MSC Cruises has a lot going on and the cruise line is counting on Canada to be an integral part of its success. “We planted the flag in Canada like no one else has done,” says MSC’s VP of Global Sales Achille Staiano, telling Travel Industry Today, “We understand Canadians have different needs. It’s a different market. And we’re paying attention to the needs of the market and the trade.”

What MSC has going on is a massive fleet expansion, with 27 new ships – including several in the luxury category – expected to be introduced by 2030, taking the privately-owned Italian cruise line to nearly 50 ships. With 18 vessels in service now (and 19 by the end of the year), MSC is the fourth largest cruise line in the world after Carnival, Royal Caribbean and Norwegian.

New developments include the launch of the MSC Grandiosa in November and the opening of the Ocean Cay private island in the Bahamas in December.

Known for combining European charm and modern elegance, the cruise line has also enhanced its food offerings across the fleet; introduced top notch onboard entertainment, including Cirque de Soleil shows; and kept up with technology with innovations like the onboard personal assistant, Zoe.

MSC has also promised to become a carbon neutral cruise line, which requires a substantial investment.

“The company is investing so much, and success in Canada is integral to our global success. It makes our job easier,” Staiano says.

To that end, the company opened an office in Mississauga last May, led by country manager Ian Patterson, who told a trade audience of over 100 people last week at an MSC event in Toronto that the facility has grown from four to 30 people in less than a year.

The cruise line has also introduced dedicated web sites and brochures in Canada for consumers and the trade with rates listed in Canadian dollars, formed a groups department, and enhanced its call centre with more reservations agents.

And still to come are a French brochure, expanded call centre hours, post cruise customer service enhancements, more third-party offers, and increased trade marketing.

“Canada is a huge market for MSC Cruises,” said Patterson, who encouraged agents to enrol in the cruise line’s e-learning academy, which will see a master program rolled out in the next few months.

Reg Mendes, Vice President of USA and Cruises for Sunwing, says the cruise line is a favourite for Canadians and that MSC has been part of the company’s cruise program “from the beginning.”

New to Sunwing’s roster is the MSC Meraviglia, one of the largest cruise vessels in the world – a ship that Mendes describes as featuring “modern amenities with a classic European flair, from the welcoming piazzas to the Swarovski-adorned staircases and the Mediterranean-style promenade featuring the unique LED dome.

“Plus,” he says, “the ship offers world-class entertainment with an exclusive performance from legendary Cirque du Soleil in the specially designed Carousel Lounge.”

Another popular choice, says Mendes, is the ultra-modern MSC Seaside, with its sprawling Aqua Park, one of the largest ziplines at sea, glass skywalk along the waterfront boardwalk, and two full-sized bowling alleys.

Sunwing packages both ships with direct round-trip flights from select Canadian gateways to Miami, plus round-trip transfers between the airport and pier, accommodations, and all meals.

As a bonus, Sunwing customers receive for free the MSC Fantastica program, which includes preferred Interior, Oceanview or Balcony stateroom location; preferred dining times (subject to availability); free daily room service; and Easy Drink Beverage Package.

Mendes points out the groups of eight or more qualify for special pricing and added perks (such as 16th adult travels free with Sunwing), plus agents will receive 10X the STAR Agent Reward Points that convert to cash on all MSC Meraviglia bookings.

To date – and as evidenced by the strong turnout for the partner event – MSC’s Staiano says Canada has been “responding very well” to the cruise lines’ efforts in this country“I think,” he says, “that we can do good things here.”