Holland America Line appoints new ‘Savour the Journey’ tulip in the Keukenhof | News

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 in the iconic Keukenhof Gardens in the Netherlands. The vibrant orange tulip serves as a living symbol of the brand’s Dutch heritage and long-standing ties to Dutch culture, craftsmanship and tradition.

The Savor the Journey tulip, grown exclusively for Holland America Line by renowned Dutch grower KP de Geus of Maveridge International, reflects qualities long associated with the brand: elegance, warmth, hospitality and attention to detail. The bold orange petals and glowing yellow center embody both tradition and vitality, reflecting the enduring connection between Holland America Line and the rich horticultural heritage of the Netherlands.

“Our Dutch heritage is central to who we are, and naming our Savor the Journey tulip at Keukenhof is a meaningful expression of that connection,” said Nico Bleichrodt, vice president of international sales and marketing for 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 where Holland America Line leaders, partners and guests gathered to celebrate this moment. The event followed the year-long journey to find and adopt the new tulip, highlighting the cruise line’s long-standing relationship with Keukenhof and its Dutch heritage. The program culminated in a live sand art performance during which the tulip’s name, Savor the Journey, was revealed, 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 party ended with a champagne toast among the blooming gardens.

Joy Beune, a decorated Olympic medalist and one of the most celebrated skaters in the Netherlands, 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 to a godparent – Holland America Line extended this custom to the signature tulip. Beune’s role as godmother of the Savor the Journey tulip reflects the brand’s seafaring roots while celebrating modern expressions of Dutch culture.

“It is really special to be the godmother of this tulip,” says Joy Beune. “There is nothing more Dutch than tulips and ice skates; both are part of our national identity. I love that Holland America Line honors its Dutch roots in such a meaningful way, and ‘Savour the Journey’ reflects a mentality that I truly connect with: being proud of the path, not just the finish line.”

As part of the celebration of the naming of the tulips, Holland America Line also participated in the Bloemencorso Bollenstreek Bloemencorso on April 18, an event that attracts approximately one million visitors annually. The cruise line last participated in the parade in 2013, when it unveiled its previous signature tulip, and first participated 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 long-standing relationship with Holland America Line in such a meaningful way,” said Ferry Huurman, director of operations at Keukenhof. “Flowers, and tulips in particular, are deeply rooted in Dutch tradition, and welcoming a new tulip to our gardens is always a special moment. Organizing this celebration together symbolizes the rich Dutch heritage that we proudly share, as well as the joy that tulips bring to visitors from all over the world.”

Holland America Line’s Dutch heritage continues to shape the guest experience today, especially on its Northern European cruises from Amsterdam, Dover and Rotterdam. From the celebration of Dutch Day on board to the regionally inspired cuisine and enrichment, the cruise line brings its roots to life throughout the journey. Cruise guests can sail on select Northern European itineraries that showcase this heritage, while exploring some of the continent’s most storied ports. Routes include:

• 7-day Viking Trails & Celtic Origins: evening stay in Edinburgh, June 14, 2026 — Reykjavik to Rotterdam
• 14-day Baltic and Scandinavian capitals, June 26 or 27, 2026 — Return trip from Rotterdam or Dover
• 7-day Norwegian Fjords and Hidden Gems, September 5, 2026 — Amsterdam to Rotterdam
• 13-day Fjords of Norway, September 19, 2026 — Rotterdam to Dover
• 15-day polar tour and northern lights, October 15, 2026 — Dover to Rotterdam
• 7-day Norwegian Fjords and Sognefjord, May 8, 2027 — return from Amsterdam

For more information about Holland America Line or to book a cruise, contact a travel agent or visit hollandamerica.com.