By the end of 2024, Adora Magic City, China's first domestically built cruise ship, had completed 84 voyages, while its sister ship, Adora Mediterranean, expanded routes, and a third vessel, Adora Flower City, prepared for a 2026 debut.
by Bai Fan
It was a moment that Yang Guobing will never forget. As the chairman of China State Shipbuilding Cruise Technology Development Co., Ltd., Yang stood at the helm – metaphorically speaking – of one of the most ambitious undertakings in the history of China's maritime industry. On January 1, 2024, the country’s first domestically built cruise ship, the Adora Magic City, departed from Shanghai’s Wusongkou International Cruise Terminal for its maiden commercial voyage. The ship, as grand in scale as it was in significance, carried with it the aspirations of an entire industry.
“At that moment, I had to be on board,” Yang says, recalling the palpable tension and excitement. For months leading up to the launch, sleep had eluded him. He monitored the ship’s progress obsessively, sometimes checking its trajectory on navigation apps seven or eight times a night. “I couldn’t help myself; I had to know everything – where it was, how fast it was going,” he says.
By the end of 2024, the Adora Magic City had completed 84 voyages and welcomed over 300,000 passengers. Its sister ship, the Adora Mediterranean, had been operational for over a year, diversifying its routes. A third ship, the Adora Flower City, is slated to debut in 2026, signalling the steady growth of Adora Cruises’ fleet and ambitions.
Yet the journey to this milestone was anything but smooth sailing.
Adora Cruises began as a joint venture in 2018 between the China State Shipbuilding Corporation (CSSC) and Carnival Corporation, the world’s largest cruise operator. At the time, foreign cruise lines dominated China’s burgeoning market, and domestic efforts struggled due to smaller ships and limited operational experience.
When construction of the Adora Magic City commenced at Shanghai Waigaoqiao Shipyard in 2019, Yang and his team were charting untested waters. Securing international partnerships was crucial. For instance, Yang spent months persuading Germany’s R&M Group, a leading interior outfitter, to join the project – a feat accomplished only after relentless negotiations. “They didn’t believe we could build a cruise ship,” Yang recalls. “We had to show them not just our ambition but our capabilities.”
In 2023, just as the ship was nearing completion, Carnival Corporation abruptly exited the partnership, leaving Yang’s team to manage all aspects of operations independently. This sudden shift placed the fledgling company in entirely new and challenging terrain. “There was no turning back,” Yang says. “We had to forge ahead and develop our own operational capabilities from scratch.”
The Adora Magic City now has a crew of over 1,300 members, more than 70 percent of whom are foreign employees from over 30 different countries.
The Chinese cruise market is unique, shaped by distinct consumer preferences and cultural nuances. Adora Cruises has leaned into this, crafting experiences that resonate deeply with domestic travellers. For example, while Western cruise lines often emphasize fine dining and theatrical performances, Adora’s offerings highlight Chinese culinary traditions and cultural heritage.
More than 70 percent of the food served onboard is Chinese, with dishes ranging from Sichuan hotpot to Shanghai-style salted pork rice. Passengers can savor specialties like lamb stew with goji berries or spicy Chongqing noodles. Onboard entertainment includes traditional Chinese opera, calligraphy workshops, and even Tai Chi lessons.
The integration of Dunhuang culture is particularly noteworthy. The ship’s exterior features a design inspired by the Flying Apsaras murals of Dunhuang, and an onboard exhibition showcases digital recreations of these ancient Silk Road masterpieces. “We wanted to bring a piece of China’s history to the high seas,” says GU Pengcheng, Vice President of Products and Customer Experience at Adora Cruises.
However, meeting the expectations of domestic tourists hasn’t been easy. Early on, passengers frequently complained about long wait times during boarding and meals. With a capacity of over 5,000 passengers, logistics were a major challenge. “In one instance, we had to adjust the entire boarding process overnight to cut waiting times,” recalls a member of the operations team. “We’ve learned to adapt quickly.”
Despite its success, Adora’s path has not been without obstacles. The inaugural year saw logistical challenges, from ensuring smooth boarding for over 5,000 passengers per trip to addressing mechanical issues. During one voyage, a partial air conditioning failure required the team to secure 2,400 hotel rooms in Jeju, South Korea, within hours.
“We made a decision to put passenger comfort first, even if it meant financial losses,” Yang explains. “That’s the kind of commitment we have to our guests.”
Adora has also faced scepticism from industry veterans and passengers alike. Early social media reviews were harsh, with posts like “Adora Magic City: The ultimate disappointment” gaining traction. However, continuous improvements and a customer-first approach have gradually won over critics. A robust feedback system, involving surveys and social media monitoring, has been instrumental in adapting to passenger needs.
The resurgence of China’s cruise industry post-pandemic presents immense opportunities. According to research by the Cruise Research Team at the Ministry of Transport’s Water Transport Science Institute, the market could contribute nearly 550 billion yuan (US$84 billion) to the economy by 2035.
Adora’s ambitions extend beyond domestic waters. Plans are underway to attract international passengers and expand routes to global destinations. As Yang puts it, “Our ships will not only sail abroad but also bring the world to China.”
Moreover, the company’s commitment to sustainability and technological innovation is evident. The second domestic cruise ship, the Adora Flower City, incorporates digital and robotic systems that improve construction efficiency by 20%, cutting dock time by nearly eight months.
Adora Cruises is not alone in revitalizing China’s cruise industry. Competitors like Blue Dream Cruises and Orient International Cruises are also expanding their fleets. However, Adora’s emphasis on “Chineseness” – from cuisine to cultural programming – has set it apart.
Industry experts believe this approach could redefine cruise travel for Chinese consumers. “It’s not about whose ship is bigger,” says CHEN Ranfeng, CEO of Adora Cruises. “It’s about delivering an experience that feels personal and meaningful.”
As Adora prepares for its next phase of growth, its success offers a blueprint for others in the industry. For Yang Guobing, the journey has only just begun. “We’re building more than ships,” he says. “We’re building a bridge between tradition and modernity, between China and the world.”
