Sydney, Australia – 8 January, 2026 – MSC Cruises invites guests to plan their perfect holiday. At the same time, embrace the unexpected moments that make a cruise with the cruise line truly unforgettable. In 2026, 23 modern ships will visit over 300 destinations worldwide.
The cruise line has launched a new global campaign highlighting what makes MSC Cruises unique. This includes authentic culinary experiences, spectacular international entertainment for all ages, and an unparalleled choice of destinations and embarkation points. The campaign emphasizes that magic happens in the unplanned moments.
The new campaign was developed in partnership with McCANN – the world’s leading advertising agency network. It features a reinterpretation of the iconic Jackson 5 track “ABC.” This new version includes newly written lyrics. They highlight the breadth of experiences and services offered on board MSC Cruises. Energetic, joyful, and instantly recognizable, the music reinforces the line’s spirit of discovery, warmth, and hospitality. It re-imagines a globally loved hit. This aligns seamlessly with the campaign’s spirit.
From unexpectedly spotting marine life while sipping coffee on the balcony to meeting new friends over dinner, MSC Cruises ensures guests are well taken care of with warm hospitality. This approach leaves them more time to enjoy the best moments. Such moments are often never planned.
From elegant main restaurants and quality international dining concepts to speciality restaurants, MSC Cruises caters to every taste with unique and authentic gastronomic experiences. MSC Cruises invites guests to explore the world through flavor. Traditional favorites include fresh, homemade pizza or sumptuous flavors found in places like Kaito Teppanyaki or Holas! Tacos and Cantina. Expertly crafted cocktails and freshly roasted coffee add to the experience. A full-scale microbrewery at sea, featuring exclusive signature beers brewed from desalinated seawater, is available. 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’s the unexpected connections made over the dinner table. Such connections create bonds and new friendships among guests. These will continue long after the holiday is over.
Spectacular international entertainment awaits guests on board with shows and activities for every type of traveler. The carefully crafted worldly entertainment options go beyond outstanding stage shows each evening. They include live music and performances, enriching activities, gameshows, pop-up events, and more. These allow guests to pack in as much or as little as they like. Once on board, guests will be surprised. They get swept away by the awe-inspiring performances and upbeat atmosphere.
As a family-owned company, MSC Cruises knows how to keep the whole family happy on holiday with tailored entertainment and activities for all ages. The award-winning Doremiland kids’ club, onboard waterpark, cinema, and around-the-clock activities provide ample experiences. This approach helps guests 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. This happens amidst the abundance of games and activities on board.
MSC Cruises’ ship-within-a-ship concept, MSC Yacht Club, provides ultimate comfort, privacy, and personalized 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, onboard Wi-Fi, and luxurious suites, guests have permission to be a little ‘extra.’ 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. They feature 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 center stage. These elements create awe-inspiring moments that will take guests’ breath away.
Unexpected tranquil moments can be found on board. There is 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. It offers comprehensive ranges of massages and beauty treatments to restore one’s natural balance. Meanwhile, thermal areas provide a holistic wellness experience. They combine heat, water, and relaxation. With fitness facilities and a variety of sports classes on board, guests may expect to feel their best. Yet they will find they leave feeling pampered and better than ever.
MSC Cruises offer itineraries across five continents. They sail 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. They will be ready to discover their next destination as soon as they disembark.
Onboard boutiques abound on MSC Cruises’ ships with the latest fashion, jewelry, electronics, cosmetics, and watches. These options allow guests to remember the voyage of a lifetime. Exclusive luxury retail concepts, such as TimeVallee, the multi-brand watch concept, and stand-alone Omega stores available on select ships, enhance the shopping experience. Guests may come away from their cruise with more than just memories.
To book a 2026 holiday with MSC Cruises, visit www.msccruises.com.au / www.mscrcruises.co.nz.
Written By:
PEPR Agency
