Viking Cruises is forming a joint venture to tap into the China cruise market.
Viking signed a memorandum of understanding with China Merchants Group to design and build new ocean ships focused on the Chinese market.
The partnership would cover product development and sales and marketing initiatives as well as constructing vessels through China Merchants Group’s shipbuilding subsidiaries.
"China is a dynamic outbound tourism market. Our partnership with China Merchants Group will allow us to bring the Viking travel lifestyle to more Chinese travelers more quickly, satisfying the Chinese market’s unmet demand," said Viking chairman, Torstein Hagen.
China has been a focus for Viking since 2003, and set up local operations in China in 2016.
It says there has been strong demand for its European river cruise product tailored to Chinese-speaking guests.
Viking now operates 78 vessels including six ocean ships.
