{"id":83715,"date":"2026-02-02T05:00:52","date_gmt":"2026-02-02T13:00:52","guid":{"rendered":"https:\/\/www.hollandamerica.com\/blog\/?p=83715"},"modified":"2026-02-09T16:17:39","modified_gmt":"2026-02-10T00:17:39","slug":"survey-shows-more-travelers-are-prioritizing-nature","status":"publish","type":"post","link":"https:\/\/www.hollandamerica.com\/blog\/travel-inspiration\/survey-shows-more-travelers-are-prioritizing-nature\/","title":{"rendered":"Survey Shows: More Travelers Are Prioritizing Nature"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p>For many travelers, unforgettable moments aren\u2019t 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.<\/p>\n<p>That preference is shaping travel decisions, with 67% of Americans naming <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/alaska-cruises?xid=EXTHBG20260130SMEZX0R1KE\">Alaska<\/a> as a top travel destination.<\/p>\n<p>\u201cWhat travelers are telling us is that meaningful experiences matter more than ever,\u201d said Robert Morgenstern, senior vice president of Alaska Operations at Holland America Line. \u201cMoments 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.\u201d<\/p>\n<p>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 <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/alaska-cruises\/articles-and-videos\/whale-watching-on-alaska-cruise?xid=EXTHBG20260130LXDKAKNIB6\">whale-watching in Alaska<\/a> to penguin colonies in South America, these immersive experiences bring guests closer to the natural world.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Alaska \u2014 Top on the List for Nature Travel<\/h2><\/div><div class=\"fusion-text fusion-text-2\"><p>Alaska remains one of the most powerful examples of nature-driven travel, offering dramatic scenery and abundant <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/alaska-cruises\/alaska-wildlife?xid=EXTHBG20260130BEY4ONFX2O\">wildlife<\/a> 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.<\/p>\n<p>These include complimentary tours through Denali National Park and Preserve and an exclusive partnership with the <a href=\"https:\/\/alaskawildlife.org\/?xid=EXTHBG20260130DFRYNPIINO\">Alaska Wildlife Conservation Center<\/a>. Every ship in Alaska carries a Wildlife Expert to help guests spot and identify local animals. Shore excursions such as the <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/alaska-cruises\/alaska-yukon-ports\/sit\/37204?xid=EXTHBG202601304ZKWYERHUN\">Sea Otter and Wildlife Quest<\/a> in Sitka offer opportunities to observe marine life in its natural environment, while onboard enrichment enhances guests\u2019 understanding of the region.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Iceland \u2014 Rugged Coastlines &amp; Raw Beauty<\/h2><\/div><div class=\"fusion-text fusion-text-3\"><p>Nature defines Iceland. Rugged coastlines, volcanic landscapes, and nutrient-rich waters create ideal conditions for wildlife encounters, particularly marine life. Our <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/iceland-cruises?xid=EXTHBG20260130D1EUDL35KY\">Iceland cruises<\/a> offer experiences such as the <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/northern-europe-cruises\/europe-northern-ports\/hus\/87009?xid=EXTHBG20260130MF0R3DML44\">Big Whale Safari &amp; Puffins RIB Adventure<\/a>, 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\u2019s raw beauty.<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container has-pattern-background has-mask-background internalBanner nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:30px;--awb-padding-right:30px;--awb-padding-bottom:30px;--awb-padding-left:30px;--awb-background-color:#dce3eb;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\" data-scroll-devices=\"small-visibility,medium-visibility,large-visibility\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-4 fusion-text-no-margin\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-top:0px;--awb-margin-right:0px;--awb-margin-bottom:0px;--awb-margin-left:0px;\"><p><em>Ready to experience unforgettable wildlife? <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/find-a-cruise?xid=EXTHBG20260130H2RE7FGFP8\">Find a cruise now<\/a>.<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container has-pattern-background has-mask-background nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">South America \u2014 Unforgettable Opportunities<\/h2><\/div><div class=\"fusion-text fusion-text-5\"><p>Nature reveals itself in quieter but equally compelling ways in <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/south-america-antarctica-cruises?xid=EXTHBG20260130G80SING5EN\">South America<\/a>. During port calls on Punta Arenas, visit the <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/south-america-antarctica-cruises\/south-america-antarctica-ports\/puq\/34006?xid=EXTHBG20260130M0FXZYQZ5A\">Magdalena Penguin Reserve<\/a>, 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.