In what is becoming a trend of “voluntourism” (volunteering combined with tourism), Carnival is launching a new brand and introducing a series of week-long trips designed to attract younger people to cruising . On the inaugural voyage departing from Miami in April 2016, 710 participants will perform up to three days of organized humanitarian work in the Puerto Plata region of the Dominican Republic.
The unique “voluntourism” trips are being designed for individuals who want to help those less fortunate, but want to do something more hands-on and humanitarian than simply writing a check. En route to the Caribbean on the ship MV Adonia, passengers will receive basic Spanish lessons and orientation in preparation for their volunteer work, which may range from teaching English to cultivating cacao plants and organic fertilizer at a women’s cooperative, or helping produce clay water filters. They will also have the opportunity to participate in more traditional tourist excursions from Amber Cove, an $85 million Dominican cruise center being developed by Carnival and other investors, set to open in October.
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New Brand is Named fathom
Carnival has named the newly-branded cruises fathom. The Associated Press reports that Tara Russell was named president of fathom and given the title of global impact lead for Carnival Corp. According to Russell, fathom will “mobilize, educate and equip 700 travelers on every trip, allowing for thousands of impact activity days per week, and tens of thousands of travelers a year.”
In addition to fathom, Carnival owns nine other brands, including Carnival Cruise Line, Cunard, Holland America, P&O, Costa and Princess.
To make sure that customers are doing meaningful work with reputable partners, the company is developing relationships with what it terms “proven, trusted local organizations” in the Dominican Republic. According to Carnival, a portion of the proceeds from every fathom ticket sale will go to partner organizations in the country to help fund their missions.
Voluntourism Attracts a New Clientele
Carnival predicts that 40 percent of the passengers on fathom cruises will be first-timers on the seas, and many of them will be significantly younger than the average cruise passenger, who is 49. This is a good way for Carnival to build its future business, as the Cruise Lines International Association says 62 percent of passengers are repeat customers.
Prices are expected to start at $1,540 per person, which will include accommodations, meals and three on-shore volunteer activities.
