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Royal Caribbean Highlights China FIT and Partner Focus at ITB Expo
Royal Caribbean International showcased its pivot towards the Fully Independent Traveler (FIT) segment at the 2026 ITB Shanghai International Travel Trade Expo, featuring an "Ocean Living Room" pavilion and digital tools for the Chinese market. The company's "Royal Partner+" mini program, launched on March 10, 2026, has attracted over 200 travel agency partners and more than 5,000 registered users across 34 cities in China, with FIT bookings more than doubling year-on-year. Benjamin Bouldin, president of Royal Caribbean International, Greater China, emphasized that empowering trade partners remains central to the growth strategy.
