Quick Read
- Holland America Line debuted its first Macy’s Thanksgiving Day Parade float in 2025, celebrating Alaska.
- Singer Jewel performed on the float, sharing her Alaskan roots and promoting the state’s culture.
- The float highlighted Holland America’s Global Fresh Fish Program, focusing on sustainable seafood sourced from Alaskan fisheries.
- Ann Evans, a passenger on Holland America’s Rotterdam ship, went missing during a shore excursion in Saint Martin.
- Authorities in Saint Martin continue their search for Evans; cruise safety remains a concern.
Holland America Line Makes a Statement at the Macy’s Thanksgiving Day Parade
In 2025, Holland America Line stepped into the national spotlight with its first-ever float at the iconic Macy’s Thanksgiving Day Parade. The company, a well-known cruise line with a legacy of connecting travelers to far-flung destinations, chose to celebrate Alaska—The Great Land—on the streets of Manhattan. Their float, a kinetic tribute to the state’s breathtaking glaciers, diverse wildlife, and the tranquil majesty of Denali National Park, brought a slice of Alaska’s magic to millions of parade viewers. VICE reported that this showcase wasn’t just about scenery—it was about honoring the culture, communities, and flavors of Alaska.
Jewel’s Performance: Personal Roots Meet Corporate Values
Anchoring the float’s theme was singer-songwriter Jewel, whose childhood in Alaska shaped her artistry and outlook. Born in Utah and raised in Anchorage and Homer, Jewel’s connection to Alaska runs deep. “It’s so wonderful to be part of a float that celebrates the place that shaped me—its landscapes, wildlife, and people,” she shared in Holland America’s press release. Her performance on the float wasn’t just a musical act—it was a homecoming of sorts, a way to share the spirit of her home state with the world. For Holland America, Jewel’s authenticity and artistry were the perfect embodiment of Alaska’s sense of adventure and resilience.
Kacy Cole, the company’s chief marketing officer, emphasized the synergy between Jewel’s personal story and Holland America’s own legacy: “Her authenticity and artistry capture the beauty, spirit, and sense of adventure that define Alaska, and we’re thrilled to share that with millions of parade viewers.”
The float’s design elements—moving glaciers, representations of Alaskan wildlife, and vistas of Denali—were more than decoration. They were a visual commitment to Holland America’s ongoing relationship with Alaska, a destination that remains central to its cruise itineraries.
Sustainability and Local Partnerships: The Global Fresh Fish Program
Beyond spectacle, Holland America Line used the parade platform to highlight its Global Fresh Fish Program, a sustainability initiative that sets it apart in the cruise industry. According to the company, Holland America is the first and only cruise line certified for Alaska sustainable seafood. This means that they source directly from local Alaskan fishermen, supporting regional fisheries and bringing authentic flavors aboard their ships. The float, then, was not just a symbol—it was a statement about values: commitment to local economies, environmental stewardship, and the culinary richness of the places they visit.
For guests, this translates into fresh, responsibly-sourced seafood served onboard, connecting travelers to the culture and tastes of Alaska in a meaningful way. In an industry often criticized for its environmental footprint, Holland America’s efforts to partner with local suppliers and promote sustainability are notable—and increasingly relevant to travelers who care about where their food comes from.
Safety in the Spotlight: Missing Passenger on the Rotterdam
While the parade brought positive attention, Holland America Line also faced serious scrutiny in 2025. FOX 5 San Diego and KUSI News reported that Ann Evans, a 55-year-old American passenger, went missing after disembarking for a tour in French Saint Martin during her voyage aboard the Rotterdam, the company’s newest ship. Evans reportedly left the bus during an organized island tour and did not return, prompting a search by law enforcement agencies on both the Dutch and French sides of the island.
The Rotterdam, which can accommodate up to 4,173 guests, is a symbol of Holland America’s modern fleet and commitment to passenger experience. But the incident underscores ongoing concerns about cruise safety, especially when travelers leave the security of the ship for excursions. Authorities have urged anyone with information about Evans’ whereabouts to come forward, but as of publication, no further details are available regarding her situation, companions, or the circumstances of her disappearance.
Such cases, while statistically rare, remind both cruise operators and passengers of the importance of vigilance and robust safety protocols. As cruise tourism rebounds post-pandemic, questions about passenger welfare during shore excursions remain a critical part of the conversation.
Alaska’s Enduring Pull and Holland America’s Brand
Holland America Line’s celebration of Alaska at the parade, coupled with its sustainability initiatives and commitment to authentic travel experiences, reflects a brand that is betting on the enduring allure of ‘The Last Frontier.’ Alaska remains one of the company’s signature destinations, drawing travelers eager for wildlife, wilderness, and a sense of adventure. The partnership with Jewel, the float’s kinetic design, and the focus on local seafood all reinforce Holland America’s claim to being more than a cruise provider—they are storytellers, ambassadors, and stewards of place.
However, as highlighted by the missing passenger case, the cruise industry’s promise of adventure must always be balanced by a commitment to safety and transparency. For Holland America, 2025 has been a year of high-profile engagement and sobering reminders.
Holland America Line’s 2025 journey is one of contrasts: bold public celebrations of Alaska’s spirit and culture, meaningful sustainability initiatives, and a renewed spotlight on passenger safety. The company’s ability to connect travelers with authentic experiences—while maintaining vigilance over the wellbeing of those in its care—will define its reputation in the years to come.