Explora Journeys, a brand owned by the Swiss cruise company MSC, has announced plans to enter the river cruise market. The company has signed a letter of intent with Den Breejen Shipyard in the Netherlands to build its first luxury river ships. These vessels will be designed to offer a unique blend of ocean cruising and European hospitality, with a focus on discovery and comfort. While specific details about the ship designs, routes, and schedules have not yet been released, the company plans to share more information in the coming months. Sales for the new river cruise experiences are expected to begin in 2027. Explora Journeys is not the only cruise line expanding into river cruising. Earlier this year, Lindblad Expeditions introduced European sailings on the Rhine River with its new 120-passenger ship, Connect. Meanwhile, Land tour operator Trafalgar, through its sister company Uniworld Boutique River Cruises, launched sailings on both the Rhine and Danube rivers this spring with two luxury ships, each accommodating 128 passengers. Celebrity Cruises is also preparing to enter the market, with plans to build 20 river ships by 2031. The first of these, Celebrity Compass, was recently launched at a shipyard in Rotterdam. Celebrity Compass will offer an experience similar to Celebrity Cruises’ popular Edge class ships, featuring 86 cabins and a variety of dining options, including six choices for meals and open-air bars and lounges. The ship is set to begin sailing on the Rhine River in August 2027, with all cabins already sold out. This marks a growing trend among major cruise lines to expand their offerings to include river cruises, which are known for their intimate, scenic, and culturally rich experiences. The expansion into river cruising reflects a broader shift in the travel industry, as more travelers seek immersive and personalized journeys. River cruises allow passengers to explore Europe’s historic cities and natural landscapes at a more leisurely pace, often with smaller, more intimate ships. As companies like Explora Journeys, Lindblad, Trafalgar, and Celebrity Cruises continue to invest in this sector, the future of river cruising looks increasingly bright, with more options and experiences expected to emerge in the years ahead.