Recent studies point to the discussion of two relevant topics in cruise companies; sustainability, which is the company's ability to manage its activities and create long-term value, while adding social and environmental benefits to its stakeholders and marketing 4.0, which is the company's ability to insert technologies into its operations, to horizontalize procedures; include emerging consumer markets and share experiences of social recognition. Cruise Tourism becomes one of the most promising segments, as it provides a new way of traveling, combining transportation, accommodation, food and several itineraries, being able to visit more than one city / country. By combining these themes, the object of this research is the company MSC Cruises, which has excelled in the market for innovating its vessels, including sustainable technologies that minimize impacts to the environment, approaching customers and creating products aimed at their needs. Therefore, the objective of this article is to present the challenges that the company MSC Cruises has faced in the face of sustainability and 4.0 marketing in its operations. One wonders, what are the challenges that the company MSC Cruises has faced in the face of sustainability and 4.0 marketing? In this sense, a descriptive research was carried out, with bibliographic basis in books, scientific articles, magazines, newspapers, master's dissertations, doctoral theses and on the MSC Cruzeiros website. It was observed that there is a lack of scientific research on the subject, which brings more originality and value to this article.