在文旅消费升级的背景下，中国邮轮旅游持续升温，游客从关注目的地转向重视船上体验，无目的地“海上微度假”成为新趋势 1。爱达·魔都号搭载4000多位宾客从上海出发，完成3天2晚的无目的地海上游，为我国首个无目的地海上游航次 1。该产品开售后舱位迅速售罄，打开大众邮轮消费新市场 1。
交通运输部数据显示，2025年1月至11月，我国邮轮旅客运输量达126.5万人次，同比增长27.8% 1。中国旅游研究院数据显示，2025年，国内游客中将“情感体验”列为出游首要目的的比例达68%，远超“景观观赏”的23% 1。无目的地海上游的旅客比常规出境航次年轻了8岁，以25岁到40岁的群体为主 1。
皇家加勒比旗下超量子系列“海洋光谱号”全年运营78个航次，覆盖韩国、越南等20多个亚洲热门目的地 1。2025年11月，交通运输部、文化和旅游部联合印发《进一步促进邮轮运输及旅游服务发展的若干措施》 1。
Adora Magic City, carrying over 4,000 guests, departed from Shanghai to complete a three-day, two-night destination-free sea tour, marking China's first voyage of its kind 1. Following its launch, the cabins for this innovative cruise sold out rapidly, opening up a new market for mass cruise consumption 1. This trend aligns with the broader surge in the sector, as data from the Ministry of Transport shows that China's cruise passenger volume reached 1.265 million from January to November 2025, representing a year-on-year increase of 27.8% 1. Additionally, Royal Caribbean's ultra-quantum series ship Spectrum of the Seas operated 78 voyages throughout the year, covering more than 20 popular Asian destinations including South Korea and Vietnam 1.
The rising popularity of destination-free cruises reflects a shift in tourist preferences, with travelers focusing more on onboard experiences rather than destinations 1. According to data from the China Tourism Academy, 68% of domestic travelers listed "emotional experience" as their primary travel purpose in 2025, far exceeding the 23% who prioritized "landscape appreciation" 1. Passengers on destination-free sea tours are eight years younger on average than those on regular outbound voyages, primarily consisting of individuals aged 25 to 40 1. To further support this growing industry, the Ministry of Transport and the Ministry of Culture and Tourism jointly issued the "Several Measures to Further Promote the Development of Cruise Transportation and Tourism Services" in November 2025 1.
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