MSC Cruises has presented details of its 2026 season, positioning the programme as an opportunity for travellers to plan structured itineraries while remaining open to the unanticipated moments that often define a voyage. With a fleet of 23 ships operating across more than 250 destinations worldwide, the company continues to expand its global reach within the cruise sector.
Central to the announcement is a new global brand campaign that places emphasis on discovery and spontaneity, reflecting the idea that while a cruise is carefully organised, many of the most enduring experiences arise outside the formal schedule. The campaign highlights the breadth of experiences available across the fleet, including international cuisine, large-scale entertainment and a wide selection of itineraries and embarkation ports.
Developed in collaboration with the advertising agency McCANN, the campaign incorporates a reworked version of the Jackson 5 song ABC, adapted with new lyrics to reflect life on board. The use of a familiar melody is intended to mirror the cruise line’s international character and the variety of services and activities offered across its ships.
Dining remains a core element of the MSC Cruises proposition, with a range of venues spanning main dining rooms, specialty restaurants and buffet options. Menus draw on culinary influences from multiple regions, with offerings that include freshly prepared pizza, international staples, Asian-inspired concepts such as Kaito Teppanyaki and Mexican-themed venues including Hola Tacos and Cantina. Beverage options extend from cocktails and speciality coffees to beers produced on board using desalinated seawater. The company also notes that informal dining environments often encourage social interaction, leading to unplanned encounters and shared experiences among guests.
Entertainment programmes across the fleet are structured to cater to a broad demographic, combining scheduled international productions with live music, interactive events and informal activities. While guests may plan their evenings around specific shows, the variety and accessibility of performances allow for a more fluid experience, enabling passengers to engage as much or as little as they choose.
As a family-owned operator, MSC Cruises continues to emphasise multi-generational travel. Dedicated children’s facilities, including the Doremiland kids clubs, are supported by waterparks, cinemas and organised activities designed to keep younger passengers occupied. At the same time, the company observes that shared family experiences often draw adults into activities they might not otherwise have planned.
For guests seeking a higher level of privacy and personalised service, MSC Yacht Club provides a dedicated area within selected ships. This concept offers private lounges, restaurants and outdoor spaces, priority embarkation and disembarkation, and services such as butler and concierge support, while maintaining access to the wider ship facilities.
MSC Cruises’ vessels reflect a European design approach, with interiors featuring materials such as marble, crystal and glass. Architectural features, including Swarovski staircases and panoramic walkways, are intended to create distinctive visual focal points. Wellness facilities also form a significant part of the onboard experience, with the MSC Aurea Spa offering treatments, thermal areas and fitness amenities designed to support relaxation and physical activity.
Beyond the ships themselves, the 2026 itineraries span five continents, linking major destinations with smaller ports of call. From the natural landscapes of Alaska to historically rich Mediterranean cities, the programme is structured to appeal to a wide range of travel preferences and cruising styles.