Explora Journeys Ventures into European River Cruises
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Explora Journeys has signed a letter of intent to build its first river cruise ships, following Celebrity Cruises' entry into the sector. Both companies, part of major cruise groups, plan to launch operations on the Rhine and Danube rivers starting in 2027.
New Developments in River Cruising
Explora Journeys, the luxury brand of MSC Group, has announced plans to enter the river cruise market by signing a letter of intent with Den Breejen Shipyard in the Netherlands. This marks a new direction for Explora Journeys, which has primarily focused on ocean cruises until now. The company launched its first ship, Explora I, in 2023 and plans to introduce additional vessels, including Explora II in 2024 and Explora III this summer, with two more ships expected next year and a sixth by 2028.
Celebrity Cruises' Upcoming Launch
In a related development, Celebrity Cruises, another premium brand under Royal Caribbean Group, is set to begin its river cruise offerings in August 2027, with operations on the Rhine and Danube rivers. While Explora has not disclosed specific details about the number of river ships, their capacities, or onboard experiences, Celebrity has opened reservations for its itineraries planned for 2027 and 2028.
Market Growth and Future Prospects
The entry of both brands into the river cruise market comes as the European river cruise sector is experiencing significant growth. According to IG RiverCruise, the number of passengers is projected to rise from 1.39 million in 2024 to 1.49 million in 2025, with total revenue from ticket sales reaching €3.728 billion. The upcoming announcements regarding Explora’s river itineraries and further details on their offerings are anticipated in the near future.