The cruiser embarks on a trip.[Photo by Wang Zhuangfei/China Daily]

New approach

According to Gu, seniors will continue to account for the largest proportion of passengers in the near future, but his company is planning more travel products to appeal to both seniors and younger people.

"We offer healthcare services and even lectures on traditional Chinese medicine on our cruises, which are popular with seniors. Meanwhile, the new 'Children's Corner' offers handicraft lessons, including paper cutting and pottery," he said.

He added that while river cruisers will never be as large as ocean-going vessels, they will be equipped with facilities on a par with larger ships and will highlight Chinese interests, such as mahjong.

Zhu, from the navigational affairs administration, said: "The Yangtze is like a necklace and the scenic spots along its banks are its pearls. A cruise is a movable home that brings visitors to experience all the marvelous scenery.

"The development of river travel will help to improve holistic tourism, and the stronger regulations will provide passengers with safer, environmentally friendly tours."