Growing Inclusivity at Sea: How the Cruise Industry is Evolving
In 2022, Hurtigruten Group invited six Black travel leaders on an expedition to Antarctica. As members of its new Black Traveler Advisory Board, they were asked: How can cruising better welcome travelers of color?
One change was immediate. Board members recommended retiring the phrase “the white continent” to describe Antarctica. Hurtigruten agreed, a reminder that even language shapes whether a space feels inclusive.
Representation Matters
Marketing is often the first touchpoint. “If we don’t see ourselves represented, it’s a red flag,” said Martinique Lewis, president of the Black Travel Alliance. For many, visibility in ads or social media determines whether they book at all.
Cruise lines are catching on. Hurtigruten has shifted to more diverse marketing, while Virgin Voyages partners with influencers who reflect today’s travelers—young, diverse, and global.
“There has to be an authentic interest in engagement.”
— Kareem George, Culture Traveler
Beyond Marketing
Onboard experiences play an equally important role. Inclusive language, thoughtful entertainment, and diverse programming can make the difference between feeling embraced or overlooked.
Small shifts—like DJs who play a broader mix of music, or trivia that highlights artists from different cultures—show travelers that they belong.
Community at Sea
For some, group cruises offer reassurance and connection. Sailings like Festival at Sea or Melanin at Sea curate activities that celebrate culture and create community. Others niche down further—line dancing, crocheting, or fitness-focused groups—proving there’s space for everyone at sea.
The Business Case
Inclusivity isn’t just a social responsibility; it’s smart business. Black leisure travelers spent $145 billion in 2023, representing 11% of the U.S. market. “We’re going to travel, and we’re going to spend money,” said Jason Dunn of the National Coalition of Black Meeting Professionals.
Cruise lines that meet this moment with authenticity will be the ones that thrive.
Looking Ahead
Challenges remain, but momentum is building. From marketing to onboard experiences, the cruise industry is taking steps toward inclusivity—reflecting not only the diversity of its guests, but the world itself.
