| Sherry welcomes fathom

Carnival Australia chief
executive Ann Sherry has sent her
congratulations to Carnival Corp
in the US on the launch of its new
social awareness brand fathom.
The local Carnival boss labelled
the brand as a “ground breaking
move for the tourism industry”.
“We know from our own
experience in the Pacific Islands
that cruise ships are uniquely
able to take travellers to remote
areas and to generate much
needed economic opportunities
for island communities as part of
our commitment to sustainable
tourism,” Sherry commented.
Announced late last week,
fathom will connect passengers
with humanitarian opportunities
in underprivileged destination.
Sourcing its first ship in the form
of the 710-pax MV Adonia from
P&O Cruises World Cruising, the
line will initially launch seven-day
cruises to the Dominican Republic.
The first departure from Miami
is scheduled for Apr next year.
Pax will be able to select from a
range of activities to get involved
with either onboard or onshore,
depending on their interests,
passions, skill sets and abilities.
Carnival Corp ceo Arnold Donald
said the new brand will connect
passengers keen to have a
positive impact on people’s lives
who may not know where to start.
“We believe travel is a
meaningful way to allow for
personal growth while making
purposeful and engaging
contributions to the world.
“We are so pleased that
fathom will give travellers a
unique opportunity to work
alongside local people as part
of a larger scale effort that will
demonstrably improve lives.”
Fathom has been in the pipeline
since late 2013, under direction
from humanitarian activist and
entrepreneur Tara Russell, who
set on creating its business model.
“Our Australian and New
Zealand guests are always eager
to engage with the communities
we visit and to provide assistance
wherever needed, as we have just
seen in Vanuatu in the wake of
Cyclone Pam,” Sherry added.
“I think fathom is a wonderful
initiative that combines cruising
with the desire of people to make
a difference.”