Published on
October 9, 2025
Century Cruises, the first Chinese luxury river cruise operator, is about to take its first steps into the European river cruise market. They have expanded operations from the Yangtze River in China and have collaborated with United Waterways and Concordia Damen to construct Century Cruises’ first river vessel for Europe. Century Cruises is anticipating the delivery of the Century Star to Europe in June 2026. The vessel is expected to be fully equipped at the Concordia Damen shipyard in Werkendam, Netherlands, where the hull will be stationed for outfitting.
Delivering luxury, environmentally friendly cruises to European rivers is fueled by the knowledge Century Cruises has built in the Chinese market and the countless opportunities presented by Europe’s river systems.
Century Cruises and Its European Expansion
Since 1992, Century Cruises has been a leader in the Chinese market, most notably for operating high-end, luxurious cruise vessels on the Yangtze River. Century Cruises has also built its reputation on innovative, luxury, and environmentally sustainable ship construction, which transformed the river cruise industry in China. Now, as Century Cruises adjusts its focus to Europe, the company is collaborating with United Waterways, which will assist with basic white-label services to help Century Cruises’ entrance into the competitive European river cruise sector seamlessly.
The partnership is key for the company to share its brand and values with European audiences. United Waterways has the services and the backing needed for Century Cruises to cross the cultural and service expectations gaps with the European cruise market. Century Cruises CEO, Alex Ye, has stated that the partnership with United Waterways will help the company pivot to European markets, allowing its customer base to experience the river cruise culture in Europe. Ye also stated that the collaboration will allow Century Cruises to preserve the luxury and innovative brand elements that customers expect, while also adapting their winning formula to European customer service standards.
Building the Century Star at Concordia Damen
Concordia Damen is constructing the newest vessel, Century Star, in Werkendam, Holland. Recently, the ship’s hull arrived, marking the beginning of the outfitting stage and a major milestone in the project. We chose Concordia Damen because, in addition to being a reputable shipbuilder, they pride themselves on a sustainable approach to shipbuilding.
Concordia Damen’s environmental stewardship and quality business values match those of Century Cruises. Century Cruises is dedicated to eco-friendly and efficient cruising, making Concordia Damen’s sustainable shipbuilding and design approach a perfect match. As Century Star is being built, designers will strive to incorporate the latest environmentally safe and sustainable technology to improve and modernize the ‘proven’ cruising designs to ‘innovate’ eco-friendly cruising.
Concordia Damen will design the vessel to cater to the specific high demands of the European market, which includes river cruising in Europe. Century Star will incorporate cutting-edge ‘green’ technology design features to reduce the environmental impact, while the on-board passenger comfort and luxury.
Culture and Market Opportunities for River Cruises in Europe
Opening opportunities for Century Cruises in Europe means showcasing our experience in memorable luxury river cruises. Century Cruises hopes to enter this established and innovative market with another facet of our river cruise experience. Century Cruises hopes to add an innovative and eco-friendly option to the current European river cruise offerings by marketing our innovative approach to Eco-friendly options, strengthening our position in our market of European customers.
Sustainable cruising offers a great market position for the company as consumers increasingly look for tourism. Sustainable cruising offers shielding for the environmental impacts of tourism. Century Cruises, with the market sustainable shipbuilding and operations, is perfect for these travelers, enforcing the company’s market image and providing eco-friendly options for travelers for guilt-free river cruises, positioning Century star, to be most established and guilt-free option for environmental travelers.
Working with partner United Waterways, we are confident they will help adjust river cruises to Europe’s market, and help market responsibilities while we maintain the position of luxury. Europe’s waterways will be a pleasure for river cruises to provide, whilst the waterways will offer the most luxurious eco river cruising experience. We look forward to offering European customers a luxurious river cruise that they will look forward to.
Looking Ahead: Century Star’s Launch in 2026
As the Century Star approaches completion, excitement grows regarding Century Cruises’ entrance into the European market. With delivery scheduled for June 2026, the ship will offer a unique blend of luxury and innovation that is unlike any other vessel currently operating on the rivers of Europe. Although Europe is a new market for Century Cruises, the company will build on its extensive European foundational operations while adapting to the unique needs of travelers arriving from Europe.
The Century Star will position Century Cruises to capture a segment of the European river cruise market that is missing, specifically, the combination of premium travel and sustainable, eco-friendly ship innovations. The Star will obtain the company’s first European river cruise to build on and further strengthen the position of Century Cruises in the European river cruise market.
Conclusion
The company’s entry into the European river cruise market is an exciting new chapter for Century Cruises. With the Century Star in construction, the company is set to deliver European customers a brand new experience that offers a rare combination of luxury and environmental mindfulness. The partnership with United Waterways and Concordia Damen guarantees that the Century Star will meet the ultimate standards of river cruise luxury while adhering to the environmental river cruise standards of the luxury market.
As the company gets ready to launch its first European ship, the Century Star, it is evident that Century Cruises is prepared to make an impactful entry into the European river cruise market. This move illustrates the company’s dedication to expansion, creativity, and, most importantly, eco-responsibility as it brings its acclaimed expertise to Europe.
