In June this year, AmaWaterways re-affirmed its commitment to the New Zealand market by hiring its first-ever Regional Sales Manager, Tracey Brennan, based in Auckland.
“Having only launched in Australia and New Zealand a little over a year ago, we are thrilled to be able to announce Tracey Brennan as our first-ever New Zealand-based salesperson,” said Steve Richards, Managing Director AUNZ AmaWaterways.
“Tracey’s experience and contacts will be invaluable to us as we continue to grow our presence in this key market.
“Tracey’s appointment is a testament to how much we value the Kiwi business and want to support them in growing their river cruise sales. Our launch motto has been ‘be easy to do business with, and be lucrative to do business with’, and this applies to the NZ market as well.”
Here, Brennan chats with travelBulletin about her new role at AmaWaterways, the invaluable insights she has gathered during her career and her thoughts on the current New Zealand cruising landscape.
How would you describe the last couple of months since you started your new job at AmaWaterways?
It’s certainly been a baptism of fire, but I thrive on being thrown in the deep end! From day one, it’s been an absolute joy to be part of the small yet remarkable team that Steve Richards has built for the AU/NZ market. Every member – whether in reservations or marketing – shares an incredible passion for what they do and a genuine love for the AmaWaterways brand.
I also had the privilege of dining with Kristin Karst, one of our owners, last Thursday. The feedback from New Zealand agents after her Cruise360 panel was unanimous – they found her warm, authentic, and down-to-earth. And that truly reflects the culture within this business.
I’ve been fortunate to work with some exceptional brands, but what sets Ama apart is the heart behind everything – from our trade partners to our guests. I’m genuinely excited and honoured to introduce the Ama way to the New Zealand market.
Can you tell me about your remit and what you will be focused on?
For me, it’s about building the AmaWaterways brand and showcasing what truly sets us apart in river cruising. Our approach is dynamic and focused on creating an elevated experience, particularly for active travellers and those seeking a strong wellness element – something that remains quite niche compared to what many other river cruise lines offer today.
As I often remind our trade partners, they’re already familiar with Ama and our ships from the days when APT chartered our vessels, before we went our separate ways earlier this year. Now, it’s about reintroducing Ama on its own terms and highlighting the unique value we bring to the market.
As you know, New Zealand’s cruise industry is going through a rough time at the moment. New Zealand Cruise Association’s Tansy Tompkins recently delivered a strategy on the support that’s required and a plan for the future. I’d like to hear what your opinion is on where things are at right now.
When it comes to outbound travel, the market is incredibly strong. We’re seeing a growing number of new-to-cruise clients who are eager to explore further afield, as well as a younger demographic. Many of them have previously sailed on close-to-home voyages and love the concept of cruising, but now they’re looking to expand their horizons and experience destinations beyond our backyard.
However, for close-to-home cruising, regulatory challenges remain a significant barrier. While cruise lines respect and understand the importance of biosecurity measures, the reality is that it’s extremely costly to bring a ship to New Zealand – before you even factor in tariffs, mandatory hull cleaning, and other compliance requirements. Unfortunately, the complexity of these regulations is making it increasingly difficult for cruise lines to operate here, and ultimately, it’s local agents and operators who will feel the greatest impact.
The concern is that the damage has already been done, and recovery will take time. To move forward, we need to rethink our approach on tariffs and ensure the right infrastructure is in place to support biosecurity in a practical, sustainable way, because right now, it’s simply insufficient. And this isn’t a quick fix; it will take years to rebuild.
Cruise lines plan their itineraries years in advance, with some having recently released their 2028 collection, if New Zealand was excluded now, realistically, we might not see those ships return until after 2030.
Are there any trends or opportunities for the NZ cruise industry that are under-the-radar at the moment?
We’re seeing a real shift in how people want to cruise. Many travellers still love revisiting destinations they’ve experienced before, but the way they want to engage with those places has changed. There’s growing interest in more niche experiences, such as themed itineraries. For example, Ama offers some incredible golf-focused cruises that are generating strong demand.
One of our most exciting developments is Colombia, which we launched in April this year. It’s a truly special story because it wasn’t just about creating an itinerary—it was a seven-year journey. Ama worked hand-in-hand with local communities from the very beginning, hosting town halls to ask, “This is what we’d like to do—how do you feel about us coming into your region?” The response was overwhelmingly positive.
Locals became part of the entire process—helping build the ships, joining our crew as captains, curating authentic land experiences, and even supplying fresh produce from local farms for our onboard cuisine. It’s about introducing new destinations in a way that feels genuine and respectful, and that’s something travellers value now more than ever.
Kiwis, in particular, are natural explorers. Post-COVID, many have ticked off their bucket-list classics, so now they’re looking for the next frontier – unique destinations where few have ventured. Everyone’s ticked off the polar of Antarctica and the Arctic and are now eyeing up their next adventure. Colombia? It’s the perfect opportunity to be a pioneer in an emerging destination.
You’ve developed quite a career in cruise and travel – you’ve worked at Scenic, Marine Tourism Holdings, Regent Seven Seas, Back-Roads and Cruise Holidays. What are some of the most invaluable lessons or insights that you’ve gathered about the industry from working at those businesses that you still think of today?
I think one of the most amazing things about the New Zealand travel industry is that everyone is just so well-connected, supportive, and so keen to collaborate in everything they do. When I was at Marine Tourism Holdings, the directors at the time were Chris Jacobs and Roger Dold. I started there in my first official repping job and they gave me so many opportunities to develop as a salesperson.
Then when they asked me to relocate to open their UK, Europe and Scandinavian operations, that was a real game changer for me, because it really built up my confidence and gave me a [strong] foundation. If you can share your passion and you can create the stories, the inspiration, and belief in what you’re representing, then people will come to you.
Why do you think now is the right time for Ama to focus on New Zealand?
It’s actually quite interesting, because when Steve Richards approached me for this role, I was originally in year three of their plan. Ama has only been up and running since March of last year. So the fact that, within 18 months, we have boots on the ground [in New Zealand], it shows the demand and the unique offering that we have. Kiwis want something different – that’s why it’s so timely.
Kylie Chapman, who’s the New South Wales sales manager looked after New Zealand, and built an incredible foundation for me to now launch everything off.
We’re seeing a lot of movement across brands, but there’s also a lot of collaboration between river and ocean companies, where they are combining diverse and dynamic itineraries together.
Having worked for some beautiful cruise lines, it’s really exciting to be able to talk to trade and consumers about combining comparable products, because it gives them the best of both worlds.
