The cruise segment of the travel industry is increasingly being designed as a complete holiday experience, with culture, entertainment, dining, shore excursions and onboard memories all playing a role. Deeper itineraries are replacing checklist-style sightseeing as cruise travellers want to spend more time understanding a place rather than quickly stopping by. According to Mr Chen Wei, President of Chongqing Guanda Century Cruises Co., Ltd. ( “Century Cruises”), the market is also undergoing a “profound transformation from sightseeing to vacationing”, with extended panoramic itineraries and themed voyages designed for more in-depth exploration.
Cruises remain very well-suited to family travel, especially multi-generational groups. According to Mr Benjamin Bouldin, President, Greater China, Royal Caribbean International, households with children account for more than one-third of guests, rising to over 50% during peak periods such as summer vacation and National Day. He also highlights the importance of “hassle-free convenience” and “multi-generational enjoyment” for family travellers.
ITB China 2026 is featuring a dynamic and rapidly evolving cruise segment this year, highlighting the growing diversity and specialisation within the global cruise industry.
2026 ITB China聚焦邮轮旅游新趋势
如今，邮轮早已不只是“交通工具+移动酒店”。从文化体验、娱乐演出、美食餐饮到岸上探索与船上生活，邮轮产品正逐渐从单一航行服务，转向更加完整的度假体验。 面对游客需求从“打卡观光”向“深度体验”的转变，越来越多邮轮产品开始强调更深入的目的地停留与体验，而不再只是“蜻蜓点水”式的短暂停靠。重庆冠达世纪游轮有限公司总裁陈伟表示，当前市场正经历一场从“观光”走向“度假”的深刻变革。长线全览产品为深度游群体提供进阶选择，主题航次则为特定兴趣圈层创造重复体验的价值。
邮轮旅行天然更适合家庭出游，尤其受到“多代同游”家庭欢迎。 皇家加勒比国际游轮大中华区总裁博杰明（Benjamin Bouldin）表示，在皇家加勒比的宾客构成中，携带未成年子女的家庭游客占总宾客数的三分之一以上，而在暑期和国庆等出行高峰期，这一比例可升至50%以上。 他同时提到，家庭客群尤其看重“省心省力”与“代际同乐”，希望旅程能够满足老中青幼不同代际需求的综合体验。
本届ITB China邮轮板块，也将进一步呈现全球邮轮市场快速演变的新趋势。随着产品分层与体验差异化的深化，行业也在不断拓展更加丰富的邮轮度假形态。
