Almost seven in 10 Italians would like to take a cruise, although fewer than one in five have experienced one so far, according to a new survey commissioned by MSC Crociere.
The research, conducted by AstraRicerche, found that 69.8% of respondents want to try a cruise, compared with 18.3% who said they have already taken one. The gap points to substantial untapped interest in cruise holidays among Italian travelers, although the survey does not establish whether bookings or demand have increased over time.
The findings were released by MSC Crociere on 8 July 2026 to coincide with the International Day of the Mediterranean. The online study was carried out in late March 2026 and involved more than 1,000 people aged 18 to 65, selected to represent the Italian population.
The Mediterranean Remains the Leading Choice
The Mediterranean was the most desired cruise region, selected by 46% of respondents. It remains a familiar and accessible option for Italians, offering departures closer to home and itineraries that connect well-known destinations across Italy, Spain, France, Greece and other parts of Southern Europe.
Nevertheless, the results show that interest is not confined to nearby waters. The Caribbean attracted 36% of respondents, while 32.3% selected Northern Europe. These figures place both regions within reach of the Mediterranean in Italians’ travel aspirations and indicate widening interest in more distant itineraries.
The destination figures are an important part of the wider picture surrounding MSC cruise demand in Italy. They suggest that while Mediterranean cruise destinations remain the established favorite, many potential passengers are considering routes farther from home.
Younger Travelers Favor Long-Haul Itineraries
Age emerged as an important influence on destination preferences. Travelers aged 18 to 29 showed the strongest attraction to long-haul itineraries, particularly the Caribbean. The results indicate that Caribbean cruises for young travelers can offer a convenient way to visit several destinations while retaining the same accommodation and onboard facilities throughout the journey.
From the age of 30, preferences shift toward closer cruising regions. The Mediterranean recorded its highest level of popularity among respondents aged 40 to 49, suggesting that familiarity, proximity and simpler travel arrangements become more important for many passengers as they get older.
The findings do not mean that every younger traveler prefers a distant cruise or that older passengers avoid long-haul routes. They do, however, reveal a broad generational difference in the way cruise holidays are imagined. Younger respondents appear more inclined to associate cruising with exploration, while older groups show greater interest in accessible and familiar destinations.
Relaxation Is the Leading Attraction
When respondents were asked which ideas they associate with cruise holidays, relaxation ranked first at 63.3%. Fun followed at 42%, while discovery was selected by 34.5%.
These results suggest that Italians want cruise holidays that offer more than a series of ports. The ship itself, including its accommodation, restaurants, entertainment and leisure facilities, is an important part of the experience.
When cruises were compared with other holiday formats, 39.5% of respondents considered them more relaxing. A further 26.6% viewed cruises as more comfortable, while 25.2% described them as a higher-level experience. Some 21.2% believed they offered better value for money.
Dining and Comfortable Cabins Top Onboard Priorities
Food was the leading onboard expectation in the Italy cruise survey. Quality dining was selected by 54.4% of respondents, ahead of comfortable cabins at 44.8% and relaxation areas such as swimming pools and spas at 39%.
Organized excursions were important to 34.5% of those surveyed, while 31.7% selected entertainment shows. Fitness facilities ranked lower, with gyms mentioned by 13.3%.
The results show that convenience and comfort can be as influential as the itinerary itself. Travelers appear to value a holiday in which accommodation, meals, transportation between destinations and entertainment are combined within one experience.
Strong Interest, but Not Yet Proof of Booking Growth
Leonardo Massa, vice president for Southern Europe in the cruise division of the MSC Group, said the findings reflected changing expectations among Italian vacationers, who increasingly want travel experiences that combine value, convenience and peace of mind.
Because the research was commissioned by MSC Crociere, its results should be understood as a company-sponsored snapshot of consumer attitudes rather than independent evidence of industry-wide booking growth. The survey nevertheless provides a recent indication of what potential Italian cruise passengers value and where they would most like to travel.
The central finding is clear: interest in cruising extends well beyond the relatively small proportion of Italians who have already sailed. The Mediterranean continues to provide the strongest foundation for that interest, but the appeal of the Caribbean and Northern Europe, especially among younger adults, could influence how cruise companies design and promote future itineraries.
