What Croisières Dufour does

Croisières Dufour, operating commercially as Croisières AML, is a privately held, family-owned cruise company headquartered in Quebec, Canada, founded in 1972. Itself-described as the largest cruise operator in Canada, the company runs a fleet of 25 ships across 10 ports along the St. Lawrence River and Saguenay Fjord, employing approximately 750 people and serving more than 650,000 passengers annually. Its offering spans 15 cruise categories, including whale watching (a flagship product for which it claims to be the N°1 in Canada), dinner cruises ($129.99–$249.99), brunch cruises, fireworks excursions, themed and corporate events, and the rapidly scaling Quebec City–Lévis river shuttle.

The business model is a hybrid direct-to-consumer and group-sales operation. Tickets, F&B packages, private charters, and gift cards generate revenue, with prices ranging from excursion-level entry points to premium $249.99 dinner cruises. Distribution is anchored by the company's own website (croisieresaml.com) and phone sales, supplemented by partnerships with Parks Canada, Sépaq, GREMM, the Eco-Whale Alliance, and the Canada Strong Pass — channels that extend reach into institutional, government, and conservation-aligned tourism flows. The river shuttle business represents a strategic expansion into commuter-oriented public transit, with 2025 ridership reported at 541,000 trips, a 15%+ increase over 2024.

On the regulatory and ESG front, Croisières AML holds Biosphere Certification (2024), has been a Green Marine member since 2012, and operates under Transport Canada-approved whale watching standards. It co-founded the Eco-Whale Alliance in 2010 and supports the Eco-Whale Fund alongside GREMM, embedding sustainability into its brand and regulatory positioning. The company's enduring operational record, scaled fleet footprint, and certified ESG posture collectively form the foundation of its competitive position in the regional cruise market.

Name

Croisières Dufour

Legal name

Croisière AML Inc.

Website

https://croisieresaml.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

Croisières Dufour (Croisières AML) is a family-owned Quebec cruise operator founded in 1972, running 25 ships across 10 ports and serving 650,000+ passengers annually with whale watching, dinner cruises, themed excursions, and a growing river shuttle service.

Ownership category

akta.pro rank

Product category

Maritime Tourism and Cruise Excursions

NAICS

Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation, Water (4872)

SIC

Water Transportation (4400)

akta.pro primary industry

Theme & Specialty River Cruises (Culinary/Wellness/Music/etc.) (THAEACAL)

akta.pro secondary industries

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Marine Wildlife & Birding Cruises (dolphins, seals, seabirds) (THAAAIAD)

Keywords

• Whale watching cruises
• Dinner cruise experiences
• River shuttle services
• Private cruise charters
• Maritime tourism Quebec

Headquarters

HQ city

Quebec

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Cruise Tickets and Excursions: Primary revenue from ticket sales for diverse cruise experiences including whale watching (boat and Zodiac), dinner cruises, brunch cruises, fireworks cruises, guided cruises, evening cruises, and seasonal offerings (Christmas cruises, Christmas brunch). Revenue is one-time per transaction, driven by high passenger volume (650,000+ annually).
2. Onboard Food and Beverage: Revenue from dining services including 3-service, 5-service, Tapis Rouge, and Signature dinner cruise menus. Cocktails, wine, and beverages included in premium packages. Tips included in dinner cruise pricing.
3. Private Charters and Venue Rentals: Revenue from full-ship private charters and venue rentals for corporate events, weddings, Christmas parties, conventions, and social clubs. Multiple vessels available including AML Cavalier Maxim, AML Louis-Jolliet, AML Grand Fleuve, and Vent des Îles.
4. Gift Cards: Sale of gift cards allowing recipients to experience the cruise of their choice.
5. Group Events and Corporate Services: Revenue from specialized group services including school activities, summer camp outings, team building events, proms, and educational tours.
6. AML-FLEX Flexible Booking: Flexible booking product allowing customers to modify reservations, contributing to customer retention and repeat revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Croisières Dufour (operating as Croisières AML) operates a fleet of 25 vessels across 10 ports in Quebec, offering cruise and excursion experiences on the St. Lawrence River. Core offerings include whale watching tours (boat and Zodiac), culinary cruises (dinner, brunch, lunch), themed cruises (fireworks, Christmas, evening), sightseeing and historical excursions, public transit river shuttles, and private charters for corporate events and celebrations.

Product overview

Croisières AML operates as Quebec's largest cruise company, offering a diversified portfolio of water-based tourism experiences centered on the St. Lawrence River. The product portfolio spans 15 distinct cruise categories including whale watching (boat and Zodiac), culinary experiences (dinner, brunch, lunch cruises), themed cruises (fireworks, Christmas), historical excursions (Grosse-Île, Secret Islands), and public transit river shuttles. The fleet comprises 5 named vessels including the AML Cavalier Maxim and AML Louis-Jolliet serving Montréal and Québec City departures respectively. Services extend to private charters and event hosting for corporate, social, and educational groups across 10 ports in Quebec.

