MSC Group could become the latest major cruise company to enter Europe’s growing river cruise market, with a new report suggesting the company is evaluating a move through its luxury brand, Explora Journeys.
The suggestion comes from Italian maritime publication Shipping Italy, which reports that MSC Group is assessing the possibility of launching European river cruises under the Explora Journeys brand. However, it is important to stress that the plans remain speculative at this stage, with MSC Group yet to make any official announcement or confirm that a project is moving forward.
According to the report, the proposal is still under evaluation. No ship orders have been announced, no launch timeline has been revealed and there are no confirmed details on the size or design of any potential vessels.
If the project progresses, Explora Journeys would expand beyond luxury ocean cruising and enter a market currently dominated by established river cruise operators including Viking, AmaWaterways, Uniworld and Scenic.
River Cruise Market Continues To Attract Major Cruise Lines
The reported discussions come as more ocean cruise companies look to expand into river cruising, attracted by continued demand for sailings along Europe’s most popular waterways.
One of the biggest recent developments came from Celebrity Cruises, which announced Celebrity River Cruises earlier this year. The new premium river cruise brand is scheduled to debut in 2027, with bookings expected to open in the coming months. Celebrity has already confirmed an initial order for 10 river ships, signalling a significant long-term investment in the sector.
If MSC Group ultimately decides to proceed with its own plans, it would represent another major cruise company diversifying beyond traditional ocean itineraries to offer guests a different style of holiday focused on inland waterways and historic city centres.
While the Shipping Italy report suggests any future deployment would focus on Europe’s best-known rivers, no specific itineraries or destinations have been identified.
Explora Journeys Continues Luxury Growth
The reported river cruise evaluation would fit with MSC Group’s broader investment in its luxury cruise business.
Explora Journeys has been steadily expanding its ocean-going fleet since launching in 2023. Explora III is due to enter service in 2026, with further luxury ships already planned through 2028 as the brand continues to grow its presence in the premium and luxury cruise market.
For now, though, any move into river cruising remains only a possibility. Until MSC Group or Explora Journeys officially confirms the project, the reported plans should be viewed as an early-stage suggestion rather than a confirmed expansion.
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