As competition intensifies in Alaska, cruise lines are refreshing their ships and adding immersive programs.
How cruise tourism can help and harm Alaska’s environment
Alaskans rely on the income that tourist cruise ships bring in, but some local residents have expressed concerns about the impact tourism is having on Alaska’s environment.
- Alaska is expected to welcome 1.7 million cruise passengers this year.
- Cruise lines are renovating ships and adding destination-specific programs for Alaska.
- The Alaska market is experiencing increased competition from new and revived cruise lines.
HOONAH, Alaska – There were only two ships at Icy Strait Point during the departure: Celebrity Solstice and Holland America Line’s MS Eurodam. This small port was specifically designed as a cruise ship stop, and even with two ships anchored at once, it never felt crowded. An eagle has also joined us!
Although the season is still early, 1.7 million passengers are expected to visit Alaska this year, according to the Cruise Lines International Association.
For decades, Alaska cruising has been defined primarily by a handful of giant ships ferrying travelers from one bucket-list port to another. They were mainly there for the glaciers, whales, and bald eagles, but if the boat itself happened to be good, that was a bonus.
Now, with increased competition, cruise lines are betting that travelers are looking for something more.
From Celebrity Cruises’ newly refurbished Celebrity Solstice to MSC Cruises’ refurbished MSC Poesia to the Alaska debut of Virgin Voyages’ Brilliant Lady, cruise lines are pouring money into ships and destination-specific programs that target travelers willing to pay premium prices for a more immersive experience.
The strategy reflects Alaska’s enduring appeal and increasing competition among travelers who want more upscale cruises without paying full price for luxury items.
Why Cruises Bet on Alaska Cruises
Alaska remains one of the most reliable attractions for the cruise industry. Few destinations combine such dramatic scenery with the convenience of seeing multiple locations without having to unpack your bags once.
“You’ll see glacier formation, wildlife, and killer whales,” AAA spokesperson Matthew Cox told USA TODAY. “And it’s going to be a great place (for tourists).”
For Cox, Alaska continues to resonate with AAA members because it offers bucket-list experiences that many travelers have saved for years.
So are Ian and Lynne Le Vallee, a couple from the British island of Guernsey who had originally booked a trip to Alaska with Celebrity Cruises during the pandemic, but had to cancel. Years later, they finally set out on their journey, boarding a ship from the English Channel to Hawaii for a month-long vacation.
“I wanted to do it while I was healthy enough to enjoy it,” Lynn Le Vallee told USA TODAY.
Alaska cruise demand is also shaping new expansion decisions at Celebrity Cruises, MSC and Virgin Voyages.
“Alaska continues to be extremely important to us,” Celebrity Cruises President Laura Hodges Bethge told USA TODAY while aboard the Celebrity Solstice in Alaska. “We always feel like we need more ships because there are other places our guests want to go.”
Beyond simply increasing capacity, cruise lines are rethinking what travelers want from the ships themselves.
“They called it modern luxury, we just call it upper premium experience,” Cox said, adding that AAA members are overindexing in bookings for Celebrity’s Aqua Class cabins, the line’s onboard concept. “Our AAA members are really drawn to ships they can trust. There’s a real sweet spot every time a cruise line reinvents a tried-and-true favorite.”
Celebrity’s $250 million-plus renovation of Celebrity Solstice is a prime example. The 15-year-old ship has undergone extensive renovations and new venues have been added, including The Parlor, a board game and sports bar concept. Boulevard Lounge is an all-day entertainment space. Sunset Park, an upgraded top deck retreat, and Trattoria Rossa, a new Italian restaurant.
“When a ship reaches halfway through its lifespan, you take a step back because consumer preferences are still the same. How is the ship performing?” Hodges-Besge said.
New players, new ideas
Celebrities are not alone. New ships sailing in Alaska include MSC, The Ritz-Carlton Yacht Collection, and Virgin Voyages. According to CLIA, a major industry group, Crystal and Windstar have returned to Alaska after a hiatus.
MSC Cruises will begin its first Alaska season this summer by setting sail from Seattle on the newly refurbished MSC Poesia. The move will give the Europe-based line a foothold in one of North America’s most popular cruise markets and introduce U.S. travelers to the brand’s premium onboard experience.
Meanwhile, Virgin Voyages will bring its adult-only brand Brilliant Lady to Alaska for the first time, starting sailings in the Pacific Northwest in May. The ship includes cold-climate adaptations such as panoramic glass walls in the Athletic Club, cozy seating throughout The Roundabout, and an indoor version of the line’s signature Scarlet Night celebration.
Virgin also leans heavily into destination immersion. New Alaska-exclusive cast members include a lumberjack leading an ax-throwing demonstration, a field ecologist as a naturalist, and an Alaska Native Voice cultural heritage guide who will provide workshops and storytelling onboard.
Celebrities have similar ideas.
“Alaska is one of the places where I think we’re doing a really good job,” Hodges-Besge said. “Sometimes we involve local communities to do certain ceremonies and things like that, because there are indigenous people out there who have really beautiful ceremonies and they share them with our guests.”
Many of these ships reflect a broader sweet spot in cruising, including travelers seeking sophisticated design, better food, and more immersive programs without paying the prices associated with high-end luxury brands.
For travelers, that means Alaska itself remains the center of attention, even as more cruise lines invest in making that floating experience as memorable as the glaciers outside.
What are the main routes to Alaska?
CLIA says 23 member ships are sailing through Alaska this year. Mainstream lines include:
If you need help choosing a line, check out USA TODAY’s easy guide.
How much does an Alaska cruise usually cost?
Cruises to Alaska are now more accessible with multiple options to suit different budgets.
For a seven-night Alaska cruise in 2026, travelers can expect to pay about $1,200 to $2,500 per person before taxes, gratuities, and shore excursions for a balcony cabin on a luxury cruise line. This estimate is based on current 2026 fares advertised by luxury airlines such as Celebrity Cruises, MSC Cruises and Virgin Voyages, as well as extensive industry transaction tracking by Cruise Critic.
Keep in mind that airfare is a big part of your budget. My travel companion and I took a United economy flight from Washington, DC to Vancouver, Canada on May 2nd and returned home on May 10th. The cost is approximately $1,000 per person.
The content of the tour is wide-ranging. Many of the wildlife discoveries come from tours rather than exploring the harbor on foot. For example, a kayak tour in Ketchikan was available through Celebrity and cost about $320 per person. So, be sure to budget an additional $1,000 or more per person for excursions, depending on the number of days in port and your interests.
Luxury and suite accommodations can bring the total amount even higher. However, I think it’s a safe assumption to budget between $5,000 and $10,000 per person, knowing that this will vary depending on the traveler’s preferences and the deal. There are definitely ways to cruise Alaska for under $5,000 if you plan ahead.
This article has been updated to update the headline.
The reporter for this article received cruise access from Celebrity Cruises. USA TODAY maintains editorial control.
Josh Rivera is USA TODAY’s senior travel and consumer editor.
