The line will use the new campaign to highlight the benefits of cruise ships as a better venue for events than hotels or resorts.

The drive also follows requests from agents, companies and event firms which have reported an upturn in demand for MICE business following the impacts of the pandemic on the sector.

MSC Cruises’ commercial teams in the UK and Ireland will engage with agents throughout September to explain the attractions and benefits for MICE clients onboard the line’s existing 19 ships with two new vessels set to join it fleet later this year – MSC Seascape and MSC World Europa.

Antonio Paradiso, managing director UK and Ireland for MSC Cruises, said the company’s ships have "great advantages" over hotels and resorts as venues for MICE events.

"There are many more options for food and beverage, an array of different entertainment attractions to enjoy and, of course, different destinations to explore and discover, plus all on one voyage," he added.