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the Warmest Welcome at Sea


Enjoy yourself

Welcome to Ambassador, Britain’s authentic no-fly cruise line offering affordable quality and sailing from 8 regional UK ports. When you sail with us, you’ll enjoy breathtaking destinations, amazing West End-style entertainment, excellent service and outstanding cuisine all for the best value.

But what does this mean? Well, you’ll get a decent cup of tea, as well as a traditional afternoon tea, and great British entertainment - all served with the warmest of welcomes at an affordable price.

Our ships visit countries all around the world, leaving it up to you to decide when and where you want to enjoy yourself next. Plus, our sustainability efforts are supporting the next era of cruising, both with our onboard improvements and our charity partnerships.

Join us on board, and you’ll soon find out why 94% of guests would recommend Ambassador and why we were awarded the best value on the high seas!

Are you ready to enjoy yourself?

Amazing Entertainment

Warmest Welcome at Sea

Highlights of Ambition's Launch

Enjoy Your No-Fly Cruise Sooner

Outstanding Cuisine

Celebrating a New Chapter

Average Customer Rating:

4.6/5 Feefo

Independent Service Rating based on 2140 verified reviews. View All

Our Ambassadors

Sail with Friends

We are sure that Ambience will impress all who step on board, but don't just take our word for it! See and hear our guests' first impressions after sailing on her.

Jennifer & Gary

Pat & Andy

Eloise & Alex

Judith, Sydney, Vivian & Trevor

Eve & Harry

Lynnette & Philip

Our crew

Friendliest Welcome at Sea

We have high crew to guest ratio with 600+ crew from over 30 nationalities to attend to your every need. Hear what they have to say about life on board Ambience and what you can expect!

Egil - Captain

Sidney - Head Chef

Allwyn - Hotel Director

Georgia - Choreographer

Carlito - Bar Manager

Niko - Restaurant Manager

The New Classic is Finally Here

Say hello to ease at sea and the first new British cruise line to be launched since 2010.

Our purpose is simple: we want to inspire each and every guest to experience authentic cruising effortlessly, and sustainably. We’re here to accompany the next era of travel by blending tradition and innovation for a truly timeless cruise holiday that still makes you feel right at home.


Here they are, the Ambassador fleet. Our first lady of the sea: Ambience. Derived from the French word for ‘surrounding’, the perfect ambience. With her sister, Ambition, aptly named to further emphasise our commitment to inspire and delight every guest to enjoy an authentic cruise experience effortlessly, and sustainably.

Sailawaze Excellence Awards 2024

‘Consumer Favourite For Collaborations’ awarded for the charity and educational work we do with our partners to protect the seas we sail in, improve sustainability across operations and advocating mental and health wellbeing throughout communities


"It's a clear indicator that guests have enjoyed a great holiday and felt strongly enough about their experience, to vote." - Director of BTA Events & Partnerships

Best Ocean Cruise Line - Silver Travel Awards 2023

The Silver Travel Awards are organised by Silver Travel Advisor, the UK’s leading travel agent for over-50s travellers, and were decided exclusively by public vote, with 150,000 votes cast in total. 

Best UK Mid-Sized Cruises Overall - Cruise Critic 2023 Cruisers’ Choice

“The service from all the staff was faultless, the cabins were roomy and comfortable, the entertainment was first class, the food was top rate. All in all – a most enjoyable holiday.” - Cruise Critic Member

Best Value for Money (Ocean) - Cruise Critic UK Editor’s Picks Awards 2023

"Ambassador boasts affordable lead-in fares, plus an included drinks and tips package – including all tips, service charges and premium wines, spirits, teas and coffees. It’s not hard to see why this new cruise line scoops the prize for Best Value."– Cruise Critic Editors

Best Cruise Line - Group Leisure & Travel Awards 2023

The Group Leisure & Travel Awards recognise the best providers, attractions and destinations for groups as chosen by the readers of Group Leisure & Travel magazine

Copyright 2024 Ambassador Cruise Line is a trading name of Ambassador Cruise Holidays Limited.

Ambassador Cruise Holidays Limited is a company registered in England and Wales. Registered number: 13299365