MSC Cruises Sets Sail Toward Indian Market Expansion, Luxury Cruise Demand Surge and Global Itinerary Boom from SATTE 2025 with Norbert Stiekema

Published on March 11, 2025

By: Tuhin Sarkar

At the vibrant South Asia’s Travel & Tourism Exchange (SATTE 2025) event, MSC Cruises made a powerful impression by spotlighting its ambitious expansion strategy, rising demand for cruises in India, and the brand’s long-term global development vision. Norbert Stiekema, Executive Director of MSC Cruises, delivered valuable insights into how the company is navigating changing traveler preferences, elevating luxury cruise experiences, and exploring new market opportunities.

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In an exclusive interaction with Travel and Tour World, Norbert Stiekema, Executive Director of MSC Cruise affirmed the growing enthusiasm for cruise tourism in India and underscored MSC Cruises’ commitment to building strong partnerships, customer relationships, and market visibility in the region.

Indian Market Takes Center Stage in MSC Cruises’ Global Growth Plan

Stiekema enthusiastically noted the booming interest in cruises among Indian travelers. The Indian subcontinent has emerged as a strategic focus for MSC Cruises, driven by a rising middle class, appetite for luxury experiences, and increased international travel.

He emphasized that MSC Cruises is actively promoting a variety of itineraries suited to Indian tastes — particularly 3-, 4-, and 7-night sailings from Dubai, covering destinations such as Abu Dhabi, Bahrain, and other Gulf hotspots. Additionally, Western Mediterranean routes departing from Barcelona, Rome, and Genoa, and Eastern Mediterranean routes encompassing Greece, Turkey, Malta, and Cyprus, have become highly popular among Indian cruise enthusiasts.

SATTE 2025: A Catalyst for Cruise Tourism Development in India

Norbert Stiekema, Executive Director of MSC Cruise described SATTE 2025 as a dynamic platform to engage new partners, strengthen existing relationships, and increase awareness of the MSC brand in India. He expressed optimism about creating business opportunities by showcasing MSC Cruises’ diverse portfolio, including MSC Cruises’ core offerings and Explora Journeys — the brand’s ultra-luxury division.

The cruise line aims to work with local partners and travel agents to better communicate the value, variety, and comfort that cruising offers to Indian travelers.

Catering to Evolving Traveler Preferences with Tailored Cruise Experiences

Norbert Stiekema, Executive Director of MSC Cruise emphasized that MSC Cruises’ strategy revolves around customer satisfaction, onboard innovation, and multi-cultural inclusivity. With more than 80 nationalities onboard, the company is highly adept at delivering customized experiences for diverse demographics.

He highlighted that the cruise line’s consistent high satisfaction ratings and repeat clientele have propelled MSC to become the fastest-growing cruise company over the last decade, a trend expected to continue in the next ten years.

Global Reach Beyond India: European and American Cruise Markets

While MSC Cruises strengthens its footprint in India, it continues to dominate its core European cruise markets, particularly in Italy, France, Germany, and Spain. The company has also increased its Caribbean cruise capacity, tapping into the North American travel market, including U.S.-based cruisers.

Stiekema shared how itineraries are adapted based on departure ports — for instance, sailings from Italy attract more Italians, while those from France and Spain attract corresponding regional travelers. Cruises from Istanbul, meanwhile, appeal to Eastern European and Middle Eastern tourists.

Luxury Experiences and Explora Journeys Redefine Premium Cruise Travel

One of the highlights of the interaction was MSC’s growing focus on luxury cruise segments through Explora Journeys, catering to discerning travelers seeking bespoke experiences, curated itineraries, fine dining, and immersive shore excursions.

Stiekema believes luxury cruising is set to grow rapidly in India and other emerging markets, offering unparalleled service, spacious suites, and intimate voyages.

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