As a key event of the “Double Five Shopping Festival”, the 2025 Shanghai International Cruise Festival was officially launched on the morning of June 12 at Shanghai Wusongkou International Cruise Terminal. Under the theme “Discover the World on Cruise”, the event focuses on “sea-land collaboration, domestic collaboration, and international collaboration,” featuring over 10 major activities including route launches, brand releases, and city alliance signings. The festival ushers in a series of cruise-themed events that integrate business, tourism, culture, sports, and exhibitions, boosting consumption across cities.

In 2025, Shanghai’s two major international cruise ports are expected to welcome over 250 cruise ship calls and serve more than 1.5 million passengers, continuing to contribute to the national cruise industry. At the event, five cruise lines—CostaCruises, Adora Cruises, Royal Caribbean Cruises, MSC Cruises, and Blue Dream Cruises—unveiled multi-homeport operating routes, summer-themed programs, brand upgrades, onboard lifestyle documentaries, and specialty itineraries. Several districts, including Baoshan, Huangpu, Putuo, Hongkou, Yangpu, and the Lin-gang Special Area, launched their themed programs for the festival. Hunan TV International Official Channel and Mango TV jointly announced the production of a new cruise-based dating show titled “Love on Board”, with a casting call now open. The Shanghai Municipal Commission of Commerce signed cooperation MOUs with the China International Import Expo Bureau and Hunan Broadcasting International Media Co., Ltd. to support cruise companies’ participation in the CIIE and to further expand the festival’s influence. Shanghai also proposed the formation of a “Cruise-based Consumption City Alliance” with cities like Tianjin, Shenzhen, Qingdao, Dalian, Xiamen, Guangzhou, Ningbo, and Zhoushan. Related enterprises released new cruise-based services and initiated the founding of the Shanghai Cruise Economy Association, together with a service quality enhancement initiative in support of the festival.

Return ofCosta Serena Marks the New Era of Multi-Homeport Operations

As the birthplace of China’s cruise industry, Shanghai launched the country’s first homeport international cruise route in 2006 with the Costa Allegra. Today, the Costa Serena returns to Wusongkou, bringing nearly 700 foreign tourists and inaugurating its first multi-homeport cruise route in China. This milestone marks Shanghai’s upgraded capacity in operating international multi-homeport cruise routes, injecting fresh momentum into the global cruise network.

At the event, Adora Magic City launched its “Nezha Conquers the Sea” summer program, Royal Caribbean unveiled its “Just Be Free” rebranding, MSC Cruises premiered its “Cruise+” documentary series, and Blue Dream Cruises introduced its “Epic New Vision” program. These launches showcase innovative combinations of “Cruise and Culture” and “Cruise and Vacation,” driving deep integration of Chinese elements into international cruise tourism.

Cooperation Among Cities to Boost Cruise-based Consumption

For the first time, the festival unites coastal cities including Tianjin, Shenzhen, Qingdao, Dalian, Xiamen, Guangzhou, Ningbo, and Zhoushan to establish the “Cruise-based Consumption” City Alliance. The initiative aims to use cruise tourism as a medium to connect the coastal economic belt and convert port traffic into consumer spending. The Shanghai Municipal Commission of Commerce signed a strategic cooperation agreement with Hunan Broadcasting International Media Co., Ltd.. Mango TV’s “Love on Board”, the world’s first cruise-themed dating show, has launched a global guest recruitment campaign. Through the integration of cruise tourism, cultural tourism, and youth culture, it seeks to attract younger audiences to explore the cruise lifestyle.

For the integrated development of the Yangtze River Delta, representatives from Zhujiajiao Ancient Town in Shanghai’s Qingpu District, Wujiang in Suzhou, and Nanxun in Huzhou participated in the event. Together, they introduced “International Cruise + Jiangnan Water Town” routes, creating a comprehensive multi-destination tourism experience.

Initiatives and Service Upgrades to Boost Cruise Economy

To support the Special Action Plan to Boost Consumption in Shanghai, several initiatives were launched at the event. China Eastern Airlines, in collaboration with Trip.com and Adora Cruises, introduced an air-sea intermodal travel package. The Shanghai Branch of Bank of Communications launched a “Enjoy Shanghai Cruise Tour with Time-Honored Brands” benefits bundle. Together with China Cruises and BOCOM Financial Technology Co. Ltd., the bank also established the “Digital Currency Innovation Lab for Cruise Economy”, leveraging the advantages of digital RMB and advanced technologies to enhance payment convenience and create a new consumer experience for cruise travelers. Representatives from Shanghai’s service industry—including CYTS, Bailian Group, Yuexing Group, DiDi, Beijing Commercial Real Estate, and Crab & Painting—collectively issued a Service Commitment Initiative, pledging to deliver a seamless high-quality experience from sea to shore, allowing every cruise guest to enjoy the warmth and quality of services in Shanghai. 

The festival will run through September 30. Major commercial districts across the city will host cruise-themed markets, maritime culture exhibitions, and fun sporting events. Citizens can enjoy immersive “Cruise + Commercial District”, “Cruise + Intangible Heritage”, and “Cruise + Family” experiences that combine cruise tourism and commercial districts. The 2025 Shanghai International Cruise Festival is jointly hosted by the Shanghai Municipal Commission of Commerce, Shanghai Municipal Administration of Culture and Tourism, Shanghai Municipal Commission of Transport, and the Baoshan District People’s Government, and co-organized by the Bank of Communications Shanghai Branch, Shanghai Wusongkou Culture Tourism Investment Group, and the preparatory office of the Shanghai Cruise Economy Association.