Full steam ahead: Asia’s cruise market sets a new course

The MSC Bellissima arriving in Shanghai. Credit: MSC Cruises

The increase in Asian cruise operations has been reshaping the region’s tourism sector since China reopened its borders last year.

According to China’s National Immigration Administration (NIA), Q3 2024 saw 160 million people entering and leaving the country, an increase of 30% YoY, including 78 million mainland residents; 64 million Hong Kong, Macao, and Taiwan residents; and 16.4 million foreigners – the latter increasing by 50% YoY.

In the last 12 months, transportation by ship is up by 6.5%, and in Singapore – one of the first Southeast Asian countries to restart maritime operations post-pandemic – the Cruise Singapore Tourism Board confirmed a rise in cruise of 15.9%.

With the China Cruise & Yacht Industry Association estimating that the cruise industry alone will bring $81.2bn (CNY550bn) to the Chinese economy by 2035, domestic and foreign companies are ramping up operations in the region.

A major driver for China’s tourism increase has been the introduction of an open visa for cruise passengers by the NIA. Valid for 15 days, it allows groups of cruise tourists to enter China – as long as the trip was organised by a domestic travel agency – via 13 cities along the coastline –  including Shanghai, Shenzhen, and Zhoushan, some of the biggest ports in China.

This government-led support for the cruise industry has reduced friction for travellers and cemented the cruise industry’s foothold as integral to the country’s tourism growth strategy. 

When MSC Belissima arrived in Shanghai in March 2024, NIA data showed that foreign visitors to China had already grown threefold compared to Q1 in 2023. The return to China after a four-year hiatus, demonstrated confidence in the region’s growth with the ship homeporting in Shanghai, Keelung, and Shenzhen over the summer.

“MSC Bellissima’s maiden call in Shanghai reaffirms our commitment to a market that continues to play an important strategic role for us,” says Gianni Onorato, CEO of MSC Cruises. “We are fulfilling our commitment to bring to the region a modern Asian flagship and we are dedicated to further invest in China and benefit the local economy.”

As younger travellers and multi-generational families take to cruising, MSC Cruises’ fleet can provide experiences for all age groups from its kids clubs to tech-forward games rooms and diverse dining options.

Building on initial growth during H1 2024, MSC Splendida will operate out of Shenzhen and Xiamen over winter from December 2024 to April 2025, with MSC Bellissima returning to Shanghai from January 2025.

At Century Cruises, a river cruise line headquartered in Chongqing, there has been an uptick in bookings and interest, from both domestic and international travellers. Jack Xiong, the director of sales and marketing, says that business is growing in line with Cruise Singapore Tourism Board’s observations, driving the decision to launch a new river cruise ship for the Yangtze River.  

Launched in September 2024, Century Voyage follows the previous launches of Century Oasis in 2023, Century Victory in 2022 and Century Glory in 2019. 

“This latest addition significantly enhances our capacity, enabling us to meet the growing demand for luxurious and eco-friendly river cruises along the Yangtze River,” says Xiong. “It mirrors the overall increase in tourism across Asia, as travellers increasingly seek immersive cultural experiences and all-inclusive quality cruise itineraries.”

China’s Adora Cruises launched Adora Magic City into service at the start of 2024 with cruises departing from Shanghai. The country’s first domestically built cruise ship, with capacity for over 5,000 passengers and offers almost 100 different cruise itineraries, it joins Adora Mediterranea, which departs from other ports such as Xiamen, Dalian, and Tianjin.  

Focusing on culture, immersion, and customisation, last month its second new cruise ship Adora Flora City was announced. Delivery is planned for 2026 with the ship homeporting in Guangzhou.  

“With the deployment of AIDA Huacheng in Guangzhou, we will continue to deepen the development strategy of 'cruise + culture', integrating Lingnan culture and Silk Road elements to provide consumers with diversified and personalised high-end cruise vacation experiences,” says Yang Guobing, chairman of Adora Cruises. 

“Through diversified cooperation, we hope to continuously explore new opportunities for the integration of culture, commerce and tourism with partners from all walks of life and create a 'Chinese paradigm' for the global cruise industry."

Disney Cruise Line’s new ship Disney Adventure will operate out of Singapore from 15 December 2025, becoming the company’s first cruise ship to homeport in Asia.  

It will accommodate over 6,000 passengers and is optimistically larger than Disney’s current largest ships, such as Disney Wish, which holds capacity for around 4,000 passengers. From the cuisine to the entertainment, Disney Adventure will offer new-to-market experiences designed especially for the Asian market. 

"When the Disney Adventure sets sail in December 2025, guests throughout Southeast Asia will have the opportunity to experience the magic of their favourite Disney, Pixar, and Marvel stories, in their very own backyard," says Sharon Siskie, SVP and GM for Disney Cruise Line. 

Another Disney-themed ship will also be arriving in Asian territory by 2029, this time under licence from Disney via the Oriental Land Company (OLC). The operator of Disney’s theme parks in Japan commissioned German shipbuilder Meyer Werft to construct a Wish-class ship and is expecting annual sales of around $621m (JPY100bn) within the first few years. 

In its Q3 fiscal report it cited “strong demand” for Disney Cruise Line and will be hoping to surpass last year’s earnings which brought profits of $1.6bn for the “parks and experiences” segment –  which includes Disney Cruise Line – up 6% on the previous year. 

Disney’s accelerated cruise operations are part of the Walt Disney Company’s $60bn investment to increase park and cruise capacity over the next decade.