The campaign will launch in January 2020 and will be called “The Power of the Sea”.

The promotional drive will include TV advertising in the UK and Ireland, a digital campaign across social media platforms including Facebook and print advertising.

“It will be designed to support your business,” Antonio Paradiso, managing director, UK and Ireland, told agents onboard MSC Grandiosa at the ship’s launch event in Southampton on Tuesday (12 November).

The cruise line also revealed it is planning to welcome three million passengers in 2020, with a target of 5.5 million by 2026, while its new World Class ships will have improved cabins with a focus on luxury.

“If anyone needs partners, it’s us. We will give agents enough product to sell for 100 years,” said Achille Staiano, vice-president of sales.

The environment is “a topic we need to focus on” said Staiano, confirming that by 2024 there will be a fleetwide 30% reduction in carbon emissions.

MSC is aiming for a 40% reduction by 2030.

Agent partners continue to be “very important”, Paradiso stressed, adding: “We love to pay commission. No matter how much our brand improves, our strength is our agents.”