When Century Star sets sail on the Danube in summer 2026, it will mark more than the launch of a new luxury river cruise vessel – it will symbolise the start of Century Cruises’ journey beyond the Yangtze and into Europe’s waterways.
For over three decades, Century Cruises has been China’s major river cruise operator, welcoming thousands of Chinese and international travellers aboard its fleet on the Yangtze. Now, through a strategic collaboration with turnkey partner United Waterways and a newbuild constructed by Dutch shipbuilder Concordia Damen, the company is preparing for its international debut.
“We’re very experienced in operating river cruises and receive many international visitors on the Yangtze,” says Richard Xie, vice president at Century Cruises. “Now, a lot of Chinese people are travelling internationally, so we want to reposition our offering and provide them with cruise experiences in Europe. We aim to make ourselves the first choice for European river cruises for both Chinese and international guests.”
Century Cruises chose Mdesigns to create Century Star’s interior design, which will feature a blend of Eastern and Western cultures. “Century Cruises has a clear design concept – it wants to entwine the Yangtze with the Danube,” says Marloes Boele, founder of Mdesigns. “We needed to incorporate the histories and cultures of the 10 countries the ship will visit on the Danube into a single design concept. And we had to find some overlap with Chinese heritage, rivers or customs.”
Every space onboard the vessel has been designed to represent a specific country but also celebrate Chinese heritage. “The Vienna Café, for example, is an Austrian coffeehouse, but it has white and blue China porcelain and traditional Chinese patterns,” says Boele. “There are more countries than rooms, however, so we also have three corridors representing a country each. We have really homed in on the details to celebrate the countries and find a connection with China, so each room tells a story that reflects the overall concept of how the Yangtze and Danube are entwined.”
Mdesigns has also used artificial intelligence to create unique artwork for Century Star. “Again, we mixed Chinese and European cultures,” says Boele. “In one restaurant, we will have artwork featuring deer, snakes and birds, which are found in the forests of both Germany and China. We were able to generate the effect of Chinese embroidery, and we’ve used gold, yellow and red colours to enhance the story.”
A highlight of Century Star is the tea lounge located at the rear of the ship, which offers special events and a panoramic view inspired by Moldovian vineyards
Century Cruises will also craft onboard experiences, shore excursions and itineraries that showcase the links between China and the countries along the Danube. The brand will likely offer five- and seven-night trips, although the itineraries are still in the early stages of specific itineraries.
“There are long-term and tight connections between China and Europe, with a lot of historical stories and cultural traditions tying the two together and we will have lectures, activities, performances and excursions to cover all that,” says Xie. “For example, Chinese-speaking lecturers will come aboard to talk about events like the Mongol invasion in Europe, the Anglo-Saxons, Spanish explorers – all the events, eras and people that shaped the whole world.
“There are a lot of castles and ruins along Europe’s waterways that are particularly attractive to Chinese tourists, so we’ll give them the opportunity to see history in real life. Places like Schönbrunn Palace in Vienna, Austria, and the Royal Palace of Gödöllő in Budapest, Hungary, are especially popular with Chinese people as they are fascinated by Princess Sisi, the Austrian Empress who became a popular cultural icon in China in the mid-1980s.”
To ensure Century Star launches successfully, Century Cruises is forming strong partnerships with reputable companies in Europe. “We partnered with Concordia Damen due to its reputation in Europe and the fact that Damen Shipyards Group has a presence in China through shipyards and support offices, including at Yichang,” says Xie.
Meanwhile, United Waterways, Europe’s largest provider of ship management services, will be responsible for project managing all aspects of Century Star’s build and launch.
“We have great experience as a cruise operator but we’re stepping into a new market, so we need a very good local partner to help lead the way to success,” explains Xie. “Our strongholds are China, the Chinese people and the sales market. However, for everything else like captains, human resources and ship registration, we need a trusted partner like United Waterways.”
The company has as extensive experience and knowledge about navigating European rivers, meeting the various regulations, operational best practices and seasonal variations. “Our team also understands the cultural nuances and preferences of Asian travellers, allowing them to tailor services that resonate with the target market,” says Stefan Bloch, chief operating officer of United Waterways. “We are proud to support Century Cruises in its global expansion. Together, we aim to elevate the river cruising experience for Century Cruises’ guests, showcasing the best of European craftsmanship and service.”
United Waterways will ensure compliance with regulations and environmental standards during facility development, establish operational procedures, implement systems for maintenance and safety, and provide training and staffing. It will also oversee supply chain management, brand development, the implementation of technology solutions for customer relationship management, bookings, and onboard guest services.
“We will equip the ship with the latest technology to enhance guest experiences,” says Bloch. “Our role also includes collaborating with the shipbuilder to ensure the vessels align with Century Cruises’ vision, comfort standards and operational requirements. This involves providing input on layout, amenities and features that enhance guest experience and operational efficiency.”
Prior to the ship’s official launch, United Waterways will also coordinate trials and operational testing to ensure it meets safety and performance requirements. “Once the ship has launched, we will establish channels for gathering customer feedback during maiden voyages to refine and enhance offerings based on passenger experiences,” says Bloch. “United Waterways will help Century Cruises to establish a strong foothold in the European market and deliver memorable experiences that resonate with guests right from the start.”
Discussions are already underway between Century Cruises, Concordia Damen and United Waterways for more Europe-based river cruise ships. “We want to expand and offer a cruise for everyone,” says Xie.
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