China expands marine tourism with cruise innovations and eco-friendly island experiences

China is expanding its marine tourism industry through innovative cruise experiences environmentally friendly island destinations and sustainable coastal development as growing visitor numbers support economic activity in coastal regions.

China is expanding its marine tourism industry through innovative cruise experiences environmentally friendly island destinations and sustainable coastal development as growing visitor numbers support economic activity in coastal regions.

According to figures released for the first half of 2026 maritime passenger traffic increased by 4.6 per cent compared with the same period last year while passenger-kilometres rose by 5.4 per cent.

The industry is gradually moving beyond conventional sightseeing by introducing more interactive travel experiences. One example emerged in June when Adora Magic City China’s first domestically built large cruise ship departed from Shanghai’s Wusongkou International Cruise Terminal carrying more than 4,000 passengers on the country’s first cruise-to-nowhere journey.

Under this concept the cruise ship itself becomes the main attraction rather than simply providing transportation to another destination. Cruise packages combining sports shopping and entertainment are also gaining popularity.

Shanghai has further strengthened its cruise tourism industry through cultural events hotel discounts and improved passenger services. More than 41,000 cruise passengers passed through the city’s port during the first six months of the year.

The city is also developing a broader cruise-related business network involving international operators, manufacturing companies duty-free retailers and training services.

Environmental protection is another major part of China’s marine tourism strategy. In Fujian Province island destinations such as Pingtan and Dongshan are using coastal restoration and ecological conservation to attract visitors.

Pingtan has invested nearly 2 billion yuan equivalent to approximately $300 million in coastal restoration since 2012. The improvements have helped transform local communities with the area recording around 12 million tourist visits and nearly 14 billion yuan in tourism revenue in 2025.

Dongshan County has also removed approximately 15,800 mu of illegal offshore fish farms over the past two years. Following the cleanup coastal villages have expanded tourism activities including diving and night fishing. Xiaxikeng village generated more than 2 million yuan in revenue in 2025.

Meanwhile Wuzhizhou Island in Hainan Province is promoting low-carbon tourism through its zero-carbon smart island initiative. Its environmental efforts include coral restoration with approximately 70,000 coral fragments transplanted as part of marine conservation work.

The destination is also developing low-carbon travel routes and a rewards programme encouraging visitors to make environmentally responsible choices.

These initiatives reflect China’s broader efforts to combine tourism development environmental conservation and economic growth across its coastal regions.