Thurgau’s regional routes offer a better answer to lookalike river cruises

An 11-day journey between Berlin and Saarbrucken aboard the Thurgau Saxonia gives Thurgau Travel something more distinctive to sell than another promise of onboard luxury. I like that choice. A different itinerary offers passengers a concrete reason to consider an operator, rather than asking them to compare competing descriptions of comfort.

The sailing is one of four new regional routes in Germany in Thurgau’s 2026 program, expanding its offering beyond the Rhine and Danube. The company is also renewing its fleet, with the Thurgau Avanti due in May 2027 and the newly announced Thurgau Arva planned for summer 2028. But the itinerary expansion deserves more attention than a supporting role in a newbuild announcement.

Thurgau Travel Germany managing director Tim Starke said guests are looking beyond established river-cruise destinations toward smaller towns, distinctive landscapes, regional stories and themed travel experiences. That is the company’s assessment of demand, rather than evidence that every unfamiliar route will sell. Still, putting actual departures behind that assessment is a useful commitment.

Managing director Daniel Pauli-Kaufmann described the lesser-known waterways as a deliberate addition intended to “reduce interchangeability and create river cruises with a stronger sense of place.” The ambition makes sense. The destination should do some of the work of distinguishing a cruise.

Two new ships and a departure

The Thurgau Avanti represents an investment of approximately 29 million Swiss francs and will measure 135 meters. Its accommodation plans list 82 cabins, four junior suites and four suites, alongside three restaurants and a private dining room.

Those dining options are more concrete than Pauli-Kaufmann’s broad promise of comfort, style and technology “at the highest level,” made while discussing the project with Cruise Industry News for its 2027 European River Market Report.

Hull construction is underway in Romania, with completion scheduled at TeamCo in Heusden, the Netherlands. Thurgau is seeking Green Award Gold certification for the Avanti. The Thurgau Gold, which entered service in 2023, already holds that status. Certification requires an onboard inspection and remains valid for three years from the inspection date.

The Arva is planned to accommodate around 190 guests and will use hybrid propulsion with battery storage for maneuvering. Its interiors will feature warm wood tones and natural materials. The name comes from the arve, the Swiss stone pine.

The renewal also means the Antonio Bellucci will retire after its final season in spring 2027. Built in 2012 by Vahali Shipyards in Belgrade, the vessel measures 110 meters and carries 140 passengers.

A clearer price is part of the offer

Thurgau has also decided against introducing fuel surcharges for the German-speaking market after Middle East tensions drove fuel prices sharply higher in 2026, according to Starke.

I welcome that decision. It gives substance to his stated priorities of reliability, transparency and planning security for guests and travel partners. A distinctive itinerary is easier to assess when the operator is not adding a separate fuel charge.

On competition, Pauli-Kaufmann was blunt: “products that are too similar will come under more pressure.” He is right to focus there. New ships can improve the holiday, but their novelty has an expiry date. Thurgau’s more durable opportunity is to sell journeys that passengers cannot readily substitute with another operator’s departure.