Azamara and Premier Golf target European links with new cruise packages

Azamara Cruises and Premier Golf have announced a global partnership to launch dedicated golf sailings. The programme will heavily feature itineraries across Europe, Britain, Ireland, and the Mediterranean.

European golf infrastructure forms a core pillar of the new product. Packages will grant passengers access to premium courses including Valderrama in Spain, Cabot Bordeaux in France, Royal Portrush in Northern Ireland, Kingsbarns in Scotland, and Old Head of Kinsale in Ireland.

This targeting of European links represents a push to capture high-value tourism spending. Golf travellers typically spend significantly more per trip than average tourists, generating vital revenue for local economies through green fees, hospitality, and extended stays. Azamara's model of extended port times—often ten hours or more—is built to facilitate this deeper economic integration.

The product is aimed squarely at golf enthusiasts, PGA Professionals, and affinity groups. Each sailing will carry an onboard PGA Professional to host lectures, social events, and curated experiences ashore.

To drive distribution, the companies are also targeting the business-to-business travel sector. A dedicated Premier Golf chapter will be launched within the Azamara World Academy, giving travel advisors specialised training to sell the golf cruise packages.

Jason Vallee, Chief Operating Officer of Premier Golf, noted that extended port times allow guests to truly immerse themselves in destinations. "From the fairways of Western Europe to the courses of Asia and beyond, our program will take our guests to places no golf travel program has reached in quite this way before," he said.

Dondra Ritzenthaler, Chief Executive Officer of Azamara, framed the move as a natural alignment of travel and golf. "Working with Premier Golf allows us to offer guests unique access to some of the world's most celebrated golf destinations while enjoying the comfort of our intimate ships," she said.

While the partnership spans multiple continents, including North America, Australasia, South America, and Asia, the dense clustering of iconic courses in Western Europe makes the region a primary commercial draw. Booking details and specific sailing dates are expected to be released in the coming months.