Century River Cruises Expands Focus on North American Market

Century River Cruises is shifting its focus back to the North American market, according to Deputy General Manager Richard Xie. Moving away from its pre-pandemic business model, the Chinese cruise line is now setting up its own commercial operations in the United States, he told media.

Previously, Century primarily attracted American travelers to its Yangtze River cruises through partnerships with local tour operators, with Viking being a key partner for over 20 years. Other U.S.-based travel companies, such as Tauck, Grand Circle, Uniworld, and Avalon, also played a role in bringing nearly 20,000 Americans annually to Century’s cruises in China.

Since opening an office in Los Angeles in 2019, the company has been sourcing more guests from North America, with a growing number of mainstream travelers in addition to Chinese Americans. “That’s one of the main targets of our five-year plan,” Xie explained. “We’re working to build brand awareness and establish our own distribution channels for mainstream travel advisors.”

As part of its strategy, Century is organizing a familiarization trip for U.S.-based travel advisors and is partnering with major media outlets to boost its visibility. The company also has plans to expand into other international markets, including Continental Europe and the UK.

“Before the pandemic, we were just a Yangtze River cruise line working with major tour operators in North America. Now, with our operational office in California, we’re acting as a tour operator ourselves,” Xie said.

However, challenges remain, particularly with geopolitical tensions between China and the U.S., as well as limited and costly flights between the two countries. “A direct flight from any major U.S. city to China can cost up to $2,000 per person,” Xie noted.

Despite these obstacles, Century’s experience in catering to North American guests has shaped its offerings. “Our services and amenities onboard are well-suited for North American travelers,” Xie explained.

While most of Century’s passengers today come from China and Southeast Asia, the company has been expanding its fleet, building four 550-passenger ships since 2020. Looking ahead, Century plans to introduce a series of upscale, smaller vessels, including a five-star, 200-passenger river ship designed for luxury travelers.

Century is deeply involved in the construction of its ships, with its teams managing design and development at state-owned shipyards. “We use some of the shipyard’s human resources, but the management is always our own,” Xie said.

Chairman and Owner Peng Jianhu has played a significant role in Century’s success, transforming a small travel agency into a leading river cruise line. “He is an ambitious person with a unique vision for river cruises,” Xie added.

In addition to its new Century Voyage, which entered service in September, Century operates five newly built vessels on the Yangtze River. The company is also considering expanding into ocean cruising in the future, Xie hinted.