MSC CRUISES REVEALS FIVE TRAVEL TRENDS DRIVING DECISIONS FOR 2025 AND BEYOND

• External influences alter the way guests decide where and how to travel
• TV, films, books and social media continue to influence destination decisions
• Opting for cold weather vacations in nature and taking mid-career breaks for extended travel experiences are both on the rise

Geneva, Switzerland – December 11, 2024 — MSC Cruises unveiled five trends today that are influencing travel choices through 2025 and beyond, from trading traditional sunny escapes for cooler destinations, to planning getaways inspired by TV shows and films.

The leading global cruise brand is providing insight into how individuals research vacations, where they go and how they travel, with trends like radical sabbaticals, coolcations, and set-jetting that are shifting booking decisions.

COOLCATIONS ON THE RISE

In 2025, cooler destinations are rising in popularity as travelers seek out milder climates in place of traditional ‘summer sun’ hotspots. More and more tourists are trading walks on the beach and sunbathing for hikes in the mountains and basking in breathtaking landscapes. This trend, dubbed ‘coolcations’[1], draws explorers toward destinations that offer natural wonders to discover and pristine landscapes to admire.

Guests following this trend can indulge in MSC Cruises’ Northern Europe cruises or Alaska cruises. In 2026, MSC Cruises will set sail to Alaska for the first time. Known for its breathtaking scenery, rugged wilderness and abundant wildlife, guests will be able to enjoy the region’s unparalleled beauty and rich cultural heritage aboard MSC Poesia with weekly sailings from Seattle throughout summer 2026.

Alternatively, travelers can embark on an unforgettable journey through Northern Europe. They can experience the breathtaking fjords of Norway aboard the MSC Euribia or explore the cultural and natural treasures of Baltic Sea destinations like Lithuania, Sweden, Estonia, Finland, and beyond aboard MSC Poesia.

RADICAL SABBATICALS

Over the last few years, with workplaces being increasingly flexible with remote work, and more companies offering sabbaticals as an employment perk, there’s a heightened eagerness to take extended work breaks to globetrot. This has driven the rise of the ‘radical sabbatical’[2].

MSC Cruises’ World Cruise is the perfect solution, providing guests the opportunity to embark on the voyage of a lifetime to circumnavigate the world without having to repack their suitcase or schedule endless flights. Departing Europe in January 2025 and 2026—with the 2027 sailing soon to be revealed—guests can experience up to 50 destinations across up to 32 different countries from the comfort of a modern and elegant balcony cabin. With port calls that allow guests plenty of time to maximize their experience in each destination, the itinerary also offers a number of overnight stays, affording guests even more time to fully immerse themselves in the culture, history and landscapes of every city they visit.

SET-JETTING: TRAVEL INSPIRED BY POPULAR CULTURE

Another emerging travel trend for 2025 is ‘set-jetting’[3], where travelers are inspired to visit a destination because of a book, movie or television series. This phenomenon has gained momentum with the rise of globally accessible streaming platforms, allowing audiences to connect emotionally with the settings of their favorite stories.

With its unparalleled choice of destinations to explore, MSC Cruises offers various itineraries that feature some of the world’s most iconic cultural and cinematic landscapes. A Mediterranean cruise aboard MSC Opera allows guests to discover the stunning city of Dubrovnik (Croatia), a UNESCO World Heritage Site made infamous by the hit TV show Game of Thrones. A Middle East cruise aboard MSC Euribia, including calls to Dubai and Abu Dhabi (UAE), takes travelers to the setting of two Mission Impossible films. For ardent Sex and the City fans, cruises from New York City aboard MSC Meraviglia bring the opportunity to follow in Carrie’s through the streets of Manhattan.

THE CRAVING FOR CULINARY TOURISM

Food has become much more than just a part of the travel experience. It’s now a driving force behind destination choices. Fueled by appreciation for diverse flavors, social media’s influence and a desire to discover new flavors, culinary tourism is surging in popularity. Now more than ever, travelers are planning trips specifically to explore unique restaurants or culinary experiences, planning to immerse themselves in local food markets, take part in specialist cooking workshops or heading out on a tasting tour.

Not only does MSC Cruises sail to a vast range of famed foodie hotspots like Naples and Palermo (Italy), Barcelona (Spain), and Buenos Aires (Argentina), but guests can also book a range of culinary shore excursions like visiting charming wineries in the Italian countryside, savoring delicious tapas in Alicante (Spain), or attempting to recreate traditional dishes during a cooking workshop in a family-run olive oil mill located in the heart of the traditional agricultural region of Katakolon (Greece).

Back on board, MSC Cruises’ ships can have up to 11 different restaurants offering unique and authentic gastronomic experiences from all around the world. Offering a mix of traditional favorites and new flavors, guests can continue to explore the world through their tastebuds to complement their exploration ashore.

From tasting farm-to-ocean ethos gastronomy from Swedish chef Niklas Ekstedt at the innovative Chef’s Garden Kitchen on MSC World Europa, to enjoying authentic Italian cuisine at the only Eataly restaurant at sea on MSC World America launching next April, or savoring the flavors of Asia with Kaito Teppanyaki and Kaito Sushi on many ships in MSC Cruises’ fleet, the possibilities for gastronomic discovery are endless.

THE DESIRE FOR ELEVATED ALL-INCLUSIVE VACATIONS

All-inclusive vacations have long been a favorite for their ease and convenience, but there has been a noticeable shift in preferences. Today, travelers are increasingly willing to spend more for an elevated all-inclusive experience that balances traditional simplicity with touches of exclusivity. This evolution caters to a growing desire for thoughtfully curated, high-quality getaways that go beyond the basics.

MSC Cruises redefines the all-inclusive vacation with the MSC Yacht Club. The luxury ‘ship within a ship’ concept offers an elevated and refined all-inclusive getaway with private facilities including dedicated restaurant and lounge, 24-hour butler service and private sundeck—all with keycard-only access and within easy reach of everything a larger ship has to offer.

The MSC Yacht Club guest experience includes an unlimited premium drinks package including the finest spirits, complementary Wi-Fi, a fully-stocked minibar and access to the MSC Aurea Spa thermal area, all in one single, stress-free booking. Additionally, at MSC Cruises’ private island destination in the Caribbean, Ocean Cay MSC Marine Reserve, MSC Yacht Club guests enjoy exclusive access to Ocean House, where a private beach, restaurant and services await.

# # #

About MSC Cruises 

Headquartered in Geneva, Switzerland, MSC Cruises is the world’s third largest cruise line and the market leader in Europe, South America, the Gulf region and Southern Africa, with a strong and growing presence in North America and the Far East. 

The MSC Cruises fleet consists of 22 modern ships with three new vessels due to be launched in 2025, 2026, and 2027. 

The Company operates in more than 100 countries around the world, offering cruises across five continents, calling at more than 300 destinations and welcoming more than 180 different nationalities on board. 

MSC Cruises is firmly committed to achieving net zero greenhouse gas emissions for its marine operations by 2050. 

Click here for more information on MSC Cruises. 

[1] 2025 VIRTUOSO® LUXE REPORT

[2] Globetrender Future of Luxury Travel Forecast: 2020-2025

[3] Expedia Travel Trends Report, 2024