Norwegian cruise line operator Viking announces Chinese-language journeys

Norwegian cruise line operator Viking will launch Chinese-language cruises in Northern Europe next year and expand its European river fleet serving Chinese travelers, betting on the growing demand in China for slower-paced and more immersive overseas holidays.

Viking China said the two ocean itineraries, which will begin operating in April, would be the cruise industry's first Northern European voyages designed specifically for Chinese-speaking guests.

The expansion follows the company's launch of Chinese-language Mediterranean cruises and comes as international cruise operators seek to tap a boom in China's outbound travel market, particularly among affluent consumers looking beyond conventional group tours.

"More than 100,000 Chinese guests have traveled with Viking, making China an important source market for our global fleet," Brendan Tansey, managing director of Viking China, said at an event in Shanghai, adding the company is confident in China's premium travel market.

The new routes comprise a 15-day voyage from Oslo to Stockholm, covering three Nordic capitals, Norwegian fjords, Berlin and destinations along historic Hanseatic trade routes, and a 14-day voyage from Lisbon to Oslo along Europe's Atlantic coast.

Viking China will also introduce land-tour extensions in Oslo, Stockholm and Reykjavik, while continuing to operate Chinese-language Mediterranean voyages during the winter of 2027. It plans to offer more than 10 combined ocean voyages next year, including a 60-day journey from Athens to Stockholm covering 18 countries and 40 cities.

The company is also expanding its European river-cruise program as it marks a decade of operating Chinese-language river voyages in the region. The number of Viking Longships adapted for the Chinese market will rise to six in 2027, when the company plans to offer 17 itineraries spanning 11 countries and 37 destinations.

The program will include a new 15-day journey along the Rhine and Moselle rivers, covering 14 cities in Germany, France, Luxembourg and Switzerland.

Chinese travelers are increasingly moving away from tightly scheduled coach tours toward more flexible holidays that allow them to spend longer at individual destinations, Wee Hoon Tan, senior vice-president for product development and brand at Viking China, said.

The company has tailored its European cruises to address language, dining and logistical concerns that can deter some Chinese tourists from traveling independently.

Its ocean vessel serving the market, Viking Yidun, provides Chinese-language signage, entertainment systems, hotel services and shore assistance, as well as Chinese electrical outlets, kettles and a mix of Chinese and Western food.