Holland America Line has named Conservation International as the new global beneficiary of its onboard “On Deck for a Cause” program, expanding its sustainability focus across all sailings outside Alaska.
The move directs guest donations towards marine conservation initiatives, including mangrove restoration and coastal ecosystem protection.
Onboard program supports ocean conservation
The non-competitive 5km fundraising walk, held on every cruise, invites guests to donate to the Holland America Line Foundation, with proceeds now supporting Conservation International’s work across more than 100 countries.
Holland America Line president Beth Bodensteiner said the partnership aligns with the brand’s sustainability priorities.
“Protecting the oceans we call home is a natural extension of our commitment to responsible travel,” she said.
Funds raised will contribute to projects in the Caribbean, including restoring mangrove forests and supporting coastal communities reliant on marine ecosystems.
Focus on community and environmental impact
The partnership will also support small-scale local enterprises, including ecotourism operators and fisheries, through training, funding and sustainable business development.
Conservation International senior vice president Kelvin Alie said the collaboration builds on decades of conservation work.
“Together, we’re turning individual action into lasting impact for the ocean and for future generations,” he said.
The program continues to operate separately in Alaska, where proceeds support Alaska Geographic.
Trade implications for cruise sector
For the Australian travel trade, the initiative reflects growing alignment between cruise operators and sustainability-driven experiences, increasingly important for environmentally conscious travellers.
Onboard programs that enable guest participation in conservation efforts are becoming a differentiator, particularly in the premium cruise segment.
The partnership also reinforces the role of cruise lines in supporting destination stewardship, an area of increasing focus across the global tourism industry.
