As MSC Group rapidly expands its fleet of luxury ocean cruise ships under its Explora Journeys brand, the global shipping and cruise company is already considering expansion into a new luxury segment — river cruising.
As Explora Journeys launches its third ship, EXPLORA III, in summer 2026, MSC is in the early stages of preparing to potentially steer the luxury brand onto Europe’s rivers, according to a report from Italian maritime trade outlet Shipping Italy.
Citing multiple industry sources, the outlet reports that MSC’s passenger division is actively studying the European river cruise market and researching the regulatory requirements in countries where the segment is already established.
The company is reportedly considering entering the space under Explora Journeys, which could put it in direct competition with longtime river cruise leader Viking and Royal Caribbean’s soon-to-launch Celebrity River Cruises.
The report notes that MSC President Diego Aponte downplayed the idea of new market diversification during the recent delivery ceremony for EXPLORA III. Sources close to the matter, however, indicate MSC’s passenger division is quietly evaluating the opportunity.
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Why are more brands expanding into river cruising?
If MSC does move forward, it would follow a well-worn path. Viking River Cruises has long dominated river sailings on the Danube and Rhine. Royal Caribbean Group announced its own river cruise ambitions in January 2025, ordering an initial 10 ships for its Celebrity Cruises brand. It has since expanded its order to 20 vessels, with the first two river cruise ships debuting in 2027.
Beyond traditional cruise lines, even land-tour operators are wading into the segment. Trafalgar, the nearly 80-year-old travel company best known for its expertly guided land tours, launched its first two river cruise ships in April 2026: Trafalgar Verity, sailing the Rhine, and Trafalgar Reverie, sailing the Danube. Each ship carries 128 guests, and the company has already outlined plans for a third ship on France’s Seine River in 2027, with purpose-built newbuilds expected to follow later.
“Introducing river cruising is a dream in the making for Trafalgar,” Melissa DaSilva, deputy CEO of Trafalgar’s parent company TTC Tour Brands, said in a press release. “We’re bringing our decades of experience crafting guided journeys to Europe’s rivers, creating even more opportunities for advisors to connect their clients with the meaningful, locally driven experiences that define our brand. This is just the beginning, with future expansion already underway.”
Explora Journeys took delivery of its third ships, EXPLORA III, on July 23.Explora Journeys
Luxury river cruise demand is booming
The growing interest in river cruising from premium and luxury travel companies is no surprise considering multiple industry analyses point to river cruising as the fastest-growing corner of the broader cruise market. River cruising is projected to grow at a compound annual rate of roughly 14% through 2033, according to Grand View Research.
The Cruise Lines International Association (CLIA) 2026 State of the Cruise Industry Report identifies luxury cruising as travel advisors’ highest booking growth category as options expand. The luxury cruise fleet nearly tripled over the past 15 years, from 28 ships in 2010 to 98 in 2025. CLIA projects 1.7 million travelers will choose a luxury cruise by 2029.
For a luxury line like Explora Journeys, those numbers make a compelling business case, but there are operational challenges to consider. Shipping Italy’s report notes the current river cruise market is facing obstacles like low water levels on the Rhine and Danube, limited port infrastructure, crew shortages, rising newbuild costs, and scarce shipyard availability among specialized builders.
Explora Journeys is a luxury cruise brand to watch
While nothing is confirmed, MSC’s interest in the segment is worth watching, especially considering the popularity of Explora Journeys’ luxury ocean cruise experience.
Fora travel advisor Cameron Tempest told Come Cruise With Me that Explora Journeys has quickly become a top choice for luxury cruising among Fora advisors and clients.
“What stands out is how loyal clients become once they sail,” Tempest said. “Those who go once tend to come back as true brand devotees.”
Tempest noted that Fora advisors and clients are excited about the brand’s expansion with new ships and new itineraries in Asia and Northern Europe.
As Explora Journeys continues to earn the loyalty of luxury ocean cruise travelers, an expansion into river cruising would surely be met with great enthusiasm, strong demand, and plenty of travel advisor support.
Related: New luxury cruise ship headed to Alaska in summer 2027
This story was originally published by TravelHost on Jul 30, 2026, where it first appeared in the Come Cruise With Me section. Add TravelHost as a Preferred Source by clicking here.