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Australia \u2014 Wildlife Found Nowhere Else<\/h2><\/div><div class=\"fusion-text fusion-text-6\"><p>Australia\u2019s wildlife is found nowhere else in the world, and our <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/australia-new-zealand-south-pacific-cruises?xid=EXTHBG20260130B5C4MDOJ41\">Australia cruise<\/a> itineraries are designed to highlight that biodiversity responsibly. In Melbourne, guests can visit <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/australia-new-zealand-south-pacific-cruises\/australia-south-pacific-ports\/mel\/26926?xid=EXTHBG202601309VDYA8ZCMF\">Healesville Wildlife Sanctuary<\/a>, where native species such as koalas, kangaroos, and platypuses are showcased in a conservation-focused setting. In Hobart, guests can visit the <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/australia-new-zealand-south-pacific-cruises\/australia-south-pacific-ports\/hba\/20129?xid=EXTHBG20260130RRLOQ5AGR1\">Bonorong Wildlife Sanctuary<\/a> to see Tasmanian Devils. These encounters blend education with close-up access, offering insight into Australia\u2019s unique ecosystems.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\"><h2 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">British Isles \u2014 Dramatic Coastal Ecosystems<\/h2><\/div><div class=\"fusion-text fusion-text-7\"><p>Nature-focused travel isn\u2019t limited to remote wilderness. In the <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/united-kingdom-cruises?xid=EXTHBG202601308RXU38VGVK\">British Isles<\/a>, protected coastal ecosystems offer powerful wildlife encounters. Experiences such as <a href=\"https:\/\/www.hollandamerica.com\/en\/us\/cruise-destinations\/northern-europe-cruises\/europe-northern-ports\/lwk\/36114?xid=EXTHBG20260130HSQ1B4TI6K\">Noss Seabirds and Seals<\/a> 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.<\/p>\n<\/div><div class=\"fusion-title title fusion-title-6 fusion-sep-none fusion-title-text fusion-title-size-three\"><h3 class=\"fusion-title-heading title-heading-left\" style=\"margin:0;\">Memories Brought to You by Nature<\/h3><\/div><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img loading=\"lazy\" decoding=\"async\" width=\"1487\" height=\"2560\" alt=\"Infographic showing survey results about family trip memories, memorable vacation experiences, treasured memory locations, and Alaska travel interest.\" title=\"blog-nature-is-the-new-thrill-ride\" src=\"https:\/\/www.hollandamerica.com\/blog\/wp-content\/uploads\/2026\/02\/blog-nature-is-the-new-thrill-ride-scaled.jpg\" class=\"img-responsive wp-image-83814\" srcset=\"https:\/\/www.hollandamerica.com\/blog\/wp-content\/uploads\/2026\/02\/blog-nature-is-the-new-thrill-ride-174x300.jpg 174w, https:\/\/www.hollandamerica.com\/blog\/wp-content\/uploads\/2026\/02\/blog-nature-is-the-new-thrill-ride-595x1024.jpg 595w, https:\/\/www.hollandamerica.com\/blog\/wp-content\/uploads\/2026\/02\/blog-nature-is-the-new-thrill-ride-768x1322.jpg 768w, https:\/\/www.hollandamerica.com\/blog\/wp-content\/uploads\/2026\/02\/blog-nature-is-the-new-thrill-ride-892x1536.jpg 892w, https:\/\/www.hollandamerica.com\/blog\/wp-content\/uploads\/2026\/02\/blog-nature-is-the-new-thrill-ride-1189x2048.jpg 1189w, https:\/\/www.hollandamerica.com\/blog\/wp-content\/uploads\/2026\/02\/blog-nature-is-the-new-thrill-ride-scaled.jpg 1487w\" sizes=\"auto, (max-width: 1487px) 100vw, 1487px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-8\"><p>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 \u2014 toward nature, discovery, and moments that leave a lasting impression.<\/p>\n<\/div><div class=\"fusion-text fusion-text-9\" style=\"--awb-margin-top:0px;\"><h3 style=\"text-align: center;\">Access Exclusive Deals &amp; More<\/h3>\n<\/div><div style=\"text-align:center;\"><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" target=\"_self\" href=\"https:\/\/www.hollandamerica.com\/en\/us\/sign-up?xid=EXTHBG20260130V63JAKTJOZ\"><span class=\"fusion-button-text\">Sign Up for Special Offers<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1992,"featured_media":83717,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[30,31],"tags":[4558,4557,4559],"class_list":["post-83715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-travel-inspiration","category-where-to-travel","tag-holland-america-travel-trends","tag-nature-travel-trends","tag-sustainable-travel-interests"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/posts\/83715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/users\/1992"}],"replies":[{"embeddable":true,"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/comments?post=83715"}],"version-history":[{"count":8,"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/posts\/83715\/revisions"}],"predecessor-version":[{"id":83831,"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/posts\/83715\/revisions\/83831"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/media\/83717"}],"wp:attachment":[{"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/media?parent=83715"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/categories?post=83715"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.hollandamerica.com\/blog\/wp-json\/wp\/v2\/tags?post=83715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}