The Development Strategy Research Of China Cruise Tourism Based On The SWOT Analysis

Since the end of last Century, the world Cruise Tourism’s growth rate has been maintained at above8%every year, which is much more than the global tourism industry’s yearly average growth rate of4%, and it’s known as the" the golden industry floating on golden waterway". The value that Cruise industry creates is10-14times of its own value and it has caught attention from all over the world.After China joined WTO, especially after successfully hosting the2008Beijing Olympic Games and2010Shanghai World Expo, many countries around the world now have their focus on China. In recent years, China has become one of the fastest growing economies in the world. As Chinese residents’disposable income level and the proportion of middle class and wealthy people have been increasing ceaselessly, people’s attitude towards consumption also has changed tremendously. More and more people are starting to enjoy the happiness brought along by their vacation. The demand of tourism products, especially high-end products in the vacation experience category, along with the consumption capability have greatly increased. The huge potential of China tourism market has caught wide attention of many international cruise companies, and they are actively exploring and expanding their share in China cruise tourism market through a variety of marketing strategy.Once popular in Europe and North America, Cruise Tourism has gradually become the new hot spot of tourism consumption in China. More and more people choose cruise for their vacation each year and China cruise tourism industry is starting to show a very strong momentum in development. The rapid growth of cruise tourism industry has made enormous contribution to the development of Chinese tourism economy. As a result, the Chinese government has shown vigorously support to the cruise tourism industry; related incentive policies and measures are being introduced gradually. China cruise tourism market has great development prospects.But currently, Cruise Tourism in China is still at the very early stage and has a wide gap when compared to areas with developed Cruise Tourism such as Europe and North America. China Cruise Tourism’s market condition, consumer demand, policies and regulations and other conditions also have obvious differences compared to Europe and the United States. Under such circumstances, the author summarizes the necessary requirement and main influence factors of cruise tourism development from a MICE industry professional point of view, using a combination of theory and practice, and through the comparison of domestic and international Cruise Tourism industry’s development process and characteristics. The author also analyzes China Cruise Tourism development using SWOT analysis; finding advantages, disadvantages, external opportunities and threats of China Cruise Tourism market; summarizes the suitable strategy for China Cruise Tourism development. Hopefully the strategy will help promote the development of China cruise tourism industry and to increase the market share of the cruise tourism in our incentive tourism market in the future.