For many Americans, the idea of a cruise might conjure up images of retirees enjoying shuffleboard on deck, a slow-paced, relaxed vacation geared towards an older demographic. But in China, something fascinating is happening: cruise travel is experiencing a vibrant resurgence, and it’s not just the silver-haired set leading the charge. In fact, it’s the younger generation, Gen Z and Millennials, who are increasingly hopping aboard, transforming the perception of cruises from “senior specials” to the next trendy travel option.
This “reverse aging” phenomenon in China’s cruise market is more than just a fleeting fad; it’s a significant shift driven by evolving consumer preferences, innovative industry strategies, and a broader cultural embrace of leisure and travel. If you thought cruises were a bit passé, think again, especially when it comes to the dynamism of the Chinese travel scene.
The numbers speak for themselves. During this year’s Spring Festival, a crucial holiday period in China, Shanghai’s Wusongkou International Cruise Port, a major hub, hosted nine voyages across five international cruise liners, attracting over 60,000 passengers. That’s a staggering 275% year-on-year increase! “Spending the New Year at sea” has become a certified “爆款” (bàokuǎn), or “blockbuster product,” in Chinese internet slang, signifying its newfound popularity. Adding to the excitement, the Asian debut of Disney Cruise Line late last year saw bookings explode on travel platforms like Ctrip, with a whopping 8,300 orders and over 100 million RMB (around $14 million USD) in Gross Merchandise Volume within just five hours on its first day of sale. According to a report by TMTPost, the cruise market is experiencing a significant boom.
Industry experts are backing up this anecdotal buzz with hard data. Wang Hong, Dean of the China Europe International Business School and Director of the Shanghai International Cruise Economy Research Center, projects that China’s cruise market will see over 2.2 million passengers in 2024. Ctrip, a leading online travel agency in China, reports that the outbound cruise market is recovering remarkably, with global capacity recovering by 5% but outbound cruise travel bouncing back by an impressive 795% – significantly outpacing the overall recovery of travel capacity.
So, how did cruises, once perceived as “老年专列” (lǎonián zhuānliè), or “senior special trains,” transform into a must-try travel experience for China’s youth? The answer lies in a confluence of factors, starting with a fundamental shift in consumer logic and amplified by industry innovation and the broader trend of cultural and tourism integration.
The “Lazy Person’s” Guide to Luxury: Cruise Economics in China
One of the primary drivers of the cruise boom in China is its perfect alignment with the evolving travel preferences of younger generations. Chinese millennials and Gen Z are known for their diverse travel styles, often oscillating between two extremes. On one end, you have the “特种兵旅游” (tèzhǒngbīng lǚyóu), or “special forces tourism,” characterized by whirlwind trips packed with sightseeing, maximizing every minute of short breaks like weekends, often hitting six or seven spots in a single day. On the other end of the spectrum is “躺平式度假” (tǎngpíng shì dùjià), or “lying flat vacation,” where the emphasis is on relaxation and minimal effort. During holidays, this group favors nearby city getaways, perhaps casually exploring local spots or, even more appealingly, spending the entire time indulging in the comforts of a high-end hotel.
Cruises slot perfectly into this latter category, offering the ultimate “lying flat” vacation experience, but with a twist of adventure and exploration.
First and foremost, visa-free cruises are a major draw. For many popular cruise routes from China, especially those to Japan, South Korea, and Southeast Asia, Chinese citizens can embark simply with their passports. This is a stark contrast to the often-tedious process of applying for visas for other international destinations, which can involve mountains of paperwork and weeks of waiting. For those who haven’t meticulously planned their holidays in advance or lack the time to navigate complex visa procedures, a cruise is a spontaneous and hassle-free escape.
Secondly, cruises eliminate the need for constant travel and logistical headaches. Once onboard, passengers can truly “躺平” and relax for days, enjoying an all-in-one leisure and entertainment experience. Imagine waking up at your own pace, strolling onto the deck to soak in the sea breeze, sunbathing on your private balcony, indulging in spa treatments, and then having a plethora of dining options available 24/7, from Asian delicacies to European fine dining. And that’s just the beginning. Many cruises offer a rich program of onboard entertainment, including live music performances, theatrical shows, and even orchestral concerts.
What elevates this experience even further is the perceived “性价比” (xìngjiàbǐ), or “value for money,” that cruises offer, blending affordability with a sense of luxury and high-end indulgence.
