Jazzmine Douse and Crystal August discuss building Ama Waterways' Soulful Experience, navigating industry skepticism, and why representation on the water matters.

When Jasmine Douse and her mother traveled on European river cruises, they were often the only Black passengers aboard. Tour guides would ask, genuinely curious: "Why don't more of you come on these trips?" That question sparked the Soulful Experience—AmaWaterways' first culturally centered cruise series celebrating Black heritage across European waterways.

Jazzmine Douse, Creator of Soulful Experience

Jazzmine Douse, Senior Director of National Accounts at Ama Waterways, partnered with Crystal August—the only Black woman cruise manager in river cruising—to create something the luxury travel industry had never seen. Their work expanded from one sold-out departure in 2023 to five in 2024, with eight more planned for 2027.

We spoke with Douse and August about navigating industry skepticism and why two Black women leading this work matters.

Jazzmine, what made you create the Soulful Experience?

Jazzmine Douse: My mother and I would go on river cruises and we were always the only people of color on board. A tour guide once asked, "Why don't more of you guys come to these trips?" It sparked a conversation we'd had privately, but realizing others were wondering made it real.

Then I heard from travel agents trying to sell Ama Waterways to their clients, but all they had were traditional materials—no representation. That's when I thought: How do we create a space for Black travelers and support Black travel advisors?

Jazzmine Douse (left) hugs Jennifer Tosch is the founder of Black Heritage Tours in Amsterdam

Crystal, you're the only Black female cruise manager in river cruising. What went through your mind when Jasmine chose you?

Crystal August: I was honored, but nervous. There's so much pressure—I'm the only one, so everything I do puts down a foundation for whoever comes next. When there's meaning attached to "soulful," you want to deliver. I didn't want to disappoint Jasmine or the guests coming from all over the world for what we promised them.

Crystal August sings during karaoke night.

Jasmine, what drew you to Crystal?

JD: Crystal was already well-respected at Ama Waterways, but there's a shared lived experience we take part in. She's the only South African cruise manager in river cruising. Knowing what she had to do to get there, what she represents—there was no one better. When you think about what "soulful" means—connecting with heritage, centering Black joy, building community—you have to understand that community. I knew her purpose was connected to ours.

Crystal, how does your South African experience shape what you bring to this?

CA: We come from two countries where we have to be candid: you're coming from slavery, I'm coming from apartheid. I have the same experience. There are nuances where you don't have to say anything. I just know.

On Soulful Experience, I didn't need to say anything—it was the way I carried myself, the smile on my face. The guests knew without words. I'd never experienced it in that magnitude before—not where everybody knows and understands what's happening without speaking.

How did you decide what programming to include?

JD: Our culture as people of the Black and African diaspora is unique because we are everywhere. There isn't a place on earth we haven't made an impact. We looked at itineraries and asked: Southern France is known for jazz—this was where Black Americans came because it felt safer. You have Langston Hughes, Josephine Baker, James Baldwin. How do we deliver those experiences through a different lens?

Then day-to-day: What do we do in our living room when we have folks over? We're dancing, having a party. Those are staples within the community.

CA: Food was number one—we show love through food. And music. Whether it's Al Green, Luther Vandross, Jay-Z, Beyoncé—it's all of us, whether you're 90 or 20. When you put on a good tune in the lounge, we all start to sing and dance. I feel at home. It feels like a family reunion.

What were the internal challenges at Ama Waterways?

JD: The owners were open to the idea—that was refreshing. But getting all these departments to go off their status quo and be intentional in a space that's foreign brought challenges. Maybe skepticism, resource constraints. Is this scalable? Is there real demand?

The first cruise sold out in a little over a month. That was loud—you put it out there, they book it. But then it was happening too fast. It's a niche product. Some things fell through cracks because it was a one-off. The skepticism came back.

We're now trying to solve for hiring more cruise managers, but it's systematic. I never knew about jobs in the travel industry growing up. We don't have exposure to that in our community, which impacts the pipeline and representation.

How do you respond when people ask why this has to be Black-focused?

CA: The focus was creating a safe space for people of color where they felt comfortable being themselves. If I talk loud, stay up late, dance—I can be me without judgment.

It's for people to see themselves in the countries we visit. Local European guides didn't even know certain things until we asked them to tap into those spaces. People leave knowing we're represented everywhere, we've contributed everywhere. Some stories are painful, but our history isn't sunshine and roses.

JD: These cruises are curated to celebrate the Black and African diaspora, but they're not just for Black people. They're for anyone who wants to celebrate and learn about this culture—the same way I loved learning about European culture on cruises without an African diaspora focus.

We're not excluding anybody. We're making sure this particular heritage has a focus. We had a couple on one cruise who had been on eight Ama Waterways trips. This Soulful was their ninth—one they intentionally picked—and they said it was their best cruise. "Would you please have us back?" Absolutely. You belong too.

What do Black travelers say about their experience?

JD: One phrase I hear often: "We deserve this too." People feel they are deserving and worthy of luxury experiences. Our new tagline is "Journeys that move you." That's what Soulful embodies—that personal connection, that identity you find in travel. You're going home with a new lens. It changes you.

CA: People are grateful. They're proud to see us in this space—two women doing this. They see Ama Waterways as willing to take a chance. Guests went home and told others, "You need to come. This company is committed to doing something for us."

We have stories of people helping kids get into universities, starting businesses together. If those people hadn't been on this cruise, those connections wouldn't have happened. It's the love, the sharing, the deserving. It's everything.

How can the community support what you've built?

JD: Awareness and exposure. Make people aware these experiences exist—that there are luxury experiences centering Black heritage and joy. That message will create demand and put pressure on other luxury brands to realize they've maybe unintentionally ignored an important market.

CA: I have a responsibility to open the door for another woman of color in this role. I want people to talk about there being a young Black woman doing this so their children know it exists and there's a space for them. For a long time we think we don't belong in these spaces.

I want another young woman to see that and feel empowered. Part of my journey here is that. It was possible because of Jasmine. She keeps the pipeline going. I'm waiting for the next one to come and close the loop.

Jasmine Douse is Senior Director of National Accounts at Ama Waterways and creator of the Soulful Experience cruise series. Crystal August is a Cruise Manager at AmaWaterways and the only Black female cruise manager in river cruising. Learn more at amawardways.com/soulful.