China’s Cruise market situation [2024 update]

China’s cruise market is back. After four years of near-zero activity during the pandemic, international cruise lines have returned to Shanghai, Beijing-area ports, and Tianjin in force. Chinese-built cruise ships are entering service for the first time. And a new generation of Chinese travelers is discovering cruising as their preferred way to see the world. The market is heading toward 81 billion USD in size, and businesses that position themselves now will benefit from years of growth ahead.

China’s cruise market: key figures for 2024-2025

In April 2024, Royal Caribbean’s Spectrum of the Seas docked at Shanghai’s Wusongkou International Cruise Port after a 4.5-year absence. The ship, capable of carrying 5,200 passengers, arrived with nearly 4,000 foreign tourists from Singapore, Malaysia, Thailand, Indonesia, and Australia. This single event marked the largest influx of foreign tourists into China in years and sent a clear signal: the cruise market is fully operational again.

MSC Bellissima also returned to Shanghai in March 2024, MSC Cruises’ first China docking since 2019. Costa Cruises, a pioneer in Chinese homeport cruising, resumed operations ahead of schedule. Industry analysts project the Chinese cruise market to reach 3 million annual passengers by 2026, approaching pre-pandemic records.

According to the China National Tourism Administration, cruise tourism is listed as a priority sector in China’s 14th Five-Year Plan for tourism, with dedicated port infrastructure investment across Shanghai, Tianjin, Sanya, and Xiamen. The government is treating cruise tourism as a tool for economic recovery and soft power projection.

Industry data from Mafengwo shows that cruise-related searches by Chinese users grew over 200% between Q1 2023 and Q1 2024, with Japan, South Korea, Southeast Asia, and Mediterranean routes leading user interest.

China builds its own cruise ships

China State Shipbuilding Corporation (CSSC) is building the country’s first domestically designed mega cruise ships. The first vessel will measure 1,060 feet in length, carry 2,125 staterooms, and weigh 135,000 tonnes. A second, larger ship will measure 1,119 feet and feature 2,144 staterooms at 142,000 tonnes. Both use designs developed with input from Carnival Corporation and Costa Cruises.

The new Adora Cruises brand, a Chinese-American joint venture, will operate these ships. Adora plans to combine local cultural programming with international cruise standards, offering itineraries specifically built around Chinese festivals, Chinese cuisine, and destinations aligned with China’s Belt and Road connections. Delivery of the first ship is expected in 2025.

This is a major shift. China is no longer purely a customer for international cruise lines. It is becoming a cruise industry producer, and the domestic ships will be designed from the start with Chinese traveler preferences in mind.

7 trends shaping China’s cruise market in 2025

• Short-haul and regional routes first. Chinese cruisers prefer 3-7 day itineraries visiting Japan, South Korea, Vietnam, and Southeast Asian islands. These routes are easier to sell to first-time cruisers and are filling fast.
• Luxury and themed cruises growing fast. High-end Chinese consumers want private balconies, Michelin-quality dining, and curated experiences. Themed cruises built around Chinese New Year, music festivals, or cultural tours are oversubscribed.
• Digital everything. Chinese passengers book through Ctrip, Fliggy, and WeChat Mini Programs. They share content on Douyin and Xiaohongshu during the cruise. Cruise operators that are not active on these platforms are invisible to the market.
• Chinese cuisine and staff onboard. A Mandarin-speaking crew and authentic Chinese food are no longer a bonus. They are a base expectation. Royal Caribbean’s Spectrum of the Seas was redesigned specifically for the Chinese market with Chinese dining venues, mahjong rooms, and Mandarin programming.
• WeChat Pay and Alipay onboard. Cash and international credit cards are not how Chinese passengers want to pay. Cruise lines that accept WeChat Pay and Alipay for onboard purchases see higher per-passenger spending.
• Sustainability matters more. Younger Chinese cruisers increasingly consider the environmental practices of the cruise line. Green technology, low-emission ships, and visible sustainability commitments are becoming selling points.
• Government support driving infrastructure. Chinese ports are investing heavily in expanded cruise terminals. Shanghai’s Wusongkou, Tianjin’s Binhai, and Sanya’s Phoenix Island are all expanding capacity to handle the next generation of mega ships.

