour through the fishing town of Chioggia, a gastronomic walking tour in Bologna, and a guided exploration of Padua's architectural and artistic treasures. These experiences are designed to offer guests authentic, hands-on encounters with local culture, rather than passive sightseeing.
Michelle Daniels, director of sales for UK & Ireland and Australia & New Zealand at VIVA Cruises, emphasised the storytelling aspect of the programme: “Every destination along the Po has its own story to tell, and our new shore excursion programme allows guests to discover each one in an authentic and engaging way.”
Premium positioning and all-inclusive amenities
VIVA Boutique ships are positioned at the upper end of the river cruise market, with more than half of all accommodation in suites. The fare includes shore excursions, dining across three onboard restaurants, and Michelin-star-inspired culinary concepts. The all-inclusive package also covers premium beverages, complimentary High Tea, and other amenities aimed at a discerning, international clientele.
The launch of VIVA UNIQUE and its Italy programme comes at a time when river cruising in Europe continues to attract investment and innovation. VIVA Cruises, founded in 2018, has built a reputation for contemporary design and flexible travel experiences, and the new itineraries are expected to appeal to both first-time river cruisers and seasoned travellers seeking a more boutique, immersive option.
For travel advisors, the 2027 season offers a fresh product to sell to clients interested in Italy's rich cultural tapestry. The themed approach—food, history, and art—provides clear hooks for niche marketing, and the inclusion of shore excursions in the fare simplifies the booking process for agents.
VIVA Boutique's expansion aligns with broader trends in the cruise industry, where experiential travel and small-ship intimacy are increasingly valued. As river cruise lines compete for a share of the premium market, the ability to offer unique, locally immersive shore programmes becomes a key differentiator.
With the Po River and Venetian Lagoon as backdrops, VIVA UNIQUE is set to offer a distinctly Italian journey. The ship's design, combined with the new excursion portfolio, positions VIVA Boutique to capture travellers seeking a deeper connection to the destinations they visit.
For more on how river cruise operators are innovating, see our coverage of Uniworld's 2028 fleet expansion. And for other luxury travel developments, check out La Dolce Vita Orient Express's golf itineraries.
