“Disneyland at sea”: How Disney aims to become a major force in the booming cruise market

A restaurant that changes around diners, fireworks over open water, children’s clubs hosted by Spider-Man and Snow White, musical shows, attractions and even a castle at the end of the central promenade: Disney’s newest cruise ship is designed as a “Disneyland at sea.”

The Disney Adventure, a 6,700-passenger vessel inaugurated in March 2026, embodies the entertainment giant’s ambitions beyond its theme parks and films. Disney Cruise Line has added three ships in two years, including the Disney Treasure, and is investing billions of dollars in a cruise business that the company says is highly profitable.

The expansion is set to continue. Claire Weiss, Disney Cruise Line’s creative director, said at the D23 fan convention in Anaheim, California, that the fleet should reach 13 ships by the end of 2030. That would add five vessels to the current fleet, while the number of ships would more than double over a decade.

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In two years, we have already launched three new ships.

The company is presenting the ships as more than conventional cruises. Their design combines the elements associated with Disney’s parks and films, from themed restaurants and children’s entertainment to live performances and attractions. The Disney Adventure has become the clearest symbol of that strategy, bringing a large-scale theme-park experience onto the ocean.

Disney’s fleet expansion reflects its effort to establish itself as a major player in the growing cruise market. The company is pursuing that goal alongside its better-known businesses in film and theme parks, using its characters, shows and immersive settings to define the onboard experience.

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We will continue to grow our fleet, which should reach 13 ships by the end of 2030.