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AMADEUS River Cruises, also known as Lüftner Cruises, is expanding its presence across South Africa
and selected African and Indian Ocean markets through Africa Trade Partners, a regional sales, market development, and trade representation support platform within The Miles Corporation (Pty) Ltd.
Created by The Miles Corporation (Pty) Ltd to provide a clear gateway for travel advisors, agency partners, direct clients, and regional enquiries, Africa Trade Partners builds on the relationship first established through Regal Escapes, the luxury travel brand founded by Thomas Matthew Miles-Nell and Alwin James Miles-Nell.
The platform is intended to support AMADEUS River Cruises / Lüftner Cruises with travel trade development, agency engagement, direct enquiry handling, product education, market communication, representation visibility, and regional growth, working closely with the team in Austria.
Africa Trade Partners has been structured to operate separately from Regal Escapes, allowing Regal Escapes to continue serving its private luxury clients while creating a neutral, trade-focused platform for agency engagement and AMADEUS brand development within the South African travel industry.
The initiative is intended to support the continued growth of the AMADEUS brand alongside existing industry partnerships and relationships already established within the market, while responding to growing travel trade interest in clearer local support and representation visibility for AMADEUS River Cruises in South Africa.
AMADEUS River Cruises is internationally recognised for its refined European river cruise experiences, combining Austrian hospitality, elegant design, and immersive itineraries across Europe’s most iconic waterways.
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Regal Escapes will continue to offer AMADEUS River Cruises as part of its curated luxury cruise portfolio.
Industry leaders gathered for the announcement that AMADEUS River Cruises, also known as Lüftner Cruises, is expanding its presence across South Africa in partnership with The Miles Corporation (Pty) Ltd, owners of Regal Escapes – their 5* luxury travel division.
