MSC Cruises is a big player everywhere…except Australia.
With a huge fleet in Europe and America, Down Under has never been part of the plan.
Now that’s about to change, a senior executive tells Cruise Passenger.
MSC Cruises has made its clearest commitment yet to Australian travellers, with senior executive Antonio Paradiso conceding the brand had long treated the market as an “afterthought” – but pledging to change that dramatically.
Paradiso, Vice President of International Sales at MSC Cruises and Explora Journeys, told Cruise Passenger in an exclusive interview that the company was ready to elevate Australia into a priority region, promising greater investment, stronger partnerships, and ships tailored to the premium and luxury preferences of local cruisers.
“I’m not going to lie to you. Australia was kind of an afterthought for us,” Paradiso admitted. “We were focusing on Europe and North America, and yes, in Australia, we’re not well known. But that’s why I’m here – because we are now opening a new chapter.”
Aussie’s already 3rd most valuable
MSC is already one of Europe’s largest cruise brands, but in Australia its presence has been muted compared with rivals such as Princess, Celebrity and Norwegian Cruise Line. Paradiso acknowledged this reality, but drew comparisons with his experience in the UK, where MSC went from a relative unknown to the country’s leading international cruise line.
“When I first started in the UK, we were ranked number nine,” he recalled. “Today, MSC is number one. That’s the kind of growth story we want to write in Australia.”
He noted that Australian travellers are now the third most valuable customers in MSC’s global portfolio, thanks to higher onboard spending and a preference for longer itineraries in Europe. “That shows the quality of this market – and why we are investing here,” he said.
Yacht Club is the “best kept secret”
MSC Yacht Club Owners Suite
Yacht Club, the line’s “ship-within-a-ship” enclave, is likely to form a major plank in its new pitch to Australians. Offering private suites, a dedicated restaurant, pool, lounge and 24-hour butler service, the Yacht Club has proved immensely popular in Europe and North America – and MSC believes Australians will embrace it in even greater numbers.
Paradiso described it as “the best kept secret in cruising,” with satisfaction rates above 90%.
“Once guests try Yacht Club, they never go back,” he said. “It is truly a sanctuary – an exclusive luxury experience where you have privacy and personal service, but you can also walk out and join the energy and fun of a large resort ship. It’s the best of both worlds.”
The concept is so successful that MSC is retrofitting older ships, including MSC Magnifica, to add Yacht Club suites. Magnifica will showcase the upgraded product during her visit to Australia and New Zealand in March, giving local travellers their first real taste of the premium enclave.
“This is exactly where we’ll be focusing in Australia – premium and luxury,” Paradiso said. “We know the appetite is there, and we’re going to deliver it.”
Explora Journeys: Australians are fourth largest market
While MSC looks to raise its profile in the contemporary and premium space, its sister brand Explora Journeys is already gaining traction in the top end of the market, Paradiso claimed.
Michelle Warren, Explora’s Marketing and PR Manager, confirmed that Australians are responding strongly to the line’s positioning as a “lifestyle brand” rather than a traditional cruise line.
“We’ve seen huge engagement from the luxury space,” she said.
Paradiso revealed that Australia is already Explora Journeys’ fourth-largest source market worldwide – behind only the US, UK and Germany – an extraordinary result given the brand only launched in 2023.
“The love we’ve received from Australia has been overwhelming,” he said. “People believed in us when all we had were renderings. Now that ships are sailing, those early supporters are becoming brand ambassadors. They come back raving about the experience.”
Explora – just don’t mention cruise
Explora Journeys aims to attract newcomers to cruising – people who might normally book a villa in Tuscany or a stay at the Four Seasons. The brand avoids the word “cruise” in its name, instead promising an “ocean state of mind.”
Paradiso described his own time on Explora I:
“After the first day, I found myself slowing down. I even stopped checking my phone. The abundance of space, the calm, the authenticity of the dining – it’s a completely different rhythm. Guests step off as brand advocates.”
The culinary program is another drawcard, with six distinctive restaurants staffed by specialist teams. “If it’s Asian, it’s prepared by chefs trained in Asia. If it’s Italian, it’s authentically Italian. That’s why guests say Explora is the most authentic luxury product at sea,” he said.
Formula 1 and football clubs
MSC and Explora are also leveraging global partnerships to build awareness. MSC has sponsored Formula One and major football clubs, while Explora aligns with luxury lifestyle events like tennis tournaments and the America’s Cup.
Paradiso explained the strategy: “It’s not just about putting a logo on a jersey. With Chelsea FC, we gained access to a global fan base of nearly 800 million and created direct engagement. It’s about speaking to audiences who wouldn’t normally think about cruising.”
What Australians Want
Asked where Australians prefer to sail, Paradiso pointed to the Mediterranean and Northern Europe. Many book MSC’s “Grand Med” packages, which combine seven nights in the Eastern Mediterranean with a transfer to the Western Med for another week on a larger ship.
“The average Australian cruise length with us is 14 nights,” he said. “Australians want value, flexibility and choice – and they like the European vibe.”
MSC also highlights its ability to embark guests from multiple ports – from Barcelona to Naples to Marseille – allowing travel agents to craft customised itineraries.
What’s next
Paradiso promised that Australian cruisers would soon see more ships, more investment, and more marketing from MSC. While he would not confirm a permanent local deployment, he stressed that the company is watching demand closely and will respond with capacity.
“Ships go where the customers are. And Australia is now firmly on our radar,” he said. “We are building the foundations for long-term growth here – just as we did in the UK. Watch this space.”
As for Explora Journeys, the brand already has six ships on order, with new builds offering larger penthouses and more public space per guest. With Australia ranking in its top four markets, further local engagement is inevitable.
“We respect the Australian traveller enormously,” Paradiso concluded. “They are discerning, they value quality, and they love to cruise. It’s time we gave them the attention they deserve.”
What is “Yacht Class”
Yacht Club guests stay in a private enclave at the top of the ship with key-card access, a dedicated concierge and 24/7 butler service.
They check in at a private lounge, get priority embarkation and disembarkation, and luggage is whisked straight to suites.
The club has its own quiet pool and sun deck with whirlpools, a panoramic Top Sail Lounge serving all-day snacks and afternoon tea, and an exclusive fine-dining restaurant at breakfast, lunch and dinner. Drinks and specialty coffees in Yacht Club venues are included, and minibar items in your suite are replenished.
Suites are larger than standard cabins and typically feature walk-in wardrobes, luxe linens, a pillow menu, marble-style bathrooms and thoughtful touches like nightly canapés.
Around the ship, there is priority access and reserved seating for shows, plus expedited service at guest relations. In short: genuine luxury and personal service without giving up the variety, energy and scale that big-ship cruising does best.
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