Prevue September/October 2015 - (Page 18)
sea shores
Cuba Bound: Pioneering a "New" World
Intrigue grows as American groups get in line to explore, engage and give back
to eight hours of permitted activity daily for 700+ passengers will
foster meaningful exchanges and personal transformation.
"Fathom is just beginning its relationship with Cuba, so it will
spend a good bit of time learning, immersing and listening to Cuban
officials and the Cuban people to understand what it can do to
have the greatest social impact within this society."
To authenticate the Cuban experience back onboard, the
7-day cruise from Miami will include an orientation to the country's
history, customs and culture, including basic Spanish lessons and
culinary immersion. At a time when demand for local experiences
and fine-tuning multigenerational programming is causing more
than a few head scratches from planners, Russell says Fathom's
immersive, personal enrichment vibe has already garnered
"significant interest in MICE-related bookings."
AT THE THRESHOLD
Shelling pigeon peas in the Dominican Republic
A
s one of the fastest growing trends in travel, voluntourism,
or social impact travel, has become a viable option for
groups seeking immersive, hyperlocal experiences in exotic
destinations that provide meaningful takeaways and givebacks.
Despite an overall lower interest in civic issues when compared to
other generations, the simple desire to make the world better has
placed millennials at the helm of this $2 billion industry-just in time
for one of the most enticing travel opportunities in decades.
As a gem of the Caribbean, Cuba is a window into the past
and a threshold to the future. In short, "Cuba is a place where
time has stood still," says Tara Russell, president of Carnival
Corporation's new social impact travel cruise line, Fathom. "A trip
to Cuba may be the shortest distance to travel to enter an entirely
different world."
After kicking off the brand this past April with a maiden voyage
to the Dominican Republic (DR), Fathom has moved on to Cuba,
with plans to alternate between the DR and Cuba beginning in
2016 aboard the 710-passenger Adonia. Fathom's onboard cultural
and educational programming will trickle into three different Cuban
ports-with eight more in the works-where Russell envisions up
Although Cuba has been promoting its tourism product for years
with steady increases in arrivals from Canada, Europe, Latin
America and the Caribbean over the past decade, opening the
door to Americans is expected to significantly move the economic
dial for neighboring Caribbean islands. The arrival of cruise lines
like Fathom can have a positive "multiplier effect" across Cuba's
economic sector, says Carlisle Richardson, economic affairs officer
for the United Nations, "in terms of purchasing local products
and stimulating activity in education and innovation-it could be a
genuine and durable partner in Cuba's development."
One challenge Cuba faces in the quest to capture American
groups is maintaining its sustainable edge with the sudden influx
of US arrivals, a task Richardson says will be difficult, but not
impossible. "Carnival has had experience in other Caribbean
countries which also have a disparity between their economies
and that of the US-investments into local cultural enterprises,
agriculture, businesses and entertainment will help to ensure that
the culture remains authentic [and not marginalized]. These are
some of the best ways to promote the giveback concept in Cuba."
For its part, Fathom will foster people-to-people experiences
that include a variety of cultural, artistic, educational and
humanitarian group activities. The point, Russell says, is to connect
with and learn from the "passionate and welcoming people" who
call the island home.-Johnalee Johnston
fathom.org
"Cuba is a place where time has stood still-a trip to Cuba may be the
shortest distance to travel to enter an entirely different world."
18 | prevue magazine
http://www.fathom.org
Table of Contents for the Digital Edition of Prevue September/October 2015
Planner’s Pick: Santa Fe
Fresh Meets: Grupo Posadas Expands Into US
Bureau Buzz: Detroit CVB
Good Business: Singapore Tourism Board
Sea Shores: Cuba: Pioneering a “New” World
On the Verge
MILLENNIAL MINDSET
THE WEST
GATEWAY CANYONS
HAWAII
On Location: Costa Rica
On Location: Langham Place New York
On Location: Norfolk
CALGARY
Checkout: Rijksmuseum, Amsterdam
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