Following the collapse of Cruise & Maritime Voyages during the Covid-19 pandemic of 2020-21 and the disposal of the
company's fleet of largely ageing ships, Ambassador Cruise Line was formed in 2021 with the purchase of a 'new' ship
in the form of the ex-Regal Princess of 1991, until more recently sailing in Australia as Pacific Dawn for Princess Cruises Australia.
Fully re-fitted and re-christened Ambience, she began cruising in April 2022. As was the case with CMV, the company is targeted at the UK over-50 market and a 'traditional' style of cruising.