Ocean dreams no longer in the distant horizon

Updated: 2012-08-17 07:39

By Shi Jing (China Daily)

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 Ocean dreams no longer in the distant horizon

The cruise liner Costa Victoria docks at the Shanghai Wusongkou International Cruise Port. Costa Cruises expects to have 400,000 passengers from China this year. Provided to China Daily

New infrastructure for cruises propels sector in Shanghai

The dream of embarking on an ocean getaway is now within easy reach of Chinese travelers keen on taking the less-traveled path.

Costa Cruises, the first large international cruise company to operate in China, was granted wholly-foreign-owned enterprise status in November, which the company says will help it develop its business in China.

Costa is Europe's top cruise company, in fleet size and number of passengers carried, and has logged 60 years of service.

"The China market is still relatively untapped, unlike that in the West," says Buhdy Bok, vice-president of Pacific Asia and China of Costa Cruises. "It's also a new industry for China, and the government is keen to promote it because it boosts the local tourism industry.

"Some reasons are the natural advantages of Shanghai and the large and increasing middle class who have money and time to spend on new holiday experiences."

Costa has offered "Cruising Italian Style" holidays since 2006, using the ships Costa Allegra, Costa Classica, Costa Romantica and Costa Victoria, the last of which came to China for the first time this year.

"Costa's bookings this year have been very positive in Asia, particularly in China," Bok says.

It is estimated that by the end of the year, Costa will have operated more than 300 cruises carrying about 400,000 people from China, he says.

"Last year we had 300,000 passengers, and 98 percent were satisfied with their cruise. The growth of the market means the Asia-Pacific region is one of the most important for Costa Cruises, particularly China."

With support and encouragement from the local government, Costa Cruises has set 33 departures for Costa Victoria from the new Shanghai Wusongkou International Cruise Port as the home port to Japan and South Korea this year.

This year, too, under the banner "Italy at Sea", Costa launched what was said to be Asia's first fashion cruise, on the 75,200-ton Costa Victoria, which can carry 2,394 passengers. It set out from Wusongkou.

Apart from a fashion show, the cruise offered duty-free prices, performances by a Michael Jackson impersonator, other live music, games and competitions.

While the "Italy at Sea" theme is played up to the hilt, the cruise also has many "Asian elements" to put passengers at ease, Bok says.

"We ... have tailored it to the Chinese market. For example, we provide Chinese food in addition to Italian food, there are mahjong tables and the trips to Japan and South Korea have been designed with our Chinese customers in mind. We've combined our core Italian style with local characteristics."

Encouraged by the positive response to cruise travel in China, the company will increase its investment by deploying a second cruise ship, Costa Atlantica, to Asia, he says.

The ship is due to arrive in Shanghai next year, and demonstrates the company's confidence in the Chinese market and its commitment to promote Shanghai as a leading international shipping center in the region, Bok says.

The cruise industry in Shanghai seized its chance in recent years when several large international events such as the World Expo in 2010 were held in the city. Many international cruises ventured to China during the Expo and propelled the construction of cruise terminals and home ports in the region. Both outbound and inbound businesses in cruise tourism have grown rapidly as a result.

With the improved port facilities and development of related industries, more Chinese are now opting to go on cruises, especially to destinations in the Asia-Pacific region, and cruises are increasingly being seen as attractive venues for meetings, conferences and exhibitions put on by Chinese companies.

"Costa Cruises had to help better introduce Chinese tourists to the cruise holiday idea, which is still relatively new in China," Bok says.

"We have worked closely with the local government to push the industry's development. We are a market pioneer in opening up this new industry to the local market."

Costa's confidence in the Chinese market fits well with the Shanghai government's plan to boost the development of an international shipping center, he says.

The Wusongkou cruise port handled 23 cruises in the first six months of this year, with 112,000 passengers, 20 times the number last year.

However, because the industry in China is so young it lacks the regulatory framework that other industries have.

"There is no law or regulation that can be referred to when there is any problem," says Dai Yu, sales director of Shanghai Ctrip International Travel Services Co Ltd.

"It is difficult for travel agencies to handle cruises and hard for consumers to seek legal redress if there is any problem."

Nevertheless, Zhen Hong, secretary-gene-ral of Shanghai International Shipping Institute, says the industry is doing extremely well.

"The world's leading cruise companies have all set up branches in Shanghai with new itineraries. And the city is happy to show off its first-rate cruise terminals to tourists from home and abroad ...

"But we need to catch up with the world in terms of related services. The biggest problem is that tourists have to go in groups to go on cruises. This isn't just inconveniencing tourists, but is also keeping back the development of the broader cruise industry."

shijing@chinadaily.com.cn

(China Daily 08/17/2012 page15)

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