Connections, which operates under the brand name Elegant River Cruises, has joined the Association of Cruise Experts.

The company, which offers a programme of five-star river cruises in Europe on vessels operated by Uniworld,  is the 35th member of the association.

Meanwhile, ACE is preparing for National Cruise Week which runs from September 7 to 14.

The trade is being encouraged to hold an event to promote cruising and highlight the choice available to consumers. Promotional packs have been sent out to thousands of agents.

ACE business development director Andy Harmer said: “Cruising is becoming even more popular but there are still some misconceptions about the industry, so inviting customers to a cruise event is an ideal way to show that there really is a cruise for everyone.”