Norwegian Cruise Line and the Alibaba Group have formed a partnership to market cruises in China.
In announcing the venture, the two companies said they will look to further increase the awareness in China of the offerings of a cruise vacation.
Alibaba describes itself as the world's largest online and mobile commerce company. It is often referred to as the Chinese version of Amazon.com, although it has larger online sales than both Amazon and Walmart.
"We are pleased to partner with Norwegian Cruise Line on this tremendous initiative," said Michael Evans, president of the Alibaba Group. "Our expanded relationship is another example of how Alibaba is helping international brands to reach Chinese consumers through our robust data, marketing and technology."
The Norwegian Joy, the cruise line's latest ship and the first it has custom-designed for the Chinese market, is scheduled to start sailing from Shanghai in June.
The two companies said they will collaborate to provide Alibaba customers with "new and unique online-to-offline experiences at sea across Norwegian's China-based and global fleet."