Viking Cruises inaugurated its first brand experience center in China on Feb. 5.

The center is located in central Beijing and marks a significant milestone in the company’s decade-long expansion in the Chinese market and serves as a key initiative to celebrate its 10th anniversary in the region.

The center, designed with Viking’s signature Nordic feel, features immersive zones including a cultural wall, consultation areas and a private theater.

These spaces allow visitors to explore Viking’s itineraries, destination highlights, and brand philosophy through interactive experiences.

Guests can also receive personalized travel planning services from specialists. Targeting primarily travelers aged 55 and above, the center aims to strengthen engagement with Beijing and northern Chinese consumers who value culturally rich, leisurely travel experiences.

Brendan Tansey, Managing Director of Viking China, emphasized that the opening reflects Viking’s long-term commitment to the Chinese market.

“Over the past decade, Viking has introduced industry-firsts, such as fully Chinese-speaking European river and ocean cruises tailored for Chinese guests. We aim to replicate such offline experiential spaces in more first- and second-tier cities to support our growth strategy,” he stated, during the opening ceremony.

Since entering China in 2016, Viking has served nearly 100,000 Chinese passengers, with Beijing being its second-largest source market after Shanghai.

The company’s 2026 season will include 14 European river cruise routes and eight Mediterranean ocean  itineraries) with Chinese-language services, some of which are said to be already sold out.