MSC Cruises' New Brand Campaign Showcases Sustainability

MSC World Europa
MSC Cruises has launched a new, "Discover the future of cruising" global brand campaign. Meant to educate consumers on the importance of sustainable travel, the spot was filmed on MSC World Europa, featuring the ship's unique environmental features plus the brand’s sustainability progress fleet-wide, and the role sustainability will play in MSC's future operations.
The campaign began rolling out 19JAN in more than 30 countries with ads on television along with outdoor, print, digital and social media.
According to MSC, “Discover the future of cruising” is the first campaign in the industry to focus primarily on a brand’s sustainability commitment and make it central to its engagement with consumers, travel partners and other stakeholders.

Leading the industry toward sustainable cruising

Pierfrancesco Vago, Executive Chairman, the Cruise Division of MSC Group, said: “Already cruising is one of the best holiday options for consumers today, but many of our guests don’t realize that it has important sustainability aspects as well.



"We have long had a steadfast focus on sustainable and environmentally responsible business practices and on protecting guests, employees, and the communities in which we operate. Today more than ever, brands like MSC Cruises recognize the vital importance of the environment, and a healthy and viable planet and this is why we think it is important for us to take a leadership role and make our sustainability commitments a key element of our discourse with consumers and overall society. Sustainability at MSC Cruises is central to the brand’s DNA and the way we operate as a business.”
MSC Cruises’ Sustainability Action Plan reflects those values establishing six key workstreams across the business and pairing them with goals and measurable targets:
  • Transitioning to net-zero emissions
  • Scrutinizing resource use and waste
  • Supporting people
  • Investing in sustainable tourism
  • Building greener terminals
“We have been investing heavily, for many years, in solutions and technologies that continuously and progressively reduce our environmental footprint. From 2017 to 2023, we invested more than eight billion euros in a more modern and efficient fleet with ten new vessels that have each been progressively more environmentally advanced than the last," he added.
The Cruise Division’s efforts to date have contributed to a carbon intensity reduction of 35% since 2008, putting it in a good position to meet the industry-wide IMO target of a 40% intensity reduction by 2030. The cruise line is focusing on reducing emissions through the adoption of LNG, "the fuel with lowest carbon emissions available at the scale we need," says  Linden Coppell, Vice President of Sustainability & ESG, MSC Cruises.
"We have already got one vessel using it and two more under construction with the third planned... This is the first step in our journey that involves transitioning to LNG in the short-term, low carbon in the medium-term, and net-zero carbon fuels, including synthetic and bio LNG and synthetic and bio methanol, in the longer-term."
Delivered in OCT, 2022, MSC World Europa is MSC Cruises’ first LNG powered vessel. MSC Cruises’ second LNG ship, MSC Euribia, will be delivered in JUN 2023. The third one, MSC World America, is under construction and will be delivered in 2025.
In addition, MSC is undertaking energy-saving technologies and initiatives, including:
  • intelligent ventilation systems and advanced air conditioning systems;
  • energy-efficient LED lighting;
  • optimized hydrodynamic performance is optimized through propeller re-blading and drag reduction measures including coating ship hulls; 
  • shore power technology;
  • cleaning systems that reduce sulphur oxide and nitrogen oxide emissions;
  • onboard Environmental Compliance Officers and dedicated waste management teams;
  • working with suppliers to reduce packaging waste; saving water and becoming water independent;
  • advanced wastewater treatment systems
Other practices help MSC protect biodiversity and promote sustainable tourism:
  • rerouting ships to help preserve the endangered sperm whale population in the eastern Mediterranean Sea; as well as
  • a commitment to protecting wildlife and supporting habitat regeneration;
  • a flagship marine conservation program at private island Ocean Cay MSC Marine Reserve in The Bahamas;
  • shore power technology;
  • working closely with tour operators and industry partners including shore excursion operators to support and promote sustainable tourism practices.
To find out more about the Future of cruising campaign and MSC Cruises sustainability commitment, click here.


Lynn Elmhirst


With a background in broadcast news and travel lifestyles TV production, Lynn is just as comfortable behind or in front of the camera as she is slinging words into compelling stories at her laptop. Having been called a multi-media ‘content charmer’, Lynn’s other claim to fame is the ability to work 24/7, forgoing sleep until the job is done. Documented proof exists in a picture of Lynn at the closing celebrations of an intense week, standing, champagne in hand - sound asleep. That’s our kind of gal.

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