News

MSC bids for new UK cruise market


MSC Cruises is looking to build a new market of UK cruisers by moving its UK base from Dover to Southampton next year.


Speaking on board new ship MSC Magnifica while it was being showcased to the trade in Southampton last weekend, UK and Ireland managing director Giulio Libutti said he hoped Britons would account for 50% of ex-UK cruise passengers next year.


This summer, Britons will make up about 30% of business on MSC Opera’s sailings from Dover.


Libutti said: “The move to Southampton will improve MSC’s recognition in the UK. The port has easier connections from the rest of the UK and I believe our seven-night western Europe cruises will appeal to new cruisers.”


Libutti stressed he was not looking to take business from the likes of P&O Cruises, Royal Caribbean or Celebrity Cruises, which also sail from Southampton.


“MSC is different. We are family-owned with our own unique style,” he said.


“We don’t want to take P&O passengers. We want to create a new market of people who want an Italian ship.”


Libutti said UK revenue was projected to grow 114% this year compared with 2008. Total UK bookings are expected to grow by up to 40% this year compared to 2009.


“We have reorganised our UK office and are investing more in marketing and supporting the trade,” he said.


“The UK accounts for almost one-third of the total European market. We believe in this market and want to invest in it.”


About 2,800 agents had the chance to stay on MSC Magnifica while it was in Southampton for two nights last weekend, including 941 of Thomas Cook’s A Performers, who had their conference on board, 60 Tui retailers, 75 agents from the Co-operative Travel Trading Group and 80 Bath Travel shop managers.


Libutti said: “We do not sell direct so it is important that agents come on board and see what MSC Cruises is all about.”

Share article

View Comments

Jacobs Media is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.