Carnival Corporation is taking voluntourism in cruising to the next level, with the launch of a new brand ‘fathom’ that focuses on offering ‘social impact’ itineraries.
Unveiled today, the cruise giant – also parent company to Carnival Cruise Lines, P&O Cruises and Seabourn – said its tenth cruise line feeds into travellers’ ‘real hunger’ to bring more social responsibility to their holidays.
The concept of voluntourism isn’t completely new to cruising, with cruise lines such as Crystal Cruises already running specialised cruise program that take their guests to more than 50-in-need communities around the world.
However, noticing a continued growing trend in the voluntourism sector, Carnival says it saw an opportunity to launch a line that delivers sustained impact and lasting development in the countries it travels to.
This will be achieved by pairing travellers with proven, trusted local organisations on the ground – they then get to choose from a range of social impact activities based on their passion, interests and skills.
Tara Russell, who will serve as President of fathom, said with the cruise line delivering hundreds of travellers on a regular basis, this will deliver focused and holistic and collaborative contributions in a broad region of select countries.
The first fathom ‘social impact’ cruise will travel to the Dominican Republic in April next year.
Chartering P&O Cruises’ Adonia, the 710-passenger ship will take guests on seven-day trips to the Caribbean destination where they will contribute to the Puerto Plata region.
This area was selected because of its genuine needs and required infrastructure to support social initiatives.
There cruisers will be able to help cultivate cacao plants and organic fertiliser at a nursery and assist a local women’s cooperative in producing artisan chocolates.
There’s also the opportunity to work side-by-side with Dominican school teachers in classrooms to teach English skills and help boost students’ academic performance.
Or provide hands-on support to craft and build water filters.
Russell says while the cruise line will attract people from all walks of life, she expects nearly 40 percent will be first-time cruisers.
She also expects the majority of participants to come from either America, the UK or Australia between 20 and 60 years old.
“During the past 10 years, in countless conversations I have had with people eager to serve others and make meaningful societal contributions, there has been a common theme – people struggle to know where they fit in and often people have challenges finding trusted, easy ways to make a difference.”
Tara Russell, fathom President
In addition to guests contributing local needs, every a portion of every ticket purchase price will go directly to fathom partner organisations to cover on-the-ground activities in the Dominican Republic, including supplies, travel, personnel to assist with the activities and funding to support the partner organisations’ overall missions.
Sign me up for English teaching at local schools please.