Viking Increases Investment in China’s Thriving Cruise Market Amid Rising Demand

Viking Cruises is set to increase its investment in China’s cruise tourism sector, acknowledging the considerable growth potential within both outbound and domestic markets. With increasing anticipation for 2025 and beyond, the company has noted a surge in bookings among Chinese travelers eager for culturally rich experiences.

CEO Torstein Hagen highlighted the strategic relevance of the Chinese market, pointing out the robust travel industry’s dynamics and the rising demand for premium cruise services. To cater to Chinese consumers, Viking is devoting four river vessels in Europe solely to Chinese guests, complemented by Mandarin-speaking staff and specialized Chinese cuisine.

A pivotal aspect of Viking’s strategy is its focus on China’s "silver generation," which includes travelers aged 60 and older—a demographic exceeding 330 million individuals. By enhancing accessibility and offering culturally significant itineraries, Viking aims to meet the unique needs of older travelers.

China’s cruise tourism industry is bouncing back strongly, with projections suggesting a potential annual passenger count of 14 million by 2035. This growth is fueled by supportive government measures such as visa-free entry for foreign cruise passengers and enhanced port infrastructure investments.

Viking’s expansion aligns with a broader trend of growing international cruise operations in the region. By concentrating on culturally tailored offerings, the company is well-positioned to adapt to the evolving preferences of Chinese travelers, aiming to secure a strong presence in China’s developing cruise market.

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