Century Cruises officially entered the European river cruise market with Century Star, following 23 years of operating Yangtze-deployed large ships in China and chartering some of them for international cruise brands.
The move represents a shift towards a business-to-consumer model under which the Chinese company markets its own brand directly to European, Asian and North American customers.
Century Star was delivered in June 2026 and accommodates 174 guests in 78 cabins. The ship started European operations with the maiden voyage on the Danube on September 18th. The modern vessel will feature electronic propulsion technology and is constructed using 60% recycled steel.
The ship will operate itineraries on the Danube, Rhine and Moselle, visiting major destinations including Amsterdam and Budapest. One of the longer routes is a 14-day roundtrip from Passau, scheduled for August 2027, which will include navigation through the Iron Gates gorge between Serbia and Romania.
Century Cruises is also developing a shore excursion programme in cooperation with 30+ local tour companies across the Rhine, Danube and Moselle. The programme is intended to include experiences beyond conventional sightseeing, including an opera performance at Schönbrunn Palace in Vienna. Onboard, the company plans to combine regional cuisine with local entertainment.
The operator expects its European cruises to attract passengers from Asia, Europe and North America and plans to allocate specific departure dates to individual markets. Century Cruises has also adapted its excursion programmes based on differences in passenger preferences, with Western travellers generally offered greater flexibility for independent exploration, while programmes for Chinese guests provide more detailed destination information and structured touring.
Century Star is the first of three/four ships that Century Cruises is developing for the European market in partnership with ship management services provider United Waterways and Dutch shipbuilder Concordia Damen. The company is also expanding its operations on the Nile with new ships.
Century Cruises recorded 250,000+ guests globally in 2025 and expects annual passenger numbers to exceed 300,000 by 2028. The expansion is part of a wider fleet development programme focused on electric propulsion technology, which the company says it developed and tested in China during the pandemic after replacing its diesel-powered fleet.
The same propulsion technology is planned for the company’s forthcoming Nile vessels, making them among the first ships on the river to use electric propulsion. Century Cruises said the technology has contributed to improved operational efficiency and lower environmental impact in its Chinese operations.
The company’s European expansion forms part of a broader strategy covering the operations in China, Europe and Egypt, with the newbuilds intended to combine visits to established historical destinations with more specialised shore experiences.