“MSC wants to double numbers in China”

Beijing - MSC Cruises is pushing into China, and opening a new chapter with the Asian giant, one of the most attractive markets for tourism, that still has plenty of room for growth. Yesterday, the Italian cruise group announced a partnership with Chinese company, Caissa Touristic. Speaking in Beijing, MSC CEO Gianni Onorato described this new initiative, “as the culmination of our strategy to become a global company, after Europe, the Caribbean, South Africa, the Middle East, we are starting cruises from Shanghai, calling at ports in Japan and Korea, targeted to the average Chinese consumer.”

So, from next year, the MSC Lirica, the new ship designed specifically for the Chinese market, will start taking Chinese holidaymakers to Fukuoka (on the coast of Japan) and the islands of Jeju, on trips lasting one week; the service’s inaugural departure is scheduled for 1 May next year. The “Lirica” has been designed in every detail to “cater to the taste of Chinese customers: not only in the signage on board, but also in regards to interior spaces, which have had considerable upgrading. There are Italian restaurants, but also Asian, Chinese, and international ones, and extensive shopping areas with big brands cherished by Chinese shoppers, names like Omega, Prada, Bottega Veneta or Chanel. We mustn’t forget the Casinos, with many baccarat tables, and large outdoor covered areas, since Chinese tourists do not like to be in the sun so much,” explained Mr. Onorato.

To enhance passenger experience, and help them relax and have fun, while feeling safe in a familiar environment, in addition to bars there will be tea rooms, and half of the crew itself will be Chinese (the other half Italian). Painstaking care has been taken to satisfy the wishes of this latest segment of consumers on the world’s tourism market. Even the tastes of the Chinese with a focus on their psychology at play, has been taken into account: “This type of customer does not like to be passive, hence singing contests, dances and similar group activities, are important. The Chinese are very romantic, so it is important to provide opportunities to enhance this kind of emotion.”

The new cruise project forms part of MSC Cruises’ expansion plan, one that has, for some time, identified ambitious targets: “We have a major investment plan; €5 billion for seven new ships (which will take the total number of units in the fleet to 19), since we are aiming to double the number of passengers including those from China. The goal is to have 3.4 million Chinese passengers by 2021, for which we’re counting on the fact that the Chinese government will continue to encourage the development of the tourism sector, both domestic and international. For MSC, it’s a question of intensifying activities that have been ongoing, since 20,000 Chinese passengers already choose to spend their holidays on a cruise to Europe.” For now, this new venture will begin with a single ship, the Lirica, totally redesigned in Palermo’s shipyards, but Mr. Onorato does not exclude that in the future they’ll be able to work with Chinese shipyards.

However, for the moment at least, the process of building cruise ships remains a European business: “We’ve begun various forms of cooperation with some yards located in China, but we must keep in mind that a shipyard is really a point of assembly, and that, for now, China lacks the network of small companies and skilled craftspeople that make such a difference in the design of a ship. But, as this is a rapidly growing sector we shouldn’t rule out Chinese shipyards playing a bigger role in the future. Furnishings and decor, marble, glass and woodworking are still an important part of the Italian economy, however the Chinese will soon learn, for sure.”