China Tourism Group says it will lead a push to stimulate China’s cruise sector, including a consolidation of management across multiple cruise brands that have been launched in the country. The move is part of a broader government effort to merge and streamline industries viewed as high-potential but currently underperforming.
A new company, Huaxia, has been established as a subsidiary backed by China Tourism Group and China COSCO Shipping Group. Initially, Huaxia will oversee operations for five China-based cruise ships. On 21 November, the parties held a signing ceremony that also created Star Cruises—a Huaxia unit focused on cruise ship operations and management. China Tourism is reported to hold 35% of the new company, while COSCO and China Merchants each hold close to 18%.
The combined structure brings together four state-owned groups, including cruise-related units from COSCO, China Merchants Group, and China State Shipbuilding Corporation (CSSC). Individual brands will continue to operate under the umbrella of the new platform. That includes Adora Cruises, which operates China’s first domestically built large cruise ships. Adora is owned by CSSC and was originally set up as a joint venture with Carnival Corporation, which later reduced its stake to a minority position. The brand launched in 2023 and introduced its first new ship in January 2024.
Under the consolidated management plan, the fleet is expected to include Adora Magic City, Adora Mediterranea, Piano Land, Nanhai Dream, and the newbuild Adora Flora City, which is still under construction. Together, the operator would control around 16,000 berths, which Chinese officials say would make it the largest cruise operator in Asia by capacity.
The consolidation is intended to improve efficiency and allow the group to reduce overhead costs associated with cruise operations. At the same time, China’s domestic cruise industry is still working through a slow recovery, pressured by low ticket prices and lagging demand after the pandemic. China was among the last major cruise markets to reopen, with domestic cruising only permitted again in 2023, which also delayed the broader return of foreign-flag cruise ships operated by international brands to Chinese ports. Even before the pandemic, several major global cruise lines had reduced capacity in China, citing the market’s relative immaturity and the way cruises are sold—often through group bookings and third-party channels.
Despite these headwinds, officials highlight the sector’s potential. They argue cruise spending has a strong multiplier effect through provisioning and services, claiming cruise activity can generate 10–14 times the economic impact relative to initial ticket spending.
China Tourism Group is also positioning the consolidation alongside the expansion of China-built tonnage. Adora Flora City, the second large cruise ship built in China, was floated out earlier this year and is scheduled for delivery in late 2026.
Alongside the state-backed operators, China is also seeing activity in the private segment. One brand has recently acquired a former Costa Cruises ship, which has reportedly transited the Suez Canal en route to China.
Tourism officials said cruise passenger arrivals at Chinese ports rose 28% in the first nine months of 2025, surpassing two million passengers.
