“We believe there is strong growth potential for cruise globally,” said Gianni Onorato, CEO of MSC Cruises. “So, we will continue to invest in new ships and infrastructure to support our growth as well as sustainability initiatives.”
MSC Cruises sails 23 ships today, with another ship slated for delivery at the end of the year, the MSC World Asia, and nine more on order through 2033, plus options for additional ships.
In an exclusive interview with Cruise Industry News, Onorato pointed to MSC Cruises’ building up its capacity in North America, investing in a dedicated terminal in Miami, a new private island adjacent to Ocean Cay, a new port in Freeport in Grand Bahama, as well as making market investments in the UK and in South America.
“In addition to our ships sailing Caribbean cruises from Miami, Port Canaveral and Galveston, we will have two ships in the Caribbean dedicated to European passengers, including our new year-round service from La Romana,” Onorato said.
“Also new this year are our Alaska cruises from Seattle, and while we have suspended service from New York, that is only temporary, because we do not have enough ships, and we intend to return.
“The plan is also to continue to grow in Asia, in Japan and China, and other markets like Taiwan, and we anticipate to restart seasonal operations from Dubai and in the Red Sea at the end of 2027.
“In short, these are our global plans continuing a course that we set several years ago,” Onorato added.
Among its guests, MSC Cruises tends to attract people who want more than a local product, according to Onorato.
There is a segment of customers who look for a more international, more global product, he explained, noting the mix of guests of many cultures aboard the company’s ships.
“In Europe, for example, we sail from more ports than any other cruise line,” he said. “So, we have guests from many different countries, also people who first tried national brands.
While being the largest cruise brand in Europe, MSC Cruises does not dedicate ships to any one nationality, Onorato noted.
“Everyone is welcome aboard,” he said, “but because of the deployment, the proximity to certain markets may mean that we carry more people from some countries than others.
With a global marketing approach, MSC Cruises has engaged in Formula One racing with sponsorship of the series and selected race events, as well as the Alpine team.
“Formula One is one of the few sports that has global following,” said Onorato. “In many countries it also only available on pay per view (TV) channels, which means we are reaching the right segment of consumers with a certain purchasing power.
“It is a perfect match for our brand.”
If MSC Cruises has one message to the market this summer, it is that the cruise line offers the “best holiday ever,” according to Onorato.
Looking forward, he said the key to success is nothing new, it is to make the customer happy.
While competing in the cruise market, Onorato said that he wants MSC Cruises to be transparent not only to the consumers but also to the competitors.
“There is room in this industry for everybody,” he said. “And it is important that we work together for the success of the industry.
“In the big picture, with 40 million people taking a cruise every year, that is tiny compared to the two billion people who buy vacation packages.
“So, we have a huge opportunity to grow together, and we all need to follow the rules, be sustainable and set good examples.”
Excerpted from the Summer 2026 Cruise Industry News Quarterly Magazine.
