The launch of the first luxury cruise on Colombia’s Magdalena River brings a whole new opportunity for agents to offer clients a fresh destination. It marks something of a full-circle moment for this brand too, since this continent is where one of its co-founders first got his taste of river cruise.
After graduating with his MBA, Rudi Schreiner spent seven months doing research on a raft on the Amazon in Peru, providing his first introduction to a life on the river and he would later go on to start AmaWaterways with wife Kristin Karst. Together they make for a very well-travelled couple, and it’s this globetrotting that Karst says has given them a strong understanding of what their customers want, and how that’s changing.
“Luxury travellers want the kind of space and the atmosphere we create onboard; they share common passions and want a relaxed modern luxury environment where they can come together,” says Karst, now in a new role as chief brand ambassador. “Luxury to us is about personalisation and also how we keep pushing on how we can stand apart.”
A pioneering voyage
The principal river of Colombia, the Magdalena has historically been a vital artery for commerce, culture, and transport, flowing 1,528km from the Andes in the south to the Caribbean Sea near Barranquilla. But it’s one of the least-explored rivers on the planet when it comes to tourism – particularly as a luxury river cruising destination.
AmaWaterways’ entry into Colombia isn’t just another pin in the map though, it’s a thoughtfully developed tourism initiative, forged in collaboration with ProColombia and local communities.
Karst talks passionately about researching the destination and her experiences there, and says that sustainability and authenticity were at the heart of every decision, from the creation of the infrastructure needed to support the bold move, to building with local materials.
“No one has really developed leisure river cruising there. Yes – steamboats have been down the river before, but this marks a new tourism phase, and everyone is working together to realise this,” Karst says. “It needs an entire infrastructure that just wasn’t there and all this needs to be created in a sustainable way with very little ecological impact. Every decision we make has to be very well researched, and we are patient. As are our clients – and they trust us to deliver something they will love.”
The sleek 60-guest ship was brought to life by Colombian architect and interior designer Camilo Restrepo, while the interiors of the staterooms were designed by Barranquilla-based Marianna Schlegel Donado, of Casa Schlegel Donado. Ama Magdalena will offer two seven-night itineraries, Magic of Colombia and Wonders of Colombia, navigating between Cartagena and Barranquilla.
Cruises on the ship have already sold really well, perhaps justifying the risk of launching into a new destination like this, and it’s little wonder, as guests can expect experiences such as a private celebration of the world-renowned Barranquilla Carnival, jazz performances and heritage walks in the Unesco-listed town of Mompox, birdwatching of rare endemic species and visits to traditional river villages and stilt houses.
Of course, there’s also the chance to build in pre- and post-cruise stays in Cartagena, Medellin and Panama City, lengthening the South American adventure for clients. There are plans for a second ship too, with AmaMelodia set to debut later this year. And nor does Karst rule out future expansion beyond Colombia either: “Who knows what else we can offer in the future? I would love to see us build up the South America programme.”
Global growth, local soul
Founded in 2002 by Karst and Schreiner, along with the late Jimmy Murphy, AmaWaterways has grown into a 30-ship fleet spanning Europe, Asia, Africa, as well as newcomer South America. Yet, Karst says its focus has never strayed from striving to offer personalised luxury, cultural depth in the places it sails in, and innovation – whether that be in ship build or sustainability.
Ships like AmaMagna – which was revolutionary when it launched in 2019 at twice the width of traditional river vessels – highlight this evolution. Karst says AmaMagna was designed with luxury ocean cruisers in mind, those who would be appreciative of the space the ship is able to offer. With just 196 guests, it offers oversized suites, four dining venues, a Zen Wellness Studio – and even a pickleball court, a recent addition that plays into this rapidly growing sport.
Now with Catherine Powell as president, Schreiner as CEO, and Karst in her recently developed shift in role to chief brand ambassador, the company is looking ahead to future expansion, including plenty more new ships. “Our focus is on quality – our ships will be in the right places, and have real personality, and we have a goal of continuing to add two per year,” she says.
AmaLilia, an 82-passenger ship, started sailing the Nile in April 2024, and Karst adds that Egypt continues to perform well. “Egypt has been doing better than ever,” she smiles. “I was there myself in February with my own family. There is no risk there, it’s a great time to consider a Nile cruise.”
A year on and 102-guest AmaSintra made its debut this April as the line’s third ship on Portugal’s Douro river. Meanwhile in 2026, there will be another newcomer, this time on the Mekong.
Traveller trends
AmaWaterways is leaning well into current trends that seem set to become habit over the coming years, from slow travel to wellness. From plant-based menus and wellness hosts to shore excursions featuring hiking and biking, the line’s product is ever evolving, Karst says.
Off-season travel is also gaining traction. February sailings on the Danube, Douro, and Rhone were extended and sold out in 2024, with plans to repeat in 2025 and beyond. It’s a win-win Karst says: lower airfares, fewer crowds, and a boost for local economies during quieter months.
“We are also seeing more younger guests, and these travellers are tending to drink less alcohol, so we must have good options for them,” she says. “We see more multigenerational families come onboard too – maybe children are taking ageing parents away, or we see grandparents taking the kids [so-called ‘skip-gen’ travel], so we are catering to many different needs.”
Growing focus
With the US and Canada as its largest markets and Australia on a growth trajectory, the UK is likely to be next in line Karst says.
This market currently represents just 5% of AmaWaterways’ bookings, but Karst sees vast potential: “It’s the perfect market for us – you’ve got short flights to Europe, sophisticated customers, and a love for cultural travel. We’re expanding our UK sales team, ramping up fam trips and creating UK-specific promotions.”
She also remains sanguine about business on the whole, even if many geopolitical and economic woes continue to grab the headlines.
“Whenever something is down, it has to come back up,” she says philosophically. “There have been so many pendulums in this business but there is always light at the end of the tunnel. Every next year is always the best and there are so many exciting new things still to come.”
