Carnival unveils new ‘social impact’ cruise brand
Carnival Corp has launched a new cruise brand, named fathom, which will tap into the growing voluntourism market.
Carnival says it aims to attract US cruisers keen to take ‘social impact’ trips to give something back in return.
"They’ve maybe written a lot of checks in the past and are tired of writing a check to do good. They want to do something more and yet they don’t really know where to begin," said Tara Russell, president of fathom.
"People want to have meaningful travel opportunities that they can take that have a lasting contribution on the world."
Russell is the founder and chairman of a nonprofit organization called Create Common Good.
The 710-passenger Adonia ship will be deployed on fathom cruises which begin with a seven-day trip from Miami to the Dominican Republic in April 2016.
Passengers will get briefings and training en route and can choose from a number of community activities planned in the Puerto Plata region of the Dominican Republic.
These include teaching English, installing water filters and helping to cultivating cacao plants for a women’s chocolate-making cooperative.
The cruise line said it would foster long-term partnerships with ‘proven, trusted local organizations,’ and a portion of revenue would go to these organizations to cover supplies, activities and training.
The new fathom trips are priced from $1,540 per person.
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