Most people have heard of North American-based cruise lines like Royal Caribbean, Carnival, and Norwegian. However, the European line MSC Cruises has a solid plan to infiltrate the global cruise market — and it's working.
At this year's Seatrade Cruise Global conference in Miami, Florida, MSC Cruises USA Chairman Rick Sasso revealed five key pillars that have propelled MSC to the top of the cruise game.
To put it into perspective, MSC Cruises brought its first ship to North America in 2019. By 2025, they have built the world's largest cruise terminal in Miami and christened MSC World America, the line's first purpose-built ship designed exclusively for the Caribbean.
Sasso referred to MSC’s winning formula as the "Five Vs": Volume, Value, Voice, Variety, and Vision.
Volume
It would be amiss to not start with volume, considering MSC Cruises just welcomed its newest ship to its homeport in Florida. MSC World America is the second World Class ship, following MSC World Europa in 2022.
Sailing exclusively from Miami, World America will transport guests to the Eastern and Western Caribbean, as well as MSC's private island in the Bahamas.
The addition of MSC World America increases MSC's fleet to 23 ships, and they aren't showing signs of slowing down. Two additional World Class ships will join the growing fleet in 2026 and 2027, respectively.
Read more: A brand-new ship designed to compete with cruise giant Royal Caribbean arrived in Florida
MSC isn't just building new ships, either — it's focusing on building infrastructure to handle long-term growth. Recently, MSC Cruises opened the world's largest cruise terminal in Miami, capable of handling 36,000 passengers in a single day.
Not only that, but they also launched a new cruise terminal in Barcelona, Spain. According to Baird Maritime, the terminal's design is focused on environmental sustainability, including solar panels and a rainwater collection system. Additionally, ship-to-shore power connectivity will be available in 2027.
Value
"There is no way to impress a future guest without them thinking that they're getting the best value of their travel dollar," Sasso said at Seatrade.
With everything from accommodation to food, transportation, and entertainment included, cruises are an affordable way to travel compared to land vacations, and when it comes to getting the most bang for your buck on a cruise, MSC typically delivers exceptional value.
Not only do they have some of the most attractive fares, but they also often include add-ons like basic Wi-Fi and drink packages, which other lines charge upwards of $70+ per day.
For example, a 7-night cruise aboard MSC World America in Sept. 2026 starts at $905 per person in a standard interior stateroom. However, you can add Wi-Fi and a drink package to your reservation for $392 more, bringing the total to $1,297 per person.
Comparatively, a weeklong cruise on Star of the Seas, Royal Caribbean's newest ship debuting in Aug. 2025, costs at least $1,545 per person for an inside cabin. Wi-Fi and drinks could push the cost to well above $1,700 per person.
As such, MSC World America is a great value-driven option in today's cruise market. Cruisers sailing aboard MSC World America can save hundreds of dollars without sacrificing modern amenities.
Read more: Why are MSC cruises so cheap?
Variety
While you'll find interesting itineraries on mainstream lines like Royal Caribbean and Norwegian, MSC Cruises excels at offering a more international experience with its fleet of ships.
Through Oct. 2027, you can find itineraries to Alaska, Asia, Bermuda, the Canary Islands, the Bahamas and Caribbean, Dubai & the Middle East, the Mediterranean, Northern Europe, the Panama Canal, South Africa, and South America.
Plus, because MSC isn't concerned with deploying a large number of ships to the Caribbean during the winter, you have more options than you'll find on other lines. For example, in Dec. 2025, MSC ships are sailing to Asia, the Canary Islands, the Bahamas and Caribbean, Dubai & the Middle East, Mediterranean, Northern Europe, South Africa, and South America.
Read more: I tried MSC after 5 Carnival cruises
In comparison, Carnival only sails to the Bahamas and Caribbean, the South Pacific (including Australia and New Zealand), Mexico, and the Panama Canal.
According to Sasso, "[Variety] exists in spades today." Not only does MSC offer a wide variety of itineraries, but its booking process is designed to be flexible with different fare options.
After selecting your cabin category (interior, ocean view, balcony, or suite), you can choose between different "experiences" based on your personal preferences.
Bella is the lowest, most restrictive tier. For example, Bella guests cannot choose their own stateroom. Instead, they're assigned a cabin based on availability before the sailing.
On the other hand, Fantastica lets passengers pick their specific cabin, as well as receive free 24-hour room service with a waived delivery fee.
Aurea is the most luxurious "experience" before the Yacht Club. With Aurea rooms, you'll get complimentary access to the ship's thermal suite, a welcome gift of champagne and chocolate, free access to the Top Exclusive Solarium, priority boarding, and more.
Guests seeking the most over-the-top experience aboard a standard MSC ship will want to reserve a suite within the Yacht Club. Essentially, the Yacht Club is a "ship-within-a-ship" concept that grants access to exclusive areas like a private lounge, restaurant, and pool deck.
Passengers also receive 24-hour butler service, thermal suite access, priority boarding, a premium drink package, Wi-Fi, and an overall more personalized, upscale cruising experience.
If that isn't enough, MSC recently launched a new luxury cruise line, Explora Journeys. While different lines, they both belong to the MSC brand. Plus, those who haven't cruised aboard Explora can match their MSC status to receive perks within Explora's brand-new Explora Club loyalty program.
Explora Journeys' ships were modeled after super-yachts with an emphasis on upscale accommodations, world-class cuisine, and highly attentive service — all with the ability to transport guests to off-the-beaten-path destinations.
Read more: I spent $820 a night on an ultra-luxury cruise. The food was the best I've ever had
Voice
MSC knows the importance of storytelling. While cruise lines are stereotypically known for being harmful to the environment, Sasso argued it's important to recognize the strides being made toward sustainability.
"There is no industry on the planet that is more environmentally and sustainably conscious than the cruise industry," he said.
Through partnerships, press coverage, and transparency, MSC is making sure travelers know exactly who they are and what they stand for. For example, the cruise line's conservation center at Ocean Cay will accelerate restoration efforts under the Super Coral Program and include new educational facilities for raising awareness about the need to save coral reefs.
Read more: I visited MSC’s private island for the first time
Vision
MSC is doing a lot of things right, and it's paying off. Their rapid expansion into the North American market has proven to be fruitful, with their competitive pricing really setting them apart. Still, MSC Cruises is thinking about what's next.
In Miami, Sasso said that if something isn't broken, that doesn't mean you should leave it alone. In fact, it means the opposite — you need to make it even better.
"Our industry grew because of [people making things better], and every cruise line started to say, 'Well, maybe I can make it a little bigger, or maybe I can make it a little more luxurious, or maybe I can make it a little more accessible,'" he explained.
Elizabeth Wright
Elizabeth graduated from New York University's Arthur L. Carter Journalism Institute with her M.A. in Journalism in May 2023. Growing up, she traveled frequently with her family and fell in love with cruising after sailing on the Oasis of the Seas during her freshman year of high school. Having sailed on nearly 30 cruises across different lines, including Royal Caribbean, Carnival, MSC, and Princess, she loves sharing her insight and expertise on all things cruising!
