Scenic Group, the river, luxury yacht and touring operator established in 1986, has announced a substantial pipeline of vessels and product developments as it marks its fortieth year of operations. Founded in Newcastle by Glen Moroney as a domestic coach tour company, the enterprise has evolved into a global provider of premium cruise and travel experiences with operations across rivers, oceans and expedition destinations.
During the company’s annual Night of Stars event in Sydney, the General Manager Sales and Marketing for Australia and Asia Pacific indicated that further developments were forthcoming and that the expansion trajectory would continue beyond the current fleet commitments. The gathering, which recognises high-performing travel partners, was described as a reflection of the company’s momentum and as an indication of its future direction.
Over the past three decades, the company introduced balcony-equipped river vessels that influenced the European river cruise sector, later expanded into expedition cruising with the development of a luxury discovery yacht, and subsequently deployed boutique yachts in Europe and the Caribbean. Management confirmed that the fortieth anniversary period would be characterised by continued investment in innovation and fleet growth.
Vessels currently under construction include the yacht Emerald Kaia, the river ships Emerald Astra and Emerald Lumi, and a new class of discovery yacht named Scenic Ikon. These assets are being built at company-managed shipyards in Vietnam and Croatia under direct oversight. The integrated approach to design and construction has been presented as a strategic advantage, allowing control over product specifications and operational standards from inception to deployment.
The company highlighted measurable growth in its distribution network, noting that a decade ago only 3 travel agencies generated revenue between 5 and 10 million dollars annually through Scenic products, whereas the number has risen to 59. The expansion of high-performing partners was presented as evidence of broader market penetration and stronger commercial relationships. According to management, travel demand has recovered significantly, with clients increasingly undertaking longer journeys and combining multiple product categories across destinations.
Scenic Group employs more than seven thousand people worldwide and currently operates or has under construction approximately 25 vessels across its brands, including Scenic Luxury Cruises & Tours and Emerald Cruises. The fleet encompasses European river ships, Southeast Asian river vessels, expedition yachts and ocean-going yachts. Scenic operates 15 river ships and two luxury discovery yachts, while Emerald manages 10 Star-Ships in Europe and along the Mekong, along with three yachts and additional units scheduled for delivery. Further yacht introductions are planned for 2027 and 2028, supporting a 5-vessel fleet designed to carry 548 guests on intimate Mediterranean and Caribbean itineraries.
A key development within the expedition segment is Scenic Ikon, positioned as a next-generation discovery yacht that builds upon the operational foundation established by Scenic Eclipse. The company has confirmed that Scenic Eclipse will return to Australia and be homeported there in 2028, a move described as reinforcing commitment to the Australian market and enhancing access to expedition cruising for regional travellers.
Growth has also been evident within Emerald Cruises, the contemporary brand within the group. Its river programme continues to introduce new-generation vessels featuring updated design, enhanced technology and guest-focused improvements. Expansion into the Seine is scheduled for 2027, broadening the European river network. In parallel, the yacht fleet is expanding to support small-ship ocean itineraries in warmer regions.
Emerald has also reintroduced land-based touring programmes, with Africa, Egypt and Japan identified as priority markets. The strategy is intended to complement cruise itineraries and enable integrated multi-destination travel products.
Company leadership emphasised that the vertical integration of ship design, construction, operations and commercial management under one organisational structure provides operational control and flexibility. That model, it was stated, enables continuous innovation and responsiveness to market expectations.
As the company enters its 5th decade, its trajectory is defined by sustained fleet investment and product diversification. The developments announced during the anniversary year suggest that growth in scale and capability will remain central to its strategy, while maintaining its focus on premium travel across rivers, oceans and expedition routes.