Viking has inaugurated a brand experience centre in Beijing as part of its planned expansion into the Chinese source market. The facility is positioned to serve consumers in Beijing and northern China by providing an introduction to cruise offerings and the Viking brand, as well as spaces for prospective travellers to review and discuss itinerary options directly with company representatives. The initiative forms part of Viking China’s efforts to integrate its online and offline marketing channels and engage more closely with potential customers in key urban centres.
The opening of the centre coincides with the cruise operator’s preparations to offer 8 Mediterranean sailings with Chinese-language services during the upcoming summer season, with voyage durations ranging from eight to 22 days. In addition to these ocean voyages, the company has increased the number of European river cruises conducted in Mandarin from initial offerings in 2019 to a planned 14 itineraries spanning 8 to 14 days, reflecting the expanded portfolio tailored for Mandarin-speaking guests.
Viking entered the China market in 2016 with product offerings designed specifically for Mandarin-speaking passengers on European river and ocean cruises. Since that time, the line has carried close to 100 000 passengers from China, with Beijing reported as a significant source market behind only Shanghai in passenger origin figures. The placement of the experience centre in a prominent location within Beijing is intended to facilitate closer engagement and support direct consultation with travellers regarding Viking’s itineraries and travel services.
The expanded presence in the Chinese market underscores Viking’s strategic emphasis on the region as a growing source of outbound cruise demand and its commitment to providing product offerings with language and cultural considerations suited to Mandarin-speaking guests.