Could Explora Journeys Be the Next Ocean Brand to Enter River Cruising?

Several articles are making the rounds claiming that MSC Group, through its Explora Journeys brand, is planning to enter the European river cruise market.

The claims are based on an Italian publication – Shipping News – and its article “MSC Progetta un Prossimo Ingresso Anche Nelle Crociere Fluviali,” which translates to “MSC is also planning to enter the river cruise market.”

According to the publication, it has “learned” that the company is currently evaluating what it called a major new project, with various sources confirming that MSC Group’s cruise division is analyzing the European river cruise market on behalf of the Explora Journeys brand.

“In recent times, the company has reportedly studied the market – a specific business niche – and sought to gain a deeper understanding of the regulations applicable in various countries where the business is already established,” the article states (translated from Italian).

The publication does not name its sources and even quotes MSC Group chairman Diego Aponte, who recently dismissed the idea of market diversification at the recent delivery ceremony of EXPLORA III.

“We must be very careful not to get distracted from our core business, which is container ships,” Aponte said (translated from Italian).

TMR reached out to Explora Journeys for more information and was told, “We do not provide comment on speculation or rumor.”

MSC would not be the first ocean line to enter the booming river cruise market. Royal Caribbean made waves when it announced Celebrity River Cruises in early 2025. The line’s inaugural year sold out almost immediately and the company quickly expanded its plans to a minimum of 20 ships.

Based on its place in the ocean cruise market, Explora Journeys would play at the higher end of the river cruise market where there is currently less competition than in the premium market. Competing brands would be Uniworld Boutique River Cruises, Scenic, Tauck, and Riverside Luxury Cruises. AmaWaterways is making a significant push into the luxury side of the market, so could also potentially be a competitor.

Despite fewer competitors in the luxury space, Europe’s rivers are getting more crowded by the year with new ships coming from established operators including Viking, AmaWaterways, Avalon Waterways, Uniworld, and Riviera Travel, among others, as well as new entrants such as Transcend, Celebrity River Cruises, Century Cruises, and Trafalgar.

Only time will tell whether the news about MSC Group and Explora Journeys is true or not. TMR would love to hear your thoughts. Would you sell an Explora Journeys river cruise product? Do you think there’s room in the market for another entrant? Let us know at dsaltzman@travelmarketreport.com.