The UK cruise market is projected to grow significantly over the next decade and industry operator MSC Cruises
is positioning itself to capitalise on the expansion.
According to Travel Weekly, the company plans to move its UK base from Dover to Southampton next year in a bid to expose itself to more UK passengers.
The firm's UK and Ireland managing director Giulio Libutti revealed hopes of British holidaymakers making up 50 per cent of ex-UK cruise passengers choosing its vessels next year.
He is quoted by the website as saying: "The UK accounts for almost one-third of the total European market. We believe in this market and want to invest in it.
"The move to Southampton will improve MSC's recognition in the UK. The port has easier connections from the rest of the UK and I believe our seven-night western Europe cruises will appeal to new cruisers."
An estimated 1.65 million UK cruise holidays are expected to take place this year, according to projections by the Passenger Shipping Association.
Written by Chris Smith.