Norwegian Cruise Line (NCL), one of the “big three” global players in cruise travel, officially launched its newest ship – Norwegian Aqua.

 

• Making waves on her maiden voyage in Europe, this 20th addition to the fleet signifies more than just a new ship.
• Norwegian Aqua is a new chapter for the NCL brand and its passengers around the world, including the growing South African cruise market.
• NCL pioneered several “firsts” in the cruise industry, including the first private island, a combined air-sea program, and the concept of “Freestyle Cruising”.
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The Norwegian Aqua hosted over 2’000 specially invited guests aboard for her first sailing, offering an exclusive taste of what’s to come before her official christening in Miami in April 2025. As the first vessel in the next-generation Prima Plus Class, Aqua builds upon the innovative legacy of the award-winning Prima Class, introducing a series of industry-first experiences and design enhancements to deliver what NCL proudly calls ‘MORE’.

 

A Floating Resort For The Modern Traveller

The Sandton Times caught up with Kevin Bubolz, Vice President & Managing Director for Continental Europe, Middle East & Africa at Norwegian Cruise Line, aboard the Norwegian Aqua as she made her maiden journey from Southampton to Bruges and back.

 

Reflecting on the ship’s transformation from raw steel and cables to finished luxury liner, Kevin praised Italian shipyard Fincantieri’s ability to deliver such a complex vessel on time and in spectacular fashion.

A always, the team pulled it together. You step onto the finished ship and you’re just amazed.

// Vice President & Managing Director for Continental Europe, Middle East & Africa at Norwegian Cruise Line, Kevin Bubolz

 

Now that the ship is operational, the real journey begins: bringing Aqua to life for the world.

We actually started the sales two years ago, based only on renderings. Now, with the ship in the water, with real guests and real photos, it’s game time.

// Vice President & Managing Director for Continental Europe, Middle East & Africa at Norwegian Cruise Line, Kevin Bubolz

 

South Africa’s Cruise Curve Is Rising

South Africans are increasingly setting their sights on the open sea.

Last year we saw double-digit growth from South Africa. People are moving beyond typical beach destinations like Mauritius and exploring the Med, Northern Europe, even Asia — all via cruising.

// Vice President & Managing Director for Continental Europe, Middle East & Africa at Norwegian Cruise Line, Kevin Bubolz

 

With NCL’s ‘Free at Sea’ offer, South Africans are discovering the value of cruise holidays. The package includes premium brand drinks, specialty dining, Wi-Fi, and more – a land-based all-inclusive resort, but at sea.

You unpack once, and your floating resort takes you to different ports and even countries. Meanwhile, you’re watching Broadway-calibre shows and dining at one of 17 restaurants.

// Vice President & Managing Director for Continental Europe, Middle East & Africa at Norwegian Cruise Line, Kevin Bubolz

 

International Appeal, Flexible Fleet

Though NCL has Norwegian roots and American ownership, the guest list is global. Kevin revealed that an average NCL cruise welcomes guests from over 60 different nationalities. While North America still dominates with 17-million cruise passengers annually, Germany now claims the second-largest cruise market globally, signalling how widespread the appeal of cruising has become. In terms of fleet planning, NCL has orders in place until 2036 – a powerful vote of confidence in cruising’s future.

It’s a huge commitment, but it’s data-backed. Only 2% of the global leisure travel market currently cruises. The growth potential is massive.

// Vice President & Managing Director for Continental Europe, Middle East & Africa at Norwegian Cruise Line, Kevin Bubolz

 

What about the older ships in the NCL line-up? Kevin shared that while some of the current ships are over 25 years old, they typically remain in service for around 30 years before finding a second life with another operator. Meanwhile, the company will maintain a flexible fleet with varying ship sizes tailored to different destinations and experiences.

 

Raising the Bar At Sea

The Norwegian Aqua doesn’t just float – she dazzles. With upscale design and an impressive range of new features, this ship is crafted to elevate every facet of the cruise experience. At the heart of her headline innovations is the Aqua Slidecoaster – the world’s first hybrid rollercoaster and waterslide – serving up the fastest and longest thrill ride at sea.

 

Also grabbing attention is the Glow Court, a digital sports complex that morphs from interactive LED court by day to a nightclub-style venue by night. Families and gamers will be at home in the new Aqua Game Zone, reimagining NCL’s Galaxy Pavilion with a blend of retro arcade hits, VR adventures, and multiplayer gaming.

 

And the entertainment? Pure showbiz. Norwegian Cruise Line (NCL) has been scaling back the number of Broadway-style productions across its fleet, shifting focus toward more original, in-house entertainment. According to NCL, this move is largely influenced by guest feedback favouring shows with well-known songs, shorter run-times and easier to follow storylines.

 

Aboard the Norwegian Aqua, guests can still enjoy spectacular performances, including a stunning tribute to Fleetwood Mac’s iconic Rumours album, Revolution: A Celebration of Prince – a high-energy homage to the legendary artist – and Elements: The World Expanded, a reimagined showcase blending acrobatics, illusion, and visual artistry inspired by the four natural elements: fire, water, air, and earth.

 

The Aqua Era Begins

As the Norwegian Aqua sets sail, she’s not only cruising – she’s charting a new course for the brand and for global cruising itself. From jaw-dropping onboard experiences to increasingly diverse guests and growing markets like South Africa, NCL’s latest launch is a floating symbol of the industry’s transformation.

We’re here to help people experience more at sea — to relax, to explore, to connect. That’s what the Norwegian Aqua is all about.

// Vice President & Managing Director for Continental Europe, Middle East & Africa at Norwegian Cruise Line, Kevin Bubolz

 

With new ships on the horizon and a world of itineraries waiting to be explored, the only question that remains is: where to next?

 

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