Virgin Voyages is entering Mexico as its first priority market in Latin America, supported by a 70% rise in Mexican travelers since 2023 and growing demand from travel advisers.

Mexico has become Virgin Voyages’ first priority market in Latin America, as the adults-only cruise line seeks to capitalize on rising demand from Mexican travelers and strengthen its relationship with travel advisers across the country.

Virgin Voyages, the cruise brand founded by Richard Branson, officially entered the Mexican market in 2026 as part of a broader global sales expansion. The company said Mexican demand has grown sharply in recent years, with a 70% increase in travelers from Mexico since 2023 and a 35% rise in First Mate bookings tied to Mexican source markets. First Mates are Virgin Voyages’ travel adviser partners, a channel the company sees as key to accelerating its presence in the country.

The cruise line said these indicators prompted it to establish dedicated, on-the-ground sales leadership in Mexico to provide closer support to advisers and build brand awareness among Mexican travelers. The strategy will be led by Alberto Muñoz, Associate Vice President for Mexico and Latin America, who will oversee market development and commercial relationships in the region.

Mexico Becomes Launchpad for Regional Growth

Virgin Voyages chose Mexico as its first market for Latin American development due to the maturity of the country’s cruise segment and the growing appetite among Mexican travelers for differentiated premium experiences. During the company’s official presentation in Mexico, Muñoz says the brand is using Mexico as a base to consolidate its regional strategy before expanding further across Latin America.

The company’s entry comes as cruise lines compete to capture travelers seeking more personalized, experience-driven products. Virgin Voyages is positioning itself in Mexico through its adults-only model, design-focused ships, wellness offerings, entertainment, and “Always Included Luxury” concept, which bundles several services into the fare rather than relying heavily on add-ons.

Virgin Voyages said Mexico’s growth aligns with rising interest in its adults-only, all-inclusive experience paired with high-demand destinations. Its fleet includes ships serving routes in the Caribbean, Europe, and, from 2026, Alaska, allowing the company to market a broader portfolio to Mexican travelers seeking cruise options beyond traditional itineraries.

Travel Advisers at the Center of the Strategy

The company’s Mexico strategy is strongly focused on travel advisers, a key distribution channel for cruises. Virgin Voyages said the increase in First Mate bookings from Mexican source markets reflects the importance of agents in educating travelers about the product and converting demand into reservations.

Trade media reports indicate that Virgin Voyages has been presenting benefits for travel advisers in Mexico, including commercial tools and group-booking incentives. The company is also strengthening its North American sales structure, with expanded field support designed to provide more consistent assistance to advisers across key markets.

For Mexico, the move could strengthen competition in the outbound cruise market, where travelers often depart from US ports such as Miami or Fort Lauderdale for Caribbean itineraries. Virgin Voyages’ focus on Mexican consumers suggests that the company sees room to expand beyond traditional cruise demographics and attract adults seeking a more contemporary, lifestyle-oriented product.

Muñoz says Virgin Voyages aims to redefine the rules of the cruise industry by offering a product aligned with innovation, design, and a different onboard experience. For the company, Mexico is not only a new sales market but the starting point for a broader Latin American strategy.