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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, because moments matter.
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?
Step Onboard Ambition
Amazing Entertainment
Warmest Welcome at Sea
Highlights of Ambition's Launch
Enjoy Your No-Fly Cruise Sooner
Discover our featured cruises – hand-picked sailings that offer great value to breathtaking destinations.
Featured cruises
2026/ 2027 season cruises
2027/ 2028 season cruises
Our Ambassadors
Sail with Friends
We’re sure that every ship in our fleet will impress all who step on board, but don’t just take our word for it! Discover what our guests had to say after experiencing their first sailing with us.
Paula Boyle
Diane & Lesley
Thomas
Dawn & Paul
Liz
Judith, Sydney, Vivian & Trevor
Eve & Harry
Our Values
View All
Sustainable & Ethical
Some of the most environmentally friendly ships afloat.
Voyages of Discovery
Access to remote places and hidden treasures across the globe.
Sail with Friends
Meet like-minded people and make long-lasting friendships.
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
Georgia - Choreographer
Carlito - Bar Manager
Sidney - Head Chef
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.
Blog
Drinking in the destination; Balearics & Gin
13 January 2026
Discover gin traditions across the Balearics. From Menorca’s historic distillery to Mallorca, Ibiza & Formentera’s craft gins—perfect inspiration for your Spain cruise.
Top 5 Cruise Destinations for History Lovers
9 January 2026
Discover the best cruise destinations for history lovers with Ambassador Cruise Line. From Belfast to Bruges, explore fascinating ports rich in culture and heritage.
OUR SHIPS
Here they are, the Ambassador fleet. Our first lady of the sea: Ambience. Derived from the French word for ‘surrounding’, our ambition at Ambassador is to create the optimum atmosphere onboard; one that brings out the best in each of us. The perfect ambience. Ambition, aptly named to further emphasis our commitment to inspire and delight every guest to enjoy an authentic cruise experience effortlessly, and sustainably. And, introducing our newest lady to the fleet, Renaissance, your home from home during her inaugural Ambassador season. An intimate and comfortable ship, recently renovated in France, with a multi-lingual crew. Join one of our voyages and discover the elegance and charm of Renaissance.
BEST NO-FLY CRUISE LINE, WINNER - BRITISH TRAVEL AWARDS (BTA) 2025
"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 CRUISE LINE FOR MINI CRUISES, WINNER - BRITISH TRAVEL AWARDS (BTA) 2025
Voted by guests who love setting sail even when time is short, this award celebrates our mini cruise experiences that pack big moments, warm hospitality and unforgettable days into every getaway.
BEST CRUISE LINE FOR CUSTOMER SERVICE, WINNER - BRITISH TRAVEL AWARDS (BTA) 2025
This win reflects what our guests tell us time and again- it’s the thoughtful smiles, helpful crew and personal touches that make every Ambassador cruise feel comforting and effortlless.
BEST CRUISE LINE FOR ENTERTAINMENT, BRONZE - BRITISH TRAVEL AWARDS (BTA) 2025
Honoured by guests for our amazing and varied entertainment, this award highlights those moments that bring everyone together: from dazzling performances to fun daytime activities.
Sailawaze Excellence Awards 2025
‘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
Feefo Platinum Trusted Service Award 2025
“During these economically challenging times, it's inspiring to see companies like Ambassador Cruise Line consistently going above and beyond for their customers." - Tony Wheble, CEO at Feefo
Best Ocean Cruise Line and Overall Favourite Holiday Provider- Silver Travel Awards 2024
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.
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
