Global cruise lines set sail for China as passenger numbers are to rise(2)

For Carnival, the addition of the Costa Serena will raise its China capacity by 3,780 passengers. The company has two other Costa brand vessels stationed in Shanghai as well as one with its Princess brand.

While companies are relishing the growth potential of China's newly wealthy middle class, hurdles remain.

One factor complicating efforts to pitch cruises to the Chinese mainland is that "the vast majority of the population have no concept of a cruise", said Donald, CEO of Carnival.

Unlike American or European cruise passengers, who tend to be older and have the time to take two-week journeys, Chinese cruise travelers are younger and have less vacation time. That limits the possible itineraries and presents a challenge in cultivating repeat travelers.

Shanghai software engineer Cao Ying took a five-day cruise to Japan and South Korea with her husband on Princess Cruises' Sapphire Princess after he took one with other staff at his Internet company to entertain clients.

The 30-year-old loved the dining, the shows, the spa and the helpful staff. But she complained that there wasn't enough time during port calls.

"I think traveling by cruise is a good experience, but the downside is that you couldn't really see a lot. I couldn't go to visit the places I would like to go in a foreign country," said Cao. "So unless it's a free trip, I wouldn't take a second cruise, even to go to another country."

Another big complaint is insufficient cruise ports and related facilities. China's focus in the past few decades on exporting manufactured goods means ports are geared to shipping containers rather than leisure travelers.

Uncoordinated infrastructure development was highlighted when Shanghai opened a new $260 million cruise terminal on the city's historic riverside Bund in 2008, only to discover that many big ships could not access it because of a low bridge downstream. Another $140 million terminal with two berths opened at the river's mouth in 2011 to accommodate those vessels.

Hong Kong christened a new $1.2 billion cruise terminal last year, but the Norman Foster-designed facility has so far been infrequently used. Visits are expected to pick up in coming years.

Visitors have criticized the terminal, built at the end of the old Kai Tak airport's runway jutting into the scenic harbor, for being hard to access by bus or taxi.

A smaller terminal near the city center is more popular and a home base for ships operated by Genting Group's Star Cruises.

China's "lack of infrastructure is the biggest impediment to growth", the annual World Travel Market industry conference said in a report last year that recommended government intervention to realize improvements.