Differentiator

Problem solved

Functional benefit

Products and services

• Whale Watching Boat Cruise Whale watching excursions aboard traditional boats departing from Tadoussac, Charlevoix, and other ports, offering observation of marine mammals in the Saguenay-St. Lawrence Marine Park. Aimed at domestic and international tourists and leisure travelers. Includes a whale warranty guarantee.
• Zodiac Whale Watching Cruise Adventure-focused whale watching tours aboard 60-passenger Zodiac inflatable boats manufactured in L'Isle-aux-Coudres, providing a smaller-group, immersive experience closer to the water. Equipped with low-noise diesel engines and unsinkable hull design.
• Dinner Cruise (Souper-croisière) Culinary dining cruises aboard the AML Cavalier Maxim (Montréal) and AML Louis-Jolliet (Québec City), offering 3-service, 5-service, Tapis Rouge, and Signature tier menus prepared by executive chefs. Aimed at couples, families, special occasion celebrators, and corporate groups.
• Brunch Cruise (Croisi\u00e8re-brunch) Weekend brunch cruises departing from Montr\u00e9al and Qu\u00e9bec City featuring local bistronomic cuisine prepared by the executive chef. Targeted at leisure travelers and special occasion celebrators.
• Lunch Cruise (Croisi\u00e8re-lunch) Midday dining cruises offering lunch menus with scenic views of the St. Lawrence River. Available to individuals and groups.
• Fireworks Cruise (Croisière et feux d'artifice) Evening cruises timed to coincide with the International des Feux Loto-Québec fireworks competition, offering views of pyrotechnic displays from the water. Aimed at tourists, families, and event groups.
• Guided Sightseeing River Cruise (Croisière guidée) Guided tours of Montr\u00e9al and Qu\u00e9bec City from the St. Lawrence River featuring expert commentary on landmarks and the river's history. Targeted at tourists and educational groups.
• Christmas Cruise (Croisi\u00e8re de No\u00ebl) Holiday-themed dinner cruises featuring special Christmas menus, festive decorations, and DJ entertainment, departing from Montr\u00e9al and Qu\u00e9bec City. Aimed at families, celebrators, and corporate Christmas parties.
• Razorbill Observation Cruise (Croisière aux petits pingouins) Specialized nature cruise departing from Chaudi\u00e8re-Appalaches aboard Vent des \u00celes to observe razorbills (locally called 'little penguins') at the Isle-aux-Grues archipelago. Targeted at nature enthusiasts and birdwatchers.
• Grosse-\u00cele Cruise and Visit Historical excursion to Grosse-\u00cele, a former quarantine station and National Historic Site of Canada, with Parks Canada costumed historical guides. Targeted at families, tourists, and educational groups.
• Secret Islands of the St. Lawrence Expedition Exploratory expedition cruise to remote islands of the St. Lawrence River, offering premium nature and sightseeing experience. Targeted at premium leisure travelers and adventure tourists.
• Intercity Cruise (Montr\u00e9al\u2013Qu\u00e9bec\u2013Tadoussac) Long-distance cruise routes connecting Montr\u00e9al, Qu\u00e9bec City, and Tadoussac along the St. Lawrence River. Aimed at tourists seeking multi-day or extended cruising experiences.
• River Shuttle (Navette fluviale) Public transit river shuttle services connecting Old Montr\u00e9al to Longueuil and \u00cele-Ste-H\u00e9l\u00e8ne, operating under the Navettes Maritimes du Saint-Laurent project. Recorded 153,077 crossings in 2024 (56% increase over 2022) and over 541,000 trips in 2025.
• Private Charters and Event Hosting Full-ship private charters and venue rentals aboard AML Cavalier Maxim, AML Louis-Jolliet, AML Grand Fleuve, and Vent des \u00celes for corporate events, weddings, conventions, Christmas parties, team building, proms, and social club gatherings. Includes dedicated corporate sales team.
• Croisières AML Gift Card Gift card product allowing recipients to apply the value to the cruise of their choice across the company's portfolio. Targeted at consumers seeking gifting options.
• Educational and School Group Programs Specialized group services including preschool activities, school activities, summer camp excursions, prom events, and educational tours. Aimed at schools, day camps, and educational organizations through tour operator and wholesale channels.
• City Escape Cruise (Croisi\u00e8re \u00e9vasion) Flexible daytime city boat tours providing panoramic views of urban landscapes along the St. Lawrence River. Targeted at tourists and casual leisure travelers.
• Evening Cruise (Croisière de soir) Evening departure cruises for sunset and nighttime river experiences along the St. Lawrence. Targeted at tourists and special occasion celebrators.

