Costa Cruises, the Italian-based subsidiary of Carnival Corporation & plc, has announced that it will enter the Asian cruise market in July this year. Its ship, the 1,000-berth Costa Allegra, will start operating round-trip voyages from Shanghai in China. Having created a new division, Costa Asia, the company has been granted a licence by the People’s Republic of China to embark its citizens from Chinese ports.

After opening a call centre on mainland China next May, the cruises will be marketed exclusively to Chinese clientele. Initially a series of 5-day cruises, 24 in all, will sail from Shanghai to Nagasaki in Japan and Cheju in Korea. Prior to its launch the Costa Allegra will undergo a multimillion dollar renovation that will include doubling the size of its casino. Dining options and entertainment will all be geared to Asian taste. The ship will be staffed by Italian officers and Chinese professionals from the local hotel industry.

Chairman and CEO of Costa Cruises Pier Luigi Foschi has had extensive experience of working in Asia. According to Foschi, "This project, together with our previously announced new itineraries in the Far East and UAE, is part of Costa's strategy of business development and expansion in what we believe are emerging, high- growth markets. It will be a great thrill to see a Costa Cruises' ship in the ports of the People's Republic of China and other Asian countries." 31 million Chinese travelled abroad in 2005 and the number is expected to rise to over 50 million by 2010. (E-03.07.06)

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