Chinese “lying flat” lifestyle contributes to the returning allure of cruise travel

The rage with Chinese youth last year was “special forces style tourism," where young Chinese pushed themselves to the limit with challenging travel experiences. But it often turned into a whirlwind of checking off destinations and snapping photos, with most of the time spent traveling between cities. Nowadays, those who prefer a more laid-back approach are opting for cruise vacations. With affordable prices, plenty of entertainment and dining options, and the ease of not having to devise itinerary, cruises have become a popular choice for urban professionals looking for a quick escape. There are over 80,000 notes under the search keyword “Cruise Itinerary,“ and over 3,300 cruise trip products on Xiohongshu.

Notes sharing laid-back cruise trips. Image: Xiaohongshu @ 小鹿Lawrence @贝拉妈妈 @野猫

Positive comments on cruise travel on Xiaohongshu.

Cruises aren’t everyones’ cup of tea though. Some find cruise vacations too boring and are affected by bad tourist behaviour. There are also concerns about the food on a cruise having a limited shelf life, meaning some items may not be fresh towards the end of the trip. For those not accustomed to life at sea or who are prone to seasickness, cruising might be uncomfortable.

Negative comments on cruise trips on Xiaohongshu.

In the first half of this year, China’s cruise passenger volume reached approximately 500,000, recovering to more than half of the level seen during the same period in 2019. As international cruises gain momentum and interest in cruising continues to rise, the recovery of cruise travel is fuelled by better navigation, smoother customs processes, and supportive policies. On top of that, the emergence of domestic cruise companies is giving the industry a fresh boost.