Since the turn of the millennium, the cruise industry has been experiencing strong growth. But what brought on this new development, and what are the challenges involved? These and other questions were discussed during an evening of lectures on the subject of cruise tourism, which took place on April 4, 2017. The event was organized by the Cologne Business School as part of the “Kölner Wissenschaftsrunde” (Cologne Economics Panel), the theme this year being “Alles im Fluss. Lebensader Wasser” (A state of flux. Water is the lifeline). What made the evening special was that the lectures took place on a Rhine River cruise. To start off, the some 35 attendees enjoyed the sun and the views along the Rhine from the MS RheinCargo, where flying buffet was served. Afterwards, four lectures provided participants insight into the industry of oceanic cruises, also allowing guests the opportunity to ask questions and discuss issues with experts.