Adora Cruises Nears 1 Million Passengers in Under Three Years

Adora Cruises is closing in on a milestone of one million passengers less than three years after launching operations, CEO Roger Chen said at the 18th China Cruise Shipping Conference in Guangzhou. The company is pairing that growth with plans for a third ship, Adora Flora City, and a deeper push into southern China’s Greater Bay Area cruise market.

Million-passenger milestone and recent investment

Chen said Adora expects to welcome its one millionth passenger later this year. He also said the line has carried nearly one million passengers on 300 voyages, while operating two ships across seven homeports, and that it currently holds 43 percent of China’s cruise capacity.

Earlier this year, Adora received an investment from China Cruises, a shareholding company overseen by China Tourism Group. Chen described the funding as a meaningful step that supports the company’s plans to strengthen its market position and continue developing its business.

Adora began operations in September 2023 with Adora Mediterranea, a ship previously sailing as the Costa Mediterranea. The fleet expanded in 2024 with Adora Magic City, which was built in China and is based on the Carnival Vista ship platform.

Third ship Adora Flora City moves toward a December 2026 delivery

Chen said Adora Flora City is targeted for delivery in December 2026, followed by an official maiden voyage departing from Guangzhou. “We expect her delivery in December 2026, with the official maiden voyage set sail from Guangzhou,” Chen said, adding that sea trials are planned for May 2026.

Construction updates at the Guangzhou conference included details from Xiaoyuan Wu of Shanghai Waigaoqiao Shipbuilding. Wu said the ship is nearly 85 percent complete, and that interior work is 62 percent finished. Chen described the vessel as moving through interior outfitting and systems testing.

Design changes and onboard systems

Adora Flora City is being built as an upsized version of Adora Magic City. Chen said the new ship will be 17 meters longer, with an atrium planned to be twice the size of the one on Magic City, and a design concept centered on flowers.

Chen said the vessel will incorporate upgraded smart and AI-enabled systems aimed at improving onboard convenience and guest-facing experiences. He added that technology upgrades are also planned to support more efficient, more environmentally oriented operations.

Greater Bay Area expansion and the 1314 Strategy

Chen used the conference to outline Adora’s Greater Bay Area approach, including a plan the company calls the 1314 Strategy. He said the push is built around deeper partnerships with government and industry, a regional base of operations, and year-round operations tied to key ports including Guangzhou, Shenzhen, and Hong Kong.

Chen said the strategy’s priorities include talent development, supply chain work, marketing, and ship maintenance. As part of the Greater Bay push, he said Adora is recruiting 1,500 new staff. He also announced partnerships with Waigaoqiao Shipyard tied to drydock capacity, positioning maintenance support closer to the company’s China-based deployment.

• Near-term homeport shift: Chen said Adora Mediterranea will homeport in Shenzhen before returning to Guangzhou in December.
• Planned 2026 deployment: Chen said Adora Magic City is planned to homeport in Shenzhen by the end of 2026, while Adora Flora City is scheduled to debut in Guangzhou.
• National coverage goal: “With another ship, we will have a more balanced deployment, covering the North, East and South markets in China,” Chen said.

Shipyard cooperation and a shift toward localized sourcing

Adora’s shipbuilding work with Shanghai Waigaoqiao Shipbuilding has also been positioned as part of a broader effort to expand local capability. Wu said Chinese suppliers are expected to provide 85 percent of interior components, compared with 10 percent previously, a shift that aligns with Adora’s stated aim to reduce reliance on international suppliers from 90 percent to 15 percent.

Wu also said a future Adora ship will be designed and built locally. He said digitalization and AI are expected to influence design and production, as well as onboard applications.

Demand rebound, demographics, and competition in China’s cruise market

Chen said China’s cruise statistics are improving, citing guest traffic that was up 40.1 percent in the first half of 2025 compared with 2024. He also pointed to demographics shaping long-term demand, noting that by the end of 2024 China’s population aged 60 and above reached 310 million, or about 22 percent of the total.

“Without the full participation of the senior citizens, it is difficult for the cruise business to reach scale in a short period of time,” Chen said.

Chen said there are eight ships operating in China that primarily draw Chinese guests, while two ships are operated by what he described as international cruise companies, Royal Caribbean and MSC. Adora has positioned itself as tailoring products to Chinese preferences, and Chen has contrasted that approach with international competitors by emphasizing on-the-ground adaptability and a deep understanding of local consumer behavior.

Elsewhere in the market, Royal Caribbean has intensified its focus on China through themed marketing campaigns and upgraded experiences aimed at younger, post-pandemic travelers. Guangzhou Shipyard International is also exploring high-end small and mid-sized cruise projects, signaling broader diversification efforts in the sector.

How Adora is selling cruises: charters, trade partners, and direct channels

Chen said Adora’s bookings are divided among charter business, direct sales, and travel partners that commit to blocks of cabins. Referencing a Chinese proverb while describing the company’s long-term aim to work closely with trade partners, Chen said, “Even the best man needs the help of three others.”

At the same time, Chen said Adora is expanding its own direct sales channels, including its customer service center, website, a WeChat mini program, and storefronts on Fliggy and TikTok. He said the company has been testing livestream sales, including a 24-hour TikTok campaign in April that reached a cumulative viewership of 6 million.

Chen said China typically has a shorter booking window of about one to three months ahead of departure, which he linked in part to the prevalence of short-cruise itineraries. He added that Adora has been using flexible sales approaches and early-booking discount programs aimed at encouraging guests to book farther in advance.

Frequently Asked Questions (FAQs)

When will Adora Flora City enter service?

Chen said Adora Flora City is targeted for delivery in December 2026. Sea trials are planned for May 2026, and Chen said the official maiden voyage is set to sail from Guangzhou after delivery.

How much larger will Adora Flora City be compared with Adora Magic City?

Chen said the ship will be 17 meters longer than Adora Magic City and will feature an atrium designed to be twice as large, with a concept centered on flowers.

What ports are central to Adora’s Greater Bay Area plans?

Chen said the Greater Bay Area approach is tied to year-round operations focused on Guangzhou, Shenzhen, and Hong Kong, supported by expanded partnerships and a regional base of operations under the company’s 1314 Strategy.

What differentiates Adora from international competitors in China?

Chen said Adora tailors products to Chinese preferences and emphasizes local adaptability and consumer insight. He also said the international cruise companies operating in China include Royal Caribbean and MSC.

How is Adora trying to grow direct sales in a short booking-window market?

Chen said China’s typical booking window is about one to three months, and Adora is using flexible sales approaches and early-booking discount programs to encourage earlier commitments. He said the company is also expanding direct channels such as its website, WeChat mini program, and storefronts on Fliggy and TikTok, and has tested livestreaming, including a 24-hour TikTok campaign in April that reached a cumulative viewership of 6 million.

With Adora Flora City progressing through outfitting and testing ahead of planned sea trials in May 2026, Chen said the company’s next operational markers include homeport moves for Adora Mediterranea, the recruitment of 1,500 new staff, and the countdown to the ship’s December 2026 delivery ahead of its Guangzhou debut.