MSC Cruises’ New Venture Tailored for Italian Travel Experiences Going2Italy, the latest addition to the MSC Cruises family, is set to revolutionize travel experiences in Italy. As a subsidiary of the renowned Italian tour operator Going, this new product line is dedicated to providing tailor-made and high-profile vacations for specialist travel advisors seeking to explore the wonders of the “Belpaese”.
The primary objective behind Going2Italy is to introduce travelers to the most exclusive destinations in Italy, ranging from the enchanting Amalfi Coast to the captivating Lake of Como and other iconic hotspots. To capture the attention of the North American market, Going2Italy recently collaborated with ten top travel influencers specializing in luxury travel. These influencers were invited to experience the enchantment of Venice and Cortina d’Ampezzo, the host cities for the 2026 Winter Olympics, along with Milan.
The United States represents a key source of incoming tourism for Italy, holding tremendous value. According to the Italian National Tourist Board’s research office, which analyzed data on international airport passengers in 2022, 20.6% of the total volume can be attributed to the United States, marking a remarkable 142.7% growth since 2021. Furthermore, the World Travel & Tourism Council’s latest Economic Trends Report identifies the United States as the largest and most influential travel and tourism market globally, solidifying its position at the top.
This year, travel and tourism demand from the United States to Europe, particularly Italy, has reached its peak. With an increase in gateways connecting the two countries, expectations for tourist arrivals from the US market are soaring. Tour operators are making substantial investments in educational initiatives to meet this demand.
Headquartered in Milan and Rome, with representative offices in New York, Going2Italy is a new business unit within the tour operator Going. Going, established in 1982 in Turin and currently owned by MSC Cruises, has over 25 years of experience in the industry. Going2Italy comprises a team of skilled product managers and travel designers, who leverage their expertise and solid international commercial relationships, thanks to the synergies with MSC Group. Their target audience is travelers who have a deep appreciation for Italy and seek exclusive holiday experiences that are tailor-made with competence and creativity. For reservations and real-time quotations, North American travel advisors can rely on a cutting-edge digital B2B platform.
With 40 planned destinations and four operating divisions, Going has firmly established itself as a leading provider of highly personalized travel experiences. The addition of Going2Italy ensures that discerning travelers will have access to exceptional journeys that showcase the best of Italy.
