Century Cruises' first European river cruise ship, the Century Star. (Photo/Century Cruises)

Chongqing—China's leading river cruise operator, Century Cruises, has announced that its first European river cruise ship, the Century Star, will make its maiden voyage on the Danube River in August 2026. This marks the company's entry into the European high-end river cruise market.

According to the company, the Century Star will accommodate 174 passengers in 87 cabins. With a total investment of around €28.5 million (about 32.89 million U.S. dollars), the ship is expected to begin full operations in September 2026. Initial itineraries include the Danube, Rhine, and Main rivers, offering 7-, 9-, and 14-night journeys across multiple countries.

The Century Star's design highlights sustainability and cultural integration. The vessel features a hybrid propulsion system that reduces noise and vibration during navigation and berthing. About 60% of the hull and interior use environmentally friendly materials, and the ship will prioritize renewable fuels. The decoration features mixed cultural aesthetics, both European and Chinese.

"Now, a lot of Chinese people are travelling internationally, so we want to reposition our offering and provide them with cruise experiences in Europe," Richard Xie, Vice President of Century Cruises, told Cruise & Ferry Review, a UK magazine. "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."

But Xie said that the services will cater to all international guests. To ensure compliance and professionalism in Europe, Century Cruises has established a ship-owning company and a local travel agency in Basel, Switzerland, and has entered into deep partnerships with several European firms.

Among them, the partnership with United Waterways, Europe's largest provider of ship management services, will oversee vessel management and navigation operations, ensuring full compliance with EU safety standards. The vessel is built by Dutch shipbuilder Concordia Damen, renowned for its green technologies and craftsmanship, ensuring that the Century Star incorporates eco-friendly features from the design stage. Its interior design will be handled by the Dutch design firm MDesigns, which combines European historical culture with Chinese aesthetics.

Century Cruises Chairman Peng Jianhu described the move as "a strategic expansion from the successful Yangtze River model to the global luxury travel market."

For more than 30 years, the Chongqing-based Century Cruises has welcomed hundreds of thousands of Chinese and international travelers aboard its Yangtze River fleet each year. The move represents a milestone for Chinese cruise brands expanding globally, combining local expertise with European partnerships to deliver a cross-cultural cruising experience for travelers worldwide.

According to Cruise & Ferry Review, the company is already in talks with Concordia Damen and United Waterways about adding more ships to its European fleet.

"We want to expand and offer a cruise for everyone," said Xie.