How to market cruise experiences to Chinese travelers

The Chinese cruise booker does not call a travel agent. They research on Mafengwo, watch cruise content on Douyin, read reviews on Xiaohongshu, and book on Ctrip. Your marketing needs to be in all four places to be part of this conversation.

KOL partnerships are particularly effective for cruise marketing. A well-known Chinese travel KOL posting a 3-day cruise experience on Douyin or RED can generate thousands of booking inquiries in days. The format works because cruise content is inherently visual and aspirational. The pool deck at sunset, the private suite, the Japanese port city: all of it performs well on Chinese video and image platforms.

Our team runs Chinese digital marketing campaigns for cruise operators and travel businesses targeting Chinese travelers. See our services page for more details.

Why Your Chinese Digital Presence Matters

A cruise line or travel brand that wants Chinese passengers needs full visibility on Chinese platforms. Here is the complete picture:

• Chinese website with ICP license, hosted on Alibaba Cloud or Tencent Cloud: loads inside China, ranks on Baidu.
• Douyin: the main discovery channel. Cruise video content is some of the best-performing travel content on the platform. See our Douyin marketing services.
• Xiaohongshu (XHS/RED): trust-building. Reviews and real passenger content on RED convert researchers into bookers. See our Xiaohongshu marketing services.
• Baidu SEO + PPC: rank for cruise travel terms in Mandarin.
• WeChat: loyalty, pre-cruise communication, and direct booking. See our WeChat marketing services.

Our Chinese digital marketing agency has experience working with travel brands across the cruise, hospitality, and leisure sectors.

FAQ: China’s cruise market

Is China really the second-largest cruise market in the world?

Before the pandemic, China was firmly the second-largest cruise market globally, behind only the United States. In 2019, over 2.5 million Chinese passengers took a cruise. That number collapsed during COVID restrictions. The market is now recovering rapidly, with industry analysts and the Chinese government both projecting a return to and beyond pre-pandemic levels by 2026. The combination of new domestic ships, returning international lines, and expanding port infrastructure supports strong growth.

What are Chinese cruise passengers looking for?

Chinese cruise passengers want comfort, Chinese-language service, familiar food options alongside local cuisine, strong WiFi throughout the ship, WeChat Pay acceptance, and social-media-worthy experiences. Mahjong rooms, karaoke lounges, and Chinese New Year celebrations onboard are not gimmicks: they are features that drive booking decisions. Cruise lines that adapted their ships for Chinese preferences, like Royal Caribbean’s Spectrum of the Seas, consistently outperform generic deployments in the Chinese market.

Which cruise routes are most popular with Chinese travelers?

Japan and South Korea are the most popular short-cruise destinations for Chinese passengers because of their proximity to Shanghai and Tianjin, strong cultural appeal, and the shopping opportunities in Osaka, Tokyo, and Seoul. Southeast Asia routes to Vietnam, Singapore, and Thailand are the second most popular segment. Long-haul cruises to the Mediterranean, Northern Europe, and Alaska attract a smaller but fast-growing segment of wealthy, experienced Chinese cruisers.

How do Chinese travelers book cruise holidays?

Over 70% of Chinese cruise bookings happen through online platforms. Ctrip (Trip.com) is the dominant OTA for cruise bookings, followed by Fliggy (Alibaba’s travel platform) and direct cruise line apps. WeChat Mini Programs are increasingly used by cruise lines that have built Chinese-specific booking tools. Chinese consumers research thoroughly on Mafengwo and Xiaohongshu before booking, and they respond strongly to KOL endorsements. Any cruise brand without a presence on these platforms is missing the majority of its potential Chinese audience.

The Chinese cruise market is moving fast

New ships, new ports, new operators, and millions of first-time Chinese cruisers entering the market every year: this is one of the biggest growth opportunities in global travel right now. The brands that build their Chinese digital presence today will be the ones filling their sailings tomorrow.

Find out how we can help your cruise or travel business reach Chinese travelers: see our services here.

Marcus Zhan is a digital strategist at GMA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.