Thanks to iconic movies like “Titanic,” the image of cruise travel has long been associated with glamour and opulence. Social media platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) are now flooded with influencer content showcasing the luxurious aspects of modern cruises, further reinforcing this perception. Think infinity pools and rock climbing walls on Royal Caribbean’s Icon of the Seas, skydiving simulators on deck, Swarovski crystal staircases on MSC Bellissima, and a staggering 14 restaurants, theaters, and golf courses on the Adora Magic City. These aren’t just cruises; they are essentially floating five-star hotels.
And here’s the kicker: these high-end experiences are often presented with the alluring tagline, “两千玩出两万的感觉” (liǎng qiān wán chū liǎng wàn de gǎnjué), meaning “experience something worth 20,000 RMB for just 2,000 RMB” – roughly “get a $3,000 experience for just $300.”
A quick browse through online travel agencies (OTAs) reveals that a 6-day, 5-night cruise from China, visiting destinations in Japan and South Korea, can indeed be booked for around 2,500 RMB (approximately $350 USD). Even longer voyages to the Mediterranean or the Middle East can often be found in the 5,000 RMB (around $700 USD) price range.
According to Ctrip Cruise, the most popular international cruise routes from China currently are Japan/Korea, Southeast Asia, and the Mediterranean. The Japan/Korea routes are favored for their convenience and short travel duration, ideal for quick getaways. Southeast Asian routes, including Singapore and other visa-free destinations, have always been popular among Chinese tourists. Mediterranean cruises offer a chance to explore multiple European countries in one trip, often at a more affordable price than flying and with convenient transfers, allowing passengers to experience the local culture at each port of call.
Breaking the Mold: Innovation in Product, Service, and Marketing
To capitalize on the surging enthusiasm, particularly from younger demographics, cruise companies are proactively innovating across product offerings, services, and marketing strategies.
Product Innovation: A key area of evolution is the integration of themed activities and cultural content. Earlier this year, Loong9, a popular boy band managed by Yuehua Entertainment, held a “Spring Festival at Sea” fan meeting on the “Gulangyu” cruise ship. Similarly, the “Dream” cruise ship in Tianjin hosted a K-POP music carnival. These initiatives transform cruises into floating concert venues and fan meet-and-greets, proving highly attractive to dedicated fanbases.
This model taps into the power of the fan economy. The enclosed environment of a cruise ship provides an unparalleled opportunity for immersive interaction with idols, far exceeding the fleeting encounters at land-based concerts. This not only expands the customer base for cruise lines but also allows for premium pricing on tickets, often exceeding the combined cost of concert tickets, flights, and hotels. For example, tickets for the Tianjin “Dream” cruise K-POP music carnival ranged from 5,500 RMB to 11,800 RMB per person, while the same cruise line during non-themed periods offered tickets for just 1,999 RMB to 2,899 RMB.
MSC Cruises previously hosted a maritime anime carnival, and Adora Magic City has launched special voyages themed around Chinese tea culture and Cantonese opera. MSC Cruises has also designed experiences emphasizing Chinese culture, such as Hanfu (traditional Chinese clothing) photoshoots and Xiang Sheng (comic dialogue) performances. These “special edition” cruises attract niche communities of enthusiasts and create more diverse consumption scenarios, opening up new revenue streams beyond just ticket sales and diversifying income models for cruise companies.
Service Innovation: Cruise lines are collaborating with OTAs to offer travelers more flexible and personalized choices, enabling customized experiences. Ctrip Cruise highlights the “free combination” option for booking overseas cruises. Travelers can choose all-inclusive packages with bundled amenities and tour guides or opt for standalone cruise tickets and add-on services like visa assistance and flight bookings, offering a high degree of flexibility. This “modular” approach caters to a wider range of customer needs.
For domestic cruises, passengers can pre-select specific cabin locations and reserve tables at specialty restaurants and show seats online before boarding. Shore excursions can also be pre-booked. This pre-emptive service design not only alleviates onboard service pressure but also streamlines the booking process and enhances purchase decision efficiency by offering more flexible service options.
Marketing Innovation: Beyond product and service enhancements, aggressive marketing is crucial to drive awareness and generate “种草” (zhòngcǎo), a Chinese internet term for “planting grass,” meaning to pique someone’s interest and make them want to try something. Ticket agents and cruise companies are significantly ramping up their “吆喝” (yāohē), or “hawking,” efforts, embracing a truly omni-channel marketing strategy.
