Cruise industry embarks on big expansion

"China has built its own cruise terminals so far, but it has not created its own liners yet. The general plan being worked out at this point is to ensure a faster and more systematic growth of the Chinese cruise industry. The industry is expanding so rapidly that we can foresee a much bigger demand in the Chinese market," Zhen said. According to a recent market survey of China's largest online travel agency Ctrip.com, the number of customers taking cruises amounted to 10 percent of the company's total in 2013. But taking a cruise is gaining increasing popularity among the Chinese, especially the rich and the increasing numbers of the Chinese middle classes.

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Consequently, Ctrip has invested 200 million yuan ($32 million) to develop its cruise trips. By February, Ctrip had offered travel packages involving 17 cruises. With these itineraries, Ctrip can attract at least 40,000 customers taking cruises this year.

"The Chinese cruise market is at a preliminary stage. It is vital for travel agencies to strive to take the initiative and the lead in the market," said Yang Lei, senior director of the cruise business department of Ctrip.

While the Chinese cruise industry is accelerating its growth, overseas companies are further reaching into the Chinese market with more luxurious trips and ships to attract high-end customers. Princess Cruises announced in mid-February that its Sapphire Princess liner will have 24 itineraries during the China season, six months after it officially announced it was entering the Chinese market. It is expected to attract some 65,000 passengers during the four-month period in China.

Jan Swartz, president of Princess Cruises, said the company will provide tailor-made services and special itineraries to Chinese customers based on their in-depth understanding of the nation's market.

According to the 2013 Cruise Tourism Market Research report conducted by the leading travel website Qunar.com, more than half of respondents said they would spend 4,000 to 6,000 yuan on cruise trips. Shanghai has become the city with the most people buying cruises in China, followed by Beijing, Hangzhou, Tianjin, Suzhou and Wuxi. Gao Xing, product director of Baidu Inc's travel site Qunar, said although they started late in China, cruise trips have become quite safe and secure nowadays and are mostly preferred by parents with children and elderly couples.

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