The race to expand into Europe's river cruise market could soon welcome another major player. After Celebrity Cruises officially launched Celebrity River Cruises, with inaugural sailings scheduled for 2027, a new report suggests MSC Group is also evaluating an entry into the river cruise sector through its Explora Journeys brand.

According to Italian maritime publication Shipping Italy, MSC Group is evaluating plans to introduce European river cruises under Explora Journeys, its luxury ocean cruise brand. While the project has not been officially confirmed, industry sources cited by the publication say the initiative is currently under evaluation.

If the plans move forward, Explora Journeys would expand beyond ocean cruising and enter the growing river cruise market, where established brands such as Viking, AmaWaterways, Uniworld, Scenic, and the newly announced Celebrity River Cruises are already competing.

The project is still in the planning stage, with no ship orders, launch dates or vessel designs announced. The report suggests the expansion would focus on Europe's most popular rivers, although specific waterways have not been identified.

The timing would align with MSC Group's continued investment in its luxury travel portfolio. Explora Journeys has been rapidly expanding its ocean fleet, with Explora III entering service in 2026 and additional vessels already planned through 2028.

The move would represent another step in MSC Group's long-term growth strategy in the premium and luxury cruise segment. However, the publication notes that the company has not publicly confirmed the project, and no official announcement has been made by MSC Group or Explora Journeys.

Should the plans materialize, MSC would become the latest global cruise company to diversify beyond ocean cruising and into Europe's river cruise market, offering guests a new way to experience destinations from the heart of historic cities rather than coastal ports.