The Disney Adventure cruise ship launches a new foothold in Asia

Disney The cruise line is doing well in Asia.

This month, the company’s eighth and largest ship, Disney Adventure, will embark on its maiden voyage, carrying passengers on three- and four-night cruises at sea from its dock in Singapore.

The ship seats a whopping 6,700 passengers, about two-thirds more than Disney’s Wish Class ships, which include Disney Wish, Disney Treasure and Disney Destiny. The Adventure can also carry about 2,500 crew members, about 1,000 more than the Wish-class ships.

“It takes a village to be able to support the type of service we’re known for,” Joe Schott, president of Disney Signature Experiences, told CNBC.

Disney Adventure sails at a time of rapid expansion of the Disney Cruise Line. It is one of six ships scheduled to join the fleet by 2031. It also symbolizes the company’s global aspirations, which coincides with a sharp decline in the number of international visitors venturing to the United States.

While tourism grew worldwide last year, the United States was the only major destination to see a decline in foreign visitors, according to the World Travel and Tourism Council. Overall, international travel to the United States fell by 6%, the organization found. This decline continued until 2026, with January numbers falling by 4.8% compared to the same month the previous year.

Travel bans, visa fees and intrusive searches at ports of entry are contributing to international travelers leaving the United States off their travel itineraries, according to WTTC. Trade frictions, geopolitical concerns and safety concerns also contributed to the decline in demand for travel to the United States, travel experts told CNBC.

However, Disney’s domestic theme parks generate about two-thirds of revenue in its experiences division, which includes theme parks, cruises, resorts and consumer products. International destinations account for about a fifth of revenue.

Expanding its fleet to new ports allows Disney to entice guests who might not otherwise have been able to venture to its theme parks or board one of its cruise ships. Asia is a rapidly growing market.

Disney is no stranger to the Asian market. It already has a strong footprint in theme parks and resorts in Tokyo, Hong Kong and Shanghai.

“We have a really strong presence in the northern part of Asia,” Schott said. “But, I think when you think about the southeastern part of Asia, we don’t really have a physical presence. So, this is a great way to really be able to connect with a wide range of people who haven’t had the opportunity to do an actual Disney experience before.”

The cruise industry, in particular, in Asia has been in a state of rapid growth in the wake of the pandemic. In 2024, the region welcomed 2.6 million cruise passengers, an increase of 13% from the previous year, according to data from the Cruise Lines International Association.

“Ahead of 2024, we have already seen a rise in the disposable income and income levels of travelers from Southeast Asia,” said Dulaney Porter, executive vice president and partner at Spark, a creative agency that works with hospitality and tourism brands. “So it was a very important market for any international tourism organisation.”

This is where the Disney adventure comes into play.

The ship was initially slated to be a floating casino, but was put up for sale part way through its construction when its parent company, Genting Hong Kong, went bankrupt in 2022. Disney swooped in and bought it.

“I think this was a great opportunity, because if we hadn’t acquired the ship the way we did, we wouldn’t have gotten into this market as soon as we could have,” said Bruce Vaughn, president and chief creative officer of Walt Disney Imagineering. “This is great.”

Previously, all Disney cruise ships departed from domestic ports in Florida before traveling to international destinations. In the case of adventure, the ship is the destination. The ship is based in Singapore, and will sail entirely at sea, without the need to visit ports.

Disney says the demand is already there. Disney cruises are already 80% booked for fiscal 2026, Schott said.

Disney Adventure’s size isn’t the only thing that sets it apart from the rest of the fleet. The ship is designed specifically for consumers in Asia.

“Since the ship will be specific to Singapore and this market, we also wanted to make sure we were addressing what we thought would be unique to them,” Voon said.

This was done by selecting franchises and famous personalities in the region, designing entertainment and relaxation areas that cater to local tastes, and providing a variety of menus across its restaurants.

“We look forward to serving a whole new audience,” Schott said. “In this regard, the ship is a brand ambassador.”

On board the adventure, guests will immerse themselves in Disney stories spanning more than 100 years with character meet-and-greets as well as themed shopping and entertainment areas.

At the center of the ship is a deck designed to look like a street from San Fransokyo, the fictional city in “Big Hero 6.” The area is home to arcade games inspired by the film, a replica of the Lucky Cat Cafe owned and operated by Aunt Cass as well as four movie theaters and tween and tween spaces.

The street also includes the first Duffy and Friends store at sea and a National Geographic store. Disney executives told CNBC that these brands are very popular with consumers in the region.

Duffy the Disney Bear is a character that was initially developed for a merchandise line at Disney Springs at Walt Disney World, but gained interest when it was brought to Tokyo a few years later. In the last two decades, Daffy has been joined by seven other stuffed animal friends and has become one of the company’s best-selling merchandise lines.

In 2023, Disney reported that the character generated $500 million in sales annually.

When designing the Disney adventure, the company was also aware of local traditions. For many in Asia, holidays are not just limited to the nuclear family, but extended family and even large groups of friends.

“I think one of the biggest differences I see is in South Asian cultures [is] “Travel is really about spending more time together,” Porter said. “Not to generalize, but North American cruises will choose cruises because the kids can do their thing and the parents can do their thing, and it’s all on the ship.

“For Asian travellers, it is very rewarding to spend this time together, with grandparents and children, parents and great-grandparents trying to make the most of all this time together,” she said.

Vaughn and Schott detailed the layers of experiences available to cruise guests that cater to different age groups, both kids and kids at heart.

Located on the ship’s upper deck, Marvel Landing features a roller coaster, a spinning attraction and a car chase ride, all inspired by Earth’s Mightiest Heroes. In the same area there is a sun terrace, an infinity pool and a bar.

Wayfinder Bay is an outdoor area with amphitheater-like seating that can also be used as a performance venue. There is Lounge D, which includes a number of private karaoke rooms.

“We had to think about this on a large scale in our parks in the region… multigenerational travel is just part of the formula,” Schott said.

Also part of the formula is the Disney dining experience.

On board Disney Adventure, guests will have a selection of food and drinks to try, with an emphasis on the region’s famous flavors.

Disney Adventure will feature burgers and classic American fare at Stitch’s Ohana Grill, bubble tea at Ursula-inspired Bewitching Boba and Brews, plus pitas and kebabs at Ms Marvel-inspired Cosmic Kebabs.

There will also be Indian cuisine at Mowgli’s Eatery and Polynesian-inspired food at Gramma Tala’s Kitchen.

Rotating dining is also available on the cruise ship, a staple of Disney service.

While passengers have the option of getting quick-service meals and snacks throughout the ship, many of its restaurants are included in a pre-selected dining plan. Guests can make reservations for each of these themed restaurants and rotate through them during their cruise.

Disney also rotates restaurant staff to follow each group of passengers to their specific restaurant. As a result, guests have the same servers, bussers and restaurant managers throughout their trip, and the waitstaff gets to know the guests and their preferences.

“I think ultimately this entry into the market should be strong for us,” Schott said. “So we’re looking forward to really being able to provide Disney at an exceptional level of service.”