Far destinations beckon for the cruise industry as the China market sails into new opportunities.

Former athlete sees tide of change ahead

Adam Goldstein was a formidable athlete but he had to give up track pursuits because of a back injury.

Nonetheless, the former middle-distance runner knows better than most the value of being prepared, mentally and physically, for any course life throws at you.

His company is riding a wave of success, based on cruise liners, and not surprisingly has made a splash among Chinese passengers.

"China is already our third-largest market in the world, behind the US and the UK, which is amazing, and we believe it will grow even more," said Goldstein, president and CEO of Royal Caribbean International, the world's leading cruise company. The company was founded in the US in 1968.

The number of embarking passengers at Royal Caribbean International China home-port sailings quadrupled to 115,000 last year from 25,000 in 2010.

It is expected to welcome guest number 300,000 in China this year.

It will take some time for China to replace the US as the biggest market, but it is very likely that it will replace the UK in five years, Goldstein said.

The company introduced the 138,000-ton Mariner of The Seas to Shanghai in June, and it docked at the Wusongkou International Cruise Terminal in Baoshan, its new homeport.

Three times as big as the Titanic, the 15-deck super luxury liner is the newest and displaces the most water in Asia. Equipped with 17 bars, cafes and lounges, it can accommodate 3,807 passengers. More a floating city than a ship.

This is the second big ship that Royal Caribbean has introduced to China. With Shanghai as its home port, the ship sails the seas to South Korea, Japan and Taiwan.

"When we first came to China in 2008, and talked about 2,000 people getting on in Shanghai and getting off in South Korea, no one believed it," Goldstein recalled.

Impressisve

For most Chinese people, the term cruising brings to mind ferry trips on the Yangtze River with basic on-board amenities.

Zhang Jin, deputy manager of the cruise department, Shanghai Airlines Tours, has seen the passengers react when they board the liner for the first time.

"It definitely wows them when they board the big lavish fancy American-style ship, spoiled by recreations ranging from ice skating to golf. There is a great variety of food and drink available," Zhang said.

"Almost all the big travel agencies in Shanghai have set up cruise divisions."

The company has invested $20 million to refurbish the Mariner of The Seas, including expanding the shopping arcade.

The company realized that Chinese customers want to buy top-brand products on board, and demand the best.

"Clearly, Chinese are very interested in shopping, more than most. The decision (renovating the shopping area) was made based on feedback from the Chinese customers," said Goldstein.

Moreover, to make Chinese customers more comfortable, signs in Chinese and there are many Chinese speakers among the crew.

"We want them to experience new things, we want them to try Western food, to enjoy the ice skating show, but we also want to make them comfortable," said Goldstein.