Viking Cruises has announced plans to increase its investment in China's cruise tourism sector, citing significant growth potential in both outbound and domestic markets. The company has observed strong booking trends for 2025 and beyond, particularly among Chinese travelers seeking culturally immersive experiences.
Torstein Hagen, CEO of Viking, emphasized the strategic importance of the Chinese market, noting the country's dynamic travel industry and the increasing demand for high-quality cruise experiences. Viking has tailored its offerings to cater to Chinese consumers, including dedicating four river vessels in Europe exclusively for Chinese guests, featuring Mandarin-speaking staff and Chinese cuisine.
A significant factor in Viking's strategy is the targeting of China's "silver generation"—the rapidly growing demographic of travelers aged 60 and above. With over 330 million individuals in this age group, the company recognizes the substantial market opportunity. Viking has adapted its services to meet the needs of older travelers by incorporating accessibility features and offering culturally enriching itineraries.
China's cruise tourism industry is experiencing a robust recovery, with projections indicating that the market could reach 14 million passengers annually by 2035. Government initiatives, such as visa-free entry for foreign cruise passengers and investments in port infrastructure, are contributing to this growth.
Viking's expansion in China aligns with the broader trend of increased international cruise operations in the region. The company's focus on providing culturally tailored experiences positions it to capitalize on the evolving preferences of Chinese travelers. As the market continues to mature, Viking's strategic investments aim to establish a strong foothold in China's burgeoning cruise industry.