HX Expeditions, a long-established provider of polar expedition cruises, held a seminar on Antarctic cruises for the Japanese travel industry and media to outline plans to strengthen investment in the growing Asian market, with a particular focus on Japan.
Based in the United Kingdom, HX Expeditions operates cruises to destinations including the Arctic, the Antarctic, the Galápagos Islands, and Alaska, utilizing small- to medium-sized expedition vessels. As a pioneer with a 130-year history in polar exploration, the company is also a key member of AECO (Association of Arctic Expedition Cruise Operators) and IAATO (International Association of Antarctica Tour Operators), organizations that oversee regulations and policies for polar tourism. In the Antarctic cruise sector, a market currently served by 47 different operators, HX Expeditions holds a market share of approximately 10%.
According to data from IAATO, the number of travelers to Antarctica last season included approximately 85,000 who made shore landings, 27,000 who remained on board (without landing), and 1,100 who participated in land-based expeditions. Antarctic cruises are conducted in strict adherence to regulations set by organizations such as IAATO; for instance, large vessels with a capacity of 500 or more passengers are prohibited from conducting shore landings. For smaller vessels permitted to make landings, there are further restrictions, including a limit of one ship per site and a maximum of 100 passengers allowed ashore at any one time.
HX Expeditions offers cruises that balance comfort, adventure, and curiosity. While providing high-quality accommodations and dining to ensure a comfortable experience during extended time at sea, the cruises also feature on-board experts and scientists who lead educational programs designed to satisfy passengers' intellectual curiosity. Furthermore, the company integrates contributions to the social and economic well-being of local communities—for example, by facilitating interactions with local fishermen and sourcing 75% of their food supplies locally.
HX Expeditions CEO Gebhard Rainer said, "We take pride in the belief that our mission is to change the way people view the world. We will fulfill that mission by drawing on our extensive experience to offer the ultimate in both adventure and comfort.”
Now and future in the Japanese market
For HX Expeditions, Asia is its fourth-largest market globally, with passenger numbers having grown by 50% over the past two years. The Japanese market, in particular, has doubled in size over the last three years, making it the company’s third-largest market, following China and Taiwan.
Marie Daubourg, Vice President of Marketing and Strategy, noted that approximately 800 Japanese travelers visited Antarctica during the last season. She said, ”The market for expedition travel in Japan is still developing, and we anticipate annual growth of 50% to 100% over the next three to five years,.” Currently, 85% of the company’s Japanese passengers opt for Antarctic cruises, but a strong tendency among these travelers to seek out further expedition experiences in other regions, which underpins the the growth projections of the Japanese market.
HX Expeditions plans to ramp up investment to elevate Japan to its second-largest market in Asia within the next three years. This includes implementing B2B initiatives and establishing a dedicated team. Furthermore, to accommodate the rising number of individual Japanese travelers, the company intends to deploy Japanese-speaking coordinators and experts, as well as leverage translation technology.
マーケティングおよび戦略担当のバイス・プレジデント Marie Daubourg氏
All-inclusive cruises including educational programs
HX Expeditions’ cruises offer an all-inclusive experience, featuring high-quality food and beverages, outerwear for shore excursions, and a range of activities, including educational programs. They also promote "citizen science," where images of marine life captured by passengers are used for purposes such as identifying individual animals.
Regarding environmental initiatives, HX Expeditions completely phased out the use of heavy fuel oil in 2009 and eliminated single-use plastics in 2018. Two of its five vessels are hybrid ships, equipped with both diesel generators and large-scale battery systems. They strive to ensure its operations and services are as sustainable as possible.
