Shanghai: Adora Cruises is gearing up to become China’s premier cruise line in 2024. The company’s new flagship, the Adora Magic City, uniquely designed and built for the Chinese market, is set to embark on its inaugural journey from Shanghai on January 1, as announced by Ranfeng Chen, the managing director.
This bold move comes as part of a strategic joint venture initiated in 2018 between the China State Shipbuilding Corporation and Carnival Corporation, marking a significant collaboration in the maritime industry.
Chen likened the company’s five-year journey to ‘the first step in the Long March,’ echoing the words of the late Chinese leader Chairman Mao Tze-tung, to signify the beginning of a long but transformative journey.
September witnessed the official launch of the Mediterranea in Tianjin, a former Costa ship refurbished to cater to the Chinese market’s tastes. The Adora fleet plans to serve multiple homeports across East, South, and North China, offering both mid- and long-haul routes to countries like Japan and South Korea, as well as select Southeast Asian ports.
The recent green light from the Chinese government, allowing travel agencies to sell outbound group tours to Japan and South Korea, has been a significant boost. Chen notes a substantial increase in bookings for these destinations, signaling a resurgence in China’s cruise market.
Adora Cruises is adjusting its sales strategy in response to the evolving market. While travel agencies will continue to be a vital sales channel, Chen hints at a shift from charter operations to block bookings, adapting to the current market dynamics.
Distinguishing itself from competitors like Royal Caribbean and MSC, Adora’s first newbuild, debuting in Shanghai next spring, promises a unique blend of Eastern and Western elements. It aims to offer an enchanting experience that combines traditional elegance with modern flair, targeting both leisure and cultural tourism.
A notable feature of the Adora Magic City is its distinction as the world’s first 5G-enabled cruise ship, in partnership with Shanghai Telecom. This technological advancement, coupled with an expansive, state-of-the-art 2,000-square-meter shopping area, replaces traditional casino operations, aligning with local regulations and consumer preferences.
Chen’s vision for Adora Cruises is to create a refined cruise experience that resonates with Chinese guests, merging luxury with technological innovation and cultural sensitivity. This approach positions Adora Cruises not just as a leader in the Chinese market but also as a trendsetter in the global cruise industry.
