Survey Shows: More Travelers Are Prioritizing Nature
For many travelers, unforgettable moments aren’t found at big city attractions, but in the natural world. According to our recent survey results, more than 4 in 10 Americans say seeing wildlife in nature would be the most memorable family vacation experience, compared with just 12% who say a theme park character encounter would stand out most.
That preference is shaping travel decisions, with 67% of Americans naming Alaska as a top travel destination.
“What travelers are telling us is that meaningful experiences matter more than ever,” said Robert Morgenstern, senior vice president of Alaska Operations at Holland America Line. “Moments like seeing a glacier for the first time or watching wildlife in its natural habitat create memories that last far beyond the voyage, and our itineraries are designed to make those moments possible.”
As travelers are increasingly prioritizing nature-driven experiences over traditional attractions, we offer a wide portfolio of wildlife-focused shore excursions. With more than 150 years of experience exploring nature-rich destinations around the world, landscapes, wildlife, and the outdoors are central to the journey. From whale-watching in Alaska to penguin colonies in South America, these immersive experiences bring guests closer to the natural world.
Alaska — Top on the List for Nature Travel
Alaska remains one of the most powerful examples of nature-driven travel, offering dramatic scenery and abundant wildlife that can be experienced both ashore and from the ship. Holland America Line is the number one cruise line for Alaska wildlife and wilderness tours, offering 175+ animal sanctuary visits and sightseeing opportunities.
These include complimentary tours through Denali National Park and Preserve and an exclusive partnership with the Alaska Wildlife Conservation Center. Every ship in Alaska carries a Wildlife Expert to help guests spot and identify local animals. Shore excursions such as the Sea Otter and Wildlife Quest in Sitka offer opportunities to observe marine life in its natural environment, while onboard enrichment enhances guests’ understanding of the region.
Iceland — Rugged Coastlines & Raw Beauty
Nature defines Iceland. Rugged coastlines, volcanic landscapes, and nutrient-rich waters create ideal conditions for wildlife encounters, particularly marine life. Our Iceland cruises offer experiences such as the Big Whale Safari & Puffins RIB Adventure, allowing guests to watch for whales and seabirds against a striking natural backdrop. These voyages combine scenic cruising with immersive shore experiences that highlight Iceland’s raw beauty.
Ready to experience unforgettable wildlife? Find a cruise now.
South America — Unforgettable Opportunities
Nature reveals itself in quieter but equally compelling ways in South America. During port calls on Punta Arenas, visit the Magdalena Penguin Reserve, home to one of the largest colonies of Magellanic penguins. Accessible only by boat, the reserve offers a rare opportunity to observe wildlife in an untouched environment. The experience reflects a growing interest in destinations that offer authenticity and limited access.
Australia — Wildlife Found Nowhere Else
Australia’s wildlife is found nowhere else in the world, and our Australia cruise itineraries are designed to highlight that biodiversity responsibly. In Melbourne, guests can visit Healesville Wildlife Sanctuary, where native species such as koalas, kangaroos, and platypuses are showcased in a conservation-focused setting. In Hobart, guests can visit the Bonorong Wildlife Sanctuary to see Tasmanian Devils. These encounters blend education with close-up access, offering insight into Australia’s unique ecosystems.
British Isles — Dramatic Coastal Ecosystems
Nature-focused travel isn’t limited to remote wilderness. In the British Isles, protected coastal ecosystems offer powerful wildlife encounters. Experiences such as Noss Seabirds and Seals in Scotland introduce guests to dramatic cliffs home to seabirds and surrounding waters frequented by seals. These moments highlight how nature can be just as impactful in well-traveled regions.
Memories Brought to You by Nature
Survey findings also show that 41% of Americans say nature or adventure destinations created their most lasting family memories, reinforcing a broader shift toward experiences rooted in the outdoors. From glaciers and wildlife to coastlines and conservation areas, our cruise itineraries are designed to meet travelers where their interests are headed — toward nature, discovery, and moments that leave a lasting impression.
