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Celebrity Cruises has announced it has formed its first Asia dedicated team to target the growing market.

Based in Singapore, the team of three will be headed by Celebrity Cruises’ Asia Pacific commercial director Kelvin Tan.

The announcement was made at the Cruise Shipping Conference this week by Celebrity Cruises president Michael Bayley, TTG reported.

He said the team will give the line greater brand visibility in Asia, and will attract “more attention and support”.

He explained: “There is a high percentage of affluent travellers in (Asia-Pacific) who are eager for more premium cruise options.”

Mr Tan said up until now there had been little focus on the Asia market, although Celebrity is well known in Japan, Singapore, India and Hong Kong.

China will be one of the team’s main focuses, because it is “a newer market and this is where there are a lot of affluent consumers”.

The cruise line launched its first inaugural season in Asia during December last year, when the Celebrity Millennium sailed into Marina Bay Cruise Center Singapore.