The MSC Seascape marked the brand’s entry into Galveston in November, with MSC’s European style blended with American comfort, said Suzanne Salas, executive vice president of marketing, e-commerce and sales.

The product aboard the 4,560-guest ship has been adjusted for the local market, with a resident country band aboard, line dancing and a Texas-themed sail-away party, she said.

In addition are smokers onboard, serving up BBQ.

“We’ve run a multichannel marketing campaign over the last year to build awareness in Texas and the surrounding areas,” she said.

That includes a big push into the Dallas and Houston markets, the rest of the state, and surrounding areas including as far out as the Midwest and Colorado.

The Texas launch follows the new MSC World America, which started service in April sailing weeklong cruises from Miami.

The brand began 2025 in the U.S. with a big push: a Super Bowl commercial, and in October, it was the title sponsor for the Formula 1 race in Austin, Texas, at the Circuit of the Americas.

Texas Talks

“We have continued extensive trade outreach to make sure our partners are equipped to confidently sell MSC,” Salas noted.

Prior to the ship assuming its regular seven-day rotation sailing on Sundays, there were launch activities in Galveston with hundreds of travel agents attending a preview event. The plan is to continue to make the ship accessible for agents for tours and familiarization trips, Salas said.

The company has relied on a North American travel advisory board and has built up resources for agents, Salas said, pointing out the company offers direct, personalized support for travel partners.

Its Texas Talks webinars have been so popular with agents that they are continuing on a weekly basis, she continued.

Those webinars were designed to introduce advisors to the MSC product in Texas.

She said it was all-hands-on deck when it came to supporting travel advisors.

“That means our sales organization, trade support team and contact center teams … we play an active role. Our BDMs meet regularly with agency partners to provide updates and training.”

Market

“Galveston is attracting a big drive-to market,” Salas said. “We’ve been growing in North America quite a bit and expanding to Galveston is pivotal for us as our fourth U.S. homeport.”

Galveston follows Miami, Port Canaveral and New York as a homeport for the cruise line. Seattle is next, where the MSC Poesia will be based for a summer program in Alaska this year.

The Seascape will sail weeklong cruises from Galveston for the foreseeable future with port calls in Costa Maya, Roatan and Cozumel.

Salas said the company was looking for a balanced mix of guests out of Galveston, targeting both existing MSC passengers, new-to-cruise and customers from competing cruise lines.

Excerpted from the 2025-2026 Winter Cruise Industry News Quarterly Magazine.