Scenic Story

Curated luxury all-inclusive river cruises

From humble beginnings in Newcastle, Australia, to a global company with business centers in Australia, New Zealand, Switzerland, USA, Canada, and the UK, Scenic is a true success story within the travel industry. The Scenic story began in 1986, when our founder Glen Moroney began operating coach tours throughout Australia, quickly expanding into New Zealand, Norfolk Island, and South Africa. By the end of the decade Scenic was hosting tours to Canada and Alaska, and in 2008 we launched our unique Space-Ships and began offering luxury all-inclusive river cruises throughout Europe. In 2019, Scenic will enter a new chapter in its journey with the launch of its first ocean cruising vessel, Scenic Eclips

Back in 1986 I began hosting packaged holidays for Melbourne-based seniors clubs along Australia’s famous Great Ocean Road to the small coastal town of Warrnambool. Warrnambool Scenic Coach Tours became remarkably successful in a very short space of time and allowed me the opportunity to expand to offer more variety in itineraries.

By the late 1980s we were expanding rapidly and offering tours to destination events such as World Expo ’88 in Brisbane and The Phantom of the Opera, which saw us recognized as Australia's largest coach operator to this musical spectacular which played in Australia’s major capital cities. Our Caliber of tours and increasing popularity was the catalyst for the company’s name change to Australian Scenic Tours and we purchased our first coach in 1989. Our continued growth ensured we could commission a custom-built fleet of 5-star Mercedes Benz coaches.
Scenic Jewel
In the early 1990s we developed a successful program of tours across both Australia and New Zealand, followed by Norfolk Island in 1997 and Southern Africa in 1998. By the end of the decade we had expanded to host tours to Canada, Alaska and USA and refreshed our company name to Scenic to reflect the international tour programs now offered.

Today we are the leading touring company to Canada and Alaska and continued overseas expansion has been a focus for us, and we now operate itineraries on every continent.
2008 hailed the beginning of a new chapter for Scenic, with the launch of our exclusive Scenic ‘Space-Ships’ for Europe.  Widely acknowledged as the finest on Europe’s waterways, our fleet of Scenic ‘Space-Ships’ have been designed to provide the best in passenger comfort, boasting unrivalled space, luxurious amenities and two full decks of Private Balcony Suites which feature full-size, private outdoor balconies adjoining the spacious internal cabins, a choice of dining and the option to enjoy private butler service. In July 2008 our first luxury river cruise ships Scenic Sapphire and Scenic Emerald were launched.

I’m so proud that Scenic is still a private, Australian-owned company, employing staff and tour crew worldwide. We are truly global, operating hundreds of extended touring programmes to many exotic domestic and international destinations. I find it personally rewarding that so many of our guests choose to travel with us again and again.
scenic spirit ship
The launch of Scenic Spirit, the latest addition to our state-of-the-art Space-Ship fleet, heralds an encompassing global vision for luxury travel, and a truly international team—headquartered in Australia with business centres in New Zealand, Switzerland, the United Kingdom, Canada and the USA. Now rebranded as Scenic, we embrace our renewed passion and continual commitment to delivering consistent excellence in all-inclusive luxury river cruise and travel experiences—driving exceptional innovation in itineraries, delivery and service that chart our course into the new Millennium.
Scenic continues its tradition of innovation and all-inclusive luxury with the 2019 launch of our first ocean cruising vessel, Scenic Eclipse. The ship’s innovative design features the highest levels of safety and comfort while also minimizing our environmental footprint. Guests will experience 6-star luxury while exploring the remotest corners of the earth.

The story behind Wonder Never Cease

Watch our brand animation video with a new look at the brand of Scenic.
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