Back in July, we reported that MSC Group appeared to be considering a move into European river cruising through its luxury Explora Journeys brand. At the time, Explora wasn’t confirming anything, saying it would not comment on speculation or rumor. We can take the word “rumor” out of the headline now.
Explora Journeys confirmed Thursday that it has signed a Letter of Intent with Dutch shipbuilder Den Breejen Shipyard for the construction of its first luxury river ships, officially marking the brand’s planned entry into river cruising. Explora says it intends to bring its “Ocean State of Mind” philosophy to Europe’s most iconic rivers, combining destination-focused travel with the European hospitality and design already associated with its ocean ships.
There are still plenty of details missing. Explora has not revealed how many ships are planned, when the first one will enter service, how many passengers they will carry or which rivers and itineraries will be offered. The company says more information about ship design, onboard experiences, delivery schedules and initial itineraries will be announced later, with sales expected to open in 2027.
The move puts Explora alongside other ocean cruise brands expanding into river cruising. Celebrity Cruises is preparing to launch its own river operation in 2027, while National Geographic-Lindblad Expeditions entered the European river market this year. For MSC Group, using Explora rather than MSC Cruises makes plenty of sense, since river cruising already attracts travelers looking for smaller ships, upscale accommodations and destination-heavy itineraries that fit much more naturally with Explora’s luxury positioning.
When we first reported on the possibility in July, the big question was whether MSC Group was seriously looking at river cruising or whether this was simply another industry rumor. We now have that answer. Explora Journeys is officially moving forward, and the next round of announcements should tell us just how ambitious those plans really are.
