The luxury yacht industry has sailed some testing waters since the financial crisis hit, but things are looking up as European yacht builders cruise towards emerging markets in search of expansion.
As the London Boat Show comes to a close this weekend, major yacht companies at the event said entering new markets is the key for growth.
The Middle East and South America are being flagged as growth areas for yacht builders, but it is another country at the forefront of their mind.
"The country on everyone's lips is China. We want to be part of that," Chris Gates, managing director of Princess Yachts told CNBC in a phone interview.