Holland America Line is bringing a vibrant celebration of its Dutch roots to Manhattan, partnering with premium floral company The Bouqs Co. for this year’s Macy’s Flower Show. The partnership features a stunning “Tulip Voyage” exhibit that pays tribute to the cruise line’s 152 years of maritime excellence and rich Dutch heritage.
The free event runs from April 27 to May 18, 2025, at Macy’s flagship store in Herald Square, New York City. Visitors are invited to immerse themselves in a breathtaking Dutch Tulip Garden experience, surrounded by thousands of colorful tulips that create an effect reminiscent of rolling ocean waves.
A Dutch Garden in the Heart of Manhattan
An Immersive Floral Experience
Holland America Line’s installation at Macy’s Flower Show showcases the brand’s deep connection to its Dutch heritage and longstanding maritime traditions. The exhibit was created in collaboration with The Bouqs Co., which provided a stunning selection of fresh and dried plants.
Visitors are transported into a vibrant and artistic interpretation of a traditional Dutch tulip field, celebrating the beauty of both travel and nature.
A Special Opening Day Celebration
On Sunday, April 27, the Macy’s Flower Show officially opened to the public with a lively celebration at Macy’s Herald Square. As part of the festivities, Holland America Line and The Bouqs Co. distributed 1,000 signature tulips to visitors gathered outside the store’s main entrance.
The giveaway served as a joyful public tribute to Holland America Line’s 152nd anniversary and brought the tulip, a symbol of Dutch culture, directly into the hands of Manhattan’s flower lovers.
Extending the Celebration Beyond the Store
Custom Flower Deliveries Across Manhattan
In the lead-up to the show, Holland America Line and The Bouqs Co. extended their celebration throughout Manhattan with a series of special floral deliveries. Media-based influencers received fresh flower bouquets delivered on custom branded bikes, a nod to Holland America Line’s popular Stroopwafel bike activation last fall.
These deliveries were designed to build excitement ahead of the Macy’s Flower Show and bring a personal touch of Dutch heritage to the city.
Honoring Tradition in a Modern Way
Kacy Cole, Chief Marketing Officer for Holland America Line, emphasized the importance of the partnership in blending tradition with innovation.
“This partnership is a bold expression of how legacy brands can show up in modern, meaningful ways,” said Cole. “Our strategic, story-driven activation is more than a celebration of our Dutch heritage. It is an immersive experience that invites people to see travel through a more thoughtful lens.”
Kim Tobman, CEO of The Bouqs Co., echoed the sentiment, highlighting the emotional power of flowers.
“We have always believed in the power of flowers to spark joy and connection,” said Tobman. “In partnering with Holland America Line for the Macy’s Flower Show, we are excited to bring that magic to life in the heart of Manhattan. From surprise bouquet deliveries to 1,000 tulips handed out on opening day, this activation is a celebration of beauty, heritage, and the simple happiness a single stem can bring.”
A Celebration of Beauty, Heritage, and Travel
Holland America Line’s participation in the 2025 Macy’s Flower Show not only highlights its 152-year legacy but also reinforces its commitment to creating meaningful, story-driven experiences for travelers and the broader public.
Together with The Bouqs Co., the iconic cruise line has successfully blended the art of floral design with the spirit of exploration, offering an unforgettable tribute to its Dutch roots.
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Happy Cruising!
Ethan
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Ethan Schattauer, a seasoned cruiser since the age of four, has gone on over 40 cruises with his family. Drawing from his extensive travel experiences, Ethan offers a fresh and youthful perspective on the world of cruising. He also writes about cruise cuisine, onboard experiences, and practical tips, providing valuable insights for cruise travelers worldwide.