Carnival Corporation has introduced their newest travel brand to the world; fathom. Bringing “voluntourism” to the seas, fathom is an exciting new venture for Carnival Corporation that focuses on social impact travel and sustainability.
fathom, Carnival’s 10th standalone global brand, will provide service-oriented travel experiences to those wishing to make a difference during their travels. Working closely with in country partners the fathom team have constructed itineraries and activities with the aim to make a positive social impact within developing communities.
Initial projects will take place in the Puerto Plata region of the Dominican Republic. This destination was chosen after much careful consideration and research, concerning the needs and support infrastructure of the local community plus their desire and enthusiasm to work with fathom.
Carnival Corporation’s cruise ship MV Adonia will be refurbished and redeployed from P&O Cruises to sail with fathom’s first group on her Miami maiden voyage in April of 2016. The 710 passenger vessel will provide an intimate atmosphere so that guests can get to know each other during their onboard activities and training sessions prior to arrival. Once on land guests will have the opportunity to work with local people sharing their passions, interests and skills to create a lasting impression in the areas of education, environment and economic development.
"We created fathom to meet the real hunger in the world for purpose, while at the same time tackling profound social issues through a sustainable business model. We harness the assets and resources of the world's largest travel and leisure company and combine them with the talents and hearts of those working in social enterprises around the world.” - Tara Russell, President of fathom.
Russell, who is also the founder and chairwoman of Create Common Good (providing training for self-sufficiency and financial independence to those in need), has a prominent background in the non-profit and for-profit arenas of social venture.
The new itineraries will incorporate Amber Cove, a newly developed port for Carnival Corporation.