MSC Cruises Is Actively Pursuing Chinese Cruisers to Embrace Its Brand
Photo Credit: MSC Lirica docked in the Caribbean. MSC Cruises
Skift Take
Cruise lines are building deep partnerships to tailor onboard experiences to the expectations of the Chinese cruiser. But North America and Europe still remain the key global source markets for cruise passengers.
Asia is the fastest-growing cruise market in the world, and international cruise lines are building partnerships with Chinese companies to create experiences custom-tailored to the Chinese cruiser.
Most cruise companies have created specialized brands for the Chinese market, but MSC Cruises is looking to retain its branding internationally.
It has formed a strategic partnership with Caissa Touristic Group, which entails the homeporting of MSC Lirica in Shanghai beginning in May 2016. The ship will be renovated to fit Chinese standards, but still retain its MSC branding.
While MSC Cruises has had a presence in China since 2010, the new agreement will cust
