VIVA Cruises, a European river cruise specialist, has joined the Irish Travel Agents Association (ITAA), reinforcing its commitment to Ireland's travel market. The membership follows the company's participation in the ITAA Awards and Holiday World Show in Dublin, where it engaged with trade partners and consumers.

Travel Daily Media reported that the move forms part of VIVA Cruises' broader growth strategy to establish a stronger foothold in the Irish market.

The company's premium river cruise offerings, often described as boutique hotels on water, have attracted interest from Irish consumers seeking alternatives to traditional short-haul holidays. VIVA Cruises entered the Irish market in late 2024 and has since gained traction with trade partners through flexible products and all-inclusive itineraries across European destinations including the Douro and Danube rivers.

Michelle Daniels, country manager for the UK, Ireland, Australia, and New Zealand at VIVA Cruises, said: "We felt it was an important step in our growth strategy to become a member of the ITAA. Being part of such a respected and established organisation reinforces our dedication and commitment to supporting the Irish travel trade."

Clare Dunne, chief executive officer of the ITAA, welcomed the membership, highlighting VIVA Cruises' reputation for innovation and quality in the cruise sector.

The company plans to deepen collaboration with Irish agencies throughout 2026 by offering educational opportunities, trade training, and dedicated support to travel professionals. This approach demonstrates how association membership enables international operators to access structured networks, build credibility, and scale operations within established markets.

View the full announcement on VIVA Cruises' strategic expansion into Ireland's travel trade sector.