Together We Are Stronger

Almost 18 years ago, Rudi, Jimmy Murphy and I started AmaWaterways with just a handful of dedicated employees. At that time, it was quite easy for us to exchange ideas, make decisions and execute plans that reflected our shared vision of creating a river cruise experience that we ourselves would enjoy. We vowed that our guests and crew would always be treated with the same respect and care that we extend to our family members. Given that we were starting a business soon after 9/11, we committed to follow a conservative growth plan that would allow us to grow our fleet while remaining debt free and ensure our strength in face of whatever challenges came our way.

While much has changed as AmaWaterways has grown from one ship to 24 ships, the importance of always having “options and optimism” has remained in the hearts of Rudi, Gary and I.

The travel industry is once again facing a tremendous challenge as we join forces to stop the spread of Covid-19. From an operational point of view, our teams around the world are working with our partners and community leaders to ensure the necessary protocols are in place to safeguard the health and safety of our guests and crews.

Just as important is the work we are doing with our valued travel advisors to protect the vacation plans of our guests and to best prepare for the future. The situation continues to evolve and the patience and understanding of our travel partners has been remarkable and truly demonstrates their value, professionalism and commitment to customer care.

While we have temporarily suspended our operations, the rivers keep flowing and our ships are patiently waiting to return once we are confident that we can safeguard the health and safety of our guests and crew. There is no doubt in our minds that travel will rebound and our cruise managers and onboard teams will once again have the enormous privilege of continuing our mission to create memorable river cruise experiences for our guests.

We thought it was timely to share our mission statement and the core values that guide our every decision as we manage the current challenges and prepare to move forward into the future.

Mission Statement: To personally connect with our guests and make a positive impact on the world so that every mile of the river cruise experience becomes one of their most cherished memories.

AmaWaterways’ Core Values - The 5 P’s


“Ama” means love – and we put love in everything we do. We believe wholeheartedly that if you love what you do, you won’t work a day in your life. Our staff and crew bring passion into their journey every day with AmaWaterways and always go above and beyond to ensure our guests have a memorable experience.


We are dedicated to making a positive impact on the world through our commitments to celebrating diversity, giving back to local communities and reducing our impact on the environment. Whether it’s learning about new cultures, supporting local economies or striving to eliminate single-use plastics on board and ashore, we believe that, together, we can make the world a more positive place – one river at a time.


Personal connection has been a fundamental value of our company since the very beginning and is the primary reason guests return to river cruise with us year after year. Our staff and crew are very passionate about getting to know both our guests and travel partners and strive to give you the very best personalized experience from the moment you book to the moment you disembark – and even after you’ve returned home.


One of our company mottos is: “Be extraordinary – together.” We are all a part of the same AmaWaterways family and our success depends on working closely with our travel partners, our shoreside colleagues and onboard crews all around the globe. Our willingness to collaborate and work together as a unified team – a family – is key to our continued success.


From the beginning, we have always been pioneers in the industry – and continuously create new innovations to enhance our guests’ river cruising experience. Whether it’s seeking out off-the-beaten-path destinations, offering exclusive excursions or providing new wellness activities and special packages on board, you can trust that AmaWaterways is always at the pulse of travel trends and innovates with your best interests at heart.

We are very passionate about our core values and hope that reading about them has given you peace of mind and pride in sharing those values as you plan your next river cruise with AmaWaterways!

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