A polar cruise brand, 66° Expeditions, launched in Guangdong province on Sept 9, marking a step for Chinese tour operators as a rising force in global adventure tourism.

It was established by Guangdong Provincial Tourism Holdings Co, the Guangdong Provincial Port & Shipping Group, and several other leading private enterprises and aims to provide Chinese tourists with polar travel experiences.

Luo Qianguo, deputy general manager of Guangdong Provincial Tourism Holdings, said at the launch ceremony that the brand has strategic significance as it represents a critical step in the company's push for international operations.

Tao Yongliang, co-founder of 66° Expeditions, said the launch of the cruise is a new starting point and a new challenge for China, and that he and his team will tap into their polar travel experience to benefit domestic travelers.

Li Shuanke, a former China arctic scientific expedition captain, said the launch is a proud achievement and a historic breakthrough for the country.

The number of Chinese tourists visiting the polar regions in 2023 increased by 180 percent compared to pre-pandemic levels in 2019, with this year's number rising by around 20 percent so far year-on-year, according to officials at the ceremony.

China's polar tourism market ranges from senior travelers, to families and young people.