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July 7, 2025

In today’s context, where the environmental emergency demands increasingly urgent reflections from the tourism sector as well, Scenic Group’s initiative “Cherish the Planet” stands out as a concrete and forward-looking response.

Luxury tourism, often perceived as incompatible with sustainability, is here radically reimagined through a systemic commitment that involves every aspect of cruise operations: from ship design to resource management, to local community engagement and staff training. In a sector sometimes criticized for excess and waste, Scenic demonstrates that comfort and excellence in the travel experience can coexist with deep respect for the planet.

What truly makes a difference are not only declarations of intent but the implementation of precise, measurable actions guided by international standards. The “Cherish the Planet” program has been designed in alignment with the United Nations Sustainable Development Goals, which represent a comprehensive roadmap to address global challenges such as poverty, inequality, climate change, and environmental degradation. Scenic has translated these goals into six key intervention areas concerning waste reduction, CO₂ emission limitation, sustainable sourcing, community involvement, promotion of diversity, and the wellbeing and safety of guests and staff. Each area is supported by defined priorities and operational benchmarks, making the entire program transparent and accountable.

A prime example is the drastic reduction of single-use plastics, already eliminated by over 95% across the entire fleet thanks to measures such as providing reusable bottles, installing water refill stations, and introducing hygiene products in refillable formats with sustainable packaging. This achievement not only limits marine pollution but also sends a strong message to a demanding clientele, often reluctant to change their habits. Scenic thus manages to educate without sacrificing luxury, proving that sustainability can be integrated in an elegant and functional way.

Added to this is the focus on carbon emissions impact. With the assistance of Ecollective, an independent organization specialized in ecological footprint calculation, Scenic has embarked on a structured journey to measure and then reduce the carbon footprint per passenger. This scientific and transparent approach not only quantifies the actual impact of each cruise but also sets concrete annual reduction targets, promoting continuous improvement based on data.

The technological innovations adopted—particularly on the Scenic Eclipse Discovery Yachts fleet—are further evidence of the group’s commitment to concrete sustainability. These vessels not only meet but often exceed international environmental standards, thanks to cutting-edge engineering solutions. The use of Azipod propulsion systems, for instance, enables quiet and precise navigation, reducing fuel consumption by up to 12% and minimizing acoustic impact on whales. The advanced HVAC system ensures constant air exchange without internal recirculation, improving onboard environmental quality and energy efficiency. Wastewater treatment systems use membrane bioreactors to transform black and grey water into liquids safe for the marine environment, while ballast tanks are equipped with UV filtration to prevent the transfer of invasive species between ecosystems. Emission reductions are further ensured by adopting Selective Catalytic Reduction (SCR) technology, which cuts nitrogen oxides from diesel engines by up to 95%.

In collaboration with the Netherlands Marine Research Institute, the ship hulls have been designed using fluid dynamics software to maximize stability and efficiency, reducing energy demand during navigation. The five-blade propellers, customized to limit cavitation, reduce not only underwater noise but also fuel consumption. Onboard systems recover heat from generators to warm sanitary water, and freshwater treatment systems—including reverse osmosis, UV, and activated carbon—ensure very high standards of hygiene and safety.

River operations also align with these principles. Scenic and Emerald Cruises’ river cruise ships, which sail the great European and Asian rivers, are designed to combine comfort, safety, and sustainability. The company consistently invests in adopting new technologies and operational procedures that reduce environmental impact and enhance guest experience, making every journey not only memorable but ethically meaningful.

Food sourcing also follows a virtuous logic. The ships sail to diverse destinations across Europe, Asia, Oceania, and the Americas, and in each location, purchasing fresh products from local markets or, where possible, cultivating aromatic herbs onboard helps reduce the impact related to logistics and storage. At the same time, this promotes the local economy and strengthens the bond between guests and territories. This is not just a gastronomic exercise but a choice that integrates environmental sustainability and human development. In parallel, Scenic is implementing sustainable sourcing guidelines and dedicated training programs to ensure that all suppliers and employees share and uphold the company’s environmental standards.

One of the most distinctive aspects of the Cherish the Planet program is the constant commitment to grow alongside host communities. Scenic Group stands out for its dedication to building authentic and lasting relationships with local populations, based on cultural respect and collaboration. Every itinerary is developed in consultation with community leaders, with the goal of generating tangible and shared benefits. In line with internal guidelines and sustainability accreditations, every journey includes at least one Cherish the Planet experience, designed to enhance the local economy, support local businesses, and promote fairer tourism. The intention is clear: to contribute to a sustainable future by working side by side with those who live in these places every day.

This approach has already produced concrete results in various parts of the world. In Chiro, Cambodia, a potable water supply plant was built, improving the sanitary conditions of the entire community. In Myanmar, along the Irrawaddy River, sanitary blocks were constructed in the village of Yandabo, addressing an essential need of the local population. In Kenya, the group continuously supports a primary school run by an Australian family, contributing to education and territorial development. Additionally, regular and careful distribution of food, medicine, and clothing is organized in monasteries and temples visited, balanced across different provinces. Even in schools, installing water filtration systems represents a further step toward improving public health and quality of life.

This same spirit of care and inclusion is reflected within the organization. Scenic Group considers people the most valuable resource for its success. With over fifty nationalities represented among its employees, the company actively promotes a fair work environment where diversity is not only accepted but valued as a competitive advantage. Differences in gender, ethnicity, sexual orientation, age, or religious belief are welcomed as opportunities to enrich perspectives and improve services offered to guests. This inclusive approach translates into a dynamic corporate culture where every team member feels part of a larger project.

Health, safety, and staff wellbeing are further guaranteed by a solid and ongoing training system. Through the Scenic Group Academy e-learning platform, every team member participates in regular update courses that not only strengthen technical knowledge but also spread a culture of environmental and social sustainability. This investment in people reinforces the coherence with the program’s values.

Overall, “Cherish the Planet” is an advanced model of responsible luxury tourism, capable of overcoming the dichotomy between individual wellbeing and the common good. In an era when travelers are increasingly sensitive to environmental and social issues, initiatives like those of the Scenic Group not only meet a growing demand but actively contribute to redefining industry standards. It is therefore possible to reconcile the exclusivity of the travel experience with respect for the environment and social justice, transforming the journey into an act of care, knowledge, and conscious participation.

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Giorgia Lombardo

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