MSC Cruises Unveils Massive Expansion: 35 Ships by 2035 and New "Best Holiday Ever" Campaign
During a major press conference in Milan, MSC Cruises expansion was revealed with a breathtaking industrial plan that will solidify its position as a global leader. The company confirmed it will add 12 new ships over the next 10 years, bringing its total fleet to a staggering 35 vessels by 2035.
New Flagships: World Asia and World Atlantic
The expansion is already in motion. In 2026, MSC will launch its new flagship, MSC World Asia, followed in 2027 by its sister ship, MSC World Atlantic. These "World Class" vessels represent the pinnacle of LNG technology and sustainable innovation, offering unprecedented space and entertainment options.
The "Last Frontier": MSC Poesia Heads to Alaska
In a historic move, MSC Cruises is officially entering the Alaska market. Following a major refurbishment, MSC Poesiawill bring the luxury of the MSC Yacht Club to the "Last Frontier." Itineraries will include breathtaking calls at Ketchikan, Icy Strait Point, Tracy Arm, and Juneau. This marks the first time MSC’s "ship-within-a-ship" luxury concept will be available in Alaskan waters, combining 5-star service with spectacular glaciers.
Read the news about MSC Poesia in Alaska Here.
Mediterranean and Caribbean Innovations
MSC is also expanding its reach in traditional markets:
- Mediterranean: Two new jewels join the map. Syros (Greece) will be visited by MSC Lirica, while Marmaris(Turkey) becomes a weekly stop for MSC Divina. - Caribbean: For the first time, MSC will offer year-round sailings in the Southern Caribbean. Starting November 2026, MSC Opera will homeport in La Romana (Dominican Republic) and Fort-de-France (Martinique) for both winter and summer seasons. "Best Holiday Ever": The New Brand Campaign
Coinciding with the fleet expansion, MSC launched its global campaign, "Best Holiday Ever." Developed with McCANN, the campaign features a contemporary remix of the Jackson 5’s iconic hit "ABC" (reimagined as "MSC"). The campaign focuses on the "unplanned moments" that make a cruise memorable, from a quiet coffee on a private balcony to unexpected marine life sightings.
📊 MSC Cruises Fleet Growth & New Destinations
Milestone / Ship Year Key Detail MSC World Asia 2026 New LNG Flagship Launch MSC World Atlantic 2027 Fourth World Class Ship MSC Poesia 2026 First MSC Yacht Club in Alaska MSC Opera 2026/27 Year-round Southern Caribbean Total Fleet Goal 2035 35 Modern Vessels The Strategic Vision: Beyond Just Big Ships
The road to 35 ships by 2035 is not just about increasing capacity; it represents a fundamental shift in how MSC Cruises approaches the global market. By introducing the World Class vessels like the MSC World Asia, the company is leaning heavily into LNG (Liquefied Natural Gas) technology, significantly reducing the fleet's carbon footprint while offering a more immersive, "resort-style" experience.
The move to Alaska with MSC Poesia is perhaps the most telling part of this expansion. For years, Alaska was dominated by North American brands. By bringing the MSC Yacht Club to this region, MSC is directly challenging the luxury market, offering an "all-inclusive" European elegance that was previously missing from the Pacific Northwest.
Furthermore, the decision to keep MSC Opera in the Southern Caribbean year-round shows a commitment to market stability. Instead of following the traditional seasonal migrations, MSC is positioning itself as the go-to choice for travelers looking for tropical sun during the summer months, a move that is likely to attract a younger, more flexible demographic of cruisers.
How many ships will MSC Cruises have by 2035?MSC Cruises plans to operate a fleet of 35 ships by 2035, adding 12 new vessels over the next decade.Which MSC ship is going to Alaska?MSC Poesia will debut in Alaska in 2026, offering the exclusive MSC Yacht Club experience for the first time in the region.What is the new MSC Cruises song for the 2026 campaign?The new brand campaign "Best Holiday Ever" uses a reimagined version of the Jackson 5 classic "ABC," customized to highlight the MSC cruise experience.
8 June 2023, arrival of MSC Euribia at Copenhagen