Participation in OTA platform promotions is a must. Ctrip Cruise, for example, leverages its official channels, livestreaming rooms, loyalty programs, and combined online and offline advertising resources to support its cruise partners. Tongcheng Travel launched its “2025 New Season” campaign at the beginning of the year, featuring Royal Caribbean, MSC Cruises, and Adora Cruises, showcasing detailed itineraries for upcoming spring and summer voyages. Fliggy’s “Global Travel Festival” also includes numerous cruise products, with Royal Caribbean offering exclusive deals for 88VIP members (Alibaba’s premium membership program).
Beyond OTAs, cruises are appearing across various livestreaming platforms, influencer vlogs, and social media advertising feeds. Royal Caribbean products were featured in Li Jiaqi’s (China’s “Lipstick King,” a highly influential livestreamer) livestreaming sessions during last year’s 618 and Double 11 shopping festivals, and Adora Cruises recently participated in the 38 Women’s Day shopping festival. A promotional video by Bilibili (a popular video-sharing platform) creator “HOLA Xiaocelao,” with 4 million followers, garnered over 10 million views. Xiaohongshu is teeming with KOL (Key Opinion Leader) and KOC (Key Opinion Consumer) videos with direct booking links, and cruise ads are even popping up in WeChat Moments (similar to Facebook newsfeed).
This intensified marketing push reflects the increasingly competitive market landscape. However, this rapid growth also brings to light some crucial issues regarding the cruise experience itself.
Navigating the Choppy Waters: Challenges and Areas for Improvement
While the Chinese cruise market is booming, passenger feedback on social media reveals several pain points, particularly in the booking process and onboard experience.
Booking irregularities are a common complaint. The fragmented nature of cruise ticket agencies leads to significant price disparities and a lack of transparency. The market is also plagued by “黑代理” (hēi dàilǐ), or “black agents,” who resell tickets at inflated prices.
Once onboard, issues arise primarily in two areas. Firstly, some international cruise lines automatically levy gratuities, often without clear upfront disclosure during booking, which is seen as unfriendly to Chinese passengers, who are not accustomed to mandatory tipping culture. Secondly, inconsistent quality in dining and entertainment is frequently mentioned. Concerns include limited food variety, less-than-fresh ingredients, limited choices in free dining venues, and overcrowding and disorganized management at leisure and entertainment facilities. Many young passengers, drawn by online hype about onboard activities, find themselves disappointed when the reality doesn’t match their expectations, often due to information discrepancies.
Hidden costs during the voyage also remain a sore point, especially on lower-priced itineraries. These unexpected expenses undermine the “all-inclusive” perception and erode passenger trust and goodwill towards cruise travel and specific cruise lines.
However, the industry is starting to address these concerns. Many cruise brands are now implementing “voluntary service fees” and adding pop-up windows in booking interfaces to clearly explain all charges. OTAs are also introducing “transparent itinerary” labels to ensure upfront disclosure of optional and mandatory expenses.
Despite these challenges, the Chinese cruise market holds immense growth potential. Its cruise penetration rate is still relatively low compared to global averages. To seize this opportunity, cruise lines are actively developing new destination routes, including polar expeditions, Tahiti, and the Middle East. Helen Huang, President of MSC Cruises China, also notes the growing demand for “flight + cruise” and “sea-land-air” itineraries, with the industry paying close attention to these evolving preferences and enhancing product offerings accordingly.
Looking back, the decade between 2007 and 2017 was considered the “golden decade” for China’s cruise industry, witnessing explosive growth. Following a three-year hiatus due to the global pandemic, the resurgence of the Chinese market is injecting fresh momentum into the global cruise industry. As international and domestic cruise brands compete for market share, the natural law of survival of the fittest will drive the rapid advancement of China’s cruise market.
“Zero Restart” and the Evolving Dynamics of China’s Cruise Market
According to a report by Pinchain Tourism, the Chinese cruise market is undergoing a “归零重启” (guīlíng chóngqǐ), or “zero restart,” after the pandemic. This term, while perhaps not entirely accurate, reflects a significant shift in the market dynamics. While the cruise market in China had reached 2.48 million passengers pre-pandemic, the post-pandemic landscape presents both supply and demand-side changes that require time to overcome to reach pre-pandemic levels again.
One key shift is the changing supply structure. Domestic cruise lines now account for 73% of cabin supply, indicating a significant structural change. On the demand side, the real estate market downturn in China has impacted the spending power and willingness of the emerging middle class, affecting overall market growth. Furthermore, consumers are becoming more discerning, increasingly favoring customized and personalized cruise products.
