Pierfrancesco Vago, executive chair of MSC’s cruise division, said the aim of the move was to make it easier for agents to interact with the two brands and support opportunities for the trade to grow its business with the group off the back of its investment in MSC and Explora.

Antonio Paradiso, MSC Cruises managing director UK and Ireland, will now assume in-market responsibility for Explora Journeys, with the brand’s first ship Explora I poised to sail its maiden voyage next month from Southampton.

All existing commercial agreements with trade partners will be unaffected by the change, with commercial conditions for both brands remaining distinct and unchanged. In addition, Explora will continue to have its own dedicated sales, marketing, contact centre and PR teams, with MSC pledging "additional brand-dedicated resources" to support the new approach.

“This is another demonstration from MSC Group of how we aim to grow and develop further the relationship with the travel trade community which has played such a vital role in our growth to date, and continues to do so with both our brands," said Vago.

"This simplified structure will provide easier access for our trade partners, especially travel advisors, leading to mutual and rewarding benefits for all sides. Most importantly, it will allow the travel trade community to benefit from the continued investments we are making in both brands, thus providing travel trade partners with expanded opportunities for growth."

MSC will adopt the same structure for the two brands in Italy, France, Spain, Portugal, South Africa, Brazil, China and Japan.

Explora I will depart Southampton on 17 July on a 15-night Norwegian fjords and Arctic Circle sailing, taking in Denmark’s capital Copenhagen.