Explora Journeys, the Geneva-based luxury cruise brand under the MSC Group, has confirmed plans to enter the river cruise segment. The company has signed a Letter of Intent with Dutch shipbuilder Den Breejen Shipyard for the construction of its first river vessels, with ticket sales expected to open in 2027.
The announcement signals a strategic broadening of the brand's portfolio, which until now has focused exclusively on ocean-going ships. Explora Journeys' 'Ocean State of Mind' philosophy—combining the freedom of the sea with European elegance—will now be adapted to Europe's major rivers, though specific itineraries and onboard concepts have yet to be revealed.
Fleet expansion timeline
The river ship order follows a rapid expansion of the ocean fleet. Explora I and Explora II entered service in 2023 and 2024 respectively. Explora III, the brand's first LNG-powered vessel, joined the fleet in 2026, and Explora IV is scheduled for delivery in early 2027. Further ocean vessels are planned through 2028, and the river ships will complement this growth.
Den Breejen Shipyard, based in Hardinxveld-Giessendam in the Netherlands, is known for building custom expedition and river cruise vessels. The partnership underscores a commitment to high-spec construction and European craftsmanship, aligning with Explora Journeys' positioning as a luxury operator.
Luxury river market context
The river cruise sector has seen increasing competition among premium players, with established operators like Viking, AmaWaterways, and Uniworld dominating European waterways. Explora Journeys' entry adds a new dimension, leveraging its ocean brand recognition and MSC Group's purchasing power. The company aims to attract luxury travellers who may have previously considered only ocean cruises, offering a river alternative with similar service standards.
While details on ship size, passenger capacity, and design are pending, the brand has indicated that sustainability will remain a priority. The use of advanced environmental technologies, already a hallmark of the ocean fleet, is expected to extend to the river ships, potentially including hybrid or low-emission propulsion systems.
Travel advisors and luxury tour operators will be watching closely, as river cruises are a high-margin, high-demand product. The 2027 sales launch gives the trade time to prepare, and early indications suggest that Explora Journeys will work closely with agent partners to distribute the new product.
This move also reflects a broader trend of ocean cruise lines diversifying into river cruising. For instance, HBX Group and Virtuoso have expanded their luxury travel partnership, highlighting the growing importance of experiential travel. Similarly, Four Seasons has expanded its curated multi-destination journeys, indicating that luxury travellers seek more varied itineraries.
Explora Journeys' river ships will likely target Europe's classic waterways—Rhine, Danube, Seine, and Rhône—though no specific routes have been confirmed. The brand's emphasis on spacious suites and European hospitality will need to be adapted to the smaller scale of river vessels, which typically carry fewer passengers and navigate narrower locks.
Industry analysts see this as a logical step for the MSC Group, which has been aggressively expanding its cruise portfolio. The river cruise market offers higher occupancy rates and a more affluent demographic, potentially boosting the group's overall profitability.
As the project progresses, more details are expected on ship design, dining concepts, and shore excursions. For now, the announcement positions Explora Journeys as a serious contender in the luxury river space, with a timeline that gives the trade ample time to integrate the new product into their offerings.
