MSC Cruises Celebrates Major Irish Trade Wins and Strong Booking Momentum

Don Shearer, CEO Travelbiz & Travelfinders

MSC Cruises has capped off an exceptional start to 2026 with a double success at the recent Travel Industry Awards, where the cruise line was named Best Mainstream Cruise Line and Best Trade Cruise Support Team – a clear endorsement from the Irish travel trade.

Speaking to Travelbiz ahead of the awards, Antonio Paradiso, VP of International Sales at MSC Cruises, outlined why Ireland continues to be a key growth market for the brand and how strong trade partnerships are driving record performance.

Ireland: A Key Growth Market for MSC Cruises

MSC Cruises is now firmly established as the number one cruise brand in Ireland, while globally it ranks as the third largest cruise line in the world. That scale, combined with a growing Irish footprint, is translating into tangible results for the trade.

January 2026 has delivered MSC Cruises’ best ever start to the year, with bookings from Irish guests up 35% compared to January last year. According to Antonio, this has been one of the most consistent and sustained Wave seasons the company has experienced.

Looking ahead, MSC Cruises has set ambitious goals for the Irish market, with a clear target to double Irish bookings over the next three years, underlining the long-term commitment to working closely with travel agents across the country.

Air Access a Major Advantage for Irish Guests

Air connectivity remains a key factor in MSC Cruises’ success in Ireland. For 2026, the cruise line has increased flight capacity by 20%, working closely with Aer Lingus to provide seamless travel options.

Irish guests can now avail of direct flights from Dublin to Barcelona, Rome and Venice up to five times per week, making Mediterranean cruises more accessible and attractive than ever. This ease of access continues to be a major selling point for the Irish trade.

Award-Winning Trade Support

MSC Cruises’ strong relationship with Irish agents was further reinforced by winning Cruise Trade Team of the Year at the ITAA Awards. The Irish sales team was praised for its hands-on support, training, and consistent engagement with the trade. Congratulations to Suzanne, Alana and Erica, MSC Cruises amazing team in Ireland.

This focus on partnership has been central to MSC’s growth strategy in Ireland and has helped agents confidently sell across a wide range of itineraries and ship classes.

“Best Holiday Ever” – A Shift in Messaging

A key development for MSC Cruises is the introduction of its new global strapline, “Best Holiday Ever.” Antonio explained that this is a deliberate shift away from traditional cruise terminology.

The aim is to position MSC not just as a cruise, but as a complete holiday experience, combining world-class dining, entertainment, family facilities, wellness, and destination-rich itineraries – a message that resonates strongly with first-time cruisers and families.

Growing Demand for Luxury and Innovation

Demand continues to grow for the MSC Yacht Club, the line’s exclusive luxury “ship-within-a-ship” concept, offering private areas, butler service, and premium inclusions while still giving guests access to the wider ship experience.

On the product side, MSC Cruises continues to invest heavily in new ships. MSC World Asia will launch on 4 December 2026, sailing from Barcelona in the Mediterranean, followed by MSC World Atlantic, launching in November 2027 from Port Canaveral. These new-generation ships reflect MSC’s focus on innovation, sustainability, and guest experience.

Strong Value Driving Bookings

Antonio Paradiso summed up the current Wave season momentum:

“We have had a great performance so far in January thanks to the support of the trade. This is the most consistent Wave season we’ve ever had. We have superb itineraries with a nice spread of bookings to the Mediterranean across multiple embarkation ports, and our ex-UK, Caribbean and Dubai sailings are performing very strongly too.

Our Wave offers represent the ultimate in value, making it easier to say yes to more – with generous discounts on drinks packages, flights, and deposits, alongside unforgettable cruise experiences, world-class dining, entertainment, and spectacular destinations.”

Outlook for the Irish Trade

With strong early-year performance, expanded air capacity, award-winning trade support, and significant new tonnage on the horizon, MSC Cruises is well positioned for continued growth in Ireland. For Irish travel agents, the combination of value, accessibility, and product breadth is proving to be a winning formula.