To celebrate its 153rd anniversary, Holland America Line marked its enduring Dutch roots with the official naming of its newest signature tulip — “Savour the Journey” — during a ceremony at the iconic Keukenhof Gardens in the Netherlands. The vibrant orange tulip serves as a living symbol of the brand’s Dutch heritage and longstanding ties to Dutch culture, craftsmanship and tradition.
Cultivated by renowned Dutch growers KP de Geus of Maveridge International exclusively for Holland America Line, the Savour the Journey tulip reflects qualities long associated with the brand: elegance, warmth, hospitality and attention to detail. Its bold orange petals and glowing yellow center embody both tradition and vitality, echoing the enduring connection between Holland America Line and the Netherlands’ rich horticultural legacy.
“Our Dutch heritage is central to who we are, and naming our Savour the Journey tulip at Keukenhof is a meaningful expression of that connection,” said Nico Bleichrodt, vice president, international sales and marketing, Holland America Line. “We are deeply grateful for the opportunity to name this tulip and for the care and craftsmanship behind it. It reflects the sense of intention that defines our brand and how we invite guests to experience the world.”
The tulip was officially named during a ceremony at Keukenhof that brought together Holland America Line leaders, partners and guests to mark the moment. The event traced the year-long journey to find and adopt the new tulip, highlighting the cruise line’s longstanding relationship with Keukenhof and its Dutch heritage. The program culminated in a live sand-art performance that revealed the tulip’s name, Savour the Journey, followed by the formal dedication led by Captains Eric Barhorst and Jeroen Baijens, tulip grower KP de Geus, and tulip godmother and Olympic medalist Joy Beune. The celebration concluded with a Champagne toast among the blooming gardens.
A decorated Olympic medalist and one of the Netherlands’ most celebrated speedskaters, Joy Beune brings a deep personal connection to the moment. A proud Dutch athlete who has partnered with Holland America Line since 2025, Beune embodies the same spirit of excellence, heritage and forward momentum that defines the cruise line. In keeping with maritime tradition — where ships are formally named and welcomed into service with a godparent — Holland America Line extended that custom to its signature tulip. Beune’s role as godmother to the Savour the Journey tulip reflects the brand’s seafaring roots while celebrating modern expressions of Dutch culture.
“It’s truly special to serve as godmother to this tulip,” said Joy Beune. “There’s nothing more Dutch than tulips and speed skating — both are part of our national identity. I love that Holland America Line is honoring its Dutch roots in such a meaningful way, and ‘Savour the Journey’ reflects a mindset I really connect with: taking pride in the path, not just the finish line.”
As part of the tulip-naming celebration, Holland America Line will also take part in the Bloemencorso Bollenstreek Flower Parade on April 18, an event that draws around one million visitors each year. The cruise line last participated in the parade in 2013, when it unveiled its previous signature tulip, and first joined in 1948 to mark its role in transporting tulips from the Netherlands to the US. This year’s return continues that long-standing tradition.
“We are honored to continue our longstanding relationship with Holland America Line in such a meaningful way,” said Ferry Huurman, Director of Operations at the Keukenhof. “Flowers, and tulips in particular, are deeply rooted in Dutch tradition, and welcoming a new tulip into our gardens is always a special moment. Hosting this celebration together symbolizes the rich Dutch heritage we proudly share, as well as the joy that tulips bring to visitors from around the world!”
Holland America Line’s Dutch heritage continues to shape the guest experience today, particularly on its Northern Europe cruises embarking from Amsterdam, Dover and Rotterdam. From Dutch Day celebrations on board to regionally inspired cuisine and enrichment, the cruise line brings its roots to life throughout the journey. Cruise guests can sail on select Northern Europe itineraries that showcase this heritage while exploring some of the continent’s most storied ports. Itineraries include:
- 7-Day Viking Trails & Celtic Origins: Edinburgh Evening Stay, June 14, 2026 — Reykjavik to Rotterdam
- 14-Day Baltic & Scandinavian Capitals, June 26 or 27, 2026 — Roundtrip from Rotterdam or Dover
- 7-Day Norwegian Fjords & Hidden Gems, Sept. 5, 2026 — Amsterdam to Rotterdam
- 13-Day Fjords of Norway, Sept. 19, 2026 — Rotterdam to Dover
- 15-Day Arctic Journey & Northern Lights, Oct. 15, 2026 — Dover to Rotterdam
- 7-Day Norwegian Fjords & Sognefjord, May 8, 2027 — Roundtrip from Amsterdam
For more information about Holland America Line or to book a cruise, consult a travel advisor, call 1-877-SAIL HAL (877-724-5425) or visit hollandamerica.com.
