Azamara’s New Program Turns Winter Mediterranean Cruises Into Local Experiences
The small-ship itineraries position advisors to sell Europe’s quieter months as moments of deeper connection.
Photo: Courtesy of Azamara
Azamara is taking its long-running Destination Immersion concept further with the launch of “Discover What the Locals Know,” a slate of new cultural experiences designed to place guests squarely in the rhythm of daily life across the Mediterranean. The initiative, rolling out for the winter 2026–27 season, underscores the line’s belief that its small-ship model and extended port stays can deliver what large-ship competitors cannot: unscripted, authentic encounters beyond the typical excursion roster.
Winter sailings in Europe are still a niche market, often considered shoulder-season filler. Yet Azamara is betting that cooler months offer a clearer path to the brand’s promise of cultural connection—fewer crowds, lower local demand, and more meaningful access to traditions and festivals that summer visitors rarely glimpse.
“Today’s travelers want to connect more deeply by sharing meals where locals gather, celebrating regional traditions, and exploring everyday life with a fresh perspective,” said Dondra Ritzenthaler, the line’s CEO. “That’s what ‘Discover What the Locals Know’ offers: a reimagined approach to cruise travel that brings guests closer to the heart of each destination.”
The program leans heavily on the cultural calendars of the destinations. Guests may visit an historic Florentine cinema during Festival dei Popoli, join Sicilians in celebrating composer Vincenzo Bellini’s birthday with a citywide concert, or experience Seville during its European Film Festival, part of a double overnight stay. Other itineraries highlight seasonal activities like olive harvesting in Liguria or holiday markets in Florence.
From a selling perspective, the line’s reliance on late nights and overnights remains the backbone. Advisors can emphasize that clients are not simply ticking off ports but can dine, shop, and celebrate on the same schedule as locals.
The format also provides flexibility for different types of guests: Some may choose to attend a nighttime festival, while others might linger over a late dinner in port without the constraint of a 5 p.m. sailaway. For clients already asking for “something different” in Europe, “Discover What the Locals Know” provides both a fresh talking point and a competitive edge in converting winter-season cruise business.
