Viking Opens First Brand Experience Center in Beijing, China

Viking Cruises officially opened its first brand experience center in China on February 5th.

Located in central Beijing, the new center represents a major step in Viking’s ten-year development in the Chinese market and forms part of the company’s celebrations marking its 10th anniversary in the region.

Designed in Viking’s distinctive Nordic style, the facility includes a range of immersive areas such as a cultural wall, consultation spaces, and a private theater. These zones give visitors the opportunity to explore Viking’s itineraries, destinations, and brand values through interactive presentations.

The center also offers one-on-one travel planning support from dedicated specialists. Aimed primarily at travelers aged 55 and over, the initiative is intended to deepen engagement with consumers in Beijing and northern China who are interested in culturally focused, relaxed travel experiences.

Brendan Tansey, managing director of Viking China, said the opening highlights the company’s long-term focus on the Chinese market.

“Over the past decade, Viking has introduced industry-firsts, such as fully Chinese-speaking European river and ocean cruises tailored for Chinese guests. We aim to replicate such offline experiential spaces in more first- and second-tier cities to support our growth strategy,” he stated during the opening ceremony.

Since launching operations in China in 2016, Viking has welcomed close to 100,000 Chinese guests, with Beijing ranking as its second-largest source market after Shanghai.

For the 2026 season, the company plans to offer 14 European river cruise itineraries and eight Mediterranean ocean itineraries with Chinese-language services, some of which are reportedly already fully booked.