Cruise operators hope to cash in on rising demand

As more Chinese travelers seek new holiday experiences, Italian cruise operators and manufacturers are deploying more resources to China to secure a greater share of the growing tourism market.

Traveling abroad has become more common for Chinese people. In 2018, more than 150 million trips were made by Chinese to foreign destinations, according to the Ministry of Culture and Tourism. And many people are no longer satisfied with the traditional travel packages but looking into alternative experiences, such as fully relaxed cruises with a luxury experience or family fun.

The growing market has attracted players from Italy, a country known for its cruise businesses. For example, Genoa-headquartered Costa Cruises, a major operator in Europe and Asia, sent the Costa Venezia - a ship designed and built especially for the Chinese market - to Shanghai.