On September 9, China's inaugural polar cruise brand, 66° Expeditions, was launched at the White Swan Hotel in Guangzhou.

This marks a significant leap for Chinese cultural and tourism companies into the polar exploration sector, establishing China as a rising force in global adventure tourism.

The 66° Expeditions brand is a joint venture spearheaded by state-owned enterprisesGuangdong Provincial Tourism Holdings Group in collaboration with Guangdong Provincial Port &Shipping Group, and leading private firms in the sector.

Chinese tourists have shown an increasing interest in polar regions, with trips to the Arctic and Antarctic rising by 180% in 2023 compared to 2019. The number of tourists has grown by an additional 20% this year.

In contrast to the predominantly older demographic in European and American markets, China’s polar tourism audience is notablydiverse, with families and young travelers joining the ranks of adventurers.

Guangdong, the pioneer of polar tourism in China, boasts a solid customer base and leads the nation in the number of chartered cruisessince the resumption of outbound group travel last year.

The launch of 66° Expeditions marks a groundbreaking development for China’s cultural and tourism industry, heralding a transformative shift in the global polar expedition landscape.

Looking ahead, the company aspires to elevateChina's travel industry by playing an increasingly pivotal role in the global luxury cruise travel market, with a broader vision and far-reachinginfluence.

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Wu Dan

Editor Ⅲ: Liu Guosong