MSC Cruises Targets U.S. Market With New Ships and Port

MSC Cruises launched its biggest push yet into the American cruise market this year, betting a new flagship and expanded U.S. operations can help the world’s largest privately held cruise company gain ground against its publicly held rivals.

“It’s time that we make a bigger mark in the U.S.,” said Lynn Torrent, who was appointed president of MSC Cruises North America in May.

The family-owned, European cruise line deployed MSC World America in April, a 1,090-foot vessel that carries 6,764 passengers and ranks as the eighth-largest cruise ship globally.

The ship features the usual bells and whistles: sports bars, comedy clubs, and a ride that dangles passengers 160 feet above the ocean. It’s about three football fields long, but, alas, there’s no football field.

MSC Cruises operates 23 ships but remains a minor player in the lucrative North American market, where Royal Caribbean Group and Carnival Corp. dominate.

Appealing to Americans

MSC Cruises invested in a 60-second Super Bowl TV ad featuring actors Drew Barrymore and Orlando Bloom to raise its profile among American consumers earlier this year.

The company plans to expand its U.S. footprint further. Construction is underway on a new terminal in Galveston, Texas, where MSC Seascape will begin Western Caribbean sailings in November. That will give MSC Cruises four U.S. homeports, making it easier for travelers from central and western states to board its ships.

MSC Cruises also announced its first Alaska cruises for summer 2026, using the mid-sized MSC Poesia, sailing from Seattle. The company said early sales for the seven-night Alaska itineraries have been strong, though it didn’t provide specific booking numbers.

A fourth World-class ship, MSC World Atlantic, will begin operations from Port Canaveral, Florida, in 2027. That will let it expand coverage of itineraries and weeks of the year.

New Ship This Year

MSC World America, which debuted this year, sails seven-night itineraries from Miami to the Eastern and Western Caribbean, with passengers split roughly 50% to 60% North American and the remainder international.

Torrent said the company differentiates itself by blending “European style and American comfort,” appealing to travelers who want cultural diversity aboard their ships. The MSC World America includes seven distinct themed districts and a so-called yacht club, or ship-within-a-ship area, for selected guests.

“Notwithstanding the size of the ship, our guests and travel advisors don’t feel like they are on a big ship that’s crowded because of all the different spaces,” Torrent said.

MSC’s Private Destination

MSC Cruises has created Ocean Cay, a private island in the Bahamas, following the growing trend among cruise lines of inventing destinations they fully control.

The company has also tried to distinguish itself through environmental initiatives, too. The MSC Foundation Marine Conservation Center opened at Ocean Cay in April, focusing on coral restoration and climate change research. Passengers can attend lectures and join guided excursions with marine experts.

“We see from research that more and more travelers are looking for deep and meaningful travel experiences that resonate with them,” Torrent said. “We see Ocean Cay as a key point of distinction for our brand.”

The executive said that early feedback on MSC World America has been positive, and that MSC Cruises will continue to emphasize what she calls its unique positioning.

“This European style and American comfort, we feel it’s distinct, it’s ownable and it’s relevant,” she said.