Third globally and leader in the Mediterranean cruise sector, the brand generates an impact on the Italian economy of approximately 15 billion euros and employs over 125,000 people. During the traditional press conference at the beginning of the year, held at the new “MSC Lighthouse” temporary store, the new global brand campaign “Journeying towards Beauty” was launched
MSC Cruises expects to score another record year in Italy with a 5% growth in passengers reaching 4.2 million in 2024 compared to 4 million in 2023. This result was made possible thanks to 1,075 calls made in 14 Italian ports , with the operation of 16 ships out of a total of 22 of the entire fleet. Third globally and leader in the Mediterranean cruise sector, the brand generates an impact on the Italian economy of approximately 15 billion euros and employs over 125,000 people. During the traditional press conference at the beginning of the year, held at the new “MSC Lighthouse” temporary store in Milan, he launched the new global brand campaign “Travelling towards Beauty”. Created with the Dentsu Creative Italy agency, it encourages the public to discover the beauty of cruises in a more conscious way through greater respect for the ocean, the planet and the environment. Beauty, represented in the commercial by a narrative voice, invites the public to immerse themselves in discovering the world’s destinations, nature and the wonderful experiences on board and on land.
Leonardo Massa, Managing Director of MSC Cruises and Explora Journeys for Italy, said: “We are leaving behind a record-breaking 2023 in terms of passengers who have decided to spend a unique experience on board our ships. In 2024 we have further improved the offer for Italy, providing the possibility to choose between 16 ships departing from 14 ports of call in 10 different Italian regions. This year Explora I will arrive in the Mediterranean and will offer dream itineraries calling at numerous Italian ports”. “Italy is thus increasingly confirmed at the center of MSC Cruises’ international strategies. MSC’s leadership is also expressed through investments in the construction of six ‘Explora Journeys’ ships with Fincantieri – quantifiable at around 3.5 billion euros – which in turn have a significant impact on the country’s economy and are able to ensure thousands of jobs both on construction sites and in related industries”, Massa continued.
What’s new for 2024
Among the main innovations in this year’s programming is the return of MSC Crociere to the port of Cagliari as well as the confirmation of important ports of call served in 2023. An increasingly wider offer, also made possible thanks to the collaboration established with local communities of reference, which again this year will allow passengers to visit some of the wonders of our country. The complete list of Italian ports served includes: Genoa, Civitavecchia, Naples, Palermo, Ancona, Bari, Trieste, Cagliari, Messina, Brindisi, La Spezia, Olbia, Livorno and Venice (Marghera). Looking to the near future, MSC Cruises is committed to the further expansion of the fleet which, after the latest arrivals of MSC Euribia and MSC Seascape, will welcome MSC World America in 2025, the second ship of the innovative World Class and the third of the LNG-powered company . For its inaugural season, MSC World America will homeport PortMiami, the new MSC Group terminal, which once completed will be the largest in North America.