Leaders from cruise lines, shipyards, and academia gathered at the 18th China Cruise Shipping Conference being held in Guangzhou to share strategies shaping the next phase of China’s cruise industry. The event was hosted by the China Cruise and Yacht Industry Association (CCYIA).

Adora Cruises Unveils Greater Bay Expansion

Adora Cruises CEO Roger Chen shared how the line now operates two ships across seven homeports, holding 43 percent of China’s cruise capacity after carrying nearly one million passengers on 300 voyages.

Chen outlined Adora’s new “1314 Strategy” to grow in the Greater Bay Area:

1 Alliance: Deep partnerships with governments, suppliers, and financial and educational institutions.

3 Ports: Strengthened year-round operations in Guangzhou, Shenzhen and Hong Kong.

1 Headquarters: A new Greater Bay Area base to anchor regional operations.

4 Key Areas: Focus on talent, supply chain, marketing and ship maintenance.

The Adora Mediterranean will homeport in Shenzhen before returning to Guangzhou in December. In 2026, the Adora Magic City will homeport in Shenzhen, while the Adora Flora City debuts in Guangzhou.

Chen also announced recruitment of 1,500 new staff and partnerships with Waigaoqiao Shipyard for a local drydock. Marketing efforts will spotlight Chinese culture.

Royal Caribbean Boosts Brand Presence in China

Benjamin Bouldin, president of Royal Caribbean International Greater China, said the brand is deepening its regional ties with an interactive Royal Caribbean-branded high-speed train featuring AR experiences and themed dining cabins.

Royal Caribbean’s marketing blitz now spans nine cities, with social media outreach across Tencent and Douyin, driving a 109% spike in search interest.

By 2026, the company aims for 13% of guests on China homeport sailings to come from overseas, up from 5% in 2024. Key target markets include Britain, Russia, Australia, Korea, and Southeast Asia.

 Bouldin noted China’s younger travelers are more selective post-pandemic: they dine well onboard but shop less, prioritizing unique experiences. Royal Caribbean has invested $4.5 million to upgrade excursions, including revitalized Jeju Island tours.

Industry Perspectives on Costs and Supply Chains

Paul Chong of Carnival Corporation stressed the need for stable port fees, warning that sudden increases can disrupt long-term cruise planning. Still, he sees major untapped potential in China’s recovering market.

Jianmin Su, President of the Tianjin Cruise & Yacht Association, urged continued development of international supply chains.

Shipbuilding Progress: Adora Flora City Nears Completion

Xiaoyuan Wu from Shanghai Waigaoqiao Shipbuilding said that the Adora Flora City is now nearly 85 percent complete, with interior work 62 percent finished.

Wu said the next Adora ship will be locally designed and built, with Chinese suppliers providing 85 perent of interior components, up from 10 percent previously. Digitalization and AI will drive future design, production, and even onboard applications.

Astro Ocean Expands Beyond China

Jianfeng Tong, deputy general manager of Astro Ocean Cruise, pointed to the company’s international leap. Its ship Pianoland, based in Hong Kong, will become the first Chinese cruise to homeport overseas when it relocates to Malaysia in November 2025.

Astro Ocean is evolving its image with creative marketing and personalized experiences, such as handcrafted soy milk, romantic room setups, and 999 paper cranes folded by crew. In March 2026, it will launch a 13-day cherry blossom cruise from Hong Kong to Japan.

Guangzhou Shipyard Eyes Luxury Cruise Market

Tao Li, chief marketing officer of Guangzhou Shipyard International, said the company is leveraging its success in high-end ferries, icebreakers and ro-ro ships to enter the luxury cruise segment.

With in-house design and a fully local supply chain, Guangzhou Shipyard plans to apply its strengths in comfort, weight control, LNG systems, and vibration reduction to future small- and mid-size cruise projects.