Quantifiable outcome

• 99% whale sighting success rate — warranty ensures passengers who don't see whales receive a free return ticket

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Eco-Whale Alliance (Alliance Éco-Baleine)coreStrategic or Co-development Partner · 1 January 2010Croisières AML is a co-founder of the Eco-Whale Alliance, a voluntary initiative established in 2010 targeting the highest standards in eco-responsible whale watching practices through approximately 20 performance indicators. The alliance brings together tour operators in the Saguenay-St. Lawrence Marine Park, working with the Group of Research and Education on Marine Mammals (GREMM), Sépaq, and Parks Canada. It serves as a model for the global industry in sustainable marine mammal observation.
• Parks CanadacoreStrategic or Co-development PartnerCo-manages the Saguenay-St. Lawrence Marine Park and partners with Croisières AML on Eco-Whale Alliance initiatives. Collaborates on the Grosse-Île National Historic Site cruise program with costumed historical guides.
• Sépaq (Société des établissements de plein air du Québec)coreStrategic or Co-development PartnerCo-management partner of the Saguenay-St. Lawrence Marine Park. Works with Croisières AML as part of the Eco-Whale Alliance to ensure sustainable whale watching activities.
• GREMM (Group of Research and Education on Marine Mammals)coreStrategic or Co-development PartnerMarine mammal research and education organization. Partners with Croisières AML as part of the Eco-Whale Alliance for research, training, and education activities related to whale watching.
• Fonds Éco-Baleine (Eco-Whale Fund)minorStrategic or Co-development PartnerFund created by the Eco-Whale Alliance to support research, training, and education activities related to whale watching in the Saguenay-St. Lawrence Marine Park. Croisières AML contributes to this fund, which has supported nearly $225,000 in projects between 2011 and 2019.
• Green MarinecoreStrategic or Co-development PartnerCroisières AML has been a member of Green Marine since 2012 — the leading environmental certification program for the North American maritime industry. The program targets key issues including biodiversity protection, air quality, water and soil protection, and community relations.
• Canada Strong Pass (Parks Canada)minorStrategic or Co-development PartnerPartnership with Parks Canada's Canada Strong Pass program providing free admission to all Parks Canada sites including Grosse-Île National Historic Site through September 2025. Adults receive reduced ticket prices; children 12 and under cruise and visit Grosse-Île free.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Maid of the Mist: Iconic short-duration sightseeing boat tour operator at Niagara Falls. Comparable as a destination-anchored, single-geography sightseeing cruise company reliant on a specific natural attraction, with seasonal demand profile similar to AML's.
• Boston Harbor Cruises: Operates whale watching, harbor sightseeing, dinner, and charter cruises in Boston Harbor. Highly comparable in product mix (whale watching + dinner cruises + charters) and customer base (tourists + corporate groups).
• Groupe CTMA: Quebec-based maritime operator running ferry and cruise services to the Magdalen Islands. Comparable in being a Quebec family-rooted, multi-vessel passenger and tourism operator with both scheduled transport and leisure offerings.
• St. Lawrence Cruise Lines: Operates scenic cruises on the same St. Lawrence / Ottawa / Rideau waterways between Kingston and Montreal. Most directly comparable operator in terms of route, customer profile (English- and French-speaking tourists), and product mix (lunch/dinner cruises, scenic excursions).

Regional players

• Victoria Clipper: Operates passenger-only catamaran service and scenic cruises in the Pacific Northwest between Seattle and Victoria. Comparable as a coastal passenger vessel operator combining transit and sightseeing experiences in a single region.
• Toronto Harbour Tours: Sightseeing, dinner, and charter cruises in Toronto Harbour. Comparable in product mix and Canadian context, but operating in a different (Ontario) geography with primarily urban sightseeing rather than wildlife observation.
• Vancouver Harbour Cruises: British Columbia-based operator of sightseeing, brunch, dinner, and charter cruises. Comparable in offering dining-cruise and charter formats in a Canadian coastal market, though not a direct competitor geographically.

Broad incumbents

• Hornblower Cruises and Events: Larger North American operator of sightseeing, dining, charter, and ferry cruises across multiple U.S. cities. Comparable in diversified cruise format portfolio (dinner, sightseeing, fireworks, charters) but at materially greater geographic scale.
• City Experiences (City Cruises): Large multi-city cruise and tour brand (parent of Hornblower) operating sightseeing, dining, and ferry services across major North American and European cities. Broad incumbent with overlapping dining-cruise and charter product lines at scale.

Emerging players

• Odyssea (Groupe Odyssea / Croisières Marseille): French maritime tourism operator running coastal sightseeing and themed cruises in the Mediterranean. Comparable in scale and themed-cruise portfolio structure (dinner, sightseeing, charters), though operating in a different European geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC-Iz_VVgEvR6RKWYJrB6Vfg
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• LinkedInlinkedin.com/company/croisi-res-aml
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• TikToktiktok.com/@croisieres_aml
• Pinterestpinterest.ca/croisieresaml/_saved
• Xx.com/croisieres_aml

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Croisières Dufour