MSC Cruises Sustainable New Flagship Offers More Choice

MSC Cruises' MSC Euribia
MSC Euribia

MSC Cruises has described its latest cruise ship MSC Euribia as a “cool” and “environmentally friendly” vessel that provides passengers with even more choice within its expanding fleet.

MSC Euribia was christened in June in a star-studded ceremony held in Copenhagen on World Ocean Day. The 22nd ship in the MSC fleet – and the first to boast eye-catching hull art – was named by Italian screen legend Sophia Loren.

The trailblazing 6,334-passenger vessel is the second in the fleet to be powered by liquefied natural gas (LNG) which is currently the greenest marine fuel. It is billed as MSC’s most environmentally advanced ship, with state-of-the-art environmental technologies including advanced wastewater treatment and waste management systems, shore connectivity enabling the ship to use local power grids, LED lighting throughout and reduced underwater noise. It furthers the line’s goal of operating net zero sailings by 2050.

Speaking to Our Man On The Ground, MSC’s UK and Ireland managing director Antonio Paradiso described MSC Euribia as “cool, environmentally friendly and cosmopolitan” as well as providing customers with more choice.

He described how the line took a bold step earlier this year with the Discover the Future of Cruising advertising campaign that focused on sustainability.

“The TV commercial in January was one of the best things we ever did. Until then cruise commercials showed the ship, people hugging each other and having a great time, a nice party and then you get the price. We were the first ones to completely remove the price and the whole purpose of the commercial was to share a very simple message and to say this is what we are doing. Everybody used to point at the cruise industry as the bad guys, but in the past the cruise industry has been weak to share what we have already done and what we are doing in the future. It was a brave initiative, but we have seen a real spike in terms of brand awareness from the TV commercial. We never mentioned the price or the cruise experience and it was all about sustainability and it started a conversation.”

MSC Euribia, MSC Yacht Club Duplex Suite
MSC Euribia, MSC Yacht Club Duplex Suite with whirlpool bath

He said that in countries such as Germany and the Netherlands consumers were already heavily focused on the green credentials of companies.


“For them it is already a business driver and in the UK it is picking up. At one time I used to be talking about onboard shows and food, but now it is much more about sustainability.”

MSC Euribia conveys the line’s sustainability mission on its marine-inspired hull art, designed by German artist Alex Flaemig who won an international competition to produce the winning entry with his #SaveTheSea mural.

Paradiso continues:

“This ship becomes an ambassador as it will be promoting that message in each and every port and place it visits. We want to take the lead as a brand when it comes to sustainability and every year we have done more in order to get to the ultimate goal of net zero sailings. We are confident that we will, and we are working on other sources of fuel for the future, be it batteries or hydrogen.”

MSC Euribia is sister ship to MSC Virtuosa, which introduced many UK guests to the brand when it moved to Southampton last year, the first time MSC has continuously operated one of its vessels from the UK year-round. Following a maiden season in Northern Europe, MSC Euribia will take the place of MSC Virtuosa and sail out of Southampton from October for the winter 2023/24 season.

Le Grill Restaurant on MSC Euribia
Le Grill Restaurant

Paradiso finishes by saying:

“It will be meeting the high demand for no-fly cruises after the success of MSC Virtuosa. The British market is now very familiar with Virtuosa and Euribia is the new sister, with some tweaks.”

MSC Virtuosa’s Starship Club, with Rob the robotic bar tender, has been replaced by the Helios wine bar with two interactive tables – the only ones of their kind in the world – that offer immersive wine tasting experiences. New restaurants include Le Grill, a French-style steakhouse and seafood bistro, and the Japanese barbecue Robatayaki. The circular stage in the Carousel lounge on MSC Virtuosa has been replaced with a multi-purpose entertainment venue that brings the audience closer to the performers.

Elsewhere, passengers will find plenty of MSC’s familiar trademark features such as the exclusive ship-within-a-ship Yacht Club, where there’s a butler service and private lounge, restaurant and sun deck, and sparkling staircases studded with a total of 61,000 Swarovski crystals.

Author Bio:

Known as the ‘River Cruise Queen’, Jeannine Williamson is an award-winning travel writer, cruise expert and our cruise correspondent, who has clocked up thousands of nautical miles.

Photographs courtesy of MSC Cruises

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