AIDA Cruises prepares Chinese market for AIDAbella

Line starts marketing campaign ahead of first year-round deployment next April
AIDA Cruises prepares Chinese market for AIDAbella

By Rebecca Gibson |

Germany-based operator AIDA Cruises launched its first marketing campaign in China on 9 August.

The marketing campaign has been introduced ahead of AIDAbella’s debut in Shanghai, China in April 2017, which will mark the first time AIDA has homeported a ship in the country year-round.

“The ongoing growth of AIDA has made Germany the second biggest cruise market in the world,” said Michael Thamm, CEO of the Costa Group. “With our Costa Asia brand, we have pioneered the way in China since 2006 and were the first international shipping company to develop the cruise market there. The expansion of our product portfolio to include an AIDA Cruises ship on the fastest-growing market in the world is a strategic step for the further successful development of Costa and AIDA.” Prior to beginning service, AIDAbella will enter drydock so her onboard venues and amenities can be tailored towards the preferences of Chinese guests.

“AIDA would not be as successful today if we had not constantly entered uncharted territory in the 20 years since the commissioning of our first new vessel,” said Felix Eichhorn, president of AIDA Cruises. “We are now venturing a further important step and, with AIDAbella, exporting our successful concept to China, the fastest-growing cruise market in the world. With our lifestyle-oriented and innovative product, we will provide further important momentum for the emerging Chinese market and thrill entirely new groups of guests. I would like to thank our colleagues at Costa Asia for supporting us with their know-how.”

From mid-December 2016 to the beginning of March 2017, AIDAbella will offer eight departures from Bangkok, Thailand. Each 14-day cruise will take guests through Thailand, Singapore, Malaysia, Vietnam and Cambodia.

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