Virgin Voyages has prioritized a significant requirement in the design of its latest cruise ship, the Brilliant Lady: it must be able to navigate the Panama Canal, enabling access to Alaska, the company’s next major destination. The Brilliant Lady is set to launch in Alaska next year, joining a competitive landscape that includes several new cruise lines, alongside returning operators eager to reestablish their presence.
As per the Cruise Lines International Association (CLIA), passenger volumes in Alaska are projected to stay consistent as the number of ships in service rises from 54 to 60 between 2025 and 2026. This increase follows a previous year without growth. Notably, the new cruise brands set to debut will constitute roughly 5.5% of the overall passenger capacity, intensifying competition for coveted port access.
"Alaska is one of the world’s most breathtaking destinations," remarked a representative from CLIA. The influx of new cruise lines promises to enhance travel options, attract diverse audiences to the region, and provide expanded opportunities for travel advisors.
Alongside Virgin Voyages, MSC Cruises plans to introduce the MSC Poesia, adding to the roster of large-ship cruise lines. MSC hopes its competitive pricing will appeal to travelers, while Virgin’s unique child-free environment is expected to attract families seeking adult-only experiences.
On the high-end luxury side, Ritz-Carlton Yacht Collection will unveil its Luminara in Alaska during the summer of 2026. Azamara Cruises and Crystal will mark their return to the state after a seven-year hiatus, while Explora Journeys will introduce the Explora III in 2027.
In response to escalating competition, cruise lines are tailoring their offerings. For example, Virgin Voyages is scheduling departures from Seattle on Thursdays rather than weekends to alleviate congestion during busy port days. Explora is adding land tours at the start or end of its cruises, promising a more immersive experience in Alaska, according to North America President Chris Austin.
Azamara is taking a unique approach by extending its port stays to allow guests ample time to explore. Additionally, it will host "AzAmazing Evenings" in locations like Ketchikan, showcasing local traditions such as lumberjack performances.
Established lines are also adapting their strategies. Princess Cruises plans to send its largest ship, the Star Princess, to Alaska during the upcoming summer season. "With new entrants, we must continuously elevate our offerings to retain our leadership position," shared Jim Berra, Chief Commercial Officer.
The demand for Alaska voyages appears robust, with Virgin reporting three times the revenue from its Alaskan cruises compared to its most popular North American itineraries in 2026 and 2027. Similarly, Azamara reports "exceptionally strong interest," with bookings surpassing early deployment forecasts.
Navigating Port Limitations
Despite the surge in new cruise options, Alaska’s cruise expansion is challenged by capacity restrictions at some popular southeastern ports and community resistance to growth. For example, Juneau has approved limitations that cap cruise capacity to 12,000 lower berths on Saturdays and 16,000 on other days, effective next year.
Windstar Cruises is also returning to Alaska after a three-year absence, with Director of Destination Experience Jess Peterson indicating that the company is adapting its itineraries to avoid overcrowding at busy ports.
To combat congestion, some new lines are exploring alternative ports. Klawock Island, an Indigenous-owned destination, has recently opened and is projected to see a sharp increase in cruise visits, from six in 2024 to 57 expected by 2026.
According to a spokesperson from Huna Totem Corp., which owns part of Klawock, the arrival of new cruise lines represents a significant opportunity. "Our cruise destinations can accommodate more ships and visitors, and we’re committed to developing infrastructure to support this growth."
As Alaska attracts more cruise lines, open communication with local port communities becomes crucial, highlighted by the Alaska Travel Industry Association. "Many communities are eager to embrace tourism," stated President Jillian Simpson. "The excitement lies in developing new or less-traveled cruise ports as we continue to expand our industry."
For more information on Alaska cruise options, visit the Travel Weekly.
