Cruise Travel Trends at ITB China 2026

Experience-Led Cruise Travel and Changing Industry Direction

The global cruise sector is moving towards more tailored, experience-focused journeys, a direction that is set to feature prominently at ITB China 2026, taking place from 26–28 May in Shanghai.

Rather than focusing solely on scale, the industry is placing more emphasis on how journeys are designed, delivered and personalized. This shift will be reflected both across the exhibition floor and within the conference programme.

Cruise demand and evolving traveller expectations

Data from Cruise Lines International Association (CLIA) indicates that passenger numbers are projected to rise from 34.6 million in 2024 to 37.7 million in 2025.

Alongside this increase, there is a noticeable change in what travellers are seeking. Cruise holidays are increasingly shaped by specific interests, destinations and onboard experiences, rather than standardised itineraries.

A shift in how cruise experiences are designed

The cruise industry is undergoing structural change. While fleet capacity continues to grow, differentiation is increasingly tied to experience design.

Several developments are shaping this transition:

• Growth in luxury and expedition cruising
• Interest in smaller ships and remote destinations
• Use of AI to personalise guest experiences
• Greater focus on environmental considerations in operations and planning

These factors are influencing how cruise products are created and marketed, with a stronger focus on immersion and flexibility.

Cruise presence across ITB China 2026

Cruise tourism will feature across both the exhibition and conference at ITB China 2026. The event will bring together a range of international cruise operators, expedition companies and river cruise providers.

Participating companies include:

• Galaxy Cruises
• Oceanwide Expeditions
• Quark Expeditions
• Royal Caribbean International
• HX Expeditions

They will be joined by river cruise operators such as Century Cruises and CroisiEurope, as well as regional and niche providers such as Heritage Expeditions and Captain Cook Cruises Fiji.

This mix of participants reflects how the cruise market is becoming more segmented, with offerings tailored to different traveller preferences.

Cruise within customised travel planning

Cruise travel is also expected to be a key topic within the conference’s customised travel segment. The discussion will focus on how cruises are being integrated into broader, personalised travel plans.

Topics likely to be explored include:

• How Chinese travellers are shaping cruise demand
• Factors driving interest in expedition and small-ship journeys
• The role of technology in service delivery and sales
• Managing environmental impact alongside industry growth

By covering both commercial and strategic aspects, the ITB China event will provide insight into how cruise travel is adapting to changing expectations and market conditions.