ITB China 2026 was successfully held at the Shanghai World Expo Exhibition & Convention Center from May 26 to 28, 2026.
ITB China 2026 was successfully held at the Shanghai World Expo Exhibition & Convention Center from May 26 to 28, 2026.
The exhibition saw a 20% year-on-year growth in scale. Over 900 tourism organizations and enterprises from 85 countries and regions gathered at the venue, covering national tourism offices and destination management organizations (NTO/DMO), hotels, online travel agencies (OTAs), transportation service providers and other sectors. It has grown into a core strategic platform connecting China with the global tourism market.
As a homegrown Chinese brand dedicated to European river cruises, Starway Cruises presented its brand-new annual itineraries, new products, trade policies and a host of on-site benefits. Via an exclusive booth, in-depth business talks and product roadshows, the brand fully displayed its full industrial chain layout and core strengths in the high-end river cruise segment, standing out as a remarkable representative of Chinese cultural tourism expanding overseas at the exhibition.
Rise of Domestic Brands: Break Foreign Monopoly, Set Chinese Standards
Starway Cruises is a premium domestic brand focusing on European river cruises, with over a decade of expertise in this sector. Unlike other international river cruise brands, we take "delivering an exquisite cruise experience for Chinese travelers" as our core mission. We boast three major strengths: our flagship vessel Heidelberg, year-round stable cabin availability, and a locally sourced supply chain across Europe.
To date, Starway Cruises has built a comprehensive travel ecosystem covering the Yangtze River routes, European river cruises and homeport ocean cruises. We have completed our layout from domestic to global markets and from rivers to seas, filling the gap of Chinese brands in the high-end cruise industry.
The Flagship MS Heidelberg: A Harmony of Art and Comfort, Reimagining the River Cruise Journey
As the core carrier of Starway Cruises, our flagship vessel MS Heidelberg is the ultimate embodiment of the brand's strength, as well as an artistic icon among European river cruises. Fully purchased and independently operated by the Starway team, the ship retains its German registry and authentic European artistic heritage. It houses nearly a hundred artworks on board, creating a seamless integration of cruising and cultural appreciation.
On the hardware front, the river cruise accommodates a maximum of only 124 guests, ensuring an intimate and private travel space. All cabins feature unobstructed front river views, with a standard size of approximately 18 square meters, each equipped with a private bathroom, classic shower and other practical amenities. The ship also boasts a wide range of leisure facilities including a river-view bar, music café, sun deck, KTV and chess & card room, fully catering to guests' needs for socializing, entertainment and sightseeing.
Core Product Highlights: All-in-one hassle-free service, tailored perfectly for Chinese travelers.
Starway Cruises features all-inclusive pricing, overnight cruising with daytime sightseeing, in-depth cultural experiences and tailor-made services for Chinese travelers, delivering European river journeys perfectly suited to their needs.
· All-inclusive Pricing：Our package covers round-trip flights, visa application services, onboard accommodation, three daily meals, shore excursions, Chinese-speaking tour guides and Wi-Fi. Enjoy a completely worry-free journey with no hidden charges.· Overnight Cruising & Daytime Exploration：We sail at night and dock at town centers by day. All attractions are within walking distance, offering over 8 hours of sightseeing daily. You never need to check in and out of hotels or pack and unpack luggage, so you can travel in total comfort.· Diverse & In-depth Itineraries：We offer a rich selection of experiences, including full Danube sightseeing tours, wellness cruises, ancient town excursions and world heritage site visits. Our routes span 5 to 9 countries across Central, Eastern Europe and the Balkans, combining classic highlights and off-the-beaten-path discoveries. 
Fruitful Exhibition Outcomes: Deepen Global Cooperation, Expand Market Reach
We unveiled a host of new annual itineraries at the exhibition. Our new product lines cover three major sectors: Yangtze River cruises, European river cruises and homeport ocean cruises.
European River Cruises
· Danube Route：A classic golden route across Europe. Explore the profound cultural treasures along the Blue Danube.· Rhine Route：A newly launched European river cruise. Savour the romance and rich charm of the Rhine Valley.
Yangtze River Cruises
· Chongqing-Hubei Three Gorges Tour：An iconic journey along the Yangtze. Admire the breathtaking scenery of the crystal-clear river.
New homeport ocean Cruises
· 9 Days & 8 Nights Maritime Silk Road Voyage：Retrace the ancient Maritime Silk Road and feel the historical rhythm of cultural integration.· 13 Days & 12 Nights Southeast Asia Tour · Legacy of Nanyang (5 Countries)：A rare year-round long itinerary. Embark on a timeless cultural exploration.· 17 Days & 16 Nights Maritime Silk Road Cultural Journey：An extended in-depth cruise covering six Southeast Asian countries. Discover the splendid maritime civilizations of Nanyang.
During the exhibition, Starway Cruises Booth D59 welcomed numerous high-quality buyers, leading travel agencies and industry partners from home and abroad. We held in-depth discussions covering FIT travel, premium small-group tours, exclusive family vacations and other business segments.
Key partners confirmed their intentions to further strategic cooperation on site. Both new client sign-ups and intended cooperation volume hit record highs, laying a solid foundation for our continued development in European river cruises and global market expansion.
Looking Ahead: Empowered by Local Strength, Connect Global Culture & Tourism
Leveraging ITB China, a premier platform for the tourism industry, Starway Cruises has fully demonstrated its comprehensive strengths including self-owned vessels, full-cycle services and localized tailor-made solutions. It also showcases the confidence and prowess of Chinese cultural tourism brands going global.
Going forward, Starway Cruises will further expand its full product portfolio covering rivers, lakes and seas. While consolidating its leading position in European river cruises, the brand will accelerate the development of homeport cruise routes and Yangtze River vacation products. With optimized resource integration and professional services, we will enable more Chinese travelers to experience the beauty of nature and culture across domestic waterways and global oceans in a comfortable, immersive and exclusive way.
Source: Toutiao - National Tourism Industry
星途游轮亮相ITB China 本土品牌领航欧洲内河新标杆 - 今日头条
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