The event, promoted by CLIA Brazil, brought together more than 800 travel agents and featured several lectures over two intense days of programming.
A career shaped by a passion for sailing
The son of parents who worked in the tourism industry, Adrian Ursilli has been cruising since he was a child and continues to do so to this day. With a degree in Business Administration and a specialization in International Business, Adrian Ursilli began his professional career in foreign trade, but it was his passion for tourism that led him to a successful journey in the cruise industry.
After an exchange program in England, he entered the industry, working for giants such as Royal Caribbean, Celebrity Cruises and Costa Cruises. In 2006, he joined MSC Cruises, taking on the mission of expanding the company's operations in Brazil. Since then, he has played a crucial role in consolidating MSC as a market leader in South America.
"When I started at MSC, we only had two ships operating in Brazil. Today, we handle more than 500,000 guests per season, with an expanded fleet and embarkation ports spread throughout the country," highlighted Ursilli.
Global expansion and investment in the luxury market
MSC has been investing heavily in expanding its fleet and infrastructure. One of the milestones of this expansion will be the opening of the new Miami terminal on April 5, 2025, considered the most modern in North America, with the capacity to handle 36,000 guests per day.
Furthermore, a few days later, the company will launch the MSC World America, a mega ship that reflects the fusion between European sophistication and adaptation to local markets.
"We are taking care of our leadership and expanding our operations, not only in South America, but also in the United States, the Caribbean and Asia. The future is promising," he said.
Another highlight is the advance in the luxury segment. MSC has acquired Explora Journeys, an exclusive cruise line offering a premium experience to discerning travelers. The company also developed the private island Ocean Cay, transforming a former degraded area into an ecological haven.
"It's not just about offering luxury, but about creating memorable experiences, with sophisticated design, impeccable service and respect for the environment," reinforced the executive.
MSC's social commitment
In addition to commercial expansion, MSC has a strong commitment to social responsibility and sustainability. The company maintains a foundation that supports educational projects, combats hunger and promotes environmental protection in various parts of the world.
In Brazil, one of the projects with the greatest impact was developed in partnership with Unicef, benefiting more than 120 communities in São Paulo and Rio de Janeiro.
"Education is a powerful tool for social transformation. Our foundation works globally, both in housing construction and in environmental regeneration, such as the Super Coral project, which revitalizes coral reefs in Ocean Cay," explained Ursilli.
The democratization of cruises in Brazil
Another key point for MSC is to make cruises more accessible to the Brazilian public. To this end, the company has adopted fares in reais, payment in up to 12 interest-free installments, and expanded its network of embarkation ports, allowing travelers from different regions of the country to have easier access to sea travel.
Today, in addition to Santos and Rio de Janeiro, it is possible to embark in cities such as Balneário Camboriú, Itajaí, Paranaguá, Salvador and Maceió.
"We want more Brazilians to be able to enjoy the experience of a cruise. We not only offer affordable prices and open sales well in advance, but also personalized packages, adapted cuisine and a highly qualified crew to serve the local public," he concluded.
The acquisition of the Italo Railway Group
The recent acquisition of Ítalo-NTV by MSC is part of the group’s expansion and diversification strategy, which is already a leader in the maritime transport of cargo and passengers. Although MSC’s commercial representation office is focused on the cruise sector, the company sees this move as an opportunity to strengthen its global presence.
MSC, a privately held family-owned company, seeks not only economic growth but also positive social and environmental impact, promoting employment and sustainability. The acquisition of the Italian railway company, as well as other future acquisitions, reinforces this vision of continued growth and business diversification.
MSC invests in the education and well-being of its 200,000 employees
MSC has a comprehensive training program for its more than 200,000 employees around the world. According to Adrian Ursilli, corporate education is a priority. “We have schools and partnerships with institutions in various regions of the world, including Indonesia, the Philippines and Europe, as well as local HR departments that conduct technical and personal training,” he said. In addition to professional qualification, MSC also invests in the well-being of its employees. In Brazil, the company recently launched the D-Bem MSC program, aimed at the mental, emotional and physical development of employees. “It involves training and qualifying both in terms of professional skills, but also in terms of well-being, that is, taking care of the whole human being,” Ursilli emphasized. At the same time, the MSC Foundation supports basic education and social projects.
Mercy Ships Expansion
The shipping industry is not limited to decarbonization and reducing its environmental footprint, but also plays a key role in social and medical assistance. Adrian Ursilli highlights the partnership with Mercy Ships, an organization that operates hospital ships to serve populations in extreme poverty, especially in Africa.
"We are building a new ship for Mercy Ships. Through Médico Clínic, we also offer healthcare assistance. In other words, it is a family business that is committed to continuing to grow, generating jobs, increasing its leadership and reference, without ever neglecting social, environmental, educational and human responsibility," concluded Ursilli.
Report and photo: Mary de Aquino.