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40 Years of Innovation 

40 years in the making

Innovation has defined Scenic’s journey from its Australian beginnings in coach tours to a global fleet of luxury ships, now spanning all seven continents, across yacht and river cruises and handcrafted land journeys.

Today, that same spirit of innovation continues to drive the business forward, defining Scenic and its sister brand Emerald Cruises as global leaders in luxury travel.

“Innovation isn’t what we do - it’s how we think” 

40 YEARS OF FIRSTS

26+ SHIPS & YACHTS

100+ COUNTRIES WORLDWIDE 

For 40 years, Scenic Group has remained committed to one founding idea: that great travel should never stand still. Since our beginnings in Newcastle, Australia, in 1986, we have  grown to include Scenic Luxury Cruises & Tours, Emerald Cruises & Tours and Mayflower Cruises & Tours, offering river cruises, yacht cruises and land journeys across all seven continents.  

From the first custom-designed Scenic Space-Ship on European rivers to the first state-of-the-art Scenic Discovery Yacht with two helicopters and a submersible, every milestone in our history has come from asking the same question: what would make this better for our guests? 

Forty years on, that question still drives us. As we mark this milestone, we are focused on what comes next as much as we are on celebrating how far we have come. 

Innovation in every dimension

At Scenic, innovation has never been a single product feature. It is central to the entire guest experience.

Spa reception on with colourful coral-inspired mural

Ship design

Every Scenic and Emerald Cruises ship is now conceived, designed, built and delivered under the leadership of our dedicated team at MKM Yachts. This unique approach allows us to shape every aspect of the guest experience, combining world-class engineering with thoughtful design, luxury, wellness, and a deep sense of discovery. 

Butler serving breakfast on a private deck

Truly all-inclusive 

Scenic has defined the truly all-inclusive concept on the world’s oceans and rivers. Every detail is considered and included, from tipping and airport transfers to fine dining, beverages and curated experiences, so guests can focus on their experience, knowing everything they need and want is included.

Bridge monitor displaying Scenic Eclipse’s ship layout and tank levels

Exploration Technology 

Scenic pioneered the use of innovative technology to bring destinations closer, from headsets and tailored GPS devices on river cruises to cutting-edge navigation and polar capability on Scenic Discovery Yachts that open up new dimensions in discovery.
Chef using a blowtorch to prepare a plated dish

Culinary Excellence 

Exceptional dining is central to every Scenic journey. In France, Scenic Culinaire brings immersive, destination-inspired cooking demonstrations to our luxury river cruises while the Scenic Discovery Yachts elevate the culinary experience through world-class dining venues, menus inspired by locally sourced produce and cuisine that takes guests on a journey of discovery.
Salt therapy lounge with mosaic-tiled heated loungers

Wellness on the Water 

Scenic has long reimagined wellness at sea and on the river. From introducing Salt Therapy Lounges to luxury river cruising to creating world-class spa and holistic wellness experiences on board Scenic Discovery Yachts, our approach is centred on helping guests restore, rejuvenate and fully immerse themselves in every journey.
Scenic Enrich dinner at Angkor temple with Apsara performance

Destination Access 

From exclusive Scenic Freechoice excursions to Scenic Enrich experiences, we have consistently looked for ways to take guests further. Our approach to access is not just about the number of destinations, it is about real, local, genuine access to the places that matter.

Four decades of Innovation

Every year has brought a new chapter. Here are some of the milestones that have defined who we are.

Twelve Apostles limestone stacks beside the Great Ocean Road at sunset

1986

Scenic begins its story as Warrnambool Scenic Tours along Australia’s Great Ocean Road, quickly earning a reputation for exceptional, guest-centred service.
Three hikers on a forest trail above Lake Louise

1988

Evergreen Tours is acquired by Scenic Group, joining a growing portfolio of innovative travel brands while maintaining its distinctive focus on value and quality.
Guests beside a Scenic Tours Australia coach at Kata Tjuṯa

1993

Scenic leads the way as the first touring company to introduce coach double doors exclusively to the whole fleet, enhancing comfort, flow and ease of touring.

The Next Chapter 

By 2028, Scenic Group will operate 26 river ships and 8 yachts across Scenic and Emerald Cruises, reaching all seven continents and more than 100 countries. 

As Scenic celebrates 40 years, innovation continues to define every part of the business. From pioneering new travel experiences to designing,  building and operating our own ships, we remain focused on setting new standards in ultra-luxury travel. 

The spirit that has guided us for the last 40 years continues to drive every decision we make. 

Scenic Ikon Discovery Yacht CGI alongside a historic coastal town

Scenic Ikon

Launching 2028
Emerald Raiya Discovery Yacht CGI rendering at sea

Emerald Raiya

Launching 2027
Emerald Luna river cruise ship passing Les Andelys at sunset

Emerald Lumi

Launching 2027

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