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One of the city's most popular attractions faces a fight for survival in the wake of the coronavirus crisis which has led to plummeting visitor numbers.
The award-winning Canterbury Historic River Tours, based on the river by the King's Bridge in the city centre, had been due to open on Tuesday after the winter break but has suffered a massive slump in bookings, especially from foreign students.
Now company boss Ade Mills says he is desperately looking for news ways and measures to keep the business afloat.
He said: "Following the latest advice from the Government yesterday afternoon, I have taken the difficult decision not to open today.
"Instead, I have various meetings planned, the purpose of which will be to create a strategy that will give the business the best chance of survival."
He was speaking after revealing how the attraction had been severely impacted by the coronavirus situation and travel restrictions which had resulted in a big chunk of lost business, including about 2,000 students from the Continent who can no longer visit.
"Other tourist bookings from Europe have also dried up which has left us in a very difficult situation and, frankly, a fight for survival," he said.
He had hoped to tap in more to the home market and even appealed to local people who have not enjoyed a tour to get on board.
But the latest government guidance advising against social contact and gatherings has scuppered that.
Now he hopes the city council will postpone licence fee charges until later in the season when hopefully the visitors are back.
River tours in Canterbury have been operating since the 1930s and the Canterbury Historic River Tours was formed in 2,000.
The 40-minute return boat journey takes in some of the city sights with a unique perspective from the river.
It takes in landmarks including the King's Bridge, the Eastbridge Hospital, the Franciscan Island � and Greyfriars Chapel, the Old Weavers House, the King's Kings Mill, the Alchemist Tower, the Cromwellian Forge, the Friars Bridge, the Blackfriars, the Dominican Priories, the The Abbots Mill, the Marlowe Theatre and the infamous ducking stool.
"Somehow we need to ride this out because the future of the business and our livelihoods are at stake, added Mr Mills."
Also affected is Westgate Punts run by brothers Jeremy and Ben MacCleod who also plan to open this weekend, despite the gloomy outlook.
The business, which has operated since 1992 and launches from the bridge near the Westgate Towers, takes
picturesque tours through the countryside on the Stour, featuring strongly on the wildlife.
The brothers hope they will still pick up some passing trade, particularly with the improving weather.
"We are only a small team and its our livelihoods so the situation is quite worrying," said Jeremy MacCleod.
"Without the tourists, we can only hope that more local people will enjoy a tour," he added.
But they were speaking just hours before the Government advised against even further social contact and gatherings which may further deter potential customers.
Meanwhile, the Canterbury Tales medieval Chaucer experience attraction in St Margaret's Street remains closed following its winter break.
A spokesman would only say the company was "monitoring the situation on a daily basis".