This trend towards personalization is evident in the rise of themed cruises and cultural integration. Adora Magic City, for example, has been actively incorporating Chinese cultural elements into its offerings. During the recent Lantern Festival, the cruise ship hosted a series of themed activities, including lantern making, Yuanxiao (sweet glutinous rice balls) making, lantern riddle games, and traditional Chinese music concerts, emphasizing the festive and family-reunion aspects of the holiday.
Zhang Lihua, Entertainment Director of Adora Magic City, explains that as China’s first domestically built large cruise ship, they are incorporating Chinese cultural content to blend Eastern and Western cultural essences. Examples include the original musical dance show “Marco Polo – Silk Road Romance,” showcasing the East-West cultural exchange, and the children’s interactive play “Aida Shan Hai Jing – Fantasy Journey,” based on the ancient Chinese mythology classic “Classic of Mountains and Seas.” Themed nights like “Shanghai Bund Night” and “Silk Road Night” offer immersive experiences with themed parties, performances, and cuisine. Adora Magic City has also partnered with the Dunhuang Research Academy to exhibit replicas of Dunhuang murals and, more recently, a second art exhibition focusing on costumes from Dunhuang murals, both proving popular with passengers.
Travel agencies are also proactively designing themed charter cruises to boost sales. Beijing Hengxin Travel Service Co., Ltd. has found success with themed charters like electronic music festivals and is launching a DeYunShe (a famous Chinese crosstalk performance group) themed charter in July, combining performing arts with cruise travel to attract specific audiences.
Looking ahead, Adora Cruises plans to deepen the “cruise + culture” innovation model, aiming to create cruise products that are “more understanding of Chinese people.” The company reports having served nearly 520,000 domestic and international passengers across its two ships, Adora Magic City and Adora Mediterranea.
While Chinese cruise brands are still in their early stages compared to established international brands like Royal Caribbean, Liang Ning, author of the bestseller “True Demand,” argues that China is moving beyond just “网红” (wǎnghóng), or “internet celebrities,” and “white-label” products. The emergence of successful domestic films and tech companies indicates that China is poised to produce “masters and big brands,” as only brands can command pricing power.
Cruise Lines and Travel Agencies: Forging a Collaborative Path
In the evolving market, collaboration between cruise lines and travel agencies is crucial. Royal Caribbean’s “2025 Channel Innovation and Development Seminar” emphasized collaboration with travel agency partners to drive industry innovation and create more global destination exploration opportunities for Chinese consumers. Royal Caribbean is encouraging travel agencies to actively participate in FIT (Free Independent Travel) booking models through tiered incentive policies and providing support in marketing resources, channel booking incentives, data and technology tools, and familiarization trips to experience cruise products firsthand.
Adora Cruises, at its travel industry exchange conference, announced a “sales policy gift package” for travel agencies, including high commission rates, flexible promotion policies, lenient cancellation policies, high back-end rebates, reasonable shore excursion policies, and MICE (Meetings, Incentives, Conferences, and Exhibitions) collaboration policies.
Travel agencies have responded positively. China Travel Service (CTS) Travel’s Cruise Business Director, Jin Xiaojian, considers Adora’s approach a viable solution in the current market environment, viewing it as a way for cruise lines to share risks with travel agencies and stabilize the market.
Shanghai New Culture & Travel Service Co., Ltd., the top-selling agent for Adora Cruises in 2024, is focusing solely on Adora Cruises this year as part of a focused strategy.
Currently, cruise lines often employ a cabin-cutting distribution model, where 10-20 travel agencies book blocks of cabins and pay deposits. Cruise cabin bookings typically need to be made a year in advance, with early warning mechanisms to detect potential unsold cabins. However, “misjudgments” can still occur. Cruise lines often assess direct sales performance first and may adjust cabin allocation or reclaim cabins if direct sales are strong. Dynamic pricing adjustments may be implemented early on to mitigate risks if both direct and agency sales are weak. Travel agencies are often more passive and may resort to price cuts to sell remaining inventory without cruise line support. Jin Xiaojian notes that Adora Cruises is currently controlling prices and implementing policies that align the interests of cruise lines and travel agencies, such as allowing cancellations with only deposit loss up to a certain number of days before departure, effectively creating a “community of shared destiny.”
