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One scenario I often use is to have multiple routes transporting goods to/from the nearby factories/towns from/to a harbor (as a hub), then place several of these harbors along the river with ships connecting them. Also remember there are specific ships for cargo and passengers. A harbor is like any other stop, you need to build them specific for cargo OR passengers.
This might sound stupid but would you mind showing a picture? I tried to look on YouTube but I'm not having any luck.
When stuff is not right close to the water than you need to transport it to/from the water if you want to use boats. Here is an example for making Construction materials. I truck stone to the river on the left side, transport it by boat to the right side and then transfer the stone inland to the factory.
https://steamcommunity.com/sharedfiles/filedetails/?id=2600778383
It seems like you are an absolute beginner. To not fall into the next pit (not setting up a full production chain), I really suggest you watch some guides on how to setup a full delivery chain.
https://steamcommunity.com/sharedfiles/filedetails/?id=789179397
https://steamcommunity.com/sharedfiles/filedetails/?id=808373649
YouTube might be a good source of information too.
Remember that the game is DEMAND driven. If a city has no demand of cargo nothing will be produced or shipped. You also must make sure you drop off the right cargo in the right part of the town to fulfill the demand.
Sure would like to know what I'm doing wrong, then. Here's a shot of a 12 year-old ship that has never carried a passenger. Busses from the busiest part of town to the waterfront bus plaza right next to the passenger harbor. Has run the route back and forth at least 3 times and still not a single passenger.
https://steamuserimages-a.akamaihd.net/ugc/1612842349312676989/9E6A82E7EDDF6497BFF989AC074894039B9022B9/?imw=5000&imh=5000&ima=fit&impolicy=Letterbox&imcolor=%23000000&letterbox=false
1. They need to be deployed in significant enough numbers to compensate for their slow speed, to keep the total trip time acceptable (wait time is included in total trip time).
2. There needs to be enough potential volume to move (passengers or cargo) to fill that many ships up enough to be profitable.
It can be hard to make good use of ships in the early game for passengers. Cargo is a bit easier.