MSC Cruises launch new brand campaign, inviting travellers to discover the magic of the unplanned moments

MSC Cruises offers unforgettable experiences across 23 modern ships sailing to more than 250 destinations in 2026.

Guests can enjoy international quality-dining concepts, spectacular entertainment and activities for all ages while discovering the joy of spontaneous, unplanned moments on board.

The excitement of a holiday with MSC Cruises, while enjoying the magic that lives in the unplanned, is featured in the line’s new global brand campaign “The Best Holiday Ever”.

MSC Cruises invites guests to plan their perfect holiday while embracing the unexpected moments that make a cruise with the cruise line truly unforgettable, with 23 modern ships visiting over 300 destinations worldwide in 2026.

The cruise line has launched a new global campaign which highlights what makes MSC Cruises unique, from authentic culinary experiences, spectacular international entertainment for all ages and an unparalleled choice of destinations and embarkation points to discover, while also highlighting that true magic lives in the unplanned moments.

The new campaign, developed in partnership with McCANN – the world’s leading advertising agency network behind some of the most creative and commercially impactful campaigns globally – features a reinterpretation of the iconic Jackson 5 track “ABC.” This new version includes newly written lyrics that highlight the breadth of experiences and services offered on board MSC Cruises. Energetic, joyful, and instantly recognisable, the music reinforces the line’s spirit of discovery, warmth, and hospitality, while reimagining a globally loved hit in a way that aligns seamlessly with the campaign’s spirit.

To see MSC Cruises latest brand campaign which launches on 8^th January 2026 click here.

From unexpectedly spotting marine life while sipping coffee on the balcony to meeting new friends over dinner or finding their inner child at the Aquapark, MSC Cruises ensures that guests are well taken care of with warm hospitality, leaving them more time to enjoy the best moments – those that are often never planned.

FOOD & BEVERAGE: UNLIMITED PIZZA, PLANNED…UNLIMITED FRIENDSHIP, UNPLANNED

From elegant main restaurants, quality international dining concepts and speciality restaurants to relaxed buffet experiences, MSC Cruises caters to every taste with unique and authentic gastronomic experiences. MSC Cruises invites guests to explore the world through flavour, with traditional favourites like fresh, homemade pizza to sumptuous flavours found in the likes of Kaito Teppanyaki or Holas! Tacos and Cantina. From expertly crafted cocktails and freshly roasted coffee to a full-scale microbrewery at sea, featuring an exclusive range of signature beers brewed from desalinated seawater, there’s a perfect drink and lounge for every moment on board. Yet the true highlight of dining at sea with MSC Cruises isn’t just the exceptional beverages or culinary experiences, it is the unexpected connections that are made over the dinner table, creating bonds and new friendships among guests that will continue long after the holiday is over.

ENTERTAINMENT: LIVE MUSIC, PLANNED…LIVING THE MUSIC, UNPLANNED

Spectacular international entertainment awaits guests on board with shows and activities for every type of traveller. The carefully crafted worldly entertainment options go beyond the outstanding stage shows each evening with live music and performances, enriching activities, gameshows, pop-up events and more, allowing guests to pack in as much or as little as they like. Once on board, guests will be surprised by how they get swept away by the awe-inspiring performances and upbeat atmosphere.

KIDS & FAMILY: WATERPARK WITH THE KIDS, PLANNED…FINDING YOUR INNER KID, UNPLANNED

As a family-owned company, MSC Cruises knows what it takes to keep the whole family happy on holiday with tailored entertainment and activities for all ages. The award-winning Doremiland kids club, on board waterpark, cinema and around-the-clock activities provide ample experiences for guests to maximize discovery and fun. While parents may expect their children to have the time of their life on board, they may be surprised by how much their inner child expresses itself amidst the abundance of games and activities on board.

MSC YACHT CLUB: EXTRA COMFORT, PLANNED…BEING EXTRA, UNPLANNED

MSC Cruises’ ship-within-a-ship concept, MSC Yacht Club, provides ultimate comfort, privacy and personalised service. Guests who stay in MSC Yacht Club enjoy keycard-only access to private facilities including a lounge, restaurant, sun deck and pool. With priority embarkation and disembarkation, 24-hour butler and concierge services, a premium drink package, on board Wi-Fi and luxurious suites, guests have permission to be a little ‘extra’ as they indulge in what may be their most relaxing and best holiday ever.

DESIGN: DESIGNER STAIRS, PLANNED…THE WAY HE STARES, UNPLANNED

Guests can expect to find MSC Cruises’ signature European style across its fleet of modern ships, with stylish facilities and high-quality amenities finished with real marble, crystal and glass. Signature design features like the picture-perfect Swarovski staircase or the breathtaking Bridge of Sighs take centre stage, creating awe-inspiring moments that will take guests’ breath away.

WELLNESS: ESCAPING THE DAILY ROUTINE, PLANNED…ESCAPING THE MIND, UNPLANNED

Unexpected tranquil moments can be found on board with a wealth of wellness options ready to relax and rejuvenate guests. A true escape of the mind can be found in the serene MSC Aurea Spa with a comprehensive range of massages and beauty treatments to restore one’s natural balance, while the thermal areas provide a holistic wellness experience by combining heat, water and relaxation. With fitness facilities and a variety of sports classes on board, guests may expect to feel their best on board but will find that they leave feeling pampered and better than ever before.

DESTINATIONS: MORE THAN 250 DESTINATIONS, PLANNED…ONE MILLION REASONS TO COME BACK, UNPLANNED

MSC Cruises offer itineraries across five continents, sailing to nearly every corner of the world. This unparalleled choice of destinations and embarkation ports holds an abundance of unique adventures waiting to be discovered. MSC Shore Excursions take care of all the details, allowing guests to be fully immersed in the cultures and landscapes of their voyage. From the stunning scenery of Alaska to the hidden gems of the Mediterranean, MSC Cruises’ offerings around the world will leave guests filled with wanderlust and ready to discover their next destination as soon as they disembark.

SHOPPING: LEAVING WITH MEMORIES, PLANNED…LEAVING WITH A NEW MEMENTO, UNPLANNED

Onboard boutiques abound on MSC Cruises’ ships with the latest fashion, jewellery, electronics, cosmetics and watches to remember the voyage of a lifetime. With exclusive luxury retail concepts such as TimeVallée, the multi-brand watch concept and stand-alone Omega stores available on select ships, guests may come away from their cruise with more than just memories.

To book, visit www.mscbook.com