This policy shift reflects the changing dynamics of the Chinese cruise market. Shanghai New Culture & Travel Service Co., Ltd. points out that the customer base for cruises is now expanding beyond tier 1 and 2 cities to tier 4 and 5 cities (smaller cities and towns), leading to more diverse and sometimes unpredictable customer demands. Balancing long-term profitability with short-term losses and maintaining price stability is crucial in the cruise market, given the large capacity of cruise ships (often carrying 4,000-5,000 passengers). Price disruptions can destabilize the entire market.
Furthermore, passengers now have more channels to access price information, making cruise prices highly transparent, leading to a larger volume of last-minute deals, including on platforms like Xiaohongshu and Xianyu (a second-hand goods marketplace). Controlling these last-minute deals completely is challenging for cruise lines and travel agencies. More cruise lines may need to collaborate with travel agents to share the burden. While cruise itineraries have decreased, oversupply can still occur at certain times, prompting calls for more favorable sales policies from cruise lines.
Looking Ahead: A Brighter Horizon for China’s Cruise Market
Royal Caribbean Group’s 2024 full-year financial report showed strong performance, exceeding expectations due to increased demand, higher prices, and robust onboard revenue. However, despite cruise line profitability, Chinese passengers perceive cruises as becoming more expensive. While base fares might be reasonable, the once-perceived “all-inclusive” nature of cruises is diminishing, with more onboard activities and services becoming separately charged.
Jin Xiaojian recalls that when cruises first entered the Chinese market, passengers were drawn to the novelty, the all-inclusive offerings covering food, accommodation, and transportation, comfortable accommodations, diverse dining options compared to traditional tour meals, exotic foreign service staff, and access to destinations not easily reached by conventional tours. This led to explosive growth as passengers embraced the concept of cruises as destinations in themselves. However, the increasing emphasis on “second consumption” onboard, with more and more services and activities being charged separately, is shifting the perception of cruises towards being more of a “transportation tool” rather than a primarily leisure and vacation experience, which some industry observers believe is not a healthy long-term trend and could hinder market growth. Focusing on service quality, building positive word-of-mouth, and increasing overall demand is seen as a more sustainable approach.
Compared to the previously criticized shore shopping excursions, current shore excursion offerings are becoming more experience-focused and better received. Royal Caribbean, after returning to the Chinese market in 2024, launched over 100 new boutique shore excursion routes, shifting from purely shopping-oriented tours to experiences catering to diverse passenger needs, including whale watching, river rafting, helicopter volcano tours, scenic trains, beach horseback riding, and exclusive private beaches.
Adora Magic City also introduced 101 more distinctive and in-depth shore excursion routes last summer, emphasizing cultural experiences, nature exploration, and personalized customization, such as food-themed tours with Michelin-starred dining experiences on gourmet trains in Japan and ramen-making workshops at ramen factories. Multiple transportation options, including hop-on-hop-off buses and themed bus tours, cater to different passenger preferences and schedules.
Passengers have expressed willingness to pay for shore excursions with clearer themes and higher quality experiences, provided the pricing is reasonable.
Ni Chenbo from CTS Travel Shanghai Cruise Department believes that while charges for shore excursions, gratuities, and onboard WiFi existed pre-pandemic, passengers are now more price-sensitive due to the overall economic climate. Exceeding expectations in other areas can help offset negative perceptions related to these extra charges.
Shanghai New Culture & Travel Service Co., Ltd. suggests that in an economic downturn, clear market positioning for cruise lines is crucial. Adora Cruises initially had somewhat ambiguous positioning, but its extensive promotion by state media, including CCTV, during the Spring Festival, implicitly conveyed a sense of “national pride,” attracting many older passengers wanting to experience China’s own large cruise ship. Positive word-of-mouth can then drive further passenger growth if the onboard experience meets expectations. The three major cruise lines currently operating in the Chinese market each have distinct positioning, catering to different consumer segments.
As Liang Ning points out, consumers are ultimately seeking experiences that deeply resonate with their inner needs. In the cruise market, those who can identify and cater to these needs will unlock true value. While China’s cruise market has faced headwinds in recent years due to economic pressures, it is gradually recovering through market adjustments and innovations. The second quarter of 2025 is seen as critical, as MSC Bellissima will depart the Shanghai market after its March 5th voyage for Taiwan and Japan, reducing cruise supply in Shanghai. If the market can sustain prices in Q2, optimism remains for the Q3 summer cruise season. Otherwise, price competition will be inevitable as cruise capacity increases during the peak summer period.
Market supply and demand dynamics, flexible market strategies, clear positioning and pricing mechanisms, and shared goals will all shape the development trajectory of the cruise market in 2025, ushering in a new era for China’s cruise industry.
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