MSC Cruises has won the cruise category for the third year in succession in one of the most hotly contested categories at the Irish Travel Industry Awards 2026, organised by the Irish Travel Agents Association (ITAA).
The Swiss-Italian line, headed up in Ireland by Suzanne Rowe, continues to dominate supplier accolades. Shortlisted once more for Mainstream Ocean Cruise Line of the Year and related honours, MSC Cruises successes, including Mainstream Ocean Cruise Line ,Cruise Trade Team of the Year, reflecting its strong bond with the Irish trade.
MSC Cruises’ activities in the Irish market focus on delivering diverse, family-friendly, and premium cruise experiences tailored to local preferences. The company offers a wide array of itineraries, with strong emphasis on Mediterranean sailings, the perennial favourite among Irish passengers, featuring destinations like Spain, Italy, Greece, and France. Fly and Cruise packages, expanded significantly for summer 2026 in partnership with Aer Lingus, provide seamless connections from Dublin, Cork, and Shannon. This collaboration has increased available seats by 20% compared to 2025, enabling more direct flights and hassle-free journeys to embarkation ports such as Barcelona, Genoa, and Civitavecchia. Bookings for these packages have risen over 12% year-on-year, underscoring growing demand for Mediterranean escapes.
Beyond the Med, MSC Cruises promotes Northern European voyages, Canary Island winter sun cruises, and select Caribbean options, all accessible via fly-cruise or UK departures for those preferring sea journeys from Southampton or other ports. Its fleet of 23 modern ships, including innovative vessels like MSC World Europa and MSC Euribia, offers something for every traveller: family-oriented facilities with kids’ clubs, water parks, and entertainment; luxury MSC Yacht Club enclaves for premium guests; and wellness-focused amenities across all classes. Irish clients particularly favour all-inclusive options, entertainment-packed programmes, and competitive pricing that make cruising an affordable alternative to traditional holidays.
Trade support forms a cornerstone of MSC’s Irish strategy. The dedicated local team provides agents with training, marketing materials, and responsive assistance, while incentives like the recent ‘Spin and Win’ promotion reward bookings with prizes ranging from goody bags to onboard credits. Roadshows, familiarisation trips, and joint campaigns with partners help agents promote MSC’s sailings effectively. As headline sponsor of the ITAA awards, MSC reinforces its commitment to the sector, fostering collaboration and celebrating excellence among Irish agents.
Sustainability increasingly defines MSC’s approach. The company invests in LNG-powered ships, advanced wastewater treatment, and shore power capabilities, while promoting responsible tourism through onboard education and eco-friendly excursions. These efforts align with Ireland’s environmental priorities and appeal to conscious travellers seeking greener holidays.
The Irish cruise market has rebounded vigorously, with MSC Cruises capitalising on pent-up demand for multi-destination experiences, family adventures, and value-packed packages. Its fly-cruise model eliminates long drives or ferries, making Mediterranean voyages more accessible than ever. Challenges such as port logistics and seasonal fluctuations persist, but MSC’s agile scheduling and fleet diversity provide resilience.
2026 awards
Previous winners
