Century Cruises enters European river market with Century Star
The Chinese company is moving toward direct marketing to customers in Europe, Asia and North America.
Century Cruises has officially entered the European river cruise market with Century Star. The expansion follows 23 years of operating large ships on China’s Yangtze River and chartering some vessels for international cruise brands.
The company is shifting toward a business-to-consumer model through which it markets its brand directly to European, Asian and North American customers. Delivered in June 2026, Century Star accommodates 174 guests in 78 cabins.
Century Star began European operations with its maiden Danube voyage on September eighteenth. The ship will sail itineraries on the Danube, Rhine and Moselle, including visits to Amsterdam and Budapest.
A 14-day roundtrip from Passau is scheduled for August 2027. That itinerary will include navigation through the Iron Gates gorge between Serbia and Romania.
Century Cruises is also developing a shore excursion program in cooperation with more than 30 local tour companies across the Rhine, Danube and Moselle. On board, the company plans to combine regional cuisine with local entertainment.