The cruise industry in Shanghai seized its chance in recent years when several large international events such as the World Expo in 2010 were held in the city. Many international cruises ventured to China during the Expo and propelled the construction of cruise terminals and home ports in the region. Both outbound and inbound businesses in cruise tourism have grown rapidly as a result.

With the improved port facilities and development of related industries, more Chinese are now opting to go on cruises, especially to destinations in the Asia-Pacific region, and cruises are increasingly being seen as attractive venues for meetings, conferences and exhibitions put on by Chinese companies.

"Costa Cruises had to help better introduce Chinese tourists to the cruise holiday idea, which is still relatively new in China," Bok says.

"We have worked closely with the local government to push the industry's development. We are a market pioneer in opening up this new industry to the local market."

Costa's confidence in the Chinese market fits well with the Shanghai government's plan to boost the development of an international shipping center, he says.

The Wusongkou cruise port handled 23 cruises in the first six months of this year, with 112,000 passengers, 20 times the number last year.

However, because the industry in China is so young it lacks the regulatory framework that other industries have.

"There is no law or regulation that can be referred to when there is any problem," says Dai Yu, sales director of Shanghai Ctrip International Travel Services Co Ltd.

"It is difficult for travel agencies to handle cruises and hard for consumers to seek legal redress if there is any problem."

Nevertheless, Zhen Hong, secretary-general of Shanghai International Shipping Institute, says the industry is doing extremely well.

"The world's leading cruise companies have all set up branches in Shanghai with new itineraries. And the city is happy to show off its first-rate cruise terminals to tourists from home and abroad ...

"But we need to catch up with the world in terms of related services. The biggest problem is that tourists have to go in groups to go on cruises. This isn't just inconveniencing tourists, but is also holding back the development of the broader cruise industry."

shijing@chinadaily.com.cn

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