New Azamara destination initiative ‘extends beyond traditional shore excursions’

A new ‘live like a local’ initiative by Azamara Cruises aims to enhance its focus on destinations.

The approach extends beyond traditional shore excursions to encompass “genuine cultural immersion opportunities”.

Small-group excursions guided by local people, exclusive entry to regional festivals and artisan workshops, culinary activities and access to cities during off-peak hours when tourist crowds have dispersed will be featured.

The scheme will be introduced on sailings in the Mediterranean between autumn 2026 and spring 2027.

The new proposition highlights sailings during quieter months of the year “without the hustle and bustle of the peak holiday season”.

UK & EMEA managing director David Duff said: "We’re witnessing a fundamental transformation in how discerning travellers approach their travels. 

“Today people are increasingly seeking authentic, immersive experiences that transcend conventional sightseeing and deliver genuine insight into local culture and community traditions. 

“Rather than accepting surface-level tourist attractions, travellers crave meaningful opportunities to forge connections with locals, embrace different perspectives and gain authentic glimpses into how people truly live, work and celebrate in the places they visit. This evolution transforms their travel experiences from passive observation into dynamic cultural exchange.

"Whether it’s savouring the golden hour tranquillity of a French Riviera coastal walk, participating in the centuries-old tradition of truffle hunting in Italy’s rolling countryside, or sharing stories over meze in a family-run Greek taverna, our guests will be able to experience these destinations, without the performance, discovering instead the genuine authenticity, rich flavours and inherent charm that make each place truly extraordinary."