China’s yacht market is expanding rapidly as leisure boating shifts from a luxury niche to a popular lifestyle choice.
For Li Zhexuan, a tourist from central China, a recent trip to Sanya had a clear focus. He skipped the packed sightseeing routes and spent most of his holiday on a yacht, fishing offshore and enjoying the open sea.
“I came here for the yacht experience,” he said. “It’s relaxing and very different from daily life.”
His choice reflects a broader shift. Yachting in China is moving beyond its luxury image and becoming part of a more accessible leisure lifestyle.
A Fast-Expanding Market
The numbers show clear momentum. By the end of 2025, China had about 9,850 registered yachts. More than half were added in the past three years, signalling a rapid expansion phase.
Demand is especially visible during holidays. In Sanya, a key coastal tourism hub, yachts now line up to leave port during peak seasons. During the five-day May Day holiday in 2025, yacht traffic reached 4,464 trips, up 13.1 per cent year on year.
Operators say consumer behaviour is also changing. Instead of short rides, visitors increasingly book longer trips that combine fishing, diving and parasailing. As a result, yachting is evolving into an all-in-one leisure experience rather than a single activity.
Policy Moves to Ease Access
However, growth has long been constrained by limited infrastructure. Marinas and berths remain in short supply in many coastal cities.
To address this, Chinese authorities have rolled out new measures to support the sector. The plan focuses on expanding marina capacity, improving spatial planning for yacht-related industries, and streamlining approval and transaction processes.
The direction is practical. Officials aim to make docking and usage as simple as parking a car — a change that could significantly lower barriers for both operators and consumers.
Capital Targets the Mass Market
At the same time, major private investment is entering the sector. Entrepreneur Liu Qiangdong has announced a new yacht brand, Sea Expandary, backed by 5 billion yuan (£550 million) of personal funding.
The project stands out for its focus on affordability and scale. It plans to develop entry-level yachts priced at around 100,000 yuan, aiming to reach a much wider consumer base.
Liu has framed the ambition in simple terms: to make yachts as common as cars. While he will not manage daily operations, the company has assembled a professional leadership team.
Production will be based in Zhuhai, with a headquarters in Shenzhen. The broader plan includes research centres, service networks and maintenance facilities across the Guangdong-Hong Kong-Macao Greater Bay Area.
Analysts say the move could reshape the industry. China’s yacht manufacturing sector has long been fragmented, with few large-scale players. A well-funded entrant may accelerate consolidation and push development in green and smart technologies.
More importantly, yachts are no longer reserved for a few. Leisure boating is attracting a wider range of consumers across China.
Additional reporting by HKCNA, CNS.
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