Holland America Line celebrated its 153rd Anniversary by naming its new signature tulip “Savour the Journey”. The ceremony took place at the iconic Keukenhof Gardens, in the Netherlands. The vibrant orange flower is a symbol of Holland America Line’s Dutch heritage, and its long-standing ties with Dutch culture, craftsmanship, and tradition.
The Savour the Journey Tulip, cultivated by KP de Geus and Maveridge International exclusively to represent Holland America Line, embodies the qualities that have long been associated with the brand, including elegance, warmth, attention to detail, and hospitality. Its vibrant orange petals and glowing centre embody tradition and vitality. They also echo the enduring relationship between Holland America Line, the Netherlands and its rich horticultural heritage.
“Our Dutch heritage is at the core of who we are and naming the Savour the Journey Keukenhof tulip is a meaningful expression,” said Nico Bleichrodt. Vice president, International Sales and Marketing, Holland America Line. “We are grateful for the chance to name this tulip, and for the care that went into its creation. It reflects our brand’s sense of purpose and how we invite our guests to experience the World.
The tulip’s official name was announced at a Keukenhof ceremony that brought together Holland America Line leaders and partners, as well as guests to celebrate the moment. The event traced Holland America Line’s year-long search for and adoption of the new tulip. It also highlighted the cruise line’s longstanding relationship and Dutch heritage with Keukenhof. The program culminated with a live sand art performance that revealed the name of the tulip, Savour the Journey. This was followed by the official dedication led by Captains Eric Barhorst, Jeroen Bajens, KP de Geus and Olympic medallist Joy Beune. The celebration culminated with a Champagne reception in the gardens.
Joy Beune, an Olympic medalist and one of the Netherlands most celebrated speedskaters brings a deep connection to the moment. Beune, a proud Dutch athlete and partner with Holland America Line, has been a part of the cruise line since 2025. She embodies its spirit of excellence, heritage, and forward momentum. Holland America Line has extended the maritime tradition of naming and welcoming ships into service with godparents to its signature tulip. Beune’s role of godmother for the Savour the Journey Tulip reflects the brand’s seafaring heritage while celebrating modern expressions Dutch culture.
Joy Beune said, “It is a special honor to be the godmother of this tulip.” “There’s no Dutcher than tulips or speed skating – both are part our national identity.” Holland America Line’s Dutch heritage is being celebrated in a meaningful manner. ‘Savour the Journey,’ which reflects my own mindset, is a great way to do this.
Holland America Line took part in the Bloemencorso Bollenstreek Flower Parade, which attracts around one million visitors every year. The cruise line participated in the parade for the first time in 1948, when it was first invited to celebrate its role in transporting tulips to the US. This year’s return is a continuation of a long-standing tradition.
Ferry Huurman is the director of operations at Keukenhof. “We are honored to continue our longstanding partnership with Holland America Line,” he said. “Flowers and tulips are deeply rooted into Dutch tradition. We always enjoy welcoming a new flower to our gardens. This celebration symbolises our shared Dutch heritage and the joy that tulips can bring to visitors around the world.
Holland America Line’s Dutch heritage continues today to shape the guest experience, especially on its Northern Europe Cruises departing from Amsterdam, Dover, and Rotterdam. The cruise line’s roots are brought to life on every journey, from Dutch Day celebrations aboard to regionally-inspired cuisine and enrichment. Cruise guests can explore the most historic ports of Northern Europe while sailing on selected Northern Europe itineraries. Itineraries include
* 7-Day Viking Trails and Celtic Origins: Edinburgh Evening Stay on June 14, 2026, Reykjavik – Rotterdam
* 14-Day Baltic and Scandinavian Capitals, 26 or 27 June 2026 — Roundtrip From Rotterdam or Dover
* 7-Day Norwegian Fjords & Hidden Gems, Sept. 5, 2026 — Amsterdam to Rotterdam
* 13-Day Fjords Tour of Norway, Sept. 19 2026 — Rotterdam – Dover
* 15-Day Arctic Journey and Northern Lights — Dover to Rotterdam, Oct. 15, 2020
* 7-Day Norwegian fjords and Sognefjord, 8 May 2027 — Roundtrip From Amsterdam
Consult a travel agent for more information or to book a Holland America Line cruise.
