Industry leaders in China have seen a shifting consumer that is willing to spend more money, but stressed product innovation and improvements must continue, they said at the 2024 Shanghai International Cruise Summit

Ben Bouldin, President of Royal Caribbean International, China, stated that Chinese consumers are now willing to pay significantly more than before Covid, though they are more cautious while on holiday. The demand for tours has shifted, with a growing interest in understanding the culture of destinations, he said.

Among his objectives are reducing friction points: for example, minimizing embarkation and disembarkation time and allowing visa-free movement. The company wants a curb-to-ship time of under 20 minutes.

Bouldin also highlighted a lack of awareness among Chinese passengers, who often do not fully understand what to expect until they are onboard and only begin to navigate the experience two or three days into the cruise. To address this, he hopes to collaborate with travel partners to improve pre-cruise education and awareness.

Helen Huang, president of MSC Cruises China, similarly emphasized the importance of reducing friction points and obtaining a travel agent license, or at least regulatory approval to sell products beyond tickets, to allow cruise lines to offer additional services before departure.

She said MSC has been working to establish a procurement hub in China. However, there are limited business-friendly policies that meet international standards, particularly in areas like inspection and quarantine. She explained that while China, Korea and Japan are all viable locations for setting up a regional distribution center, China faces significant customs and policy restrictions.

Huang also advocated for a single government department dedicated to the cruise industry, which would provide a stable and effective communication channel to advance industry discussions and improvements.