For a long time, exploring the Amazon rivers was associated with long boat trips, humid heat, and poor infrastructure—a journey marked more by a spirit of adventure than by comfort.
From February 2027 onwards, however, this image should take on a different shape: one of the world's most exquisite ships is scheduled to sail among canoes, motorboats, rafts and expedition vessels. This is Explora Journeys' bet to win over high-end Brazilian travelers — currently the sixth largest market for the luxury brand of the Italian MSC group.
“The journeys to Brazil have been carefully designed to highlight the country’s extraordinary diversity and cultural richness,” says Anna Nash, president of Explora Journeys, in a conversation with NeoFeed . “Guests can expect a seamless blend of vibrant coastal cities, pristine natural landscapes, and more remote, less explored destinations.”
With 460 suites (all with balconies), five swimming pools, six restaurants, and 12 lounges and bars, the vessel carries only one thousand passengers—while a normal cruise ship carries at least 2,500 people. This number is not random: with this number of guests, it's possible to have a concierge for each room, in addition to avoiding the overcrowding that wealthy tourists abhor.
Starting at R$ 50,000 per person, including airfare, the 12-day trip connects Manaus to San Juan, Puerto Rico, with embarkation or disembarkation in the Amazonian capital.
In the Caribbean, the route includes St. Barts, Martinique, Barbados, and Trinidad and Tobago. In the Amazon region, the ship will pass through Macapá, Santarém, and Boca da Valéria, a riverside community in the city of Parintins, in Amazonas.
Despite Nash's expectation of receiving a large number of international tourists on the route, the inclusion of the destination in the portfolio is also part of a larger strategy to win over the Brazilian public.
To increase this customer base, the executive explains that it is necessary to change Brazilians' perception of cruises, since many still see the format as something of low quality.
“Brazilian guests value personalized service, exclusivity, and meaningful experiences, elements that are deeply aligned with our brand's philosophy. For us, the opportunity lies in building long-term relationships with Brazilian guests,” says the executive.
Founded in 2021, Explora Journeys was born with the mission of "re-educating" high-income travelers about cruising. "From the beginning, we identified this clear space within the luxury travel market," says Nash. "There was a guest deeply connected to the world of high-end hospitality, but who had not yet found an experience at sea that reflected the same level of comfort and intuitive service."
To win over this more discerning audience, the company positions itself as a collection of floating five-star boutique hotels. The brand's preferred routes are those in the Mediterranean—including among Brazilians.
The MSC Group has invested €3.5 billion in the construction of new ships so that, by mid-2028, six of the company's ships will be sailing simultaneously. This will allow access to 178 destinations in 27 countries, including locations such as Iceland , Greenland , China , Australia , Alaska, and Saudi Arabia . Some of these itineraries will last approximately one month.
“As our fleet grows, we are introducing a new expression of luxury travel — one that stands in a category of its own and challenges the idea that sophistication is only possible on land,” says Nash.
Alongside expanding its fleet of ships, the brand has also consistently invested in sports as a growth driver. Currently, Jannik Sinner, the world's number 1 tennis player , is Explora's global ambassador. At the same time, for Formula 1 fans, the company has created routes specifically for the Monaco Grand Prix, one of the most iconic races of the season.
“Through our collaboration with Jannik Sinner, we connect with a global audience in an authentic and contemporary way, reflecting a shared sense of discipline and quiet confidence,” he says. “Our presence at the Monaco GP positions us at one of the most iconic moments in global luxury, while our role as the main sponsor of the Explora Journeys Swiss SailGP Team reinforces our natural connection with the ocean.”
