Viking Expands China Market with Dedicated River Cruise Ships

During Viking’s fourth quarter and full-year 2024 earnings call, CEO Torstein Hagen discussed the company’s growing focus on the Chinese market, highlighting that four of Viking’s river cruise vessels in Europe are now exclusively catering to Chinese travelers.

Viking’s River Cruises for Chinese Guests

Hagen explained that these ships feature Chinese staff and Chinese cuisine, creating an immersive experience tailored to their guests.

“The captains and the nautical people are good … they know the way up and down the rivers,” he stated, adding that while the process of fully integrating these vessels into the market has taken time, it “can, of course, become a potentially significant source of business.”

China as a Key Growth Market

When addressing Viking’s presence in China, Hagen noted: “We don’t make a big splash about it, but you know, it’s obviously a huge market, and we have our operation there (joint venture with China Merchants).”

Viking’s approach differs from many cruise lines, as the company focuses on cultural immersion rather than a mixed-market strategy.

A Unique Approach to Cruise Experiences

Hagen outlined Viking’s language-specific philosophy, explaining: “If you go on a Viking ship, the ones we normally go on, (it’s) English only onboard.

“If you go on the Chinese-speaking ships, it’s Mandarin only onboard and largely Chinese food. They come to places to experience the history and culture around the river, and then they want to come home and be in comfort on our ships.”

He emphasized that this strategy represents one of the company’s biggest opportunities, despite the challenges of directly marketing to Chinese consumers.

“It’s not easy because we are again marketing directly to the Chinese consumer, which is quite gutsy, but that is our belief,” Hagen concluded.

As Viking continues to expand its presence in China, the company is positioning itself as a leader in culturally immersive river cruising, offering a fully tailored experience for Chinese travelers.