Viva hailed the agreement “a significant milestone” allowing it to tap into Cruise Plus’s “extensive network and innovative booking solutions”.

More than 400 UK travel agents experienced Viva Cruises ship Viva One at the Clia RiverView Conference this week. Viva’s chief executive Andrea Kruse said: “This collaboration with Cruise Plus marks an exciting chapter for Viva Cruises. 

“By integrating our itineraries into the Cruise Plus platform, Viva Cruises is expanding its reach and providing travel agents with a new premium river cruise experience for their customers.”

Mark Henderson, Cruise Plus’s head of specialist product, added: “Our commitment to enhancing the travel agent experience aligns perfectly with Viva Cruises’ mission of delivering exceptional journeys to its guests. 

“With this agreement, we are streamlining the booking process, allowing agents to focus on what they do best: creating unforgettable memories for travellers.”

Founded in 2018, Viva Cruises became the first in-house tour operator of Swiss shipping company, Scylla AG. Viva already operates a European-based fleet including two new-builds and another due to launch at the end of this year.