Rowe was part of the original start-up team at A-Rosa more than 20 years ago and rejoined the line in 2015 to launch it to the UK market, which saw her spearhead its B2B strategy.

A-Rosa credited Rowe for steadily growing the brand into "the recognised name it now is within the river cruise sector". She will depart A-Rosa at the end of October "in order to pursue new challenges".

“After dedicating so much of my career to A-Rosa and the wonderful river cruise industry I am so passionate about, the time has come for me to pursue the next chapter in both my career and in my personal life.

"I have loved building the A-Rosa brand in the UK and I will always be grateful for the ongoing support of the entire travel industry community throughout this journey and beyond."

Rolf-Dieter Maltzahn, chief executive of A-Rosa Flussschiff GmbH in Rostock, added: “I would like to thank Lucia for her dedication to A-Rosa and the UK market, building it into the recognised B2B brand it is today.

"We see great potential in the UK market and in working with our valued UK travel agents and distribution partners. We are currently redefining our overall international strategy, which includes the UK, and will announce further details in due course.”