Century Cruises, a leader in premium Chinese tourism and luxury hospitality, is proud to announce the launch of its 28-day global marketing initiative: “China Discovery 2026.” This month-long campaign serves as a definitive guide to the Middle Kingdom, inviting international travelers to explore China’s vast heritage, from the ancient stones of the Great Wall to the futuristic skylines of its megacities.
As global interest in authentic cultural immersion reaches new heights, China Discovery 2026 positions Century Cruises at the forefront of the travel evolution. While renowned for its award-winning river fleet, this campaign expands the horizon, highlighting China’s diverse regional identities, culinary mastery, and timeless traditions.
The social media campaign will run from 16 March to 12 April 2026, timed to coincide with Century Cruises' annual familiarisation (fam) trip. A select group of travel agents from the USA will join the 14-day Legends of China itinerary, visiting Beijing, Xi'an and Shanghai before cruising the Yangtze River. Throughout the campaign, Century Cruises will use the hashtags #DiscoverChina2026, #CenturyCruises, #YangtzeRiver, #HeritageChina, #ChinaHistory and #Chinamaxxing.
The four week #DiscoverChina2026 will follow the marketing plan below:
Week 1: China's Cultural Wonders
Week 1 swill cover some of China's 60 UNESCO World Heritage Sites while encouraging audiences to gain a deeper understanding of the country's rich history, heritage and enduring traditions.
Week 2: Journey Along the Yangtze River
This week will focus on the beauty of China's longest river, highlighting spectacular landscapes, dramatic gorges and historic riverside towns. The campaign will showcase the luxury experience of cruising aboard Century Cruises' floating five-star hotels.
Week 3: China's Cities & Modern Wonders
Week 3 will cover China's vibrant cities, demonstrating how ancient traditions and modern innovation combine to create one of the world's most dynamic destinations. From iconic skylines to contemporary cultural attractions, the content will highlight China's remarkable transformation.
Week 4: Travel Planning & Inspiration
The final week will provide practical travel advice and inspiration to help travellers plan their own journey through China. Content will inlcude the best time to visit China, where to see giant pandas, frequently asked questions about cruising the Yangtze River, what to pack, and how to obtain a Chinese visa. Century Cruises swill share insider knowledge drawn from more than three decades of experience operating in China.
The campaign will run across Facebook, X, Instagram, Pinterest and TikTok, using a mix of posts, stories and reels tailored to each platform. Every post will feature original creative assets, while each weekly theme will be supported by a dedicated blog article that expanded on the campaign content.
To further increase engagement, Century Cruises will create a dedicated Facebook Event page and document the travel agents' experiences throughout the fam trip in China.
Century Curises plans to porvide interactive content and generate strong engagement as well as promotion of China as world class destination. Posts such as "How many UNESCO World Heritage Sites are there in Beijing?" will challenge common misconceptions. Many people assume Beijing has only four UNESCO sites—the Forbidden City, the Temple of Heaven, the Summer Palace and the Great Wall—when it is actually home to eight UNESCO World Heritage Sites. These educational posts will spark conversations while increasing awareness of China's rich cultural heritage.
Quiz-style content also will be publsihed. The quiz questions such as How many time zones does China have? How long is the Great Wall of China?, and Can you identify this Chinese city from three clues? are widely engaging and they tend to extend the campaign's reach.
The aim with the #DiscoverChina2026 campaign is to increase Century Cruises' visibility while repositioning China as a world-class travel destination. The company also hope that every travel agent who participated in the fam trip became a confident advocate for China as a holiday destination and continues to actively engage with Century Cruises' social media channels.
"In 2026, China is more accessible and vibrant than ever before," said Alejandro Polanco Vice President of Marketing for Century Cruises. "With the China Discovery 2026 campaign, we are sharing the stories that make this country a bucket-list destination. Century Cruises isn't just about a journey on the water; it’s about the discovery of a nation's heart."
