Cruise 360: Estela Farina of Norwegian Cruise Line Holdings in Brazil talks luxury and innovation

In Brazil, Norwegian Cruise Line Holdings, represented by Estela Farina, has played a key role in the expansion of this sector. In an exclusive interview, Farina shares details about the company's trajectory, market challenges and prospects for the future.

A trajectory marked by innovation

Founded in 1966, Norwegian Cruise Line has always been a pioneer in the industry. "It was the first company to offer Caribbean cruises departing from Miami, when this route was not yet commercially explored," Farina highlights. In addition, the company was responsible for innovations such as the creation of a private island in the Bahamas and the introduction of Broadway shows on board, consolidating its identity as an innovator in entertainment.

In Brazil, the company's operations began as a representative, but have gained momentum over the years. "I have worked with Norwegian for 22 years, 12 of which as a representative. Three years ago, the company acquired my operations and established its own office in the country," he reveals. This expansion reflects the growth in national demand for high-end experiences on international cruises.

Destinations and new vessels

With a diverse and growing fleet, Norwegian Cruise Line Holdings covers different market segments. The holding company brings together three brands: Norwegian Cruise Line (contemporary), Oceania Cruises (upper premium) and Regent Seven Seas Cruises (ultra luxury).

"Now, in March 2025, we are launching Norwegian Aqua, the third ship in a class of six vessels, with a capacity of around 3,500 passengers. Our strategy is to offer more space and comfort, without overcrowding," explains Farina.

The itineraries are equally strategic. The company operates sea cruises in destinations such as the Caribbean, Mediterranean, Adriatic and Red Sea, as well as river cruises in Europe, Asia and Africa. The trend of travel to more exotic destinations is also growing, with the inclusion of the Seychelles and the Indian Ocean in the program.

"Alaska has grown as a destination due to its natural appeal and proximity to indigenous cultures, while Hawaii is exclusive to us, as we are the only company that offers weekly itineraries to the islands," he points out.

High-end entertainment and personalized experiences

Norwegian Cruise Line stands out for its commitment to quality entertainment. On board, passengers will find top-notch shows, including original productions and adaptations of Broadway classics. "We have pieces like Beetlejuice

and Priscilla, Queen of the Desert, in addition to the show Elements, which mixes technology and sensory sensations", says Farina.

In addition to cultural options, the company invests in the diversity of experiences. "There is entertainment for all ages: from spaces dedicated to children to attractions such as roller coasters and virtual reality games," he adds.

Personalization is also a differentiator for the company, with accommodation options ranging from internal cabins to luxury suites with exclusive services. "In The Haven area, guests have a private butler, restaurants and pool, ensuring a more private experience," he explains.

Sustainability and environmental responsibility

Environmental concerns have become a fundamental pillar for large shipping companies, and Norwegian Cruise Line is no exception. "We have eliminated the use of single-use plastics, which means 6 million fewer plastic bottles in nature per year," Farina highlights.

In addition, the fleet has received investments in sustainable technologies, such as the use of engine heat to generate energy and the adaptation of ships for electrical connections in ports. "Today, 80% of our fleet can connect to land-based power at ports, eliminating gas emissions during stops," he highlights.

The future of Norwegian Cruise Line in Brazil

With the Brazilian market increasingly receptive to cruise travel, Norwegian Cruise Line Holdings continues to invest in expansion and innovation. The company maintains a full-service office in the country, responsible for marketing, sales and customer support.

"We still have a lot of room to grow. The Brazilian public values ​​quality, exclusivity and unique experiences. Our mission is to continue offering all of this, combining comfort, innovation and sustainability", concludes Estela Farina.

The cruise industry continues to grow, and Norwegian Cruise Line is positioned as one of the leaders in this segment. Whether exploring exotic seas or enjoying a luxurious and sustainable experience, the company continues to revolutionize the market and delight travelers around the world.

Report and photo: Mary de Aquino.